Running Into the New Year — How to Win With Year-End Fundraising
For those four-figure donors who have already given during the year, he should take the opportunity to thank them once more (assuming he's already thanked them) and remind them of the coming year-end.
Suggest — and I do mean suggest — that if they have additional capacity for the year and the inclination to exercise that, such additional generosity could realize their desired outcomes with his organization. Note that I said the donors' desired outcomes, not a pet project of the shelter. This strategy assumes that he already knows what the interests of his donors are. If he doesn't, he can still recover by drawing these donors out through face-to-face interviews.
For those four-figure donors who have not yet given this year, arrange for personal face-to-face visits to ask for their gift renewals and suggest an upgrade. Such an invitation can be especially welcome at year-end, a time associated with giving and generosity. Note that I haven't mentioned the "tax" incentive. If that is a motive — and it is rarely a primary one — the donor already has that in mind.
For those donors who are not currently giving at the four-figure level but who, in his opinion, could give at that level, arrange personal face-to-face visits to ask these supporters to either step up to the $1,000 level or add sufficient funds to their current year's gifts to reach that benchmark.
Focusing on high-cash giving not only maximizes actual year-end returns, but more importantly, builds motivation and commitment in the segment of his donor base with the greatest inclination to give.
Although every gift is important and all gifts count, developing a sustainable revenue stream from philanthropy requires a focus on high-cash giving. The giving season — traditionally the last quarter of the calendar year — is the time to be focused on building commitment among your most committed and able supporters.