Portfolio Power: How to Prioritize Your Prospects for High-Impact Fundraising When it comes to fundraising, managing a donor portfolio effectively is crucial for success. Your portfolio is more than just a list of names – it's a dynamic strategy for building relationships and maximizing your organization’s impact. Whether you’re new to major gift fundraising or a seasoned pro, understanding how to prioritize and manage your prospects is the key to hitting your fundraising goals. Does size matter? A major gift portfolio is not just about quantity; it’s about quality. As a relationship manager, you may wonder how many prospects one person can effectively handle. The truth is you need to strike the right balance. A full-time relationship manager can usually handle 100 to 120 prospects in their portfolio. But here’s the thing – if they’re also tasked with direct mail, event planning, and other duties, you’ll need to adjust that number to ensure they can focus on nurturing relationships. Setting Realistic ExpectationS It all starts with setting realistic expectations. If your team is stretched thin, don't overload them with too many prospects. You want them to have enough time and energy to engage meaningfully with everyone on their list. If managing a portfolio is their sole focus, 120 prospects may be doable, but if they’re juggling multiple roles, scale it back. This is where your strategic thinking comes into play: make sure you're staffing in a way that allows for the high-touch, personalized engagement that major gifts demand. Cleaning Your Portfolio RegularlY Here’s where the magic happens: regular portfolio clean-ups. It’s easy to get stuck in the “someday” mindset when it comes to following up with non-responsive prospects, but a cluttered portfolio can become a barrier to success. Clean up your portfolio at least twice a year. Document all attempts to reach out (emails, calls, social media), and if someone has been non-responsive for six months or more, it’s time to consider moving them off the list. Now, I know it might seem daunting to remove prospects from your portfolio but think about it like pruning a plant. It’s not about giving up on those individuals; it’s about focusing your energy on prospects who are truly ready to engage with your mission and make a meaningful gift. It’s better to have a smaller, more engaged list than to hold on to names that aren’t moving the needle. How to Execute a Clean-UP When you're cleaning up your portfolio, you don’t have to do it all at once. Instead, approach it in batches. Identify those who are no longer responsive or have indicated that they’re not interested in making a major gift. And here's a key tip: don’t just remove them without bringing in new prospects to replace them. As you remove, you should be adding fresh prospects who have the potential to move through your donor pipeline. This ensures your portfolio remains a living document – always in motion, always focused on those who can have the greatest impact. Stabilizing Your Portfolio Over TimE If you’re just starting in your role or working with an inherited list, the early stages of portfolio management can feel overwhelming. You might find yourself making frequent changes, moving prospects on and off your list several times per year. But don’t worry! That’s a normal part of the process. Give it time, and soon you’ll begin to see a stabilizing effect. Within 18 months to two years, your portfolio will likely stabilize, with only a handful of prospects moving in and out twice a year during your clean-ups. In the beginning, expect to move about 15-20 people out and bring in a similar number, every six months. But after some time, the changes become more manageable. This is the point where your portfolio is functioning like a well-oiled machine, allowing you to focus more on nurturing relationships and less on managing logistics. Focus on Multi-Channel EngagemenT Effective portfolio management doesn’t happen in a vacuum. To be truly successful, your outreach should be multi-channel – phone calls, emails, events, meetings, and even social media. This variety not only keeps your communication dynamic but also ensures that you're meeting your prospects where they are. Don’t just rely on one method of outreach. Embrace the full toolkit to keep your prospects engaged and ensure that no one falls through the cracks. By working smarter, not harder, you can maintain a portfolio that remains focused on those prospects who have the potential to make a significant impact on your organization’s mission. The more you engage across multiple channels, the more likely you are to move prospects along in the pipeline. And whatever you do, don’t automatically remove “your” prospects from other communication channels in the name of maintaining control. This is often a tactic of new major gift officers trying to be the sole contact for the prospect but what this does is practice is isolate those individuals from the organization. Your donors want and need to hear updates about the organization from multiple sources. You just need to be aware of the other info they are getting and how you can be a resource for them if they have questions or concerns. Your outreach should complement the other institutional communication channels, not replace them. The Power of Focused AttentioN At the end of the day, it’s all about focusing your energy where it matters most. When your portfolio is clean, well-maintained, and actively engaged, you're setting yourself and your organization up for success. It’s about prioritizing your time, energy, and resources to ensure that your major gift efforts are as impactful as possible. Remember, managing a portfolio is not a one-and-done task. It requires regular attention, strategic thinking, and a clear understanding of your goals. The beauty of an effective donor portfolio is that it’s not just a list – it’s an evolving tool that reflects the growing relationships you’re cultivating with your donors. Take Action: Build and Maintain a Portfolio That Works for YoU If you’re new to portfolio management or simply looking to improve your system, don’t hesitate to reach out for advice or share your own experiences. I’d love to hear what’s working for you and what challenges you’re facing. Don’t forget to leave a comment or send a message – I’m always here to support you on this fundraising journey! Remember: Your portfolio is powerful, and with the right approach, it can be your secret weapon for achieving fundraising success. So, go ahead – prioritize those prospects and watch your impact grow. Cheers! PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!
