Psssst!
Don’t look at your calendar – but we’re less than 90 days away from the end of the year.
OH NO!
I said don’t look!
Oh, now you’ve done it.
And now you’re probably panicking.
Ok, this was all my fault – so let me help out.
The best way every client, well-funded colleague and top tier fundraiser thrives during this end-of-year blitz is by tracking visits, asks and how much your supporters have committed to your nonprofit.
Documenting. Usually reserved for Wednesdays right?!
Time to make it an everyday thing as we race to 2025.
It’s no secret that fewer donors are returning to nonprofits each year.
Giving is becoming less predictable.
And? I’m guessing that the pressure to hit year-end goals is more intense than ever.
It’s not just about raising money; it’s about retaining donors who gave last year and reigniting relationships with those who might have drifted away.
Time to act now.
With the unpredictability of the economy looming over everyone’s heads, nonprofits can’t afford to sit back and hope their usual donors will reappear in Q4. Preparation isn’t just important—it’s critical. A simple tool, like a well-designed tracking spreadsheet, can be the key to launching your team into this final quarter with a sense of purpose and direction.
It’s not glamorous, and it’s not a silver bullet, but it is a methodical approach to ensuring your team is focusing on what they can control: field activity, asks, and donor engagement.
Now, I know this sounds a bit more clinical than you might expect from me, but the reality is this: nonprofits need to get more aggressive with donor reacquisition strategies right now.
Oh, I’ll be back to the same ol’ verbal shenanagans soon – but bear with me on the tweak in tone to kick start your end of year fundraising!
Use every interaction to bring donors back to the table, and make sure you’re tracking progress every step of the way. Because at the end of the day, what we don’t measure, we can’t improve—and we can't afford to lose momentum.
Why Tracking Fundraising Activity Is Key to End-of-Year Success
The best fundraisers use a clear and simple way to track donor interactions and field activity. While we can't control when or how much our donors give, we can control the frequency of our outreach, meetings, and asks, setting the stage for stronger relationships and more successful solicitations.
It’s NOT fancy. It’s not complicated. That’s the point.
But here's why it's important and how you can use this tool to improve your results leading into the end of the year.
What Should You Track?
The spreadsheet focuses on five key metrics:
1. Field Activity (Meetings/Calls) – Track the number of times your team reaches out to current or potential donors. Relationships are built through consistent contact, and this metric is entirely within your control.
2. Number of Asks – How many direct asks has your team made? Sometimes we get so caught up in the cultivation process that we forget to make the actual ask. Tracking this ensures you're moving from conversation to action.
3. Ask Amount – Keep a record of how much your team is asking for in each meeting. This helps you monitor if your requests are aligned with donor capacity and campaign goals.
4. Donor Commitments – How much have donors committed in response to your asks? This provides immediate feedback on how well your messaging and solicitation approach are landing with donors.
5. Close Rate (%) – The close rate measures how often your asks result in a commitment. By tracking this over time, you can quickly spot areas where adjustments are needed, whether it’s the timing of your ask, the amount requested, or the cultivation preceding the meeting.
Why Does This Matter?
The most critical number you need to pay attention to, especially in the last quarter of the year, is your donor attrition rate. That means paying close attention to those who gave last year but haven’t yet given this year. Retaining these donors is essential because it’s always easier to keep a donor than to acquire a new one.
With this spreadsheet, you can instantly see if your team is meeting with and updating these key supporters. If your field activity is high, but your donor commitments are low, it’s a sign that you may need to adjust your messaging or engagement strategy. This level of visibility lets you make rapid adjustments to your solicitation plans and stay on track.
How to Use This Tool
1. Start with Meetings – At the top of the funnel, focus on having as many meaningful conversations as possible. