When it comes to the fundraising calendar, the end of financial year (EOFY) is the most important time of the year for sports philanthropy organisations. It’s not just a date on the calendar, it’s a golden opportunity for Australian sports charities and foundations to unlock a surge of support and secure the vital resources needed to drive their missions forward.
Join us on this journey as we unlock the secrets to EOFY fundraising success for sports charities. We’ll equip you with the tools and knowledge you need to craft compelling campaigns, engage donors, and leave a lasting legacy.
First things first..
The Fundraising Potential During EOFY For Australian Sports Charities
Approximately 33% of all charitable donations in Australia are made during the final quarter of the financial year, with a significant portion occurring in the final weeks leading up to June 30th. It’s a concentrated window of opportunity where donors are motivated by the powerful combination of tax benefits and the desire to make a difference.
Research indicates that donors are more likely to give larger amounts during the EOFY period, with the average donation size increasing by up to 25% compared to other times of the year. This trend demonstrates the readiness of individuals to make substantial contributions and the potential for Australian sports charities to secure significant financial support during this crucial period.
Why Is The End Of Financial Year Such An Important Time In Sports Philanthropy?
The end of the financial year is a critical time for Australian sports charities. It marks the culmination of a year’s worth of fundraising efforts and presents a unique opportunity to maximise donations and support. Falling on June 30th, the EOFY aligns with key factors that drive increased charitable giving.
Tax benefits
Firstly and most obviously, In Australia, individuals and businesses can claim tax deductions for charitable donations made before the end of the financial year. By promoting their donation campaigns during this period, sports charities can encourage potential donors to contribute and take advantage of the tax benefits available to them. This can incentivise increased giving and help charities raise more funds.
Increased donor engagement
EOFY campaigns provide an opportunity for sports charities to engage with their supporters and donors, reminding them of the impact their contributions can make. It’s a time when people are generally more aware of their finances and potential tax obligations, making them more receptive to charitable giving. By highlighting the importance of their work and the difference donors can make, charities can build stronger connections with their donors and foster long-term relationships.
Capitalising on giving momentum
The end of the financial year is a time when individuals and businesses are actively reviewing their financial situation and considering charitable contributions. By positioning their campaigns strategically and highlighting the urgency and impact of their cause, sports charities can tap into this giving momentum and attract support from both existing and new donors.
Increased visibility and awareness
EOFY campaigns often receive significant media coverage and public attention, as individuals and organisations look for ways to make a positive impact before the end of the financial year. By participating in these campaigns, sports charities can enhance their visibility, raise awareness about their mission, and reach a wider audience of potential supporters.
Crafting A Compelling EOFY Fundraising Strategy For Australian Sports Charities
Now for the nuts and bolts! How to go about creating a successful EOFY fundraising strategy.
1. Identify specific goals and objectives for your campaign
To kickstart your EOFY fundraising campaign, it’s essential to establish clear goals and objectives. Determine the financial target you aim to achieve and the specific initiatives or projects the funds will support. For example, you might focus on funding sports programs for disadvantaged youth, or upgrading community sports facilities. Defining your goals will help guide your campaign’s direction and enable you to measure its success.
2. Developing a comprehensive plan
Create a comprehensive plan that outlines key elements such as campaign timeline, target audience, and messaging strategies. Consider the Australian sports philanthropy landscape and identify the segments of supporters who are most likely to resonate with your cause. Craft compelling messaging that conveys the impact of your organisation’s work, emphasising how donations during EOFY can make a difference. Develop a timeline that incorporates pre-campaign promotion, donation drives, and post-campaign follow-ups to maintain donor engagement. Check out our tips for donor stewardship here.
3. Leveraging storytelling techniques to engage and inspire donors
Storytelling is a powerful tool in capturing the attention and emotions of potential donors. Share stories that illustrate the transformative power of sports philanthropy, featuring individuals whose lives have been positively impacted by your organisation’s initiatives. Personal anecdotes, testimonials, and success stories will resonate with supporters and inspire them to contribute. Use a mix of written content, images, videos, and infographics to create a compelling narrative that showcases the meaningful work your organisation does.
4. Incorporating digital platforms and social media to amplify reach and impact
In today’s digital age, leveraging online platforms and social media is vital for maximising the reach and impact of your EOFY campaign. Create a dedicated landing page on your website that highlights the campaign’s purpose, progress, and donation options. Utilise social media platforms like Facebook, Instagram, and Twitter to engage with your audience, share campaign updates, and encourage donations. Implement strategies such as peer-to-peer fundraising, online challenges, and live streams to foster community involvement and excitement. Read more on what makes a successful sports philanthropy digital strategy here.
5. Leverage AI tools and technologies to optimising fundraising efforts
In sport and fundraising, we are often stretched for resources, this is where your newest recruit, artificial intelligence (AI) comes in. Harness the power of AI tools and technologies to optimise your EOFY fundraising efforts. AI-powered platforms like ChatGPT and Open Midjourney can enhance copywriting for your website, impact reports, and social media posts, enabling you to create compelling and personalised content at scale. AI tools like OpenAI’s DALL·E can assist in generating visually appealing graphics and artwork for campaign materials. Additionally, AI-driven analytics tools can help you measure the effectiveness of your campaign, identify donor trends, and refine your strategies for future fundraising initiatives.
You can find more information on creating a winning fundraising strategy here.
Conclusion
By understanding the unique fundraising landscape of EOFY, Australian sports charities can strategically plan and execute impactful campaigns that resonate with donors, drive engagement, and generate substantial funds to fuel their mission and programs. This unique time has the potential to catapult sports charities to new heights of success, fuelling initiatives, expanding reach, and empowering the creation of transformative change within communities.
If you or your organisation needs help to identify opportunities and develop an end of financial year campaign, check out our strategy services, here, or reach out today to start the conversation.
