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.
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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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Who’s Afraid of Burnout & Turnover? You Should Be.I couldn’t stop crying. A holiday party hosted by a colleague was starting in about an hour. I’d love to say that I hadn’t felt like this before, but I had. But, this time, it wasn’t postpartum depression or difficulty dealing with isolation during COVID. This time, I knew I had careened directly into a wall called burnout. My introvert husband volunteered to go alone in my stead. I was so grateful. He would say I had a headache, which after all the tears was true. I retreated to my bed. I was so embarrassed that I could not pull myself together, especially since my expertise was relationships. I had sold a house, bought a house in a new town, began going into an actual office again after being a remote employee for 8 years, hired an entire team, and was juggling what seemed like 18,000 competing demands of fundraising for an institution that needed much more than they had in the donor pipeline. I had no friends outside of work in my new town and I had high blood pressure (literally). Even after many months, my house still looked like a storage unit and we lived in the rabbit trails between stacks of boxes that I had neither the time nor energy to unpack. At the time, did I think that something needed to change about my new life? No, I blamed myself for not adjusting well, for not keeping up, for what I perceived as the gap between my public performance and my real life. I’m now back to my previous remote fundraising position, mixing travel with Zoom meetings. And my energy and zeal for work has made a dramatic comeback. I have a broader network locally than I did before, with time to take walks with a friend most mornings, teach poetry and dance, write this blog and make TikTok videos, and go to yoga classes. My house is a comfortable place to be most days. And I’m raising more money than ever! Burnout is more than a buzzword. It is a genuine crisis, not just for the individuals experiencing it, but for the organizations that depend on their energy, creativity, and dedication. And when burnout leads to turnover, it’s more than just a human resource issue; it’s a threat to your nonprofit's ability to build lasting relationships with donors and, ultimately, to its financial sustainability. The Elephant in the RooM Burnout is that creeping exhaustion that makes you dread the next meeting, the next phone call, the next donor visit. According to a report by the Center for Effective Philanthropy, 69% of nonprofit leaders are worried about burnout among their staff. And why wouldn’t they be? Nonprofit work environments are often high-stress, resource-strapped, and emotionally taxing – conditions ripe for burnout. What’s alarming is that this isn’t just a leadership problem. Across the board, from entry-level staff to executive directors, burnout is taking its toll. A survey by Nonprofit Hive found that 77% of respondents reported feeling completely burned out, with 20% admitting they were "crispy" – right on the edge of burnout. This isn’t just a bad day at the office; it’s a systemic issue that’s been brewing for years. More Than Just a VacancY Burnout doesn’t just lead to unhappy employees; it leads to turnover. And in fundraising, turnover is more than just a logistical headache – it’s a financial disaster waiting to happen. When your fundraiser leaves, they don’t just take their expertise with them; their leaving disrupts and derails the relationships they’ve spent months or even years cultivating. Consider this: A Council for the Advancement and Support of Education study on principal gifts at colleges and universities found that more than half of $1 million+ donors had relationships with the institution lasting between 11 and 40 years. On average, it takes nearly 20 months from the initial conversation to the moment a principal gift is booked. Now, imagine the damage that occurs when a key fundraiser – who’s only been around for 16-18 months – leaves before they can seal the deal. The impact on your bottom line is clear, but the real loss is the relationship that never had the chance to fully develop. A 2022 analysis by Ruffalo Noel Levitz of over 3,000 major givers further underscores this point. Before making their first $25,000 gift, donors typically spent an average of 11.9 years as supporters, made 13.8 gifts, and had been giving for over 7 years. These numbers tell us one thing: major gifts and especially principal gifts don’t happen overnight. They’re the result of long-term relationships built on trust, mutual respect, and consistency. Old Leadership Models Aren’t WorkinG In far too many organizations, the response to turnover is to double down on goals, increase oversight, lean on metrics, and push employees even harder. In my opinion, this is the death knell of the 20th-century leadership model – a model built on command and control, where employees are expected to follow orders and meet targets, no matter the cost to their well-being. But here’s the thing: That approach doesn’t work anymore. In fact, it’s going to bite these organizations hard. High turnover rates disrupt the donor pipeline, making it nearly impossible to cultivate the kind of long-term relationships necessary for securing major and principal gifts. When fundraisers are constantly churning through roles, your organization is left in a perpetual state of starting over – losing momentum, missing