How to reinvigorate your end of year tax appeal

The 1 June in Australia doesn’t just signal the start of winter – it also marks the moment when charities nationwide press go on their end of financial year tax appeals. With so much competition and noise, it’s easy for your message to get drowned out – but a more creative approach can make all the difference.

In this post, we take a closer look at organisations who are thinking outside the square and using clever, innovative techniques to get their message across at tax time.

4 ways to give your tax appeal a new lease of life

1. Implement a digital content strategy

It may seem obvious, but developing a strong digital strategy is still one of the best things your nonprofit can do to strengthen your end of year tax appeal. Have you been working on a special campaign this year? Or perhaps you’re trying to raise funds for much-needed equipment but haven’t quite hit your target? By developing a digital content strategy that utilises your social media channels, the end of financial year is the perfect opportunity to promote your nonprofit’s message and ask for those last minute donations!

2. Show, don’t tell

In a previous post, we talked about the power of storytelling and that applies to tax appeals too. Rather than simply asking your donors to give to ‘the cause’, single out individuals with compelling stories and use them to bring your message to life visually. The Westpac Rescue Helicopter Service are expert storytellers and often use film as a medium through which to share the life-changing stories of people rescued by their team: check out their Rescue Stories series, which is the centrepiece of their end of financial year appeal, here.

Tip: for a killer fundraising combination, include both crowdfunding and video in your next tax appeal. Research has shown that crowdfunding pages which incorporate video raise 105% more than those without.

3. Get involved with Points4Purpose

This end of financial year, give your tax appeal a brand new spin by telling your supporters about Points4Purpose. This new technology platform, developed by Imagine Corporation in partnership with Everydayhero, allows your donors to earn Velocity Points for each dollar donated to your organisation. Yes, you heard right! Not only will your donors support a great cause, but they will also receive loyalty points! Leveraging this opportunity could be as simple as an email campaign and a few social media posts to let your supporters know about this opportunity and direct them to the Points4Purpose page on the Velocity eStore.

4. Create a crowdfunding campaign

Email appeal? Check. Donation request letter? Check. Crowdfunding campaign? Wait. What? Tried and tested methods absolutely have value, but if you want to change things up, it may be time to start experimenting with new fundraising techniques – and crowdfunding is one of the most cost-effective tools available.

What’s more, crowdfunding has the potential to transform your tax appeal because it can deliver your message to a completely new audience. Studies have shown that crowdfunding campaigns attract a fundamentally different audience to that of a traditional charity appeal, making your message go that much further. And by zeroing in on a specific project and making the ask small, the goal appears more achievable – which makes people more inclined to get involved.

(Read more crowdfunding tips here)