Summer is often notoriously a difficult season to campaign and fundraise. So many supporters are often on vacation, taking a break from their work, and unplugging from daily responsibilities and tasks. For some organizations, this can feel like a low point. In comparison to the fall and winter months, and sometimes even spring, summer can feel stagnant and dry (at least in terms of engagement!).
However, summer doesn’t have to be this way. Nonprofits, like any organization, have the ability to pivot and capitalize on the summer months, and actually take advantage of the change in season.
Here are 5 ways to encourage engagement in the summer:
1. Capitalize on current news and issues
Nonprofits should always keep tabs on local and national events and issues, and respond appropriately (based on the organization’s mission and values). While winter and fall are usually packed with year-end giving and a myriad of holidays, summer can be a great opportunity to tap into current events and frame fundraising and campaigning around new needs and issues in the community.
2. Position summer as a time to give back
While summer is often a season of tropical vacations and poolside lounging, it can also be a time of philanthropy. Because so many for-profit companies typically experience a lull in the summer too, the season can be a great opportunity to invite supporters to use their spare time for good. While they’re usually too busy during the year to maybe volunteer or donate, the summer—slow and leisurely—can be the ideal opportunity for your stakeholders to jump in on the action.
3. Get creative with fundraisers and campaigns
Because so many nonprofits often take a break in fundraising during the summer, it can be a lucrative time for charities to get creative with their fundraising and capitalize on the low competition. Without so many nonprofits vying for supporters’ time and money during the hot season, your organization has a unique chance to appeal to supporters without having to compete.
Organize a summer-themed event as a way to diversify your fundraising methods and take advantage of the opportunity for some renewed creativity (think water balloons, outdoor concerts, and more!).
4. Allow for flexible methods of giving
In order to engage your supporters in the summer, it’s important to give them several options for engagement. If they can’t attend a fundraiser, make sure it’s easy to donate from their phone. If they can’t donate money, ensure that there are plenty of opportunities to volunteer (from big time commitments to tiny, more bite-sized engagements).
5. Tap into the desires of your audience
While this tip is important for nonprofits during any season, it’s especially crucial during summer. Instead of framing a volunteer opportunity as something that’s beneficial to the nonprofit, remind supporters that volunteerism is a great way to meet new friends and connect with other community members.
By capitalizing on summer, nonprofits have the unique opportunity to diversify their opportunities for engagement, get creative, and reconnect with their supporters.