opportunities, and ultimately, falling short of its mission. The Need for Trust, Flexibility, and AutonomY It’s time for a change. The 21st-century workplace must be built on a foundation of trust, flexibility, and autonomy. This isn’t just the humane thing to do; it’s the smart thing to do for the health and viability of your fundraising efforts. Treat your fundraisers like the professionals they are. Give them the autonomy to manage their work, the flexibility to find balance, and the trust to build relationships with donors in a way that’s authentic and sustainable. When you create a workplace that supports people as people, you don’t just prevent burnout; you enhance your organization’s ability to thrive. Long-term relationships with donors are the bedrock of sustainable fundraising. By fostering a supportive, empowering work environment, you’re investing in those relationships – and in the future of your nonprofit. Moving ForwarD So, how do we move forward? Here are a few strategies to consider:
It’s time to leave behind the outdated command-and-control leadership model and embrace a new approach that recognizes the value of your people and the critical role they play in your mission. Let’s build a future where nonprofits aren’t just surviving but thriving – where fundraisers are supported, donors are engaged, and our communities are better off because of it. QUESTIONS FOR YOU? Have you experienced burnout? Does your organization have high turnover? If so, why do you think that is? What else do you think can be done to keep good people in the fundraising and nonprofit sector (in a healthy way)? Let me know in the comments! Cheers! PS - If you’re loving the resources on Real Deal Fundraising, wait until you see what’s in my Etsy store! I’ve created a collection of digital products designed to save you time and help you bring in more money for your nonprofit. From ready-to-use templates to creative campaign ideas, these tools are crafted with your success in mind. Head over to Real Deal Fundraising on Etsy and take your fundraising to the next level – because you deserve to work smarter, not harder! PPS - 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! If you liked this post, you may also like these:
If you are not as chronically online as I am, you might not be familiar with TikTok Shop. However, as a nonprofit fundraiser, you should be. The nonprofit sector can learn many valuable lessons from this feature of TikTok about how to engage online with our supporters. TikTok officially launched TikTok Shop in the U.S. in November 2022, marking a significant expansion of TikTok's e-commerce capabilities. The feature allows users to browse and purchase products directly within the app, integrating shopping with the platform's popular short-form videos. But that doesn’t quite capture how seamless it really is. Picture this: You are scrolling through funny cat videos after all the work of the day is done. Before you notice it, you’ve stopped to watch someone apply moisturizing oil to their skin. You scratch a rough spot near your elbow and find yourself nodding as the person giving the video testimonial bemoans how much they dislike normal lotion, which leaves their skin feeling sticky. Suddenly, without leaving TikTok, you are on a sales page and two days later, your moisturizing oil arrives in your mailbox. Even as I was scrolling through my FYP (For You Page), my brain was wondering how we as nonprofit fundraisers could craft an online experience like this for our donors and, even more importantly, for future donors. Here are some defining features of TikTok shop that I believe could be incorporated into our nonprofit marketing and fundraising plans. ENGAGING and interactive content
Algorithmic Boost
Authenticity and Relatability
Live ContenT
Viral Potential
Reduce Friction
I predict that nonprofit organizations that successfully adapt the strategies of TikTok Shop will thrive in the ever-changing digital landscape. This will happen by tapping into the power of real-time engagement, authenticity, and community-building. By leveraging live fundraising events, interactive content, and social proof techniques similar to those used in TikTok Shop, nonprofits can create dynamic and compelling donor experiences that resonate with modern audiences. These organizations will not only increase their reach and visibility but also foster deeper connections with supporters, leading to more immediate and sustained giving. As digital trends continue to evolve, nonprofits that embrace these innovative approaches will be better equipped to meet fundraising goals and maintain relevance in a fast-paced, online-driven world. QUESTION FOR YOU? Have you utilized some aspects of TikTok Shop in your nonprofit's online marketing? We found that during the pandemic Facebook Live was a wonderful way for our president to continue to connect with our constituents in real-time. I'd love to try it soon for fundraising purposes specifically. What ideas do you have after reading more about TikTok Shop? Let me know in the comments. Cheers! PS - If you’re loving the resources on Real Deal Fundraising, wait until you see what’s in my Etsy store! I’ve created a collection of digital products designed to save you time and help you bring in more money for your nonprofit. From ready-to-use templates to creative campaign ideas, these tools are crafted with your success in mind. Head over to Real Deal Fundraising on Etsy and take your fundraising to the next level - because you deserve to work smarter, not harder! PPS - 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 weekly 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:
