{"id":29209,"date":"2022-01-20T08:39:24","date_gmt":"2022-01-20T13:39:24","guid":{"rendered":"https:\/\/www.qgiv.com\/blog\/?p=29209"},"modified":"2024-10-16T11:21:33","modified_gmt":"2024-10-16T15:21:33","slug":"how-to-thank-and-retain-year-end-donors","status":"publish","type":"post","link":"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/","title":{"rendered":"How to Thank and Retain Year-End Donors with 5 Tips"},"content":{"rendered":"\n<p class=\"has-text-align-left\">The year-end giving season doesn&#8217;t quite end when the ball drops on New Year&#8217;s Eve. For retention-minded fundraisers with a strong cultivation plan in place for year-end donors, the early days of a new calendar year might even be busier than any day in November and December.\u00a0<\/p>\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-162038665824\"\n  style=\"max-width:100%; max-height:100%; width:750px;height:225px\" data-hubspot-wrapper-cta-id=\"162038665824\"><br \/>\n  <a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLKUThE5CO8fDvHDzGEic30rPHjZ2qYsPXUnX67FtEnRw4vVp%2Fjc01fMILXHTYDv4rVIzKm9%2F%2FUNkP8EeppLBss08FTUqY5bdRQoiPHSfVnlQR6s1gz4fbQR7zfOzH24daaBEgLGhab6gc6RGNEe%2BUJWluR8plCK9tmirWsg1f6lZDNRDj9DVSHtM3K8DYU%3D&#038;webInteractiveContentId=162038665824&#038;portalId=8356283\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\"><br \/>\n    <img decoding=\"async\" alt=\"Plan for next year with our Year-End Review Workbook Download now (screenshot of workbook cover on tablet)\" loading=\"lazy\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/8356283\/interactive-162038665824.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/><br \/>\n  <\/a>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Here are five tips for thanking your year-end donors that will increase the likelihood of them being retained in the following year:\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Know who your year-end donors are\u00a0<\/h3>\n\n\n\n<p>&#8220;Year-end&#8221; isn&#8217;t a completely useful description for a donor segment; it&#8217;s not nearly homogenous enough. Your year-end donors gave at different amounts, for different reasons, and through different channels. They may have made their first gift or their 20th.&nbsp;<\/p>\n\n\n\n<p>Using your <a href=\"https:\/\/bloomerang.co\/blog\/free-download-donor-management-software-data-policies-and-procedures-template\/\" target=\"_blank\" rel=\"noreferrer noopener\">donor management software<\/a> to create sub-segments within your year-end donor segment will allow you to craft messaging that is much more likely to resonate with each recipient, increasing your chances of receiving gifts from them in the future.&nbsp;<\/p>\n\n\n\n<p>Examples of sub-segments include:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Frequency:\n<ul>\n<li>First gift&nbsp;<\/li>\n\n\n\n<li>Second gift&nbsp;<\/li>\n\n\n\n<li>New monthly donor&nbsp;<\/li>\n\n\n\n<li>Existing monthly donor&nbsp;<\/li>\n\n\n\n<li>Made multiple one-time gifts in the previous year&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Channel:\n<ul>\n<li>Direct mail&nbsp;<\/li>\n\n\n\n<li>Your website&nbsp;<\/li>\n\n\n\n<li>Peer-to-peer&nbsp;<\/li>\n\n\n\n<li>Facebook&nbsp;<\/li>\n\n\n\n<li>Event&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Campaign:\n<ul>\n<li>Thanksgiving&nbsp;<\/li>\n\n\n\n<li>Giving Tuesday&nbsp;<\/li>\n\n\n\n<li>Hanukkah&nbsp;<\/li>\n\n\n\n<li>Christmas&nbsp;<\/li>\n\n\n\n<li>Year-End&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Gift Amount:\n<ul>\n<li>Was it an upgrade or a downgrade?&nbsp;&nbsp;<\/li>\n\n\n\n<li>Was it above or below your average gift size?&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Reason for Giving:\n<ul>\n<li>What do they care about?&nbsp;<\/li>\n\n\n\n<li>Why are they passionate about your cause?&nbsp;<\/li>\n\n\n\n<li>Specific fund designation&nbsp;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>Once you know who you&#8217;re communicating to, you can begin to prevent specific messaging for each sub-segment. These communications will perform much better than a one-size-fits-all year-end acknowledgement.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Set a deadline for yourself<\/h3>\n\n\n\n<p>All donors who give from 11\/1 to 12\/31 (or whatever timeframe you consider to be &#8220;year-end&#8221; should be thanked within a certain amount of time (this does not include any automated messaging, like donation form confirmation emails).<\/p>\n\n\n\n<p>Ideally, you would be thanking year-end gifts as they come in, as quickly as you can, rather than waiting until January or later.<\/p>\n\n\n\n<p>But not to worry if that wasn&#8217;t the case; you still have time! But that window is quickly closing; not only because the year-end season is in the rear-view mirror, but also because you&#8217;ll want to get on with new fundraising campaigns soon.