No matter when your fiscal year ends, for donors, the focus in always Dec. 31st.
People typically set their giving goals based on the calendar year. In October or early Nov., they start thinking more about their donations, wanting to know what they have already given so that they can plan their year-end giving. Somewhere around 40-50% of all giving is done in the last quarter of the year. Woe be to the nonprofit that neglects their donors in the 4th quarter.
September is the time to get started on your fall campaign. Here are some things you should be doing:
1. Develop your fall fundraising plan complete with every activity, who will do each, and firm due dates, and one identified leader/manager.
• Make sure the plan includes actions for each donor group –
• Major Donors (top 10-20% based on past annual giving)- individualized cultivations and solicitations; possible event; year-end major donor thank you calls from staff or board; possible thank you gift.
• General Donors – mail and e-appeals; possible event
• Foundations/Corporations – Year-end reports; possible proposals for the next year; event sponsorship
2. Analyze every Major Donor to know exactly what they have given already in the year and how much more you want them to donate by Dec. 31st.
• Ideally through relationship building and close management, you want your Major Donor portfolio to increase their collective giving 10-15% each year.
Each MD will need an individualized solicitation plan and we recommend an individualized proposal that includes a specific ASK. These can be mailed and then follow-up with a call or visit to discuss and ASK again.
Rule of Thumb
We recommend separating Major Donor solicitations from those going to General Donors because you never want to ask a MD for too small a gift or ask too often. MD proposals should be individualized meaning — personally addressed, asking for help on a project of interest, and asking for a specific amount that is typically about 20-30% of the total project cost. MD’s like to know that their peers are also involved.
3. Send More Fundraising Appeals to General Donors:
• Mail monthly appeals – Sep, Oct, Nov + 2 in Dec.
• Email appeals also – Sep, Oct, Nov + 2 in Dec.
• In your communications emphasize a fairly urgent need to complete funding for a budgeted project or raise start-up funding for a 2019 initiative. Try to refrain from simply asking for a general gift (not too inspiring).
• Consider inserting a bulleted report on your 2018 accomplishments.
4. Fall Event(s):
• Do either one large event or a couple of smaller ones.
• You can also do separate events for each donor group (more focused).
• The goal is to get donors thinking about your non-profit, hearing again your messages on why your needed and worthy of support, and having more opportunities to make a fall donation.
• Unless you have a special or traditional holiday event, stay away from busy December.
Failing to execute a strong year-end plan now will seriously damage your funding prospects. The fall “Mad Dash” is where senior leadership and board members need to be watching and can help.
Remain aware that there is more competition than ever for your donor’s attention. Everyone is so inundated with overwhelming news and advertising that simply getting a donor’s attention can be challenging. You cannot afford to relax now or simply count on past loyalties to ensure ongoing financial support. As Facebook’s Sheryl Sandberg, might say, this is the time of year to “Lean In”.