"But here's the truth-it's also the world's day of generosity. Your job isn't to create the noise. Your job is to channel it. Ride the wave instead of fighting it. 🌊 Let's keep this simple and doable. This is not the week to "grow your list." Use what you've already built. The people who've opened, clicked, or given this year are your hot leads. Work them."
"Use every channel you've got-but keep it human, not corporate. This applies for overall end-of-year giving campaigns too. Email: Warm up weekly through November. In December, go bold-10 to 12 short, skimmable notes. Fridays and the last three days of the year are gold. Mail: Bright envelope. Real stamp. Remit envelope. Hand-signed if you can swing it. Phone: Gratitude first, then a nudge. Keep the voicemail tight. Text/video: Fast, friendly, personal. The less polished, the better."
"Don't overthink it. Just separate wisely: Major donors + major-donor prospects: ❌ No mass blasts. One-to-one only-custom proposals, personal updates, or match invitations. Active annual prospects (not major): ✅ Fair game for your mass campaign. Annual donors: Focused appeal, match framing, visible goal. Monthly donors: Lead with gratitude, then offer a one-time "boost your impact" option. Lapsed donors: Call them. Tell them what's changed. Make one clear ask. New donors (last 90 days): Don't solicit. Thank, update, welcome."
GivingTuesday is the world's day of generosity and small organizations should channel the moment rather than create extra noise. Prioritize outreach to people who opened, clicked, or gave this year. Use a human, multi-channel mix—email, social, mail, phone, text, and video—with simple cadences and short, skimmable messages. Reserve one-to-one contact for major donors and tailor asks by donor segment. Lead with gratitude for monthly donors, call lapsed donors with one clear ask, and do not solicit very new donors. Use bold matching goals and raise them if reached early.
Read at Nonprofit Quarterly | Civic News. Empowering Nonprofits. Advancing Justice.
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