Year end usually arrives with a mix of excitement and dread for fundraisers. If all goes well and the gifts come in, the pace can be relentless, and there’s a never-ending list of tasks to complete. During this busy time, what are some strategies and frameworks we can employ? I like to envision the successful execution of year-end crunch time as a balance between mastering the essentials and allowing space for creativity and flexibility to seize upon opportunities.
Mastering the Essentials
What does this look like in practice? First, if you haven’t already, take time now to make sure that all of your fundamental processes are in good working order. I covered this topic thoroughly in a previous post on raising money at year end. While it’s ideal to address everything on that list, I would focus especially on three key points:
- Make sure that your online giving is seamless. Check that your donation page is easy to find, and go through the entire process to see if there is any friction. Bumps or difficulties along the way can discourage people from making a gift.
- Personally solicit every major donor. You should have solid plans for all of your key supporters, and now is the time to ensure that each one receives a personal ask. In addition to deciding the most effective and time-appropriate method (e.g. visit, phone call, or email), work with your leadership to see if they can be strategically deployed to help. Solicitations do not need to be lengthy—I personally appreciate simple and straightforward language, such as “we hope to count you among our supporters again this year,” accompanied by a direct and thoughtful ask.
- Personally thank every donor. Personally thanking each donor is effective and fits in nicely with the holiday season’s focus on gratitude. Some of you may read this and think that it’s impossible to do it in a timely manner during this busy time of year. However, with a well-thought-out plan, I don’t think it is. Set aside a regular, manageable interval of time to thank donors during year end—e.g. daily or semiweekly—and pull all gifts for the corresponding time period. Have short email templates and phone scripts ready to go and ensure that you have stationery, envelopes, and stamps at hand.
Making Space for Flexibility and Creativity
My first piece of advice here is straightforward: build some breathing space into your calendar so that you have time to deal with any unexpected situations that arise. The holidays inspire generosity, and you may hear from individuals who were not on your radar who are interested in giving. If you’re entirely booked up, you won’t have the time to accommodate them.
Second, get together with colleagues, think about the impact statements you are sharing with donors, and get creative. You may have longer, more formal statements in your written materials, but what kind of relevant content can you share with supporters now? In my experience, inspiration in this area often comes from front-line staff. Talk with your colleagues and hear how they conceptualize the difference that their work is making. This will give you fresh language and a new perspective.
Take what you hear and craft short impact statements that you can quickly share to highlight how donors’ gifts have made a difference. Were there any particular milestones achieved? It doesn’t have to be elaborate—if you’re really pressed for time, just keep a running list on your desk. Using friendly informal language, you can share updates like this: “This season is so busy for everyone, I wanted to give you a quick snapshot of what’s been happening…” You will be armed with tons of great, inspirational content.