If you work for a small nonprofit like I do, you probably know that it's hard to find time to work on planned giving. Planned gifts don't usually help you reach that all-important year-end fundraising goal, and there's a lot of technical terminology that, as a new fundraiser, you may not feel confident in discussing with donors. In this article, I will give you lots of reasons why you should be promoting planned gifts, a feasible plan to get started, and help demystify some of the basic terminology. National Estate Planning Awareness Week (NEPAW), held annually during the third week of October, is a prime opportunity for nonprofits to highlight the importance of estate planning and the opportunities of estate gifts. The goal of NEPAW is to increase public awareness of the need for proper estate planning, which can benefit individuals and their chosen charitable organizations significantly. My hope is this article will spur you to prepare now to fully leverage National Estate Planning Awareness Week so planned giving leads come to you! The Relationship between annual giving and planned givingDonors make annual gifts from income. Donors make planned gifts from assets. The connection comes because planned gifts usually come from your most loyal supporters not necessarily the wealthiest. This is why you should never undervalue annual gifts and you should have a consecutive year giving society to cultivate those donors and encourage loyalty. Planned gifts are usually much significantly larger than annual gifts because they are made from assets accumulated over a lifetime. In fact, according to industry reports, planned gifts are typically 200-300 times the size of an average annual donation, underscoring their importance for long-term financial health of the nonprofits we work to support. Cultivate your annual donors and you will be surprised how willing they are to discuss a planned gift with you. That is their legacy to a cause that they have shown through many years of generosity means much to them. Larger planned gifts rarely fall out of the sky from mysterious anonymous donors. The donors who will make the largest planned gifts your organization will ever receive are already in your database! And they are giving at much more modest levels than you expect. Strong stewardship of annual donors is the key to planned giving success. It takes a while, but the payoff is extraordinary. These are the folks that are here for your mission and invested in your organization’s long-term success. Now that you know who your planned giving prospects are, you can target educational messages about planned giving opportunities to them, meeting them where they are. Knowing that our best planned giving prospects are your nonprofit’s most loyal annual donors and fans, take the messaging to them on the same platforms you use for annual giving: mail, email, your website, and social media. Increase AwarenesS Many folks are unaware of the substantial benefits that planned giving can offer both to themselves and to the nonprofits they support. NEPAW provides an ideal platform to educate donors about the various forms of planned giving, including bequests and beneficiary designations. Planned gifts often provide significant tax benefits to the donor while offering a critical revenue stream for nonprofits. By focusing on the dual advantages of planned giving, nonprofits can attract more interest and commitment from potential donors. Build Trust and CredibilitY Demonstrating a well-organized planned giving program can significantly enhance a nonprofit's credibility. By displaying their expertise and commitment to planned giving during NEPAW, nonprofits can build trust with potential donors. This confidence is crucial, as donors are more likely to include organizations they trust within their estate plans. Providing clear, accessible information can demystify the process of planned giving and encourage more donors to consider it as part of their estate planning. Reuse and Recycle Planned Giving ContenT Whatever content you create for National Estate Planning Awareness Week can be repurposed throughout the year by designating another time as <<Your Organization>>’s Legacy Giving Week! Simply choose a date or week that resonates with your organization—perhaps a meaningful anniversary or milestone—but don't feel limited to that. You can pick any week that works best for your team and your supporters. Once you have those dates, swap out "National Estate Planning Awareness Week" with "<<Your Organization>>’s Legacy Giving Week” in your plan. This simple tweak allows you to maximize the impact of your carefully crafted materials and engage your community in planned giving conversations multiple times a year! TACTICS FOR SUCCESSTactic #1: Planned Giving Landing Page Having a landing page on your website about planned giving opportunities doesn’t have to be complicated. You can start by just highlighting the two simplest, most common vehicles for planned gifts: bequests and beneficiary designations. But having some resources available on your website signals that you accept and encourage these kinds of gifts. Tactic #2: Educational Campaigns Nonprofits can launch educational campaigns during NEPAW to inform donors about the benefits of planned giving. These campaigns can include webinars and workshops but can also be as simple as informative content distributed via newsletters, emails, and social media. These campaigns can push your prospects to your landing page for more information and to contact your staff. Bringing the planned