How to Maximise EOFY Donations for Your Organisation
with No/Low Marketing
Budget
Six effective strategies designed specifically for small & medium-sized Australian community organisations, with FREE resources, tools, and real-life examples.
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Introduction: Making Every Dollar Count
End of Financial Year (EOFY) represents the biggest opportunity for Australian community organisations to boost their fundraising, and it doesn't require a massive marketing budget. With strategic timing, smart messaging, and free digital tools, grassroots organisations can significantly increase their June donations by understanding what motivates donors and when they're most likely to give.
GiveNow research shows that EOFY donations:
- Spike by 500% in June compared to other months, each and every year.
- And the average donation value increases to just over $300, which is almost triple the average online donation value at other times of the year.
This guide reveals how to capture your share of this annual giving surge using proven, budget-friendly strategies and implementation plans.
Looking for a fundraising platform to boost your EOFY donations this year? Try out GiveNow! We are the first all-in-one fundraising platform in Australia, 100% local, with the lowest platform fees and community at heart!
1. Leverage the Triple Ask Strategy
The Strategy: Plan three strategic touchpoints throughout June, each with different messaging approaches to capture donors at various decision-making stages.
The Sequence:
• Week 1: Problem-focused message highlighting community needs
• Week 3: Hope-focused message showcasing solutions and impact
• Week 4: Urgency-focused message emphasising the 30 June deadline
Here is an example to consider:
• June 7: "Winter is here, and our community kitchen is seeing 40% more hungry families who need a warm meal"
• June 21: "We’ve served 2,847 warm meals this winter – With your support, we can reach 3,500 this year"
• June 28: "48 hours left to claim your donation in this financial year’s tax return – We are so close to our goal!"
2. Create Compelling Visual Content
The Strategy: Create authentic, high-impact visual content using just your phone camera and free editing apps.
Content Ideas:
• Behind-the-scenes videos of your programs in action
• Thank-you videos from beneficiaries (with permission)
• Staff explaining what donations achieve
• Simple graphics showing impact statistics
Quick Tips:
• Film near windows for natural lighting
• Use portrait mode for professional-looking photos
• Keep videos under 60 seconds for social media
• Add captions using free apps like Canva (these are simpler to use than you think!)
Example:
Check out the 15 second video from CARAD-Centre for Asylum Seekers, Refugees and Detainees, a GiveNow customer. This simple video had almost 200 shares and 40 reactions and comments!
3. Harness the Power of Social Proof
The Strategy: Showcase community support and momentum without professional videos or photography.
Free Social Proof Tactics:
• Share written testimonials from donors
• Post photos of volunteers in action
• Update supporters on donation progress
• Feature endorsements from local community leaders
Example:
Check out the Wings4Kidz’s Facebook page. They are a GiveNow customer, and their simple posts and photos of kids, families, and volunteers generate great engagement from the community and supporters!
Learn More & Sign Up for Free: about.givenow.com.au
4. Master the Tax Benefit Messaging
The Strategy: If you are an organisation with DGR status, help donors understand exactly how much their donation will cost them after tax benefits, making giving feel more affordable.
Implementation:
• Add tax benefit information to all donation requests and email signatures, for example: Did you know? If you're in the 37% tax bracket, your $100 donation costs you only $63 after your tax return.
• Create simple graphics showing the math
• Include worked examples in emails and social posts
• Emphasise the June 30 deadline in all communications
Example Messages:
• "Did you know? If you're in the 37% tax bracket, your $100 donation costs you only $63 after your tax return."
• "Donate now, get money back in July."
• "Redirect your tax to meaningful causes you care about."
No DGR status? If your organisation does not have DGR status, be honest and lean into this with your supporters during June. You need donations and donors are thinking about it now, so be part of the action! Ask for donations and be clear that whilst you cannot offer them the tax deduction, you would still love their donation. "Did you know? We’re not a tax-deductible charity, but we
still need your support this June. If you're in the 37% tax bracket and were thinking about donating $100, consider giving $63 instead. That’s the amount you’d be out of pocket after claiming a tax deduction - think of it as giving the same amount, just without the paperwork! Your support still makes a big difference.”
5. Create Compelling Asks Without Professional Copywriters
The Strategy: Use proven psychological triggers to write persuasive donation requests that connect emotionally with supporters.
