Check out this article from Little Bean Group, which outlines four key steps nonprofits should take in the new year: revisit your strategy, deepen donor relationships, diversify funding, and sharpen communications. It helps you prepare for shifting donor behavior and economic changes while building sustainable campaigns.
While many organizations continue to process gifts and work on closing their books until the middle of the month, that doesn’t mean fundraising activity should stop. No matter what was raised at the end of the year – and no matter what the donation totals from the prior year – fundraising must go on. Here are ways to make the most of the month:
1. Fix problems that arose at year-end. You may have heard from donors who had trouble making a gift or finding the information they needed. Now is a great time to review your website, giving information, and online donation forms:
- Ensure that the online giving form is easy to use, requires minimal clicks, and syncs with multiple payment platforms.
- Review your website and make sure that all critical donation information is available including mailing address, phone number, information for making gifts of stock, planned gifts.
- Be sure to include your organization’s tax ID number.
- Put a visible donate button on the website’s homepage.
- Consider specific feedback you received from donors and implement solutions where it makes sense for your organization.
2. Ensure every donor who gave at the end of the fiscal year receives a personal thank you. The last month of the fiscal year is a big month for giving, the last few days in particular. With the donation volume and holidays, it’s easy to overlook timely gift acknowledgements. Go through your data and review every single gift you received in the last month. Even if you’ve sent a thank you note, consider reaching out to those who gave over a certain amount (perhaps $500 or $1,000) for another touch. Wish them a happy new year and thank them again for their generosity in the prior year. A short personal email can go a long way in continuing to build a relationship. You can view my donor thank you toolkit here.
Review your overall approach to thanking donors and make sure it represents your organization and its values.
3. Make a priority contact list for the first quarter. Think about everyone connected to your organization who you need to contact in the first quarter of the year. Think about donors (particularly those who gave in the first quarter of the prior year), but also consider other stakeholders including board members and key volunteers. Go through your meetings and emails from the prior year and contact anyone who you didn’t follow up with or connect with. The new year is a great opportunity to reach out and refresh a relationship.
4. Change course. Time away from work can offer a new perspective. If you feel the need to change course – to adjust your plans for the year, add to them, or change them – now is the time. There is a short window at the beginning of the year. Take advantage of it if you need it. I love hearing how you make the most of the month. Please let me know!
Frequently Asked Questions
It means expanding beyond one source of income (such as grants) to include major gifts, individual donors, events, and other streams so you reduce risk and grow stability
Because donor expectations, economic conditions, and organizational capacity change. Updating your plan keeps your efforts aligned with current opportunities.
By engaging donors with meaningful updates, asking for input, thanking them personally, and inviting them into your mission beyond just giving.
Use a mix of digital (email, social media), in-person (events, meetings), and narrative storytelling. Align the channel to the donor’s preference and the message’s purpose.
