As the air cools and the wind blows and winter snows begin to fall (or think about falling anyway!) one thing is for sure. I will get a TON of emails from nonprofits in the next few weeks asking me for money!
While year-end giving is a powerful source for good, I want to get you to think about another key aspect of the development process, a vital activity to launch after the snow settles from year-end giving: Stewardship.
As sure as my email box will be full over the next few weeks, it will be “empty” come the first quarter of 2024. And the second quarter. And the third.
While asking for gifts is an important part of the gift giving process, nonprofits seem to forget the other many and important steps in the fundraising cycle.
Imagine, if in January you sent out a communication sharing how grateful you are for the donors who have given to you. Perhaps an email sharing how the New Year brings new hope because of the donor’s engagement.
Then, in February you share how donors are “Your Valentine” or some similar message celebrating the relationship you are excited to be building with them. March could bring a report about how you are spending their money to change the world. April could bring a short survey asking what part of your mission they like best.
May could bring…well, you get the idea! I bet you can think of something amazing for your nonprofit to do here and into the summer months as well?!
My point is that in order for our giving season to be the best it can be, we have to be willing to do the work through the entire year – and not just during this time of heavy solicitation.
I will receive lots of emails in the next few weeks from organizations to whom I have given gifts in the past, and I will think hard about which ones to support this year. My resources are limited as are virtually everyone’s, and my choices will be based on many factors. But one thing you can know for sure: if an organization has acknowledged, thanked and reported back to me and also made me feel like it really wants a relationship with me and not just my wallet, their chances are certainly far higher than the ones I only hear from during the next few weeks.
Remember, the first gift is only the start of our relationship with the donor. Stewardship involves all the ways you can communicate and stay in touch with the donor without continually asking for another gift. Done well, stewardship deepens our relationship with the donor over a longer period of time. The likelihood of continued and increased giving expands as well.
Stewardship is a vital part of the development process. Don’t let solicitation be your only fundraising.
Happy Year-End Fundraising!
Erik Daubert is a faculty member with The Fund Raising School.
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