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Discovery Visits Demystified: Tips for Effective Donor MeetingS Whether you're just starting out in fundraising or you've been in the game for years, discovery visits are a vital part of cultivating major donors. But let's be honest—these meetings can sometimes feel a little intimidating. I get it! You may be unsure what to say, how to prep, or how to break the ice and build rapport. But here’s the thing—I absolutely love discovery visits. Seriously. There’s something thrilling about meeting new people and hearing their stories. For me, the research and discovery process is one of the most exciting parts of the job! I love asking questions, learning about the donor’s passions, and seeing if there’s a spark that could lead to a meaningful connection. I know a lot of fundraisers aren’t as excited about this step as I am, but that’s okay! I’m here to walk you through it and help make these visits less daunting and more enjoyable. By the end of this post, you'll have practical tips that will make you feel confident walking into your next meeting, knowing exactly how to steer the conversation and build those meaningful relationships. Let's dive in! How to Get the VisiT Getting a discovery visit on the calendar can be the hardest part, but it’s totally doable with the right approach. Here are a few ways to get your foot in the door:
I would characterize what I’ve outlined above as the “standard process” for getting a visit. I would use this process with VIP level donors or those I know somewhat but want to get to know better. For a big list of donors that you need to meet and qualify, let me offer an alternate option that leverages technology to make it easier for you and the donor.
The Basics of Donor ResearcH Now that you’ve got the visit, it’s time to do your research. You don’t want to go into a meeting blind – knowing your donor is a key part of the process. Start by digging through your database. Look through all previous gifts and interactions with your organization. If you don’t find much there, don’t worry -- take your research to Google. A quick search of their name can reveal news articles, social media profiles, and any philanthropic work they may have been involved in. Pay attention to family, work, and causes. For example, if a potential donor recently made a sizable gift to a local education initiative, they may be open to supporting your nonprofit’s education program as well. Knowing this ahead of time will help you frame your conversation. Inside a Discovery VisiT First thing’s first – gratitude. If the person you’re meeting with has made a gift before, start by thanking them for their past generosity. If they haven’t, thank them for taking the time to meet with you. Regardless of their past giving history, expressing sincere appreciation sets the tone for a positive conversation. Once you’ve shown your appreciation, it's time to move into an update on your organization or to introduce them to your mission. Share the exciting things happening at your nonprofit, but also highlight how they can help. Keep it brief, but impactful. Your goal here is to engage them with your cause and get them excited about what you're doing. Now, here's the magic part--getting to know them. This isn't the time to launch into your fundraising pitch. Instead, ask questions and, most importantly, listen. What do they care about? What drives them? What challenges have they overcome in their personal or professional life? These conversations are where you’ll uncover vital clues about their affinity, propensity, and capacity to give.
