Ah, summer—when the days stretch long, the sunscreen flows like wine, and nonprofit donations… well, they tend to dry up like a puddle in the Sahara.
Welcome to the Summer Slowdown—that annual stretch between Memorial Day and Labor Day when donor engagement goes on vacation, literally and figuratively. But fear not, sun-loving changemakers! While many nonprofits hit a fundraising lull in the dog days of summer, it doesn’t have to be all sunburns and budget burns.
Grab your lemonade, pull up a pool chair, and let’s dive into what the summer slump is—and how to flip-flop it into your most fruitful season yet.
The summer slowdown is a seasonal dip in nonprofit activity—especially in fundraising. It typically spans June to August when many donors are traveling, attending to family time, or simply checking out of their inboxes. Events thin out, engagement sizzles, and donation pages get more crickets than clicks.
Here’s why it happens:
But summer doesn’t have to mean a total siesta for your fundraising. In fact, it’s a ripe time to peel back the usual expectations and get a little zesty with your strategies.
Let’s turn that donation drought into a tidal wave with these fresh, proven strategies—each one packed with enough sunshine to brighten your bottom line.
What it is: A tongue-in-cheek virtual fundraiser where supporters are invited to not attend an event and instead make a donation equivalent to a gala ticket, valet service, or overpriced glass of chardonnay.
Why it works: Your donors are busy. This clever concept lets them feel charitable without booking babysitters or squeezing into cocktail attire. Plus, it reduces your event-planning overhead to zero.
How to do it:
What it is: A limited-time donation match where every gift is doubled by a generous donor or sponsor, making supporters feel like their contribution goes twice as far.
Why it works: Matching campaigns create urgency and amplify perceived impact—especially when paired with summery visuals and countdowns.
How to do it:
Add Flavor: “Double your impact before the sun sets on summer!”
What it is: A content campaign that keeps your mission visible through stories, photos, and statistics shared on your social channels all summer long.
Why it works: Donors may not be ready to give today, but consistent storytelling ensures they’re still emotionally connected—and more likely to give later.
How to do it:
Caption This: “We’re staying cool by keeping our cause on fire.”
What it is: Invite supporters to fundraise on your behalf through creative, summer-inspired challenges.
Why it works: People love to support friends and family—especially when there’s fun involved. Peer-to-peer fundraising also expands your reach beyond your existing list.
How to do it:
Fresh Spin: “Pucker up! Turn lemons into lasting change.”
What it is: A playful email series built around vacation themes that remind donors to give—even as they check out for summer fun.
Why it works: Light, humorous messaging stands out in inboxes. It keeps you connected to your supporters without sounding like a summer sales pitch.
How to do it:
CTA That Clicks: “Take 30 seconds to give back before takeoff!”
What it is: A laid-back community gathering with food, games, and mission moments—hosted in a park, someone’s backyard, or a partner restaurant’s patio.
Why it works: Summer is peak season for mingling. This informal setup lowers the barrier for attendance while fostering real connection.
How to do it:
Savory Slogan: “Grill, chill, and give back!”
What it is: Limited-edition branded items (towels, hats, water bottles, sunglasses) sent as donor gifts for summer giving.
Why it works: Everyone loves freebies—especially if they’re useful at the beach or pool. And when donors use your swag, they’re spreading your mission like SPF 50.
How to do it:
Marketing Tip: Use limited-time merch to add urgency!
What it is: A mobile-friendly donation option promoted at local events, fairs, and outdoor gatherings—ideal for on-the-go generosity.
Why it works: No one carries cash at summer festivals, but they do carry phones. Text-to-give is quick, frictionless, and effective with the right prompt.
How to do it:
Quick Copy: “Got 20 seconds? You’ve got time to change lives.”
What it is: A raffle with summer-themed prizes donated by local businesses—marketed as the perfect “getaway without going away.”
Why it works: It adds excitement and gamification to giving. Plus, donors feel good supporting your mission andgetting a shot at spa days or pizza nights.
How to do it:
Promo Line: “Win big, give back, and stay cool this summer!”
What it is: A lighthearted giving campaign that brings the festive energy of year-end into the mid-year slump.
Why it works: Holiday giving themes are proven motivators. A July twist keeps things fun, while reminding donors that your needs don’t follow the calendar.
How to do it:
Festive Hook: “Who says giving season can’t wear sandals?”
Sure, summer might be a bit quieter on the fundraising front—but that just means you’ve got more room to stand out.
Use this season to test creative campaigns, deepen relationships, and build momentum heading into fall. Whether it’s s’mores and stories or raffles and ribs, donors want to engage—especially when you bring the sunshine and a smile.
So go ahead—break out the sunscreen, brainstorm with your board, and start planning your next sun-sational fundraiser. Because when the beach balls are bouncing and your mission’s still moving, the real magic happens.