How to maximize year-end giving

How to maximize year-end giving

Happy New Year!

It’s not too soon to think about what will prompt those glad tidings to emerge ‒ unparalleled end-of-year giving!  The clock is ticking as we move through our most generous quarter of the year, so now is the time to make sure your strategy is in place to maximize 2019 contributions. 

What can you do between now and December 31?  Consider the following:

  • Develop data-driven plans based on donor status.
    • Run a descending order report for all donors for the past three years to make sure none of your top donors are MIA.  If so, follow up enthusiastically with gratitude for previous gifts and a refreshed request for 2019 support.
    • Run a LYBUNT list (last year but, unfortunately, not this year) in descending order based on last year’s gift.  Consider the number of gifts, date of first gift, date of last gift, and gift size to prioritize.  Wherever possible, make the follow up personal‒this means, visits, calls, video calls, etc.
    • Review the SYBUNT list (some year but, unfortunately, not this year) looking at recency and frequency. Pursue those with the greatest potential.
    • New donors‒this is a pivotal audience.  Getting the second gift has an immense bearing on whether these donors will continue to support your organization.  Examine what prompted the first gift, how they responded to the ask, and their engagement history to craft a personalized approach.
  • Upgrade existing donors.
  • Secure a challenge gift to motivate the undecided and inspire the regular donors to increase their levels of giving.
  • Conduct small group solicitation programs on-site, in donor homes, or other relevant locations.
  • Enhance your online giving page.  Make sure it’s easy to find and easy to donate.  If you don’t yet have a DONATE NOW tab on your landing page, now is the time.
  • Educate donors about the benefits of different gift types, i.e., stock gifts, recurring gifts, etc.
  • Avoid the expression, “No gift is too small.”  Celebrate a spirituality of abundance and think “No gift is too large!”
  • And remember…

“From the perspective of the Gospel, fundraising is not a response to a crisis. 

Fundraising is, first and foremost, a form of ministry. 

It is a way of announcing our vision and inviting other people into our mission.” 

(Henri J. M. Nouwen)

For more tips, check out our free on-demand webinar, “Bang for your Buck: Maximize your Year-End Giving” by clicking here or contact Mission Advancement at 630.378.2454. 

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