Listen for subtle hints about what might inspire them to contribute. Maybe they have a connection to a specific program, or perhaps they’re passionate about supporting young people, the arts, or healthcare. Your job is to be present, attentive, and note those little clues that will help you figure out what type of donor they could be and how they might prefer to give. And remember, the environment matters too. Are you meeting at their home, office, or a coffee shop? Wherever you are, take note of the surroundings – they can tell you something about the donor’s lifestyle, interests, and values. If you are new to this, it’s okay. You’ll start to notice things over time and soon it will be second nature. For instance, if a donor mentions hosting events in their home, that generally indicates both generosity and means. If the prospect casual references international travel, that is also a marker of them being potentially a high net worth individual. You can ask them what their philanthropic priorities are. This is a revealing question that can give you insight into their values and what motivates them. What to Do With All This InformatioN Once you’ve done your research and mapped out a strategy, it's time to hit the ground running. The first task you have is to put all that juicy, golden information into your database. Make extensive notes soon after the meeting and get it in the database. Later on, someone else is going to need that important context. Next, use everything you’ve learned about the donor’s affinity, propensity, and capacity to tailor your approach. If they’re passionate about your mission and seem generous, but haven’t given much yet, don’t push them for a large gift immediately – focus on building the relationship and uncovering opportunities for them to engage more deeply. And most importantly, listen. Donor visits are about building rapport, not making a quick ask. You’re planting seeds for future giving, and you want to nurture that relationship, not rush it. The general benchmark is that from the discovery visit to a new major gift is usually 18 to 24 months. You can ask a new prospect for a modest ($500 - $1,000) annual fund ask but hold on the larger ask until you know more and they are more invested in your mission. In many ways, major donor cultivation is like platonic dating. You want to meet, make a great connection, have a plan for your next interaction, and over time understand each other more deeply. Wrapping UP Discovery visits are one of the most exciting and rewarding parts of fundraising. When done right, they help you connect with your potential major donors on a personal level, setting the stage for long-term partnerships. With a little preparation, a lot of listening, and an understanding of how to gauge a donor’s affinity, propensity, and capacity, you’ll walk away from each visit feeling confident and inspired. So, whether you’re in the early stages of your donor journey or you’ve been at it for years, always remember that real deal fundraising is about building relationships that matter. Take the time to get to know your donors, show appreciation, and listen closely—and you’ll be well on your way to a successful, sustainable fundraising strategy. Let me know in the comments your favorite techniques for discovery visits! Cheers! PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you! If you liked this post, you may also like these:
Valentine’s Day for Donors: The Art of StewardshiPAh, Valentine’s Day - roses, chocolates, and grand gestures of love. But who says this holiday is just for romantic relationships? February 14th is the perfect opportunity to show some love to a group of people who make your mission possible: your donors. In fundraising, stewardship is the art of nurturing relationships, ensuring donors feel valued and connected to your organization’s impact. Valentine’s Day offers a fun and timely excuse to go above and beyond with creative stewardship gestures. Let’s explore how you can make your donors feel truly loved this season while keeping them engaged year-round. 1. Don’t be Afraid to be CutE Valentine’s Day is the perfect opportunity to add a little fun and humor to your donor messaging. People love to smile, and humor is a great way to create an emotional connection. Try crafting clever, eye-catching messages that bring a lighthearted touch to your gratitude. For instance, you could add sunglasses or heart eyes to a historic photo of your founder, playfully showing them “falling in love” with the support your organization receives. Incorporate some cheesy puns, like “We’re smitten with your generosity!” or “You’ve stolen our hearts with your support!” These little touches can make your thank-you feel more personal and fun, leaving your donors with a smile and reinforcing that they are truly appreciated. 2. Handwritten Notes: The Timeless ClassiC Handwritten notes are a powerful way to connect with donors, offering a personal touch that shows genuine appreciation and care. The time and effort spent crafting a thoughtful message can make donors feel valued and recognized, strengthening their emotional connection to your cause. But if you want to take it a step further, consider sending a heartfelt postcard instead. Postcards have a unique advantage—they don’t need to be opened, so the message is instantly visible, increasing the likelihood that your donor will engage with your words right away. Plus, postage is cheaper on postcards, allowing you to reach more donors without breaking the budget. A Valentine’s Day postcard, adorned with warm, loving sentiments, not only conveys your gratitude but also ties into the season’s themes of connection, care, and appreciation, making it the perfect gesture to express how much your donors mean to your organization. A personal touch like this can leave a lasting impression far beyond the holiday. Here’s some sample text that I’ve used before for Valentine’s Day. I work for a progressive seminary and one of hymns/chants we often sang was entitled “There is a love holding us.” So that inclusion made it very on mission and specific.
