3 things you must do to make this year-end fundraising season count

If you aren’t panicking about your year end fundraising, you are one of these two things:

  • Amazingly well organized.
  • In deep trouble this year.

December is the Season. Between the various December Holidays (starting with Thanksgiving and Giving Tuesday) and the tax deadline of December 31 … this is when it all happens.

It only comes once a year. So you want to get it right.

Michael Rosen Says has a good warning for this important season, at 3 Reasons Why Your Year-End Fundraising Will Fail:

  1. Failure to Tell Supporters What Their Previous Donations Have Achieved. If you haven’t been telling your donors what their giving has done, you are not in a good position to keep asking. Sure, many donors will give anyway — but you won’t get the best results unless you’ve been paving the way with great reporting back in the time leading up to year-end.
  2. Failure to Ask for Planned Gifts. Surprised? Bequests from donors are a key part to making the fundraising enterprise work. It’s a small number of donors who give a lot of money (over a long period) — and it’s not just your major and wealthy donors. Have an active planned giving program!
  3. Failure to Recognize that “Year-End” is NOT a Case for Support. The end of the year is a great time to raise funds because a lot of people are in the habit of giving then. But if you really want to do well, you still have to give them a reason to give — a problem their donation solves!

Make December 2019 count!


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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