Wait
What?
Yes, we are in the middle of the pandemic. Yes, we are a nation suffering devastating job losses. Yes, this year has been tough, and the next six, nine, twelve months may be tougher than anything we've dealt with in a while.
But, we do have some resources at hand. We do know that somethings will stay the same. And we do know that people have emotional needs that can be met.
Which is why now is the best time to start figuring out your end of year messaging and communications. Here's where I would suggest you start.
1- What do you know is working now?
Undoubtedly that will change in six months, but you can be confident that whatever you see results in for engagement and or fundraising will be your best bet to plan with for this winter, and if you aren't getting what you want to see, you have time to adjust course and try to make tweaks. So is social media working for you- why or why not? Is your website traffic up or down? Do you see a return on phone calls, letters, email newsletters? Take what is working and make it central to your strategy. Not the tactic, but the message. Figure out what is resonating and study it.
Then think about how you can build on that messaging for the goals that you will have at the end of the year. Use this time to start getting creative about your storytelling, capture the essence of what is happening now so that you can draw on it in the future.
2- Plan.
I know that sounds crazy given the upheaval we are experiencing. But time marches on. There are only so many days until Thanksgiving, until winter holidays, until people are going to start buying their 2021 calendars. We all don't know what the next six months will look like and absolutely need to be adaptable, but by starting to think about what you want to and need to do by the end of the year now, you will be in a much better position to not only execute but also quickly respond and change course, message, tactics, or goals.
3- Dig deeper.
As this year draws to a close, people will, as they always do, turn to the familiar for comfort and a sense of stability. As we continue to grapple with fear and uncertainty, people will probably need more from the holiday season's main emotional focus than ever before. Community, family, hope, renewal, faith. How can you connect to those concepts and needs in your end of year work? What will you be able to provide to people when the days get colder, darker, and more depressing?
If you have to wait until December, here's a quick and dirty place to start.