3. Reduce and ReusE Reducing hard copy materials while reusing your messaging and imagery is a smart way to save on your stewardship budget without sacrificing impact. Start by creating a list of your VIP prospects and donors who will receive the special handwritten postcards—this allows you to focus your efforts on those who merit an extra personal touch. Then, repurpose the same Valentine's Day-themed image and messaging for broader digital distribution, whether it’s through email stewardship messages or social media posts and carousels. This strategy helps you save on printing and postage costs, while still reaching everyone with the same heartfelt thank-you. Plus, it saves you from hand cramps after writing all those postcards! By creating a cohesive donor experience across multiple touchpoints, you’ll ensure your appreciation goes even further with less effort and cost. 4. Galentine’s DaY Galentine’s Day, celebrated on February 13th, is a fun and heartwarming tradition that honors friendship among women, created by the popular TV show Parks and Recreation. It’s a day to celebrate the amazing women in our lives—whether they’re friends, family members, or colleagues. This is the perfect opportunity to recognize and honor the significant role women play in philanthropy, especially since 85% of philanthropic decisions in high-net-worth households are made by women. Incorporating Galentine’s Day into your Valentine's stewardship campaign allows you to shine a spotlight on the powerful impact women have on charitable giving, both as individuals and within households. You can create messaging that acknowledges their leadership and generosity, and even invite your social media followers to give a shout-out to the important women in their lives for Galentine’s Day. This not only celebrates the women who support your cause but also engages your community in an empowering and inclusive way. 5. Resistance on Valentine’s DaY If your nonprofit is more oriented to serious social justice issues, lean into the origin of Valentine’s Day as a day of resistance. Though the true origins are obscured with legend and myth, o ne of the most popular stories centers on a Christian priest named Valentine, who lived during the reign of Roman Emperor Claudius II around the 3rd century AD. The emperor is said to have banned marriages for young soldiers, believing that single men made better warriors than those with wives and families. Valentine, however, defied this decree and continued to perform marriages for young couples in secret. When Claudius discovered this, Valentine was arrested and sentenced to death. While in prison, Valentine is said to have formed a friendship with the jailer's blind daughter. Before his execution, Valentine is believed to have miraculously restored her sight. On the day of his death, he is said to have sent her a note signed "From your Valentine," a phrase that later became associated with the tradition of sending love notes. St. Valentine was executed on February 14th, around the year 269 AD, and became a martyr for love and marriage. Over time, his story became intertwined with the celebration of romantic love, especially in medieval Europe, where the feast day of St. Valentine became a popular occasion for lovers to exchange gifts and messages. At Starr King School for the Ministry, we have used Valentine’s Day to remind our constituents that this holiday is more justice-oriented than they thought. We have told the story of St. Valentine’s Day and used the slogan “Peace. Love. And Justice” in our Valentine’s Day marketing. 6. Create a Donor-Engagement ChallengE Invite donors to participate in a Valentine’s-themed engagement activity. Here are a few ideas:
So this February, let’s sprinkle a little extra love and creativity into our stewardship efforts. Because when donors feel valued, they’re not just donors—they’re lifelong champions of your mission. Happy Valentine’s Day! 💌 Which of these ideas are you most excited to try? Let me know in the comments! And remember, stewardship isn’t just a February thing—it’s the foundation of meaningful, lasting donor relationships. Cheers! PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!
How To Build a Recurring Gift Program from Scratch: A Step-by-Step Guide for Nonprofit FundraisersI learned the power of recurring gifts when I ran a faculty/staff giving campaign. I saw how quickly even $5 payroll deductions added up across the year when dozens upon dozens of donor participated. When I arrived at a much smaller institution that really needed unrestricted gifts, I knew they needed a strong monthly giving program that would help us reach our annual goals. Recurring giving is a powerful strategy that can transform your nonprofit’s fundraising model. A successful recurring gift program provides steady, unrestricted income and builds a loyal donor base that supports your mission long-term. Here’s how to build a thriving recurring gift program from scratch. What is a Recurring Gift Program and Why Start One? A recurring gift program allows donors to give smaller, automated contributions on a monthly basis, typically via credit/debit card or bank draft. These "set it and forget it" donations make giving simple and budget-friendly for donors, while providing nonprofits with reliable revenue. Why You Should Launch a Recurring Gift Program:
Why Donors Love Monthly Giving Monthly giving resonates with donors for several key reasons:
8 Steps to Launch Your Recurring Gift PrograMHere’s a step-by-step approach to creating a sustainable recurring gift program that will drive long-term success. Step 1: Explore Technical OptionS Choose a donation platform that securely stores donor payment information and processes automated monthly contributions. Key features to consider include:
