How to Use the Quiet Season to Deepen Donor Relationships

Last week, one of our Veritus client experience leaders wrapped up a really good coaching call with one of their clients, and the conversation they shared inspired me to write about it.

This client has been in their caseload long enough now to feel settled. Their donors are mostly qualified, they're working the Veritus Way, and they're coming out of the intense year-end stretch. What they were wrestling with, though, was a familiar question: Now that the busy season is over, how do I stay relational without defaulting to “tactics?”

That question led both of them into some really thoughtful, philosophical conversations about this quieter stretch of December and early January, and how powerful it can be if you use it well.

Shift Your Focus from Activity to Intention

As things slow down, this is the ideal time to start building out your Annual Plans for your qualified donors. And I don’t mean jumping straight into tasks or touchpoints.

Start with relational goals. Ask yourself:

• What do you already know about this donor?
• What do you still need to learn to deepen the relationship?
• What would genuinely bring them closer to the need?

For one donor, that might be a hospital visit or a conversation with a program leader. For another, it might be a well-timed story, a thoughtful call, or simply a better understanding of why they care about what they support. These goals should look different for every donor, and they deserve real, intentional thought.

Protect Time to Think Strategically 

This kind of planning does not happen by accident. We consistently encourage fundraisers to block time on their calendars for this work. A few uninterrupted hours can make a significant difference.

Consider blocking time by tier. Give yourself focused space for your Tier A donors, then Tier B, and so on. This season is less about execution and more about clarity, but structure still matters.

It keeps you grounded in your plan, even when the work feels less concrete.

Let Tiering Work for You 

Once you know your portfolio better, tiering becomes even more important. Early on, it can feel like everyone is receiving similar treatment. As relationships deepen, tiers begin to function more like a pipeline. 

I tend to think about them this way:

• Tier A donors are those who could provide a transformational gift over time.
• Tier B donors are those who may eventually move into Tier A.
• Tier C donors are people we value and engage without a clear expectation of moving the needle yet.

Roughly 10 percent of your caseload should be Tier A, 25 percent Tier B, and 65 percent Tier C, with about half of your time focused on your top-tier donors.

Tier B is often the most challenging. Rather than trying to give them a “middle” level of attention, be intentional about when to treat them like Tier A and when to treat them like Tier C. That clarity allows you to use your time and energy far more effectively.

You’re Never Done Learning About a Donor

When you set relational goals for the year ahead, remember that there is always more to learn, even with long-term donors. If you know their passions, do you know the reason behind them?

We often recommend the “toddler exercise,” continuing to ask “why?” until something new emerges. You can also pull out the Transformational Gift Worksheet, not to fill it out line by line, but to surface gaps in your understanding.

How do they make giving decisions? How do they prefer to hear about impact? What might have changed since your last meaningful conversation? And remember, it is always appropriate to re-confirm what you think you know. Donors’ lives evolve, and checking in demonstrates care and respect.

Use this slower time period to your advantage. It is an opportunity to think, plan, and deepen relationships in ways that will pay off all year long.