<\/p>\n\n\n\n<p>Giving yourself an &#8220;end of January&#8221; deadline to thank all of your year-end donors is a good way to hold yourself accountable and turn the page (or perhaps shut the whole book) on Q4 activities.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Acknowledge any previous giving from the year (prior to the year-end gift you are acknowledging)\u00a0in any thank-you messaging<\/h3>\n\n\n\n<p>This is where your new sub-segments will really come in handy. In cases where this year-end gift was not their only gift during the calendar year, be sure to mention any past giving. You don&#8217;t have to be super specific; a line like &#8220;Thank you so much for your year-end gift <em>and<\/em> all of your support throughout the year&#8221; covers giving, volunteerism, advocacy, etc.&nbsp;<\/p>\n\n\n\n<p>Be sure to watch out for monthly donors making a \u201c13th\u201d extra year-end gift; this is a major engagement signal that should not be ignored. After all, they were already giving on a set schedule, and chose to make an <em>additional <\/em>gift. Your <a href=\"https:\/\/www.qgiv.com\/blog\/giving-plans\/\" target=\"_blank\" rel=\"noreferrer noopener\">monthly donors<\/a> will be impressed by the observation and won&#8217;t forget it.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Acknowledge GivingTuesday gifts as GivingTuesday gifts<\/h3>\n\n\n\n<p>Giving Tuesday isn&#8217;t the only time you should do this (\u201cThank you for giving on Giving Tuesday.\u201d) but it might be the most important.<\/p>\n\n\n\n<p>Because of the massive participation on behalf of nonprofits on Giving Tuesday (donors have a lot of choices!), and the fact that it was likely a significant aspect of your overall year-end campaign, singling out Giving Tuesday gifts as Giving Tuesday gifts shows the donor you&#8217;re paying attention, and gives you the opening to acknowledge additional year-end gifts separately.<\/p>\n\n\n\n<p>If your <a href=\"https:\/\/www.qgiv.com\/blog\/giving-tuesday-ideas\/\" target=\"_blank\" rel=\"noreferrer noopener\">Giving Tuesday campaign<\/a> was raising money for a specific fund or project, this also gives you the opportunity to update the donor on any progress made or goals reached.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Thank first-time donors personally<\/h3>\n\n\n\n<p>With first-time donor retention rates hovering around 20%, securing a second gift from new donors may be more important than securing a first gift. Study after study shows that personal outreach is most effective when acknowledging first-time donors. Bloomerang research found phone calls to be particularly effective.<\/p>\n\n\n\n<p>Personal emails, video messages, and welcome kits are also great options. The goal in any of these communications is to <a href=\"https:\/\/www.qgiv.com\/blog\/email-welcome-series-with-templates\/\" target=\"_blank\" rel=\"noreferrer noopener\">welcome the donors<\/a> to your community of supporters, preview future communications, and further inform them about your mission offerings.<\/p>\n\n\n\n<p>Don&#8217;t be afraid to also show some curiosity about them, particularly why they donated, how they found out about you, and what types of communications they&#8217;d like to receive. A first-time <a href=\"https:\/\/bloomerang.co\/blog\/ask-an-expert-what-are-the-best-questions-to-ask-in-a-donor-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">donor survey<\/a> can glean useful information, while also demonstrating to the donor that you care about their philanthropic goals.<\/p>\n\n\n\n<p>No matter how and when you decide to thank your year-end donors, be sure to include stories of impact, goal attainment information, and a preview of what&#8217;s to come in the new year. If you do a good job of stewarding these donors, you might be surprised how quickly they renew their support!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Final thoughts\u00a0on year-end donors<\/h3>\n\n\n\n<p>Now that we\u2019ve covered strategies for acknowledging the year-end gifts your nonprofit receives, here are some great resources your nonprofit can use to help you succeed with retaining donors all throughout the year!&nbsp;<\/p>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.qgiv.com\/blog\/donor-retention\/\" target=\"_blank\" rel=\"noreferrer noopener\">Donor Retention: The Essential Guide for Fundraising<\/a>\u00a0<\/li>\n\n\n\n<li><a href=\"https:\/\/bloomerang.co\/blog\/whats-the-impact-of-improving-1st-time-donor-retention\/\" target=\"_blank\" rel=\"noreferrer noopener\">What&#8217;s The Impact of Improving 1st-Time Donor Retention?