Converting Annual Donors to Major Gift Contributors
The last quarter of the calendar year signals a busy time for most nonprofits’ annual campaigns. In fact, Double the Donation reports that 30% of nonprofits’ annual giving occurs in the month of December with 10% occurring the last three days of the year.
Annual donors are essential for maintaining your organization’s yearly operations, but what happens when you have additional needs that arise that require greater support? How are you cultivating your annual donors to make a greater impact on your organization?
Often you may be able to identify if an annual donor is ready to become a major gift donor by analyzing your data. Here are some indicators that annual donors may be ready to support your organization in a greater way.
- Consistent donors. Do you have donors that support your organization multiple times throughout the year? Do they respond to almost every appeal you send and attend all of your programs and events? If donors are supporting your organization in multiple ways, they may have the desire to support your organization at a greater level toward a project or program of their interest.
- Long-term supporters. Do you have donors who have given since your organization’s inception or annually for many years in a row or even decades? Do you have donors that are part of your monthly giving program? If so, these donors are invested and believe in your cause. Their total giving perhaps already exceeds your major gift level of support. These are also donors who may have an interest in making a planned or legacy gift to your organization if they have not done so already.
- Non-cash contributors. Do you have donors making their annual contribution through an IRA distribution or gift of stock? Donors choosing to give to your organization through these methods understand the tax benefits of giving via these assets without spending their cash on hand. These types of gifts also tend to result in a larger gift for an organization than a cash gift.
Need help building a major gift program in your organization? AMPERAGE Marketing & Fundraising can assist in conducting a development office audit or creating a moves management strategy for your prospect donor base. Contact Jennifer Rubel, director of fundraising, at firstname.lastname@example.org or 319-268-9151, to learn more.