Do You Know Where Your Year-End Resource Is?

Sorry to get so real with you, but CYE will be here before you know it! Between the holiday season, GivingTuesday, and the year-end tax deadline, almost 30% of annual giving occurs in Q4. 
 
So, it’s time to plan. Which animal(s) will you feature in some of the most important campaigns of your year? What stories will you share to demonstrate need and impact? Now is the time to make sure you’re gathering that photo, video, and story resource.  

What makes good year-end resource? 

• Compelling photos and videos. Remember, mailboxes and inboxes will be crowded in December. A photo is worth a thousand words, so make sure you’re gathering arresting images that stop a donor from looking or scrolling away. Strong photos with powerful eye contact will be crucial!  
• Stories donors can follow across multiple touchpoints and channels. Imagine a campaign that follows a pregnant mama dog from rescue, to foster care, to birthing her babies, to finding homes for mom and her pups. Or a sweet dog who made a stunning medical and behavioral transformation over time. Find stories that show donors the depth and breadth of what you do, and invite your donors along. These stories require extra photo and story resource, but your efforts will pay off.  
• Stories that inspire hope. There are so many incredible facets to your work. But you may not want to end the year with a hospice or other difficult story. Instead, show how donors can make 2025 brighter for pets and people by giving.
• Stories that keep going. It’s likely the animal you feature will find a home before the end of the year. But the story doesn’t have to end there. Imagine featuring a rescued animal, along with the message, “But more pets need help. A monthly gift of $35 will fill our van’s gas tank and keep our humane officer on the road in 2025.”  

Resource gathering should be an ongoing process, empowering you to reach into a bank of photos, testimonials, and before-and-after stories whenever it’s time to raise funds. 
 
If you’re not sure where to start, sit down with your foster families, volunteers, and staff caregivers. They may have a camera roll full of photos for you. From there, you can schedule photo and video shoots or interviews as needed.  
 
You’ll thank yourself in Q4, so don’t wait! Happy resource gathering!