A “Kiss Goodnight” – Crafting a Year-in-Review Campaign that Reflects, Engages, and Inspires

As the story goes, Walt Disney was walking down Main Street when his friend and songwriter Richard Sherman approached to tell him what a marvelous day his family had enjoyed at Disneyland.  Richard mentioned that the fireworks at the end of the day were particularly moving and brought him to tears.  Walt turned to Richard and said that after all that he had gone through to turn Disneyland from a dream into a reality, the fireworks show was his way of thanking his guests for their support. It was his “kiss goodnight.”

As the year draws to a close, it’s time to think about our “kiss goodnight,” to thank our supporters for everything they have done, and to leave them with one last magical moment that reminds them why they fell in love with our organizations.  Rather than pestering our members, supporters, and donors for year-end tax-deductible gifts, during these last few weeks of the year we should seize the opportunity to connect with our supporters through a compelling “Kiss Goodnight” campaign. This unique approach offers a chance to reflect on achievements, engage donors in a meaningful way, and set the stage for continued support in the coming year.

Similar to a great Disney theme park fireworks show, a nonprofit’s “Kiss Goodnight” campaign will review all of the great moments the community has experienced recently.  While some might consider this to be a year-in-review, a true “Kiss Goodnight” will offer added emotional value, an increased focus on how the recipient of the campaign impacted the organization, and will thank and inspire them.

Benefits of a Year-End “Kiss Goodnight” Campaign:

1. Reflecting Achievements: We have the opportunity to showcase the impact of our work over the past year. Highlighting accomplishments and milestones reinforces transparency and builds trust among supporters.

2. Emotional Connection: Storytelling is a powerful tool. Crafting narratives around the people or communities positively affected by donations creates a personal connection, evoking emotions that drive engagement.

3. Gratitude and Recognition: Expressing gratitude towards donors, volunteers, and partners demonstrates appreciation. Acknowledging their contributions strengthens the sense of community and encourages continued involvement.

4. Setting Goals for the Future: The end of one year is an opportune time to outline future goals and initiatives. By sharing aspirations, we can invite supporters to be part of the journey and contribute to future successes.

Things to Consider as We Plan Our “Kiss Goodnight”:

1. Potential Overwhelm: Too much information can overwhelm donors. Striking a balance between showcasing achievements and keeping the content digestible is crucial.

2. Resource Intensity: Crafting a well-written story and executing it with high production value requires time and resources. Be sure and assess your capacity to ensure the campaign does not compromise ongoing operations.

3. Managing Expectations: Highlighting achievements may raise expectations for the coming year. It’s essential to align the presented goals with your organization’s capacity and strategy.

Steps to Implement a “Kiss Goodnight” Campaign:

1. Collect Data and Metrics:

   • Compile data on key metrics such as funds raised, projects completed, and people impacted.
   • Gather success stories and testimonials that exemplify the organization’s impact.

2. Craft Compelling Stories:

   • Develop narratives that showcase the human side of your work. Focus on individuals or communities positively affected by your initiatives.
   • Use visuals such as photos and videos to enhance storytelling.

3. Segment Your Audience:

   • Tailor messages based on donor segments. Consider the preferences and interests of different groups to enhance engagement.

4. Utilize Multiple Platforms:

   • Deploy a multi-channel approach. Leverage email newsletters, social media, and your organization’s website to reach a diverse audience.  The picture and information you share on Tik-Tok or Instagram might be different than those that you share on Facebook or via email, since each reaches a different audience.

5. Express Gratitude:

   • Personally thank donors and volunteers. Consider personalized messages or even virtual events to express gratitude.

6. Set Clear Goals for the Future:

   • Outline the organization’s goals for the upcoming year. Clearly communicate how supporters can contribute to these objectives.

7. Create Engaging Content:

   • Design visually appealing and easily digestible content. Incorporate infographics, timelines, and interactive elements to enhance engagement.

8. Encourage Feedback:

   • Foster a sense of community by inviting feedback. Ask supporters to share their thoughts and suggestions for future initiatives.

9. Promote Interaction:

   • Encourage supporters to share their favorite moments or experiences with the organization. This promotes interaction and widens the campaign’s reach.

10. Measure and Analyze:

• • Use analytics to assess the impact of the “Kiss Goodnight” campaign. Evaluate engagement metrics and gather insights for future improvements.

Implementing a “Kiss Goodnight” campaign requires thoughtful planning and execution. While it offers a chance to celebrate achievements and engage supporters, you should be mindful of potential drawbacks and strive for a balanced and impactful approach.

Ultimately, whether your campaign is a single email or a month of professionally-produced videos, your goals remain the same – remind your supporters why they matter, why they fell in love with you from the start, and why they should continue to love you into the new year and beyond.