Step 2: Build Internal SupporT Engage your team and leadership early. Present a clear case for why a recurring gift program is a strategic priority using data and examples:
Step 3: Create an Identity for Your PrograM Develop a unique brand identity for your recurring giving group to create a sense of community. Consider naming the group and designing a logo (e.g., "The [Organization] Sustainers"). This branding helps build a strong identity and a feeling of belonging among donors. Examples: Step 4: Start Small with Personal OutreacH Begin by reaching out personally to a select group of 25-50 loyal donors, volunteers, or board members. These individuals are likely to be early adopters and provide valuable feedback for refining your program. Action Steps:
Step 5: Launch a Broader CampaigN Once you’ve piloted your program, it’s time for a full launch. Use a multi-channel approach to reach your audience:
Step 6: Offer Meaningful PerkS While your main goal is sustainable support, offering small perks can enhance donor loyalty without significantly increasing costs:
Step 7: Steward, Maintain, and Upgrade DonorS Ongoing maintenance is key to the success of your program. Be proactive about updating expired credit cards and follow up with donors whose payments fail. In January, send timely letters for tax purposes covering all of the gifts the donor made in the previous tax year. I’ve always liked to send monthly donors a sticker and/or car decal for every year they are in the program. Upgrade Strategy:
Step 8: Conduct an Annual Recurring Gift PusH Persistence is crucial when building a recurring gift program. Plan an annual campaign to recruit new donors and replace any who have lapsed. Case Study: When we started "The Starr King Sustainers" program in 2016, we had just 11 donors giving under $1,000 monthly. By 2024, we grew to over 110 monthly donors contributing nearly $6,000 each month, providing a stable base of support for our mission. Conclusion: Start Your Recurring Gift Program TodaY Building a successful recurring gift program takes time and effort, but the payoff is substantial. With a thoughtful approach and consistent stewardship, you’ll create a loyal base of donors who are passionate about supporting your mission month after month. PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!
Start-of-Year Advice to Stay Organized and ProductivE As a fundraiser, I have never felt like there was enough time to get everything done. I’d often start the day with the best of intentions, focused on raising money and cultivating donor relationships—the "main thing" in our work. But then, other tasks would creep in: emails, scheduling, reports, and urgent but less critical projects. Over time, I learned to shift my approach, adopting strategies that helped me stay focused on what truly matters while keeping everything else under control. Here’s what I discovered that transformed my productivity and mindset. Leveraging Virtual Tools for EngagementOne of the biggest lessons from recent years is how much technology can simplify donor engagement while saving time. Here are my go-to virtual tools and strategies:
Zoom for Donor Meetings
Blast Emails That Feel Personal
Kickstart the Year: Setting Annual Giving Projections for SuccessWhen my boss at The University of Southern Mississippi Foundation asked me to develop my goal for next year’s annual fund, I leaned into my expertise with spreadsheets and data. Piece by piece, I built a realistic projection for what we could raise through direct mail, email marketing, and our phonathon. Confident in the numbers, I presented them to him, and he was skeptical because the figure was three times more than the previous decade of annual results. He suggested revising the estimate to a modest 10% increase, but I firmly stood by my projections, stating they were my low-end projections. He challenged me by saying, “If you hit these numbers, I’ll let you put a pie in my face.” We formalized the bet with a signed contract displayed in the office, which became a motivator for the team. As the year unfolded, the energy around this goal grew. Even as we processed triple the usual number of gifts, everyone rallied around the challenge. My projections were so accurate that our phonathon came within $100 of my estimates, proving the strategy worked. At a faculty and staff event marking the year’s end, we celebrated with the promised pie-in-the-face moment. My boss, albeit wearing protective gear, took the pie as I reveled in knowing that meticulous planning and confidence in my expertise led to such a monumental achievement. As we enter a new year, the promise of fresh opportunities is balanced by the practical need to set realistic projections. For nonprofit professionals, this is a pivotal step in crafting a fundraising strategy that not only meets but exceeds organizational goals. Even if you are on a July - June fiscal year, now is the time to planning and projecting because you will likely need to lobby for budget resources in February or March for the upcoming new fiscal/academic year. But let’s start with some clarity: a goal is a desired end state – what you hope to achieve. A projection, however, is an educated calculation based on data and trends – a tool to guide your way. While these terms are related, their distinctions are critical. In healthy organizations, projections should drive goal setting. Yet, many of us have faced the challenge of working under arbitrary or unrealistic goals set without a solid foundation in data. So, how do you ensure your projections are both reliable and actionable? Let’s dive into how to create, use, and leverage them to empower your program and set yourself up for success. Why Projections MatteR Whether your organization has given you a set goal or you have the freedom to build it, projections are indispensable. Even if the target feels unattainable, projections are worth your time because they:
