Understand the Seasonality of Major-Gift Fundraising

A nonprofit decided last year to have a reception targeting major donors in March. That organization is located in an area where the weather is quite cold at that time of year. Unfortunately, the nonprofit didn't hit its fundraising goal because many donors were in southern states for the winter.

The same nonprofit planned another major-donor event during the high season of galas, cocktails and dinners in May. Want to guess what happened? More people came than expected, and the organization more than doubled what it raised at the previous event after everyone came back home for the spring and summer. When planning major donor events, nonprofits need to understand that fundraising has a seasonality. 

Fundraising hinges on more than a compelling cause. Knowing when the right time is to maximize fundraising efforts is essential to the fundraising calendar. Just as fundraisers need to know when to make a major-donor ask, it's also essential to understand when to host an event — or even do a fundraising campaign. Life also has a rhythm and, as a result, so does fundraising. There's a seasonality in fundraising and an ebb and flow to the best times for donor activities. 

Mapping the Fundraising Landscape: Gala Season and Beyond

If you're in fundraising, then there's a chance you've heard of gala or golf season. In the northern states, those periods typically include the months from April to mid-June and then again in mid-September through October. At those times, the best fundraisers know that their donors will enjoy attending events because it's not bitterly cold or snowy outside, and they're likely to be in their main residences and not in second homes down in the South. 

These are critical months to engage with donors. Children are in school during the spring and fall months so that young parent donors will be home. It's also the time when most people like to go out and attend events because the extremes of weather, such as too much heat or cold, are tempered by primarily good weather, which positively affects mood. These months are excellent for auctions and events that get people socializing for a good cause. 

The fundraising calendar must be created annually with fundraisers attuned to the shifts in donor behavior throughout the calendar year. Thoughtful fundraisers who understand donor psychology will plan calendars that pepper in the right events at the correct times. For example, they may have a golf tournament or networking event in April or September because donors love being out on the greens for a good cause. 

Following the Migration: Major Donors on the Move

An easy way to think of the fundraising calendar — particularly one that's focused on major donors — is to think of donors' migratory behaviors. Like migratory birds, major and affluent donors will move north, south, east or west depending on the season. It's vital for major-donor fundraisers to pay attention to these patterns and understand when they happen, both for the major-donor groups as a whole and for individual donors. 

Funders can adjust their fundraising campaigns and events for maximum impact only once fundraisers fully understand the migratory patterns of donors' segments. For instance, if the nonprofit that had an unsuccessful event in March wanted to maximize success, the organization could have coordinated an impact trip for donors and tied it with a volunteer experience to make an impact. 

Navigating the Summer Slump: Embracing the Quiet Season

Fundraisers and nonprofit executives know little happens during the hot summer months. This is not a blanket statement, as it is dependent on your fundraising plan and strategy. Some nonprofits do great in the summer. Still, typically, the summer is when fundraising teams close out their fiscal years and plan for the upcoming year. It's also a great time for strategic planning. But it's also an opportunity to fund and add to the fundraising calendar, even if many donors are on vacation or traveling to other places.

The summer months are an excellent time for nonprofits to spend time cultivating volunteers and donors. Not everything has to be about fundraising, and the reality is that when donors have the chance to experience volunteering, they become more committed to the cause. By innovating volunteering opportunities, the summer can provide a chance to cultivate donors. 

Seasonal Awareness for Fundraising

Fundraisers understand that a donor's passion for a particular cause is essential to raising funds and keeping people engaged. However, passion only takes fundraisers and nonprofits so far. There have to be activities that capture the imaginations of donors — at the right time. That means ensuring suitable events and fundraising campaigns happen at the right time. 

Depending on geography, it also means thinking about volunteer cultivation opportunities during the summer lull for some nonprofits and the winter lull for others. Remember, people migrate. When it's hot in the North, people go to the beach and the mountains. When it's cold in the Northeast and Northwest, they head South. These migrations could serve as an opportunity — or not. So, it's essential to consider seasonality in fundraising. 

Ultimately, seasonality in fundraising isn't just about timing. It's also about empathy and understanding where your donors are in terms of their psyches and physical presence. It means meeting donors where they are in their minds, emotions, and physical space. By embracing these nuances, seasonal awareness allows nonprofits to create more innovative opportunities to engage donors and volunteers for support. 

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.