giving leads straight to your inbox. Tactic #3: Partnerships Forming partnerships with financial advisors, estate planners, and legal professionals can enhance the nonprofit's planned giving program. These partnerships can provide donors with the expert advice they need to make informed decisions about their estate plans. While there are lots of potential benefits, this strategy can be time-consuming if you don’t already know one of these professionals. It is worth putting these sorts of skills on your wish list for board members and volunteers though. Tactic #4: Testimonials Highlighting success stories and testimonials from planned giving donors can be a powerful way to inspire action. The absolute BEST way to do this is by crafting a donor profile of someone who has already set up a bequest or other planned gift to your nonprofit. If you have a generous supporter in mind, reach out and ask if they’d be willing to share their story during National Estate Planning Awareness Week. Send them a few thoughtful questions and ask for permission to highlight their journey. Most donors will be thrilled to express their love for your mission and inspire others to give. Don’t forget to ask for a photo or two to accompany their story, and make sure they’re comfortable with sharing not just that they made a planned gift but also the amount. (Some donors are comfortable with one but not the other.) Use this story strategically during NEPAW: share it as an extra social media post on Monday, include it in the Tuesday email blast, and feature it in the final Monday recap email of your campaign. Here are some questions to guide the testimonial:
The Easiest Place to Start: Bequests and Beneficiary DesignationS BEQUESTS Bequests are the simplest, most flexible, and most versatile way to ensure that donors can help nonprofits continue our work for years to come. There are numerous options when it comes to bequests:
BENEFICIARY DESIGNATIONS Making a nonprofit the beneficiary of some of their assets is an easy method for donors to support your organization. All they need to do is name your organization as a beneficiary to receive assets such as retirement plans and life insurance policies after the donor’s lifetime. The donor would simply fill out a form that is entirely separate from their will—which makes this approach an uncomplicated way to give. Not only are beneficiary designations an easy way to give, but they are also flexible — donors aren’t locked into their choices today. Donors can review and adjust beneficiary designations anytime they want. They can make your organization a sole or partial beneficiary of a retirement account or an insurance policy. Beneficiary Designation Checklist:
This is great but I still don’t have the time... Educating donors about planned giving opportunities, like bequests and beneficiary designations, can be highly beneficial for nonprofits. The reality is that nonprofits cannot afford to ignore planned giving, whether we feel we have time or not. Here are some key points to emphasize:
QUESTION FOR YOU? Do you utilize National Estate Planning Awareness Week or have some other routine educational campaign about planned giving for your supporters? What have you found that works best to generate interest about planned giving? Let me know in the comments! Lastly, I understand the complexities of time with a small nonprofit staff. Maybe you are a solo fundraiser for an organization or perhaps you are a CEO or founder, or board member and your organization doesn’t yet have a dedicated fundraiser on staff? If that’s you, I’ve designed a way to enhance your planned giving program with minimal effort. With National Estate Planning Awareness Week just around the corner (October), I've got the perfect solution to save you time and effort without sacrificing your nonprofit's unique branding and voice. Check out my Celebrate National Estate Planning Awareness Week Bundle for only $84.99! Read the PS on this post to see what’s included. Cheers! PS - What's Inside the Celebrate National Estate Planning Awareness Week Bundle?:
Why You Need This Bundle:
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Back when I worked for The University of Southern Mississippi Foundation, I ran a few casually informative campaigns promoting IRA rollover gifts, but like many fundraisers, I didn’t think of them as crucial to meeting our goals. I’ll admit I didn’t realize the power of the IRA Rollover, otherwise known as Qualified Charitable Distributions. When I began working for Starr King School for the Ministry, one of the members of my Advancement Committee suggested that we put more emphasis on IRA Rollovers in our calendar year end campaign. As a small school with very small fundraising shop (me and one other employee doing gift processing), I honestly didn’t feel like we had the bandwidth to pursue this additional messaging. (Something I bet many of you can resonate with!) However, I used my previous templates from my work at the USM Foundation and we sent out letters and emails during that December. This was the first time this school had ever mentioned IRA Rollovers. Was it a coincidence that by February we had a long-time monthly donor call and offer to gift the school the entirety of her retirement account? Maybe, but I tend to think that’s unlikely. While we spread that gift out over a 6-year period for tax reasons, that gift surpassed over half a million dollars for the school! The next year, we greatly expanded how we promoted IRA Rollovers, utilizing video, email, letters, and social media to educate our donors. Each year more