Your Year-End Donors Are Right In Front of You

It’s coming … the end of the fiscal year is just around the corner. It’s time to make sure that no stone is left unturned and you’ve pulled out all the stops to surpass last year’s totals, make goal, or set that new record.

Generally speaking, your resources at this point in the year are going to be best spent on donors that have a relationship with you. Here are three categories where I would spend my time.

Get the Pledges In

• Pledgers: I know, they’re already on your list. But don’t underestimate the importance of follow up with this group. For most organizations, the pledge fulfillment rate is in the 70 – 80% range. That leaves a lot of uncollected pledges each year, and a lot of opportunity for growth. Try another phone call, an email, a postcard, or a mailed pledge reminder with end of year messaging.

Turn Maybe (or No) into Yes

• People who are “Considering”: or unspecified, or $0 pledge. Whatever you call them, this group is worth another try.

• Fall Refusals: Sometimes “no” means “not right now.” Don’t be afraid to call people who refused in the first half of the fiscal year, particularly if they are LYBUNTs. The timing may be right for a gift now. Or try asking for something different – a “no” to the Annual Fund may not mean “no” to another cause within your organization.

In 2014, Ruffalo Noel Levitz managed phonathons received pledges of over $2.7 million from people who said “no” or “maybe” the first time. The average pledge was $76. Spending some resources on these donors could mean a lot of money for your program.

Who Did We Miss?

• Current Year Donors: These days, assuming that each donor will only give once to the Annual Fund is a mistake The best place to look for additional gifts is among your most loyal supporters. Ask for support of a new project, or be prepared with a case for increased support of your Annual Fund.

In 2014, we received over $8 million in pledges from donors who had given once already—commonly referred to as a “second ask.” The average pledge was $110, and the pledge rate was a whopping 51% of people reached on the phone.

• Consecutive Donor LYBUNTs: Remember to make a special effort to retain your consecutive donors as the end of the year approaches. Consistency matters. If you have a consecutive giving society, it’s worth reminding them that it’s time to renew their support to join or stay in the society. Some institutions are even including the multi-year giving distinctions in their interactive donor rolls.

• Assigned Prospects: Even if you have a regular schedule to review your gift officers’ prospect lists and release prospects to calling and mailing, it might be worth one last look before the end of the year. This is an excellent group for experienced phonathon callers to contact. If you’ve heard that an annual giving ask isn’t compatible with a major or planned gift request, that’s just plain wrong.

These are three areas where you might have the opportunity to book additional gifts in the next two months. The most successful last push for donors will involve a lot people who are hiding in plain sight.

What else is on your end of fiscal year to do list?