End-of-Financial-Year (EOFY) campaigns are a crucial fundraising moment — especially for schools, foundations and not-for-profits. With tax incentives and a defined deadline, they’re often the biggest giving window of the year. But here’s the truth we see time and again: successful EOFY campaigns don’t begin in June. They’re the outcome of strategy, structure and engagement built across the year.
Executing a Campaign Well
We recently delivered an EOFY campaign for a school foundation that combined clear messaging, targeted donor segments and optimised landing pages. From the outside, it looks like a standard campaign launch — five mailings, tailored landing pages, donation forms. But behind the scenes, the work starts much earlier.
Before a single message went out, we analysed donor patterns using tools like AWS Quicksight linked to CiviCRM. This helped us identify different donor types — active, lapsed, first-time, and major gift prospects — and understand what kind of message each might respond to.
We shaped communication that reflected these motivations, refined the donation journey, and tracked engagement throughout. The initial returns were strong — but just as importantly, we built a foundation for smarter campaigns in the future.
Why Year-Round Engagement Matters
EOFY should be the high point of an ongoing conversation with your supporters, not the start of one. When we see clients succeed, it’s often because they’ve nurtured engagement well before asking for a gift.
This doesn’t mean constant asks. It means:
- Sharing impact stories and updates regularly
- Capturing insights from events and interactions
- Using tools like marketing automation to stay in touch in meaningful ways
Then, when EOFY arrives, your supporters aren’t just being contacted — they’re being invited to take part in something they’ve already been part of all year.
Smarter Campaigns, Better Outcomes
Executing a campaign well is important. But building a system that learns, improves and engages all year round? That’s what really drives growth in giving.
If you're planning your EOFY campaign now, ask yourself what can be done today — and what could be built for the long term. Because EOFY starts long before June, and the best time to prepare is always now.