Trends & Predictions: Nonprofit Fundraising in 2025I remember the feeling of confidence I had going into 2020. I had been in the fundraising field for over 15 years (full-time), and at the time, I thought I had most things figured out. I would have confidently made broad, sweeping predictions about the future. And, as we all know, I would have made a complete fool of myself. Because everything we thought we knew was turned upside down by the global pandemic just a few weeks later. That humbling experience taught me a critical lesson: predicting the future isn’t about certainty; it’s about curiosity. It’s about studying trends, tracking the breadcrumbs, and embracing flexibility. As we look toward 2025, the nonprofit fundraising landscape continues to evolve, shaped by technology, shifting donor expectations, and global economic conditions. Here are a few trends to watch and how they might reshape the way we fundraise: 1. Highly Personalized Donor EngagemenT Gone are the days when a generic email blast could sustain your donor base. Modern donors expect nonprofits to know their preferences, interests, and giving history. This shift demands a deeper investment in donor data and segmentation strategies. What this looks like in practice:
2. AI and Predictive AnalyticS AI has moved beyond being a buzzword – it’s now a practical tool reshaping nonprofit fundraising. From automating administrative tasks to analyzing donor data, AI is helping fundraisers work smarter, not harder. Emerging applications in fundraising:
By prioritizing ethics, privacy, and authenticity, nonprofits can leverage AI responsibly while maintaining the integrity of their donor relationships. 3. Automation for EfficiencY With limited staff and growing expectations, nonprofits are turning to automation to streamline repetitive tasks. Automation allows teams to focus on what truly matters: building relationships and driving impact. What’s being automated:
4. Emphasis on Mission TransparencY Donors today demand clarity on how their contributions are being used. Organizations that can clearly articulate their impact and demonstrate accountability will stand out in an increasingly competitive philanthropic landscape. How to show transparency:
5. New Channels for Donor EngagemenT The way people consume information and interact with brands (including nonprofits) is constantly evolving. In 2025, expect to see growth in emerging channels like:
FINAL THOUGHTSThe future of nonprofit fundraising is both exciting and daunting. The tools and strategies available today offer incredible potential to engage donors in meaningful ways – but only if we approach them thoughtfully. As we navigate these trends, let’s remember the lessons of the past: stay adaptable, keep learning, and never forget that at the heart of every fundraising effort is a desire to connect people with purpose. What trends are you seeing in your work? Let’s keep the conversation going in the comments! Cheers! PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!
6 Ways to Show Donors Gratitude in the New Year As we turn the page to a new year, it’s the perfect time to reflect on the incredible impact your donors have made on your organization. Donor appreciation isn't just about wrapping up last year's success - it’s about laying the groundwork for lasting relationships that will sustain your mission well into 2025 and beyond. In nonprofit fundraising, donor retention is key. It’s much easier (and more cost-effective) to retain a donor than to acquire a new one, which is why a thoughtful approach to showing gratitude can be a game-changer. Starting the new year on a note of appreciation can make all the difference in keeping those relationships strong. Here are six creative and practical ways to show your gratitude this New Year: 1. New Year’s CardsInstead of sending out traditional holiday cards, why not opt for a New Year’s card? It’s a great way to stand out, especially since January mail isn’t competing with the December rush. At my current institution, where we serve a multi-religious community, we steer clear of specific religious holiday cards, but New Year’s cards offer a respectful and inclusive option.
This isn’t just about sending a card; it’s about showing donors they’re valued as you enter a fresh chapter. By sending a message of gratitude and well wishes for the year ahead, you remind them that their support is crucial to your mission’s success. Why It Works: A New Year’s card avoids the crowded December mailbox, acknowledges diverse traditions, and sets a positive tone for the year ahead. What Worked for Giving Tuesday 2024Giving Tuesday 2024 is officially in the books, and I’m thrilled to share what worked for us this year! The seminary I work for has participated in Giving Tuesday on and off for almost a decade, but this year, we took bold steps that paid off in a record-breaking campaign. Spoiler alert: We set a $20,000 challenge match - our highest ever - and not only met it but exceeded it, raising $40,000! (We even used a strategic extension to cross the finish line - more on that later.) Whether you’re looking for fresh ideas or want to refine your strategy, here’s what made our campaign a success: 1. Leveraging a Challenge Match: Doubling the ImpactChallenge matches are a must-have in your Giving Tuesday toolbox. This year, our $20,000 match created a sense of urgency and gave donors an irresistible reason to give.
