Don’t Be Scared! Prepare. Share. Care. Dare.
Remember when you were little, wide-eyed in fear of the monster under your bed? With a flick of the light switch, you saw it was just your stuffed animal. Whew!
Next, you take a good look around. Daddy reassures you all is well. You decide to be brave and turn out the light. Now it’s sweet dreams!
By the time Halloween comes around, resolve to flip the light switch on any year-end tasks you’re dreading! Challenge your fear of asking. Let go of worrying about results. Stop conjuring scary stories about your donors. ( I don’t think they will give this year because…..)
Don’t be Scared!
Prepare. Share. Care. And Dare!
- Prepare!
- Focus on retaining last year’s donors who haven’t given yet this year.
- Send a letter by mail, sized to fit your donor list and budget. Skipping this is a mistake!
- Start working on 3–4 year-end emails. Include your name and picture – it makes a difference!
- Email combined with direct mail increases giver response by 28%.
- People give more from their laptops than their phones – but make sure everything is phone-friendly!
- Share!
- Collect your best stories of impact.
- Write as if you’re speaking to a single person: use “you” and “your,” not “I” and “we.”
- Use a 6th–8th grade reading level. Your donors aren’t stupid, but they are busy! Keep it scannable.
- Narrative trumps numbers. Throwing in even a few stats can suppress results.
- Care!
- Personalize your letters! Use their name, and speak to them directly.
- Help them connect emotionally with your story.
- A hope-filled message outperforms a doom-and-gloom one.
- Explain how their gift contributes to the good work you’re doing.
- BE human – always include a name and contact info for questions!
- Send a thank you postcard or email with no ask – just gratitude.
- Dare!
- List and write out your best three-sentence ask for your top donors. Focus on capacity, interest, and readiness (make your best guess, and trust your instincts!).
- Start now! Call, email, or write notes. “Hi, Karen! You’ve always had a heart for [our mission]. Each year, your support makes a difference. Let’s plan a visit soon to talk about your giving plans. So grateful for you!”
- Make your own gift and share why it’s meaningful to you!
- Have fun! What gift would bring your donors joy?
Remember, people want to do good. The year-end incentive? They can give while also benefiting from tax savings and donor-advised fund options. Sprinkle little reminders of these in your newsletters and on social media.
And take time to just think. Maybe as you fall asleep or sit in traffic, let your mind wander to ways you can make the holidays special for yourself, your family, and your donors. Decide to move forward with energy and joy.
Don’t be scared! Flip on the light, and the way forward will be clear.
Boo to you and chocolate too! Happy Halloween!
Invest in Joy!
