Every nonprofit and school wants to increase its giving this year. With just 17 weeks left in 2025, the most critical step we can take is to think more like a giver and less like our organization.
When planning a Giving Tuesday or year-end emphasis, we often focus on what our organization needs, what a donor should give to, or the budget gap we need to fill. We might even ask questions like: “Who can give us a matching gift?” or “How many people do I need to call to reach our goal?” These are great questions to ask operationally. But when it comes to generosity, the person who matters most is the giver, not your organization.
Major givers are more motivated than ever to give this year. Due to changes in tax laws, high-wealth earners can deduct 37% of their adjusted gross income. Over $251 billion is already sitting in Donor Advised Funds (DAFs) waiting to be distributed to worthy causes. In other words, the money is already there. Here are five ways to approach a major donor about a year-end gift.
- Start with people your organization already knows
Now is not the time to try to ask for major gifts from people you’ve never met. Wait until the new year. Instead, focus on people you’ve met this year, or who are already volunteering in your organization. These are the relationships you’ve already built, and they are your strongest assets for year-end giving.
I’ve asked givers if there was one word of advice they could give to fundraisers, what would it be? Their number one answer: relationship, relationship, relationship. Please don’t make an appointment and show them a donor pyramid. Share with them the hope you have for the new year.
2. Schedule time over the next 15 weeks
Encourage your team, meet with major donors, and allow for feedback. What gets scheduled gets done.
3. Understand why the donor gives to your organization
Their stories and connections are what make your cause meaningful. Ask them questions, and learn their “why.” Send them short thank-you videos from recipients of previous gifts. This process will not only show your appreciation but also deepen your understanding of their motivations.
4. Match your year-end request to their why
Communicate with one-page requests in bullet point format. You don’t need long case statements. Ask for the donor’s input, and invite their feedback.
5. Celebrate and party with your team
Recognize and appreciate their hard work. People enjoy asking when they have fun together. Inspire each other with joy. This celebration will not only boost morale but also strengthen the bond within your team.
Do you need to know who to focus on? BrightDot has a free tool that we’d be happy to share with you. It’s called the Fundraising Report Card, a tool that helps you identify potential major donors based on their giving history and capacity. We don’t see the names, but we can help you know who to contact. All information shared with us is confidential. Click on this link to get started.
Photo by Katt Yukawa on Unsplash