Guest Post by Allison White, Vice President
Graham-Pelton Consulting, Inc.
The end of the year approaches and like clockwork, so many organizations and fundraisers throw out the strategic, thoughtful approach they embrace the rest of the year. In its place arrives a hurried pace, an overflowing calendar, and worst of all….a feeling of guilt.
The pride in being a fundraiser seems to dissipate as we launch a mountain of appeals into the mail and leave an inordinate number of apologetic voicemails and emails.
“I am so sorry to leave you another message, but…”
As fundraisers and non-profit leaders, we know that our job is to match philanthropically inclined individuals with a worthy cause.
We are raising money for a mission in which we believe and are giving donors the opportunity to make a difference.
We are not begging; we are not coercing. We are not pleading; we are not pressuring. We can recite all of these adages in our sleep. Yet as the fourth quarter of the calendar year nears, there always seems to be a shift in mindset, and along with that shift, comes a feeling of guilt.
Surely most of us can acknowledge this shift, whether it happens in our own offices or not. The shift from strategic outreach and appeals that make us proud of our work, to last minute additions to the calendar, a different tone in our voice, and outreach that is more about us than about donors.
But how do we change it? How do we approach the end of the year with the same optimistic and inspired mindset we have in January?
You are the one entrusted with raising money that will allow your organization to continue fulfilling its worthy mission. You are the one giving donors the opportunity to invest in that mission. Go into this giving season with a renewed sense of pride and excitement about what this revenue means for your organization.
Do they all absolutely need to happen before year-end? If not, pare it down. You will feel better come December 31 and so will they.
Is the quantity or quality of your outreach something that needs to be apologized for? If so, adjust your approach or timing. If not, proceed without apology.
Use the systems you have to create achievable goals based on your prospect list and timeline (5 calls per day? per week?). Whether you use the functions of your database to create tasks and send reminders or simply block out time on your calendar each day or week, you will feel more productive and less overwhelmed.
This is not a gym membership where they must renew on a certain date or risk losing access. It is up to you to give them a compelling reason to invest in your mission.
“I know you usually think about your family’s giving around this time, and we are so grateful for your loyal support. As the year-end approaches, I want to touch base about your giving so that we can recognize and celebrate you as a 2016 donor.”
The more obstacles they encounter, the less likely they are to give, and the more likely you are to get the disgruntled calls and emails. Online giving was up 9% last year. Does your technology and messaging allow you to take advantage of this?
Which already focuses on the positives of philanthropy and continues to grow each year.
So when a mailing goes out, a big gift comes in, or an event wraps up….celebrate your success! Ring a bell, send out an email, or reward yourself and others. No matter how you do it, that energy is contagious and energizing.
And the only thing better than being thanked is being able to thank someone else.
Of course, there is a reason we focus so much on this time of year. Last year’s Charitable Giving Report shows that more than 33% of annual giving happened between October through December.
But that is no reason to lose sight of who we are as an organization or as fundraisers. And it is certainly no reason to throw strategy and thoughtfulness out the window.
So as December quickly approaches, and you’re scurrying about adding ambitious initiatives to your growing to-do list, I challenge you to take a step back.
Scrap the guilt, embrace the mission, and review the strategy.
Remember: your mission is as worthy of donor support as it was in the first quarter of the year. And you are the same inspired and focused fundraiser.
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