Why It Worked: It answered the critical question, “Why should I give today?” A generic “it’s Giving Tuesday” doesn’t cut it anymore because every nonprofit is vying for attention. A match is specific, exciting, and makes donors feel like their gift has double the impact. I was at home alone, except for a beagle and my 3-year-old daughter. The tornado siren had been sounding for hours, but there wasn’t even any rain. Annoyed by the constant noise disrupting my daughter’s nap, I was ignoring it when suddenly the weather shifted. It started raining, and a weird pressure filled the house. I checked Facebook and saw someone post that a tornado was nearby. Quickly, I grabbed my daughter and ran to the hallway. The moment I tried to shut the door, the doorknob flew out of my hand. What followed was the longest 90 seconds of my life. That tornado, an EF-4, ripped through my town and the university campus where I worked. Our yard, once filled with towering pine trees, was reduced to just two. Some of our neighbors lost their homes entirely. The University of Southern Mississippi, where I worked, was devastated. Over 100 trees, including our gorgeous live oaks, were gone. The alumni house looked like it had been bombed, and pieces of the Spanish tile roof ended up in our laundry room, half a mile away. Amazingly, no one perished in that tornado. At the time, I was juggling three jobs—my regular position, a new role I’d been promoted into, and an interim job. On top of that, I was living with a co-worker while trying to move out of a rental house our landlord refused to make livable after the storm. It was a tough time, to say the least. And yet, we managed to get things on track and raised a significant amount of money for relief and recovery. This experience taught me a powerful lesson: Disaster preparedness is as essential for nonprofits as it is for households. Too often, strategic plans overlook the fact that things will go wrong. And as we’ve seen from the pandemic, being unprepared can put your mission at risk. Disaster preparedness isn’t often at the top of the priority list for nonprofits, especially small organizations with limited resources. Yet, as my experience with the tornado showed, disasters can strike without warning, threatening not only your physical office space but also your ability to fulfill your mission. Whether it’s a natural disaster, a global pandemic, or an unexpected organizational crisis, you must have a plan in place to ensure your operations remain resilient in times of uncertainty. The Importance of Disaster Preparedness for NonprofitS In the wake of disasters, nonprofits often become lifelines for the communities they serve. But what happens if the nonprofit itself is impacted by the disaster? Having a comprehensive disaster plan allows your organization to continue operating, fundraise effectively, and even provide relief assistance if necessary. It also ensures that you’re protecting your employees, stakeholders, and the assets of the organization. Disaster preparedness means thinking ahead. You should have protocols not just for physical safety but also for operational continuity, communication, and financial stability. The Risk Assessment MatriX One effective way to prepare for disasters is by incorporating a Risk Assessment Matrix (Credit to Logos Consulting Group, NY) into your planning. This tool allows you to assess various potential risks by weighing both the likelihood of the event occurring and the impact (or magnitude) it could have on your organization. Here’s how the 5x5 Risk Assessment Matrix works:
For any potential disaster that ends up in the red zone, you will need clear, written plans and protocols, because these eventualities are high in both likelihood and potential catastrophic impact. For example, significant hurricane damage on the Gulf Coast is likely inevitable at some point (meaning you will almost certainly need those protocols) and likely to have a magnitude of impact that significantly damages your organization’s ability to function. Why Use It?A risk matrix can be customized to your nonprofit’s specific operations. Whether you’re facing hurricanes, earthquakes, or cyber-attacks, you’ll want to know what could go wrong and how severe the consequences might be. This helps inform everything from physical safety protocols to safeguarding data and ensuring operational continuity. Disaster Preparedness ChecklisT Here’s a disaster preparedness checklist to ensure your nonprofit is ready to navigate any disruptions: Identify Your Likely Disasters Every region has its likely threats. For example, in California, earthquakes are a primary concern, while the Gulf South prepares for hurricanes. The Midwest preps for tornadoes – “we’re not in Kansas anymore, Toto”. Flood, fire and active shooter situations can happen anywhere. Use the risk assessment matrix to identify and rank the most probable disasters in your area. Create a Budget Line Item for Emergency SavingsIf your nonprofit is small to medium-sized, especially without an endowment, consider allocating a specific portion of your budget toward emergency savings, just as families should. These funds can help cover immediate costs when disaster strikes and can be vital for long-term recovery. Cross-Train EmployeesIf one of your key staff members is unable to work after a disaster, what