Creating a Community of Givers: Best Practices for Non-Profit Fundraising

As the end of the year approaches, non-profits are gearing up for their final fundraising push. But effective fundraising is about so much more than asking for donations; it’s about inviting people to be part of something meaningful. Here’s how you can take your fundraising efforts to the next level by putting the focus where it belongs—on your donors.

1. Make It About the Donor, Not the Non-Profit

If you want to engage your donors, keep this in mind: people want to know how they can help others, not how their money will prop up an organization. Shift the focus from “Support our organization” to “Together, let’s change lives.” Try telling a story like, “This donation will help your community’s children go to bed with a full stomach.” It’s a shift from “support our work” to “join us in making a difference.” Now your donor sees the direct impact, making it personal, meaningful, and memorable. This approach not only resonates more but also allows donors to see themselves as part of a solution. When donors see themselves as agents of change, they’re much more likely to contribute.

2. Data is King - Use Data to Tailor Your Outreach

One size doesn’t fit all in fundraising. Fundraising strategies benefit from recognizing that donors may have diverse motivations. Studies suggest that some men might lean toward metrics and statistics when deciding to donate, while many women may be guided by personal connections to causes. However, both perspectives are important, and giving often combines emotional and practical considerations. Interestingly, women play a significant role in philanthropy, influencing an estimated 80% of household donation decisions, which highlights the value of understanding different donor motivations.

Also, instead of sending the same ask to everyone, use data to adjust your requests based on donor history. Consider your “LYBNT” donors (Last Year But Not This), and “SYBNT” donors (Some Year But Not This). Recognizing their needs and personalizing your asks—even in small increments—can make a big difference. I once helped a client double their campaign return simply by tailoring their outreach to match donor history.?

Data like donation history, household demographics, or even information as simple as pet ownership can help you make strategic choices about language, images, and amounts.

TrueView, our data enhancement service, allows us to enrich your lists with valuable insights, helping you reach the right people in the right way. A simple photo of a dog in your campaign can have a stronger pull if you know your audience is pet-friendly!

3. Recognize Every Gift, No Matter the Size

Large gifts make headlines, but small donations create momentum. Don’t hesitate to ask many people for modest contributions, as long as each ask feels meaningful. Helping each donor understand the tangible impact of their $10, $25, or $50 donation builds trust and makes each contribution significant. There’s power in saying, “Your $10 makes a difference.” Sometimes it’s these smaller gifts that create the strongest sense of connection and loyalty. The point is to ensure everyone feels their contribution, whatever the size, truly matters.

4. Timely and Personal Follow-Up

Thanking your donors promptly not only shows appreciation but also encourages future support. Ensure everyone who donated, regardless of amount, receives a “Thank You” message. Donors want to know that their donation matters. The more details you can include in it, the better. Imagine receiving a “Thank You” message with a detailed update on how the donation was used and an invitation to continue supporting the cause. For one of my clients, switching from monthly to weekly thank-you notes led to a 30% increase in spontaneous gifts. A heartfelt, timely thank-you—paired with a receipt and even an envelope for future giving—can work wonders.

5. Don’t Overlook End-of-Year Donors

Many donors only give once a year, often around the holidays. Resist the temptation to write off a donor just because they haven’t contributed since last December. Instead, think of the year-end as an opportunity to re-engage and remind them of the impact they can make. Keep the door open and stay top of mind with gentle, positive reminders. These end-of-year givers are vital, and a consistent, heartfelt touchpoint can keep them coming back year after year.

6. Balancing Emotion with Data

Data is critical, but so is the emotional aspect of giving. Your stories of impact should tug at the heartstrings—because ultimately, giving is emotional. But when you pair those stories with data, your campaigns become more powerful. Appeal to the compassion in your audience with real stories, testimonials, or visuals of those you serve. Then, use data to refine and deliver these stories to the people most likely to connect. The combination of emotion and information is what brings the most meaningful results.

Final Thoughts

Fundraising is more than a call for money; it’s an invitation to join a movement of change. At the heart of all fundraising is the invitation to be part of something bigger. When you focus on how donors can make a difference, rather than just asking for funds, you create a community of givers who believe in the cause and feel proud to contribute. This year-end, let’s inspire generosity, acknowledge each gift with gratitude, and help donors feel the joy of being the blessing in the world.

Ready to strengthen your year-end fundraising? Let’s talk about how True Marketing and TrueView can support your mission. Together, we can help your donors experience the joy of being the blessing in the world.

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