constituents began to give via rollover and I do not think we have seen the crest of this wave yet. As you can tell, IRA rollovers hold immense potential for both retirees and nonprofit organizations. Here's everything you need to know about them and why they're more significant than you might realize. The Growing Importance of IRAs According to Freewill, a company that helps nonprofits market planned giving opportunities, in 2021, a staggering $13 trillion was held in Individual Retirement Accounts (IRAs) in the United States. With 10,000 Baby Boomers turning 65 every day, the importance of understanding IRA rollovers is greater than ever. As these Boomers reach retirement age, they face critical financial decisions, one of which is the Required Minimum Distribution (RMD) that kicks in at age 72. If IRA owners fail to take their RMD, they can incur a hefty tax penalty. On the flip side, if they do take it, it's taxed as regular income. Why IRA Rollovers are ✨Amazing✨ IRA rollovers are not just beneficial for nonprofits; they offer significant advantages to donors as well. Here’s why they are truly amazing:
The Overlooked Goldmine for Nonprofits Despite the substantial sums involved, many nonprofits are not capitalizing on the potential of IRA rollovers. In 2021, a shocking 43% of nonprofits reported that they didn’t promote rollovers. This oversight is significant, especially considering that most IRA rollovers come in at the $1,000-$5,000 range (Freewill). Furthermore, 96% of nonprofits believe that donor awareness about IRA rollovers is insufficient. This lack of promotion and awareness translates to missed opportunities for substantial donations. The Power of Qualified Charitable Distributions (QCDs) For those over age 70, a QCD can be an ideal way to make their annual charitable gift. QCDs are typically much larger than post-tax gifts, offering a more substantial benefit to nonprofits. Additionally, organizations that market QCDs at least three times per year are 3.2 times more likely to receive ten or more QCD gifts. The Role of Marketing and Communication Effective communication is crucial in promoting IRA rollovers. After direct one-on-one conversations with gift officers, having information about rollovers on the nonprofit's website is the second most important promotional factor. Interestingly, 46% of QCD gifts come from previous donors, highlighting the importance of nurturing existing relationships through consistent and clear communication. Conclusion: A Call to Action for Nonprofits Nonprofits cannot afford to ignore the potential of IRA rollovers. By raising awareness and actively promoting QCDs, organizations can tap into a significant source of funding. Whether through direct conversations, informative website content, or regular marketing efforts, it’s time for nonprofits to educate their donors about the benefits of IRA rollovers. By doing so, they can unlock a steady stream of donations that support their mission and make a lasting impact. Remember, the more informed and engaged your donors are, the more likely they are to contribute through their IRAs, ensuring your nonprofit can thrive and continue its valuable work. Cheers! Get Your Free Resource: "Calendar of IRA Rollover Promotions"
To help you get started, download our free resource, "Calendar of IRA Rollover Promotions." This calendar is designed to help your nonprofit strategically plan and execute effective IRA rollover promotions throughout the year. Download Now. If you are ready to get started right away… Visit the Real Deal Fundraising Etsy Shop where you can download 28 customizable templates based in the IRA Rollover Promotion Bundle – including web copy, video scripts, email templates, social media templates and an informative slide deck which can be used with donors or to train staff! 🌟 On February 10, 2013, I was home with my 3-year-old daughter. The tornado siren had been going off for hours but there wasn’t even any rain. I was annoyed because my daughter couldn’t nap with all the noise. Suddenly, it started raining and I felt a weird pressure in the house. Someone posted on Facebook that a tornado was nearby. I grabbed my daughter and put her in the center hallway. When I grabbed the doorknob to shut it behind us, it flew out of my hand. What followed was the longest 90 seconds of my life. That tornado was an EF-4 and it had ripped not only through my town, but right across the front part of the university campus where I worked. We had something like 20 pine trees in our yard. After this, we had maybe two. We fared better than some neighbors, who had their homes leveled. The campus had significant damage. Our alumni house looked like it had been bombed. (I lived about half a mile away and we found pieces of the Spanish tile roof from our alumni house in our laundry room that was windowless.) Southern Miss lost over 100 trees on our verdant campus, including many gorgeous live oaks. At the time of this event, I had been promoted from one job which I was still doing until my replacement could be trained, held my new position, and another interim position. My boss was holding his position and an interim position. Five positions between the two of us. I was living with a co-worker for two weeks and moving since our landlord didn’t feel that making our rental home livable was a priority. To say it was a tough time would a bombastic understatement. And yet, we managed to get things on track and raise incredible amounts of money for relief and recovery. I grew up in Mobile, Alabama and so hurricane preparedness is a part of life. But, this experience made me an