It’s the End of the Year –
Are You Really Appreciating Your Donors,
Or Just Thanking Them?

It’s the middle of December. Your annual appeal went out several weeks ago. A few foundations are holding their fourth-quarter meetings and you feel that you are well positioned to receive year-end support. Your next-year’s budget is approved, your calendar is in place and you are starting to set plans in place for the new year. Your programs may be busy offering winter assistance, presenting arts and cultural performances, or might be winding down for the holidays.

But what about your donors? Most donors are thick in the holiday rush attending gatherings, shopping for last-minute gifts, or maybe even determining what additional year-end contributions they will make to maximize their tax deductions. Where you stand in receiving some of that year-end largesse depends a great deal on your relationship with your donors.

While the donor relationship may start with a friendly introduction, some learning about and involvement with your organization and an ultimate request to support your Mission, how you grow that relationship boils down to cultivation and effective stewardship.

How are you using these last important days of the year to deepen your relationship with your donors? Whether your fiscal year ends December 31 or some other time during the year does not matter. It is the donor’s perception of the importance of the calendar year-end in philanthropy that counts.

Two extremely effective development professionals have shared that they spend the last two weeks of the year making personal calls on their most valued volunteers and donors. These were breakfasts, lunches, and personal visits to the office or home to deliver a small, but well thought, memento to the individuals. One development officer reported that after a few years of making his rounds, donors would often have checks waiting to greet him. These were tremendously appreciated but never expected. The other shared that she had a number of elderly donors who have had a long-term relationship with her organization who even appreciated a visit by her accompanied by her infant daughter (dressed in holiday bunting, of course!).

Many of us take time to plan some way to thank our donors at year-end. Maybe it’s a personal note, or a special message in your year-end newsletter or annual report. Keep in mind that, no matter how well conceived, these messages are arriving amidst volumes of catalogs, invitations, holiday cards, bills and solicitations. The more personal – and direct – your appreciation of your volunteers’ and donors’ relationship with your organization, the more you stand out. A personal phone call or visit will do more than saying “thank you.” It will show your volunteers and donors that you value them enough to take the time to really appreciate them.