<\/a>&nbsp;<\/li>\n\n\n\n<li>Get the eBook: <a href=\"https:\/\/www.qgiv.com\/blog\/resources\/retaining-your-p2peeps\/\" target=\"_blank\" rel=\"noreferrer noopener\">Retaining Your P2Peeps<\/a>\u00a0<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>About Bloomerang<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/09\/Bloomerang-Logo_Horizontal_RGB_Color.jpg\"><img decoding=\"async\" src=\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/09\/Bloomerang-Logo_Horizontal_RGB_Color-1024x181.jpg\" alt=\"\" class=\"wp-image-31573\" width=\"512\" height=\"91\" srcset=\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/09\/Bloomerang-Logo_Horizontal_RGB_Color-1024x181.jpg 1024w, https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/09\/Bloomerang-Logo_Horizontal_RGB_Color-300x53.jpg 300w, https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/09\/Bloomerang-Logo_Horizontal_RGB_Color-768x135.jpg 768w, https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/09\/Bloomerang-Logo_Horizontal_RGB_Color.jpg 1361w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a><\/figure>\n\n\n\n<p>We value relationships and are proud to connect nonprofits to our <a href=\"https:\/\/www.qgiv.com\/partners\" target=\"_blank\" rel=\"noreferrer noopener\">partner network<\/a> and hope this helps increase your nonprofit&#8217;s effectiveness and success.\u00a0We proudly partner with\u00a0<a href=\"https:\/\/bloomerang.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bloomerang,<\/a> who helps nonprofit organizations reach, engage, and retain the advocates they depend on to achieve their vision for a better world through their cloud-based donor management application.<\/p>\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-162047699091\"\n  style=\"max-width:100%; max-height:100%; width:715px;height:230px\" data-hubspot-wrapper-cta-id=\"162047699091\"><br \/>\n  <a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLJdVMUPlSYytkxm6debJt5hovpTO3RCPy74kc9tkAdoVoQRlDPPlHEQM9a%2BRq1Z4k9%2Fhm%2FCFq4kW5nYDTDwrzo2Q0gIhAFpF%2BHIYJ0HBNaNCfszwtLGw55tijcTRgdtNjJoKLqBZXvcmsZHuYeZkNgSgk7yBx%2Bryq7oN4kPpfYCh0veV2AwT14%3D&#038;webInteractiveContentId=162047699091&#038;portalId=8356283\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\"><br \/>\n    <img decoding=\"async\" alt=\"Increase online fundraising with Qgiv! Request a Demo\" loading=\"lazy\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/8356283\/interactive-162047699091.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/><br \/>\n  <\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The year-end giving season doesn&#8217;t quite end when the ball drops on New Year&#8217;s Eve. For retention-minded fundraisers with a strong cultivation plan in place for year-end donors, the early days of a new calendar year might even be busier than any day in November and December.\u00a0 Here are five tips for thanking your year-end [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":29232,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[264,261],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Thank and Retain Year-End Donors with 5 Tips | Qgiv<\/title>\n<meta name=\"description\" content=\"Looking to retain year-end donors? Here are 5 tips for thanking your year-end donors that&#039;ll increase the likelihood of them being retained the following year!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Thank and Retain Year-End Donors with 5 Tips | Qgiv\" \/>\n<meta property=\"og:description\" content=\"Looking to retain year-end donors? Here are 5 tips for thanking your year-end donors that&#039;ll increase the likelihood of them being retained the following year!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/\" \/>\n<meta property=\"og:site_name\" content=\"Fundraising Blog for Nonprofit, Educational, and Faith-Based Organizations\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-20T13:39:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-16T15:21:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.qgiv.com\/blog\/wp-content\/uploads\/2022\/01\/pexels-brett-jordan-7428022-1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1920\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Guest Post\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guest Post\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/\"},\"author\":{\"name\":\"Guest Post\",\"@id\":\"https:\/\/www.qgiv.com\/blog\/#\/schema\/person\/1c62402926e8307f7b51fa1fd4622587\"},\"headline\":\"How to Thank and Retain Year-End Donors with 5 Tips\",\"datePublished\":\"2022-01-20T13:39:24+00:00\",\"dateModified\":\"2024-10-16T15:21:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/\"},\"wordCount\":1002,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.qgiv.com\/blog\/#organization\"},\"articleSection\":[\"Donor acquisition and retention\",\"Nonprofit strategies\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/\",\"url\":\"https:\/\/www.qgiv.com\/blog\/how-to-thank-and-retain-year-end-donors\/\",\"name\":\"How to Thank and Retain Year-End Donors with 5 Tips | Qgiv\",\"isPartOf\":{\"@id\":\"https:\/\/www.qgiv.com\/blog\/#website\"},\"datePublished\":\"2022-01-20T13:39:24+00:00\",\"dateModified\":\"2024-10-16T15:21:33+00:00\",\"description\":\"Looking to retain year-end donors? 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