advocate for disaster preparedness at work. Let’s face it: One part of strategic planning that often gets overlooked is preparation for times when things go wrong. I think the pandemic has made that plainly obvious. Here are a few things I’ve learned that can help your office weather (pun-intended) this pandemic as well as any future disasters that may come your way. WHAT ARE YOUR DISASTERS?Every area of the country has likely disasters. In California, it is earthquakes. In the Gulf South where I live, we prepare for tornadoes and hurricanes. What is likely where you live and work? Are you truly prepared for that? You need specific plans in case your office, your employees, or your constituents are impacted by a natural disaster that you can (if not predict) forecast as likely at some point. REVIEW PROTOCOLS AS A TEAMSit with your team and review disaster protocols at least once a year (preferably twice). At one of these meetings, we reviewed active shooter protocols as a group. In our office, finance employees worked on one hallway and fundraisers on the other. We learned in that meeting about a back staircase none of the fundraisers even knew about. That information could have been lifesaving! BACK UP FILES AND DATAYes, back data up regularly to file sharing, cloud-based software. But do not only depend upon that! If power and/or Wi-Fi is out for an extended period, this will do you little good. I recommend every employee saves essential files to a thumb drive at least one (preferably twice) per year. Those files should be turned in and kept off-site (perhaps the CEO’s home). This can get everyone up and running again quickly in an emergency. CROSS TRAIN EMPLOYEESEvery major task should have a primary and secondary. Someone who usually does the job and a backup person who knows how to do the job if necessary. If only one person knows how to send out a mass email message, and that person’s home just got destroyed in a disaster, your organization will not have the human resources to communicate with constituents at a pivotal time. Make sure you cross-train and that it is documented who knows how to do which tasks. FACILITATE COMMUNICATIONKeep a phone list of all employees’ cell phone numbers and be sure to include important partners and vendors on this list. It should be updated and distributed in hard copy and digital formats twice per year. Office lines will not matter if the city is flooded and no one can get into work. Or a global pandemic requires everyone to start working from home on short notice. You will need cell phone numbers. MAKE REMOTE WORK EASYI was flabbergasted to learn that some non-profits still had fundraisers working with desktop computers in 2020. I learned this because some folks were still being made to come into an office for far too long into the pandemic because they didn’t have the technological resources to work remotely. Probably most offices are on top of this by now, but please make sure your folks have what they need to complete their mission from anywhere: including equipment, software, and communication services. Taking these steps will put you on the path to disaster-proofing your office. This level of preparedness means that you are ready to continue your mission regardless of what challenges come your way. You owe it to yourself, your employees, and your constituents to take whatever steps you can. What plans have you made (or has your office made) to be prepared for likely disasters? Are there some tips I'm missing? Let me know in the comments! Cheers, PS: If you liked this post, you may also like these:
PPS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my FUNdraising Friday emails, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is weekly curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you! As non-profit pros and fundraisers, we spend a ton of time conceiving and drafting our annual plans. We toil over previous year's results and meticulously project next year's returns. We carefully craft case statements and conduct bench-marking studies. We calculate budgetary needs and return on investment data. Then we present it to our managers and get approval. Then what? It may live in a drawer or worse yet, as a file on our computers, in a lonely folder labeled strategic planning that may not get opened again until it's time to do it again next year. Inevitably, the winds of expediency, crisis, and change cause us to deviate from our plans and we arrive at the end of the year wondering what could have been. The secret to making your plans become a living document is . . .A calendar. Yep, the big secret is a calendar. Not just any calendar though. It's a calendar with a specific purpose and method built around it that will keep you, your team, and most importantly your plans on track. Best of all, this method embraces change and allows you to MINDFULLY shift gears when necessary. Let me explain some of the basic components of the "Responsibility Calendar" as I call it. List Major Tasks Month by MonthThe Responsibility Calendar is not arranged by day or even week. It is organized as a simple list of things that need to happen (from your strategic plan) each month of your fiscal year. That's it! If your fiscal year begins in July, write a header for July and then list bullet points for each task that needs to be accomplished that month. Repeat for each month in the fiscal year. Assign Primary and Secondary ResponsibilitiesOnce you have the list of tasks organized by month, you need to assign a position to hold responsibility for each task. You want this to be the title of the position responsible, not