happens to their essential tasks? Cross-training is crucial for maintaining operations during a crisis. Every major task in your office should have a primary person responsible and a backup person who knows how to do it. For example, if only one person knows how to send out mass email communications and their home is destroyed in a tornado, how will you communicate with your constituents? Document these processes and ensure that each employee’s backup knows the ins and outs of their role. This way, your nonprofit can continue to operate, even if key personnel are unavailable. Back Up Files and DataEnsure that all critical data is backed up regularly in both cloud-based storage and on physical drives that are stored off-site. If a disaster takes out your office and disrupts internet access, having physical backups of essential files will help you recover faster. Review Protocols as a TeamConduct team reviews of disaster preparedness protocols at least annually, but preferably every six months. For example, during one of our office-wide safety reviews, we discovered a back staircase that half the staff didn't know about, which could be critical in case of an active shooter or fire. You’ll be on-boarding new employees all the time and these meetings play a big role in ensuring everyone understands the safety procedures. Facilitate CommunicationKeep a phone list of all employees’ cell numbers and key partners/vendors. Update this list at least twice a year and ensure that both digital and physical copies are available. You want to be able to reach your team quickly if normal office phone lines are down, and your team will need to reach leadership and each other. Make Remote Work EasyEnsure all employees have access to the necessary tools and technology to work remotely. This includes laptops, essential software, and communication platforms. The COVID-19 pandemic revealed that many organizations were not prepared for remote work, and this caused serious disruptions. Don’t let that happen to you in the next crisis, whatever it might be. Plan for Post-Disaster FundraisinG When a disaster strikes, the demand for nonprofit services often skyrockets, and with that, so does the need for financial support. Having a plan in place for post-disaster fundraising is essential for ensuring your organization can continue to meet the increased needs of your community. Here are a few strategies for effective fundraising in the wake of a disaster: Launch a Disaster Relief FundWhether the disaster impacts your nonprofit directly or the community you serve, having a pre-set disaster relief fund ready to go can expedite your ability to raise and distribute critical resources. Establish a fund now so you don’t struggle setting it up in a crisis. Make sure your team knows how to pivot from regular fundraising campaigns to emergency campaigns when needed. Clear and Compassionate MessagingMake sure your messaging is empathetic and focused on the immediate needs at hand. Communicate how your organization is impacted and how donors can help provide relief, recovery, and future stability. The rule is keep your donors near, dear, and clear: Meaning, be in swift communication (near), let them know you appreciate their support (dear), and provide clarity on the needs of the situation (clear). Update Campaigns QuicklyReview current and upcoming campaigns to ascertain whether they are appropriate in light of the current disaster. You may need to pause certain campaigns or pivot your messaging entirely to address immediate concerns. Check Scheduled Marketing MaterialsFundraisers and marketers must review scheduled materials during a crisis. A message that seemed relevant and positive before a disaster may become inappropriate or tone-deaf after the fact. For example, many organizations were caught off-guard when planned giving newsletters went out at the start of the pandemic, with language that unintentionally hit a wrong note. Also, blocking certain ZIP codes from out-going solicitation pieces may be necessary to be compassionate during a disaster. Ensure someone is assigned (along with a backup) to review all pre-scheduled content. Partner with Local or National Relief EffortsCollaborate with larger organizations, local governments, or coalitions to enhance your relief efforts. If possible, be in communication beforehand if these are organizations you would need to work closely with on a potential disaster that is high for likelihood and potential catastrophic impact on the risk matrix (the red areas). These partnerships can help you access more resources, extend your reach, and improve donor confidence. Conclusion: Stay Prepared to ServE Nonprofits play a vital role in communities, especially during disasters, natural and otherwise. Prepare for emergencies with tools like the risk assessment matrix and follow this disaster preparedness checklist. These steps will help your organization respond quickly and effectively, ensuring that your mission can continue no matter what comes your way. Prepare now. Don’t wait until disaster strikes—start building your plan today. What steps has your nonprofit taken to prepare for disaster? Are there tips I missed? Let me know in the comments below! Cheers! PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you! 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