Yet this isn’t a “One-Size Fits All” approach like your communication throughout the year. You will want to tailor your request slightly, considering the type of involvement from the various individuals on your list.
Experience shows that pursuing completely personalized communications with each donor isn’t realistic or manageable. So, our guidance is to segment your list into major segments. Generally, we think of four categories. By adjusting your basic message to fit each of the four categories of teammates, you’ll move smart and efficiently with your whole team.
Hey, first off, stop and pray. Then plan. Let's take the time to ask the Lord for His wisdom on whom to contact. As we intentionally partner with God our Provider, we can be thoughtful and expect insight to help our messaging stand out.
The old adage is true; We don't plan to fail; we fail to plan.
Review your giving data from the past 1 - 3 years.
Look for:
- Current Active Donors
- Recent inactive donors: Donors who usually give by now or who have dropped off. This includes Lapsed donors (non-current) and those who may be at risk of leaving your team.
- Donors who gave Special Gifts only. These people like to give more infrequently and only when asked. These donors tend to like to be the hero and give a larger lump sum toward a specific need. End-of-year appeals (vs monthly giving) tend to minister to this type of giver.
- Donors who missed some months in giving (for example, maybe they skipped a gift or two over the course of a year).
- People who have never been asked
- People who never responded to your ask.
Specialize the message for various segments.
- Current active donors - These are people who give regularly. They may be the ones who respond to your correspondence. You know they are invested in you. Your ask must acknowledge your appreciation of their commitment while offering a special opportunity. This group may be segmented further into
- high commitment givers (the top 10-20% of your donations)
- lower commitment givers (those who give regularly, but maybe not sacrificially).
- Recently Inactive Donors — This group needs an invitation to re-engage with you. Maybe they didn't notice they dropped off. Maybe they want to know you noticed they dropped off. Appreciation for their past partnership is important, along with the kind request to start again. Assume they love you and want to re-engage but need to account for something that created a new normal in their lives. Catch up with them and listen.
- Donors who gave Special Gifts only – This group is a prime group to envision with a special need in your ministry. They may have already thought of you, and if not, make sure they do.
- People to whom you have never asked to join you financially. — This group needs a first invitation. In an ideal world, we may wish we could sit down face-to-face and have a regular support appointment. Why not use this season to ask for an appointment? Alternatively, It is possible to follow up on their end-of-year gift with an appointment and a request for regular giving.
- People who have never participated in your ministry financially but have heard your request previously. — These people need to have another opportunity. You may not focus your efforts here. But you can reach out and see if they accept your invitation.
Note the top 20% of all giving
Which categories are these givers in? If many are in the same category, that tells you who to appreciate and engage first. For many field workers, they may be active regular donors. With your EOY Ask, this category containing the highest percentage of your giving deserves top attention.
How many are giving the top 20%? Generally, a few people are giving the bulk of your budget. Consider how you will deepen their involvement with you in the coming year.
One End-of-Year Ask Idea:
Through prayer, ask the Lord to help you list the top 20 people you should contact one-on-one with your ask (either face-to-face or voice-to-voice). Typically, it's best if this group is made up of different people than those you usually contact with special asks; your regular end-of-year givers being the exception. *However, if anyone falls into all 4 categories above, they should probably be on your Top 20 list.
Remember, "An ask to everyone is an ask to no one!"