the name of the person. This prevents having to update the calendar each time you have any staff turnover. The person with primary responsibility for each task will be the project lead on that task. Then you should assign another position the secondary responsibility for that task. The secondary can be any or all of these things: 1) the support person on the project, 2) the backup person who cross-trains to learn this task in case of emergency or sudden staff turnover, or 3) the staff person who partners on this task but isn't the lead. Think of the primary as "Batman" and the secondary as "Robin" or primary as "Lucy" and the secondary as "Ethel". It's crucial you assign responsibilities so everyone is clear what they need to be working on and who will be held accountable if the task is not completed. The secondary is essential for cross-training and having someone ready to step in if the need arises. Let the Calendar Guide Your Monthly MeetingsOnce you have your responsibility calendar, it needs to guide your monthly meetings with your fundraising team. You should follow a three step process for using the calendar in meetings:
This practice will revolutionize your operations. To go even further, on your quarterly meetings, review the entire plan and see how you are tracking towards your projections. It's totally worth it. And in these meetings, if you cannot handle the workload of a particular task or you don't have the resources to get the item done, you can mindfully decide to remove it from the calendar and table it for next year. No more wondering why you didn't get to a particular project at the end of the year! How do you make your strategic plans come alive? What's your best advice for staying on track with plan execution? Let me know in the comments. Happy planning! Cheers, PS: If you liked this post, you may also like these:
PPS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my FUNdraising Friday emails, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is weekly curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you! So, last week, I took a little unexpected vacation from this blog. I’ve been posting weekly without fail since the pandemic began (and producing my weekly e-newsletter consistently) and last week we had some shifts in our household that needed my attention more. Thanks for your patience as I took a bit of time to recalibrate. What’s on my mind this week? Strategic planning in uncertain times.I’m going to be offering a webinar for Community Funded next week on this topic and it is something I’ve long passionately advocated for non-profits to do. All too often, we plan as if the sky is always blue and we will encounter no difficulties in our implementation. SWOT analysis attempts to break us out of this kind of thinking by getting us to at least give a passing thought for weaknesses, obstacles, and threats. However, those rarely get incorporated into the final plan. Every single region of the United States is prone to some type of natural disaster, which are not a matter of if but when, and yet very few non-profits take those into account in their annual or longer-term planning. The pandemic has caused such huge societal shifts that we can no longer ignore the impact of global and macro-level changes outside of our control. How can we plan for even a year when we don’t know what the next few weeks or months will hold? Here’s a little preview of the top three things I feel fundraisers should do in their planning during times of uncertainty: MindsetIf you have a defeatist mindset, no amount of planning can help you. If you are so overwhelmed that even the thought of planning and setting a goal terrifies you, there is not much further you can go. Remember: if your mission was important before the pandemic, it is still important. If you had funding needs before the pandemic, you probably have more needs now. Take heart that your loyal donors understand these needs (assuming you are communicating them to donors), and you can surmount the challenges this year will bring. Build Conservative ProjectionsGoals and projections are not the same. You can read my post on that here. This year, you need to build projections from the bottom up. What gifts can you count on? From there, what can you reasonably plan to raise through various methods? Build it up from what you know for sure, to what is likely and then to what you might raise through creative (untested) methods. Keep it very conservative. Under-promise and then over-perform. Leave Room for InnovationDon’t over-plan. This year may have more obstacles and surprises in store. You need to leave some room (both in terms of your time and your budget) to be nimble and take advantage of opportunities to innovate. If you have over-scheduled your year in a desperate attempt to reach unreasonable goals, you will not have any energy or bandwidth to try new things. And what this new environment calls for is smart creativity and innovation. Do you have your fundraising plan in place for next year? Are you struggling with how to put that plan together? What's your biggest question about planning in this environment? It would help me plan my presentation to know what you're thinking. Let me know in the comments. Comments and questions are, as always, welcomed and encouraged! Cheers, Jessica Cloud PS – If you liked this post, you might also like these:
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Jessica Cloud, CFREI've been called the Tasmanian Devil of fundraising and I'm here to talk shop with you. Archives
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