How to Secure Year-End Gifts

Dec 2, 2022Leadership

Video Transcript
0:00:00.400,0:00:04.400 Nonprofits, it's time to bring in those  year-end gifts. You're scanning your 0:00:04.400,0:00:07.760 major donor list to see who you've  not heard from this year, right? 0:00:08.400,0:00:13.520 Maybe you're fretting as the year comes to a  close. You have not reached your fundraising goal 0:00:13.520,0:00:17.520 or a new ambitious goal your  team set earlier this year. 0:00:17.520,0:00:21.760 As you look at your budget you know where  you stand these last few weeks of the year. 0:00:21.760,0:00:28.000 It's time to get those outstanding contributions  in. There's urgency. You've worked hard to engage 0:00:28.000,0:00:33.040 donors, let them know the impact of their  gifts, and dropped your year in mailing. 0:00:33.600,0:00:38.080 But you still have not heard from some  of your most enthusiastic supporters. 0:00:38.080,0:00:41.600 “What is up?” you're thinking. Hi there. I'm Nancy Rieves, 0:00:41.600,0:00:44.720 your fundraising coach. Make sure you subscribe here to 0:00:44.720,0:00:49.760 my weekly insights. That way you'll receive  lots of fundraising tips and strategies. 0:00:50.480,0:00:56.640 Obviously, people are busy this time of year.  Therefore they need prompting. That is – you 0:00:56.640,0:01:03.120 need to take action right now and over the next  few weeks, you need a plan. Most importantly you 0:01:03.120,0:01:10.240 don't sit back and wait. That is the worst thing  to do. Pull your team together and get moving. Let 0:01:10.240,0:01:16.720 me share with you what you need to do right now. Number one, make a list. You want to identify 0:01:16.720,0:01:23.440 your top 10 most reliable major donors who've not  made a contribution this year. These individuals 0:01:23.440,0:01:29.600 have given in the past, volunteered in some  capacity, received your services at one time, 0:01:29.600,0:01:34.480 or served on a committee, for example. Heck, they may be board members. 0:01:34.480,0:01:40.240 In other words, this list consists of those  who have been engaged with your organization. 0:01:40.240,0:01:46.080 As a fundraiser, I remember looking over our list  of outstanding major donors one year as the year 0:01:46.080,0:01:52.560 was coming to an end. It's a terrible and lonely  feeling to look over your donor list and see some 0:01:52.560,0:01:59.280 of your most ardent supporters missing from this  list who are usually there. You know that feeling. 0:01:59.280,0:02:05.600 I set out to make calls. I started with one of  our board members. Yes, a board member was missing 0:02:05.600,0:02:11.280 from our major donor list who is usually on that  list. When I called the board member, I could 0:02:11.280,0:02:17.360 not get a word out of my mouth before she said  “I have not forgotten. I have my checkbook out 0:02:17.360,0:02:22.720 ready to write my annual contribution and put it  in the mail today. Thank you so much for reminding 0:02:22.720,0:02:28.320 me.” She had every intention of making a gift  this year. She would have felt terrible if she 0:02:28.320,0:02:33.120 had forgotten to make her yearly contribution.  She put her check in the mail that day. 0:02:33.120,0:02:39.280 So number two after making a list of your  outstanding major contributors – is to call 0:02:39.280,0:02:43.280 your loyal supporters. Your loyal  supporters want to hear from you. 0:02:43.840,0:02:49.280 You're allowing them to make a difference. In your call, number one start off by 0:02:49.280,0:02:54.320 asking them about their family, new  grandbaby, a recent travel, a new job, 0:02:54.320,0:02:59.920 retirement. You know these individuals well.  Specifically ask them how they are doing. 0:02:59.920,0:03:05.600 Number two, thank them for their past support.  Be genuine when you thank them – not rudimentary. 0:03:06.160,0:03:11.600 Number three – with a recent impact story let  them know the difference their gift is making. 0:03:12.160,0:03:15.920 Then give them a chance to  comment. Engage in a conversation. 0:03:16.480,0:03:22.000 Number four – when the time is right, ask them  for their support. Ask if they would consider 0:03:22.000,0:03:28.080 a gift of the same amount as last year or more  for this year. Pause and allow them to respond. 0:03:28.720,0:03:34.800 Number five – when they say yes, sincerely thank  them for their gift. Let them know how much you 0:03:34.800,0:03:39.840 appreciate them and their support. Also let them  know you will watch for their check in the mail. 0:03:40.480,0:03:47.120 And six (last) – immediately send a personal  handwritten thank-you note. Now you're ready 0:03:47.120,0:03:53.360 to repeat what you did. Immediately identify  another 10 of outstanding major donors if 0:03:53.360,0:03:59.040 you have that many . . . and make calls. To wrap up — we are a philanthropic country. 0:03:59.040,0:04:04.640 Most notably, donors are looking for solutions  and innovative ways to solve problems. 0:04:04.640,0:04:09.520 They're looking for evidence of social  impact and non-profits doing good works 0:04:09.520,0:04:15.440 that align with their values and interest. Therefore, share with donors your solutions 0:04:15.440,0:04:20.880 and allow them to support your efforts. Your charge is to gently remind and encourage 0:04:20.880,0:04:25.760 your most loyal supporters who you've not  heard from this year to step up and support 0:04:25.760,0:04:31.840 your cause they so passionately believe in. My goal as a fundraising coach is to make 0:04:31.840,0:04:37.040 sure you are successful – you can secure  those outstanding year-end major gifts. 0:04:37.040,0:04:41.840 Start by making a list and then making  those thank you and reminder calls. 0:04:41.840,0:04:47.120 Remember to sign up for my weekly fundraising  tips and strategies by clicking here or going to 0:04:47.120,0:04:54.000 FundraisingMaximize.com. Look for the bright green  button. Again that's FundraisingMaximize.com. 0:04:54.000,0:04:56.880 I look forward to seeing  you next time. Bye for now.

Nancy Rieves, Ed.D. is a fundraising coach. She provides executive and development directors with a roadmap to maximize and sustain major gift fundraising. She prepares leaders to be confident and successful in raising money. Reach her at nancy@nancyrieves.com.


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