As the year draws to a close, it’s the perfect time for charitable organizations to engage with supporters and maximize fundraising efforts. Here are five key strategies to strengthen donor relationships and inspire generosity during the giving season:
1. Personalized Year-End Appeals for Loyal Donors
Send a heartfelt appeal to existing donors by the end of November. Personalization is key, so consider including:
- A warm thank-you for their ongoing support.
- Examples of how their donations made a difference over the past year.
- A transparent update on your organization’s financial health. If resources are down, be honest about the challenges and share how donors can help.
Pro Tip: On the outer mailing envelope, print “Good News Stories” to catch the recipient’s attention and build anticipation.
2. Thank-a-Thon: Listening to Your Donors
Before mid-November, reach out to current donors with a simple goal: to thank them. Keep these calls short (5 minutes) and focus on listening. Ask them what your organization means to them and document their insights.
- Follow up with an email thanking them again for their time and support.
- Add them to a “loyal friends” email list and periodically share success stories.
Recruit board members to make calls—this strengthens both donor and board member engagement.
3. Reconnecting with Lapsed Donors
Reach out to lapsed donors with a “we miss you” appeal by late November. Use the opportunity to:
- Express gratitude for their past support.
- Highlight the impact their gifts have made and remind them they can still make a difference.
- Be transparent about the organization’s current needs and invite them to help with a renewed gift.
Pro Tip: Use the phrase “Good News Stories” on the envelope to pique curiosity and encourage recipients to open the letter.
4. Host a “Good News” Gathering
Organize a donor appreciation event to celebrate your achievements and foster connections. Keep the event donor-centric by:
- Scaling the gathering to fit your donor base.
- Including service recipients who can share short, impactful stories (2 minutes max).
- Providing takeaway cards with photos, impact numbers, and a financial snapshot.
- For arts organizations, showcase the talents of those you serve through a short musical program or creative performance to demonstrate the transformative power of your mission.
Ensure there’s an opportunity to give, but keep it low-pressure to focus on relationship-building.
5. Online Giving Day Campaign
Launch an online Giving Day campaign, encouraging supporters to contribute before December 31. Make it easy to contribute by providing a simple, accessible donation link. A clear call to action and deadline can motivate immediate giving.
Final Thought
Need additional guidance? Contact us and ask to receive a giving guide that includes a sample letter, a reply-giving card and reply envelope, a phone-a-thon script, and a take-home impact card. These tools can help streamline your efforts and ensure your fundraising strategy is both practical and meaningful.
Angie Thompson: Empowering Non-Profits with Proven Fundraising Strategies and Inspiring Donor Engagement through Impactful Storytelling. Email: Angie@AngieThompsonConsulting.com.