One of the key findings in recent studies how and who donors give is that small donors give big over time, and that counts on GivingTuesday perhaps more than any other day of the year. And while it’s understandable that a nonprofit might be concerned about asking donors for money twice in December, when you’re already asking for end-of-year donations, it turns out that the people who donate on GivingTuesday and those who wait until the last five days of the year are different donors with different motivations for giving.
You are probably in the middle of planning your year-end fundraising push. Perhaps you have prepared your direct mail piece and are starting to segment your list. The most important segments to consider for special treatment are your major donors, your board, and other special friends. Hopefully many of your board members are on the major donor list, and your major donor list is much longer than your board list!
In a very real way, donors are the lifeblood of your nonprofit. Without the funding they supply, the “organs” of your organization cannot function. So how do you maintain a healthy system and ensure that the funds you need to do your work will be there when it matters most?