The HEART Formula:
• Hook: Start with a compelling story or statistic
• Emotion: Connect to feelings and values
• Action: Make a specific, clear request
• Reason: Explain the urgency or importance
• Thanks: Acknowledge their consideration
Example Using HEART: "Last week, Sarah walked into our centre with her two young children, carrying everything they owned in a single bag. (Hook) As a parent, I can't imagine the fear and uncertainty she felt. (Emotion) Your $75 donation can provide emergency accommodation for a family like Sarah's for one night. (Action) With winter here and homelessness increasing by 23% in our area, families are sleeping in cars tonight. (Reason) Thank you for considering how you can help vulnerable families in our community. (Thanks)"
6. Measure and Learn
The Strategy: Track key metrics using free tools to understand what works and improve future campaigns.
Implementation: Test different visuals and messaging via email and social media, track results, find the best-performing combination, and double-down on it!
Even better, get out the list of donors you said a genuine thank you to in 203/2024FY and compare the repeat donation rate this year. You will be surprised how effective this thank you is for your supporters (and will motivate you to say thank you to all your donors this year!).
Free Tracking Methods:
• Email platform analytics (these are included in free tiers)
• Social media platform insights
• Simple spreadsheets for donation tracking
• Google Analytics (if you have someone in the team who can help with this)
Key Metrics to Monitor:
• Email open rates (ideally 25-50+%) and click-through rates (ideally 10-20+%)
• Social media engagement (likes, shares, comments)
• Website traffic to donation pages
• Donation amounts and frequency
• Cost per dollar raised
Free Resources and Tools
Email Marketing
• Mailchimp: Free for up to 2,000 contacts
• Sender: Free for up to 15,000 emails per month
• MailerLite: Free for up to 1,000 subscribers
Design and Content Creation
• Canva: Free graphics, videos, and social media templates
• Unsplash: Free stock photography
• Pixabay: Free images and videos
Social Media Management
• Buffer: Free for up to 3 social accounts
• Hootsuite: Free for up to 3 social profiles
• Later: Free for up to 30 posts per month
Analytics and Tracking
• Google Analytics: Completely free website analytics
• Facebook Insights: Built into Facebook business pages
• Google Sheets: Free spreadsheet tracking
AI Tools
• ChatGPT: Has numerous plans, including a good free option.
Learn More & Sign Up for Free: about.givenow.com.au
• Claude: Free AI assistant built for wonderful script creation.
• Perplexity: Free AI-powered answer engine with real-time answers to any question.
Tips on AI writing prompts
Using AI to write email copies or social media posts? Here are a few tips to consider when you are writing the prompts.
An effective AI prompt requires specific instructions, detailed context, and clear objectives. For writing a fundraising campaign, begin with precise instructions about your organisation's mission, target audience, and specific campaign goals, rather than generic requests for "donation letters".
Include concrete details such as your average donation amount, key demographics of your supporters, and the specific outcomes their gifts will achieve. For example, instead of asking for "an EOFY email," request "a 200-word EOFY email for working parents aged 3550 who previously donated $50-100, explaining how their $75 gift provides after-school tutoring for one child for a month, emphasising tax benefits and the June 30 deadline".
Always specify the desired tone (urgent but hopeful, professional but personal), word count, and any Australian-specific elements like spelling, tax deductibility messaging, or cultural references. Include examples of your organisation's previous successful communications to help the AI match your authentic voice and request multiple variations to test different approaches.
The best prompts also ask for specific psychological triggers relevant to your audience, such as "include social proof by mentioning that 127 local families have already donated" or "use loss aversion by emphasising the deadline urgency."
Finally, request that the AI explain the psychological reasoning behind its suggestions, helping you understand why certain approaches work better for future campaigns. You can also prompt the AI to ask you questions about the prompt, so it is fully informed before generating an answer.
Conclusion
Maximising EOFY donations doesn't require a big marketing budget - with strategic thinking, authentic storytelling, and smart use of free digital tools, you can deliver a highperforming fundraising campaign with no/low marketing budget.
Remember: Donors want to support causes they care about. Your job is simply to make it easy for them to find you, understand what you need and the impact they can make, and prompt action before June 30.
Looking for a fundraising platform to boost your EOFY donations this year? Try out GiveNow – We are the first all-in-one fundraising platform in Australia, 100% local, with the lowest platform fees (1.5% - 3.5% and commission only) and community at heart.
All the best with your EOFY fundraising!