Here’s Your Year-End Solicitation Plan

These are the most important 6-7 weeks of the entire year for every non-profit.

Donors are programmed to give on a calendar year basis.  Most annual giving comes in the last quarter of the year.  And, most donors review what they have done and make final giving decisions in December.  While the tax situation may change for donations in 2019, part of wrapping up the year is making sure the causes you believe in are supported.

For the non-profit and especially for the Development staff, this means taking a highly strategic approach to year-end fundraising operations.

One non-profit we assisted realized at the end of October that they were down 1/3 on their annual budget and needed to raise $200,000 more before the end of the year.  At the same time, they worried about appearing desperate or failing.  Searching for options, they came to NPA and here is what we advised:

1. Define your year-end solicitation targets. Who among your major donors has not given yet this year and who has given less than they have in past years?  Identify those families and note their typical annual giving, last gift, last gift date.  This will give you a personal contact list as well as an target amount to ask for.
2.  Figure out your story of why you ned a special gift before the end of the year. There must be one consistent story or rationale for why you are making this strong year-end push. Expecting people to simply give to the non-profit because it is asking is not enough. With your leadership involved, think through what is accurate and honest, but also positive.  Attractive reasons for the last-minute funding push might include unexpected growth opportunities, emergencies that could not be foreseen, or new opportunities that you need to seed fund for 2019.  You other option is to ask for funds to make sure you end the year with all bills paid and have funds on hand to start 2019 strong.  If you choose to announce a crisis be aware that some donors will lose confidence and perhaps pull away.
3. Create a 2-page mini proposal in letter form from the CEO. This is a simple and straightforward case statement telling the story while sharing the overall goal as wll as your expectation for each person getting the letter.  This letter is a tool that can support the personal solicitation and can be hand delivered, emailed, or mailed.

4. Divide your list of donors to contact by appropriate staff willing to help call donor prospects (CEO, Chief Development Officer, Major Gift Officers, COO).
5. Create a grid of each contact person’s donor targets. A simple Excel spreadsheet works great.  Include — name, phone, email, giving in 2017, giving so far in 2018, last gift, last gift date, and priority level (1,2,3).  Obviously start with the level ones due to possible gift size or interest level.
6. Employ a 3-step- donor contact strategy.
   • Send them an email telling them to expect an important letter from the CEO and that you will be calling in a few days.
   • Send a personalized and hand-signed copy of the CEO year-end letter. Put it in a larger envelope with a first-class stamp, response device, return envelope (with a stamp) and ideally, with the CEO’s name in the return address box.  Include in the letter informaiton about how to give online.
   • Call them once you figure they have the letter to discuss and make a personal ask for support.

A Few More Details

• Most important is to ask every major donor who has not given or given too little to help one more time.
• Based on the caller’s relationship with the donor, you might shorten the process with just a phone call and ASK, or just an email and ASK.
• ASK for a specific amount as much as you can.
• One option is to ASK them to match what they did in the last year they donated.
• Get the “ASKERS” together every week to go over their lists and the results, mostly to ensure that the calls are being made.
• Many times, your best efforts will result in having to leave a phone message. For the first two tries, ask to be called back and give them your cell phone.  If you still have not connected, do your ASK on the message machine offering your cell if they have questions.
• Go after all of your smaller donors via email or mail campaign.
• Plan to call all Major Donors in mid-December who have given in 2018 just to say “thank you/we appreciate your involvement”.
• Send all donors an email solicitation on Dec. 26^th inviting them to give before year-end and with a link to your website.
• In January, send an email blast announcing how successfully you ended 2018. Include a short list of major initiatives that you want to address in 2019.  Express again appreciation for donor involvement.

This strategy depends on knowing who your best donors are.

Focusing on this group offers the biggest bang for the buck.  For the Development staff, there is nothing better than finishing the year knowing you MADE BUDGET.  By the way, the non-profit we mentioned exceeded their $200,000 goal!  Happy Holidays.