Yes, believe it or not it's a new year. The calendar's reset and while we're in the thick of winter, it's time to dream of all that could be coming ahead.
It's tempting to take a deep breath after the long days of year's end, when (I hope for you) mailings flew out the door, your phone rang off the hook with major and planned giving donors looking to beat the tax deadline, and so many gifts came in that you had to get extra help for your gifts processor.
Well, we could dream, right?
Whether that was your December of not, January seems to be a fallow month in the harvest cycle we call charitable gift fundraising.
Or is it?
Sorry, there's work to do.
Here's my top three...
1)
Celebrate!
Yeah, an in-house party would be nice, but you really need to let everyone who gave know how well you did at mid-year (or year's end, if you run a January to December fiscal year) and tell anyone who didn't give that it's not too late to help your important mission. Remember, though, that their support isn't likely based on whether you met your goal, but rather was your mission impacted. So make your appeal in terms of your mission, not "we fell short of our goal."
2)
Anyone turn you down?
Fundraising guru Jerry Panas would point out that one of the four questions he asks if someone says "no" to a solicitation "was it my timing?" If anyone turned you down in the fall because they said that they made all of their gifts for the year, now is the time to follow up. The tax clock is new, so get in line first!
3)
Time to look at your goals.
For those of you who work on a July to June fiscal cycle, January is the perfect time to see where you are and what you need to do to make your goals for the year. For many, the bulk of the gifts are in, so you need to see specifically where you need to make up from last year and more importantly, get ahead. For example, are you close to your trustee goal for the year? Are events behind? Are your mailings on pace? Now is when you need to get into the details behind your goals so you know exactly what to do for the final push.
And more from other inspired fundraising veterans...
4)
Focus on helping others get what they want.
Help your donors accomplish what they want to achieve with their giving (not just what your organization wants). Be a resource to your donors. Consider that young donor who just started her own business. Who can you introduce her to help her grow her business? Look for ways to help your donors. (Joseph Tumolo, CAPĀ®, Constellation Advancement)
5)
Thank your donors
- as soon as possible and definitely before you ask again. Surprisingly, few nonprofits bother to do this at all, much less promptly. Saying "thank you" is an opportunity to surprise and delight your supporters - and the more personal the better. A real honest-to-goodness card in the mail really stands out. At a minimum, send a letter or an email showing your gratitude. A little donor love in the heart of winter goes a long way.
(Beth S. Brodovsky, President, Iris Creative Group, Inc.)
6)
Get out the door!
Share, be challenged and be affirmed. Commit to attend AFP and other functions. Visit donors, stakeholders and your organization's partners. See staff or volunteers. A few minutes with a cup of coffee reaps rewards. (AFP-GPC Board Member Christopher Jungers, CFRE, CAP)
7)
Help your donors keep their New Year's resolutions!
Many people start planning their taxes and do estate planning at the start of the year. Who doesn't make New Year's resolutions to get their financial house in order? Plan on focusing on your planned giving programs in your newsletter, mailings, and email to your planned giving prospects, perhaps highlighting planned giving stories that have helped your organization realize a goal or help someone. Identify prospects for face-to-face meetings. (AFP-GPC Board Member
Sylvia V. Bastani, CFRE, CPC, President & CEO, Bastani & Associates LLC, fundraising counsel and coach)
8)
Don't have a planned giving program?
Start with a simple bequest program and kick it off in the new year! (another from Sylvia Bastani!)
What's your plans for the new year? Anything to add to the list? Pop us a note for an upcoming issue, or better yet, post your ideas on Facebook or Twitter!
Matt Hugg is AFP GPC's board secretary and a copywriter and instructor for nonprofit fundraising and marketing. Find him at www.matthugg.com, or at ThinkNP, a web resource for consultants and freelancers for nonprofits, at www.thinknp.com.
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