To Send or Not to Send: Why You Should Include Current Donors in Year-End Appeals

"They already made a gift this year. Pull them from the list."

Heard that one before? Maybe you've even thought it yourself as you're pulling together your year-end mailing lists. A donor who made a 'big' gift, or just gave recently in the last few months.

I get it. You don't want to seem greedy or ungrateful.

But here's what I've found: Donors expect to hear from you at year-end.

Why Current Donors Want Your Year-End Appeal

Your current donors are the ones most likely to open your letters and emails. They actually enjoy reading the stories and updates. Don't exclude them from the conversation just because they already gave.

They want to know what's happening.

Our Role: Invite, Don't Decide

Let donors make the choice about whether to give again.

Your job is to extend the invitation, not to decide for them what they can or can't do.

Some will say yes (and you don't want to miss out on that generosity). Some will say not this time (fine too).

Make It Clear You Know They're Already Donors

It's important to let them know you know. Recognize that they're already a generous donor. Make it clear this is an invitation for them to make an additional impact—not a first time general gift.

A Few Other Notes for Thinking About Current Donors and Year-End Giving

If someone said they would give, or pledged and hasn't given yet—don't expect them to remember. People are busy. A thoughtful reminder is actually helpful.

And it may need to take several forms: an email, a phone call, even a text.

Working toward a match or specific goal? Call donors who love your organization. Tell them what you're trying to accomplish and invite them to be part of it.

And don't forget to talk about non-cash assets like donor-advised funds or qualified charitable distributions from their IRA.

Bottom Line

Don't pull your best donors from the list. Invite them in.

How are you thinking about current donors in your year-end planning? 

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Need help building a better donor experience? I work with a handful of small to mid-size organizations each year as an interim director of development (during leadership transitions) and short-term fractional fundraiser.

If you're ready to re-think your fundraising strategy and raise more, specifically from individuals, let's chat!

Learn more about me and my work at ​builttoraise.com and you can subscribe to my bi-weekly donor experience email ​here​.