By Dawn Miller, CFRE, Senior Vice President
Yes, I’m one of “those people” who look forward to the fall season. Cooler weather, warm fireplaces, and hot drinks – what’s not to love about autumn?
That also includes the fall fundraising season. We know September-October are the best asking times of the year. Followed by November-December as the best giving times. Fall is more than pumpkin spice lattes, apple pies, and back-to-school routines. It’s a launchpad for year-end giving. And continuing to engage your donors throughout the fall increases the likelihood they’ll stay connected through the giving season.
A few thoughts on connecting with donors:
Use storytelling. Share meaningful stories and images across social media, your website, and email highlighting the direct impact of your mission. Include testimonials, photos, and short videos to connect emotionally with others. Interesting stats and powerful quotes can add an extra dose of connection.
Talk with your donors. This might seem like a simple task, yet many fundraisers shy away from donor interactions. Be curious. Ask why they give. Ask how they like to give. Ask how your mission and their life mission overlap. The more you ask open-ended questions the more you’ll learn about the donor and their connection to your nonprofit. Keep in mind: you have two ears and one mouth. The donor should be talking more than you – listen more than you speak.
Make it easy to give. Ensure your donation process is mobile-friendly, fast, and secure – and easy for the donor to find. If there are too many hoops to jump through to make a gift (or a QR Code or hyperlink doesn’t work), you’ve lost donors along the way. Make it user-friendly for the back-end processor too so they can easily pull the donor data to say thanks.
Thank donors sincerely. A personal thank you goes a long way in building relationships and encourages continuous giving. We can’t do the “money dance” after receiving gifts, then forget about donor stewardship. Be creative in how you say thanks – it’ll stand out to your donors, and they’ll tell others.
Fall is a time to build momentum, deepen donor connections, and inspire generosity. Start now and stay engaged with your inner circle of donors and community partners. With the holidays on the horizon and a spirit of gratitude in the air, continue to build real donor connections and you’ll exceed your fundraising goals.
So, grab your favorite cozy sweater, pour a cup of hot cider, and go connect with your donors. You’ll find that the best is yet to come this fall season – for your nonprofit and your donors!
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