Create a Holiday Message That Dovetails Into the New Year

Hawks advises organizations to expand their notion of “holidays” and create focused campaigns throughout the season that begins around Thanksgiving and goes until the new year. The St. Joseph’s Indian School, a Chamberlain, South Dakota-based residential/educational facility for Native American youths, has a fundraising campaign for each of the motivators that encourage giving during this time of year. Its Thanksgiving campaign focuses on giving thanks for the things you have and donating to help others; its Christmas campaign is focused on raising funds to buy gifts for children who might not get them otherwise, and encourages constituents to send in Christmas cards for the children; and, as the new year approaches, the organization focuses its messaging on year-end giving.