Some of the largest
The study, which was commissioned by World Vision, found that less than 40% of Americans expect to give a charitable donation as a holiday gift this year, compared with nearly 50% last year.
While this is concerning news to all charities, it’s particularly worrisome to those that rely heavily on holiday and year-end gift giving. With only seven weeks left in 2009, there is little time to react or respond to this information.
But you still have time to reach out to your most valuable donors with an incremental request for a holiday or year-end contribution this year. Target the top 10-20% of your active donor file and utilize e-mails, telemarketing and high-impact, highly personalized 1st class communications to quickly reach your high-value donors.
Chances are your most loyal donors will give an extra gift to make up for those people who aren’t giving, but you’ve got to be willing to be upfront and honest with them. The key is to make this additional contact very relevant to the donor.
Don’t be afraid to tell your most loyal donors that you are concerned about year-end giving, specifically that you could receive nearly 25% fewer gifts this holiday season than last, and how devastating that would be to your charity’s mission.
-Greg Fox
As gift givers, we would always want to give generously, yet in a recession economy, spending a fortune for a gift is just not wise. Your post is an eye opener that we can work around practical ideas to give to others without breaking the bank.
Farmville Secrets
Posted by: Kris Ball | 09 May 2010 at 15:15
Thanks for this post. I have been after my clients for months about crafting a plan of action for the fourth quarter. Your post gives positive and practical advice. I fear too many are simply wringing their hands in worry and not taking proactive actions. Get a plan and work your plan. Your post is a great way to start.
Posted by: Mark Brooks | 19 November 2009 at 06:14