Tag Archives: Donors

What to Do As the Year Winds Down

By David A. Mersky

The year is nearly over. At this point, you have done absolutely everything you can for your direct response and mid-range donors.

So, what do most organizations do? They send everybody home between Christmas and New Year’s.

Yes, you may still be calling some of your most important supporters. But everything else that will enable you to finish 2022 successfully is fully baked.

Or is it? Remember that 50% (not a typo) of all online giving happens in the last week of the year; 21% occurs on the very last day.

Now is the time to be especially vigilant — making sure that online forms are functioning, checks are deposited, records are updated, and acknowledgments are sent with a personal note that tells the donor how valued they are.

The mail and email may be scheduled (at least three emails should be sent on the last two days of the year), but this is the time to be sure the mail is opened, online gifts are processed, deposits are made, the CRM is updated, and acknowledgements are processed for those who make their gifts as the final page of the calendar turns.

A Time for Planning

The close of the year is also the time to start planning for the next. What will you track?:

Who gave in 2022 who had not given in 2021? Did an action you took trigger the gifts (e.g., a match, an impact report)?
How can we increase the number of people who have supported us in the past, skipped a year, and then came back?
Who increased their gift in 2022 from what they had given previously? How can we get them to do it again and encourage more to join them?
Who did not give in 2022 but had given in 2021? How do we revive their affection and dedication to the work that we do?
Who gave for the very first time in 2022? How do we ensure that we retain their support and get them to give again?

Segmentation

In fundraising, as in marketing, the ultimate objective is to create segments of more and more homogeneous groups. Doing so allows you to develop what will feel like deeply customized approaches that connect with your donors and that encourage them to invest in your community generously and continually.

Resume your analysis with a review of the tactics used this year and the results realized:

Who responded to your snail mail solicitations?
Who was invited to join your sustainers society and became a monthly donor?
Who was asked to consider a legacy and informed you that they had made provisions for your organization in their estate plan?
Who came to a special event — a small wine and cheese in a home, a major gala in a hotel ballroom, etc. — and how did they behave philanthropically differently than they had previously?

These are just a few examples of questions that you should prepare to ask after all the results for the year are received. Overall, your objective is to understand which tactics had the highest return on investment with which segments, in order to do more of what worked in 2023.

As you sit in your office these next two weeks considering all that you and your hardworking staff have accomplished in 2022, keep in mind that it ain’t over ‘till it’s over and next year is just around the corner.

The Difference Between Fundraisers and Pickpockets

I can’t imagine there is a fundraiser anywhere in the world who has not heard someone say, “I could never do that.” Often feels as if they are implying you are doing something illegal or immoral.

While it’s true that I have never been described as shy, I can train anyone to solicit gifts. I could never train anyone to be a pickpocket.

Have you ever been pickpocketed? I have. My story is at the bottom of this blog.

Pickpockets grab money when someone isn’t looking. Fundraisers make a clear ask.

Pickpockets will take anything from anyone. Ethical fundraisers won’t accept a gift larger than the person wants to give.

Pickpockets are distracting you so they can take what they want. Fundraisers are providing information and data points so donors can give what they want.

Pickpockets leave the person feeling uncomfortable after the interaction. Fundraisers want to leave every conversation with a donor or prospect feeling better than when they started.

Pickpockets try to get away with something. Fundraisers provide transparency.

Pickpockets are out to steal for personal benefit. Fundraisers benefit a nonprofit and those receiving services from the nonprofit.

Pickpockets don’t give a person a choice. Fundraisers offer multiple opportunities to support a nonprofit.

Pickpockets are looking for a quick interaction. Fundraisers are looking for a life-long relationship with a donor.

Pickpockets are thieves. Fundraisers benefit the world, or some portion of it.

If you need help training fundraisers or just want sympathy because you have been pickpocketed, click here to schedule a free consultation.

On the other hand, if you want to learn how to pick pockets, I can’t help. Sorry.

My story

When was I pickpocketed? It was many years ago in London. I walked into the Tube and saw the sign that said, “Watch your wallet!” I followed my natural instinct to feel for my wallet and make sure it was still there. Turns out, thieves stand by these signs to see where you feel. And then ask for directions. Or something else benign while their “friend” takes your wallet. Remember, mind the gap!