That stack of donor data from December isn't just a record of last year's gifts – it's your map for 2025. While most library directors and Friends groups are busy drafting fresh fundraising ideas this January and planning their strategy for the year, the most successful ones know that their next breakthrough is buried in those year-end reports.
Did you spot the hidden patterns in your December giving? Like how Mrs. Johnson, who usually gives $50, suddenly donated $500 after attending your summer reading finale? Or why your email campaign brought in triple the donations of your direct mail? These aren't just interesting coincidences – they're nuggets of insight waiting to be mined.
Every donation decision your supporters made in December was sending you a signal. Let's listen to what they're telling us about 2025. No spreadsheet expertise required – just a curious mind and an hour of focused attention.
Start With the Basic Numbers (But Don't Stop There)
Begin by pulling out these key figures from your December reports:
But here's the crucial part: don't just compare these to your goals. Look for the stories behind the numbers. Did your email campaign bring in twice as many first-time donors as your direct mail? Did your average gift size increase after you introduced new giving levels? These patterns will help shape your 2025 strategy.
Identify Your Fundraising Bright Spots
Think of your year-end report as a treasure map pointing toward your most effective strategies. Look for:
Successful Programs and Events
Which events or appeals generated the most excitement and dollars? For example, if your "Love Your Library" Valentine's campaign was a hit, plan to expand it this year. If the summer reading sponsorship program fell flat, it might need refreshing or replacing.
Powerful Messages
Review the language used in your most successful appeals. Did stories about student success resonate more than general requests? Did donors respond strongly to specific needs, like updating the children's section, rather than general funding requests?
Timing Patterns
Note which months showed the strongest giving. Many libraries see spikes not just in December, but also during National Library Week in April or back-to-school season. Use these patterns to plan your 2025 calendar.
Learn From Your Donor Behavior
Your report reveals valuable information about your supporters:
Giving Levels
Create a simple breakdown of how many people gave at each level. If you notice a gap – like very few donors in the $250-$500 range – you've identified an opportunity. Consider creating a special giving circle or recognition program to encourage donors to step up to that level.
Donor Retention
Calculate what percentage of 2023 donors gave again in 2024. If this number is below 60%, prioritize donor retention in your 2025 plan. Consider implementing a "new donor welcome series" or a mid-year impact report to keep donors engaged.
Communication Preferences
Note which donation methods your supporters prefer. Are online donations increasing while mail-in checks decrease? This might suggest shifting more of your budget to digital outreach.
Turn Insights Into Action
Now comes the most important part – creating your action plan. Here's a simple framework:
For example:
Keep It Simple and Sustainable
Remember, you don't need to revolutionize your entire fundraising program. Often, small, consistent improvements yield the best results. Choose strategies that:
Looking Forward: Your Next Steps
This week, set aside two hours to:
Most importantly, create a simple dashboard to track your progress throughout 2025. Include your key metrics and review them monthly. This prevents year-end reporting from becoming an overwhelming task and helps you make adjustments throughout the year.
Remember, successful fundraising isn't about reinventing the wheel each year. It's about understanding what worked, why it worked, and how to do more of it. Your end-of-year giving report isn't just a summary of past performance – it's your roadmap to future success.
By taking the time now to analyze your 2024 results, you're setting your library up for its best fundraising year yet. Keep it simple, focus on what the numbers tell you about your donors, and build on your successes.
Don’t forget! At Fundraising for Libraries, we’re here to support you every step of the way as you embark on your fundraising journey. Whether you're just getting started or looking to take your existing efforts to the next level, we offer the tools and guidance you need to succeed. Whether you’re aiming to kickstart your campaign with a focused 16-week program to raise $50,000 or need a fully customized strategy tailored to your unique goals—such as securing major gifts, engaging volunteers, enhancing donor relations, or more—we’re ready to help. Contact Brianna at brianns@fundraisingforlibraries.com.