Checkpoint: Thanksgiving

    You’d think after 22 straight years of fundraising at year-end, I would know what to expect. The stress of getting the asks out on time; the thrill of checking the mail box; and the nail-biting review of numbers. But, no. I still get caught up in it. (Just today I actually jumped up and down when a client told me about a huge gift they received!) and I learn something new every time.

    But, one thing has remained constant: Thanksgiving.

    I have always seen Thanksgiving as a marker in the chaos of year-end. The six weeks before the holiday is the time to send out asks to donors and prospects at all levels of giving. The six weeks after is the time to follow up as many asks as possible, in as personal a way as possible.

    It’s a bit of a race and after you have your turkey and pumpkin pie, you’re going to want to jump in. Here are a few ideas to get you going when you hit that desk Monday, November 28:

    ☑ Know how far you have to go: Right after Thanksgiving (if you haven’t done it before), determine exactly how much more money you have to raise to meet your budget through December 31. Then match up that number with the dollar amount of your outstanding asks. Hopefully the two align. If they don’t, you have one month to make adjustments.

    ☑ Know who hasn’t given: Generate a list of your donors that haven’t given to your year-end ask and sort them by last gift amount. Merge that with a list of highest asks to prospects and start at the top. Use every channel — phone, e-mail, Facebook, personal note – to get their attention.

    ☑ Ask lapsed donors: If you haven’t already done this, you should consider contacting lapsed donors this time of year. Send them a holiday card saying you’ve missed them with a return envelope. Or, have some board members or volunteers call them and ask them to make a renewed commitment to the cause.

    ☑ Send a holiday greeting to as many of your donors as possible: This time of year, people love to get a creative holiday card. How can you thank your donors and volunteers for their support in a fun or moving way? Give them one more chance to remember to make that December 31 check out to your organization!

    ☑ Suggest easy fundraising ideas for your board and volunteers: Sure, it may not add up to much, but by asking for donations at their holiday party, putting an ask on their Facebook page in lieu of gifts, or sending out their own e-mail appeal to their friends with a link to your donation page, board members and volunteers are getting the word out and, more importantly, getting involved!

    ☑ Put staff to work: You can’t do all those phone calls yourself! Take a look at the rest of the staff in the organization and see if there is anyone who has the interest and personality to do some follow up or thank you calls. Donors and prospects love to hear from anyone on the front lines!

    ☑ Make sure your thank you systems are in place: Yes, it’s a busy time of year, but be sure to thank ALL of your donors in a timely manner. Waiting until January is too long - you’ve lost the moment. Try to send thank you notes within a week and call major donors within 24 hours.

    Most of all – keep your sense of humor. No matter how many Thanksgivings pass, all fundraisers feel the thrill and the stress of this time of year. It’s as natural as, well, pumpkin pie.

     

     

     


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