What's Your Year-End Fundraising Strategy?

This fall is a great time to add in a no-ask, stewardship update to your donors.

As we move toward the fall and year-end fundraising season, there is great uncertainty still on how COVID-19 will effect school, work and life. It’s likely you may still be working to find your footing in the work-from-home, video conference world. But with some strategic planning now, we can be well prepared for the busy fundraising season and maximize year-end giving.

We have heard from some organizations that their boards are afraid to ask for money during the current climate. But as your budget allows, we recommend that you continue to communicate with your donors in the typical channels you’ve used so effectively for past year-end giving campaigns.

This fall is also a great time to add in a no-ask, stewardship update to your donors. Share with them how your organization has shifted your efforts due to COVID-19, how things have changed for your employees and most importantly how the donor’s support has helped your organization achieve all of this!

If you haven’t already done so, work with your mid and major giving staff to outline a new communication and solicitation strategy for donors in their portfolios. These top donors should be valued for their support and although face-to-face visits might not be an option, there are a variety of unique opportunities via video conference, live video Q&A, handwritten communications and upgrade mail pieces to express your gratitude, help donors feel involved, and cultivate their ongoing support even without the personal visits they may be used to.

This major donor communication strategy is also essential for those organizations trying to replace revenue lost from canceled events such as walks, galas, etc., which generated revenue boosts through table sales, paddle raises and auction items. Take the time to share with your past event participants how important their contributions are to your mission. Reach out via phone, email and mail to connect them with your mission, much like you would at an event by sharing a personal story of the impact of donor generosity. Consider ways you can redirect some of your event budget (such as expensive invitations) toward a targeted major donor mail communication piece that will provide a personalized, high-level message that major gift officers can follow-up on and start new conversations about shifting their support from a table purchase to a mission-focused gift. 

This is also a great time to get your board to step up their involvement. Ask them to share their stories on video, call their network of friends, and increase their personal support.

Above all, don’t forget to thank your donors with warm and heartfelt letters, phone calls and email notes — you can never say thank you too often! This step is often overlooked in strategy planning, but it is a key component for new and past donor retention and will set you up for success as you move into the new year.

If you’d like assistance with your year-end strategy, please reach out to me at alyssa.jefferies@meyerpartners.com. Our team would love to help your organization with your fundraising plans.