How are you doing as you prepare for year-end? Do you feel like you have a clear strategy in place, or are you scrambling to figure out how to reach your goals? Are you confident in the ask amounts you’ll be making, or do you find yourself second-guessing what’s appropriate?
Are your donors on track with their giving, or have they fallen behind?
Even with the best planning, year-end can get tricky. Developing the right ask amounts, knowing who to prioritize, and finding time to engage authentically with donors is a challenge when you’re being pulled in a dozen directions.
Too often, I talk to major gift officers who don’t know the details of their caseload or their donors’ situations. And once the pressure starts building to “bring in the money,” fundraisers can slip into reactive mode, making asks that actually harm long-term donor relationships.
The key is to approach your donors from a place of authentic partnership. When you know your donors’ stories, care about what their year has been like, and align your ask with their passions, you can ask with confidence. And when a donor feels that partnership, they’re more likely to give—and to increase their giving.
But how do you engage donors who are behind on their giving before December 31st? Here are some strategies I recommend:
Take a close look at your caseload. Which donors who usually give earlier in the year haven’t made a gift yet? Don’t wait for them to remember. Develop a proactive outreach plan.
That could be:
Sometimes that little reminder is enough to prompt action. In fact, I’ve seen donors send a check immediately after a brief “just checking in” phone call.
If you’re dealing with your top donors, schedule simple, relational touchpoints.
Pick up the phone and ask: “How was your summer? Are your kids back in school?” Or call just to say thank you. Many donors will be surprised: “You’re just calling to check in?”
That small act keeps your organization top of mind and sets the stage for a more intentional reminder closer to year-end.
Your mid-level portfolio (often around 600 donors) holds a lot of potential. If these donors are behind on their giving or in danger of lapsing, reach out now.
One powerful way to re-engage them is with a matching gift opportunity. This adds urgency and often motivates donors to increase their gift. Even small upgrades across dozens or hundreds of donors can have a significant impact.
It’s easy for donors to fall off track unintentionally. Maybe a credit card expired and their recurring gift stopped. Or maybe a long-time supporter hasn’t given yet this year because they got busy.
Review your lapsed donors and recurring gifts list carefully. When you reach out, make sure your solicitation aligns with their previous giving but leaves room for growth. For example, if someone has given $2,500 for four straight years, it’s reasonable to ask them for $3,000 this year. Don’t assume they want to stay at the same level forever.
Donors who give through Donor-Advised Funds (DAFs) or Individual Retirement Accounts (IRAs) often need extra reminders to process their gifts before year-end.
Take the opportunity to:
Remember, DAF assets totaled $229 billion in 2022. There’s an opportunity here. Don’t shy away from making a bold ask if it aligns with their passions.
Time is of the essence right now. Advisors and brokers need time to process gifts. Donors’ calendars will soon be filled with holiday travel and family obligations.
So be proactive. Be courageous. Don’t assume what a donor can or can’t do. Instead, lean on what you know about their interests and highlight how their gift can make a meaningful difference before the year ends.
Engaging donors who are behind on their giving doesn’t mean nagging or pressuring them. It means showing up with authenticity, gratitude, and a clear plan.
If you approach your donors from a place of partnership and make space for meaningful conversations, then you can confidently re-engage them before year-end—and set the stage for even deeper giving in the year to come.
You’ve got this.