The last couple of months of a calendar year are the busiest for those in the fundraising world. Perhaps it is because of the holiday season when people are feeling particularly generous. Or it might be due to the fact that the people have put off fulfilling their financial commitment to charities until the end of the year, or it might be due to a kajillion other reasons. The volume of transactions is wild. But many fundraisers are in overdrive and have not taken the time to stop and smell the roses.
It is understandable for many fundraisers to push through the pile of donations and treat them as transactions. Maybe the donor will receive a thank you call in the next day or two. Or maybe it is when the staff member is back from winter holidays. I urge you — no beg of you — slow down! Take the time to reach out and call the donors who support your organization immediately. Don’t wait. This is a perfect time to chat with the donors and find out why they support your organization. What is important to them? Why did they choose you over other organizations? What can you do to help them in their donor journey?
Think of these donations like physical gifts. It would be rude if your grandmother gave you a gift for the holidays and you thanked her for that gift sometime in late January. The donors are your organization’s family — treat them as such. It is so important to make sure that the donor feels special (even if they are one of hundreds [or even thousands] of people who chose to support you at year-end).
And don’t just focus on those über-gifts. The donor who set aside $50 for charity because that is all they could handle in their budget would be just as appreciative of a thank you as the $50,000 donor. Your organization is worthy of support and the donors are validating that assumption with their pocketbooks. That is a great place to be. Be appreciative.
Sometime during this season you will be going at 300%. Slow down. Stop to smell the roses. Be thankful for those that have supported you this year — whether it be with their time, treasure or talent. As fundraisers, we are in such a great position to truly affect change in the world.
Until next week.
L’chaim,
jack
