Do you have a major donor contact calendar?
Many nonprofits receive half their major donor revenue in December each year. As a result, they often wait until the fourth quarter of the calendar year to start contacting these critical donors.
This approach is a mistake — and a critical reason why ministries often see spikes in attrition and decreases in major gifts. Major donors see themselves as investors in a cause and expect to be brought into the “inner circle” with the leadership team earlier in the year.
And the larger the potential gift, the more important it is to contact that donor in a timely fashion. Six- and seven-figure gifts are usually asset gifts, where funds are transferred to a donor-advised fund or trust for distribution at year-end. It takes time to reposition these larger assets.
To facilitate that level of giving, nonprofit leaders need to create a 12-month calendar for major donors. Segment your file by giving amount, paying special attention to two groups:
1. Any donor or giving unit that gives $10,000 or more annually
2. Any donor that gives a single gift of $1,000+ or cumulatively $2,500 up to $9,999.
This second group is critical because it is the pool that $10,000+ donors are identified and upgraded from.
While frequency is a strategy, it is important to understand the communication rhythm of mid-major donors. I cut the mail/appeal frequency back to once a month for the majors and use an “open ask” as opposed to a “suggested ask” amount.
I also suggest sending an “insider’s report” from the CEO. It should be sent in a simple format without graphics, videos, or photos. I often refer to this as the “CEO love letter” because it conveys a more personal tone and message.
Every major donor should also be assigned to a senior leader on your team. I like to refer to this assignment as the staff “ministry book.” You never tell a donor they have been assigned to anyone; they understand they have an advocate after multiple contacts by the same person.
Note: The staff member does not need to be a full-time major gift officer.
I recommend every mid-major donor receive the following:
- Monthly “love letters” from the CEO
- Monthly thank-yous or emails from the “ministry book” staff member
- Quarterly conversations/connections with the staff member or CEO
- Annual face-to-face visits with the staff member or CEO
Remember that timing is everything when it comes to donor communications. Plant in the spring to have a bountiful harvest in the fall.
Fit Fundraising works with nonprofits, large and small, in human services, international relief, advocacy and education. Founder Roy Jones has helped raise more than half a billion dollars over the last decade alone. Ready to elevate your fundraising efforts to new heights? Discover how Fit Fundraising can transform your results. You can reach Roy at rjones@fitfundraising.com.
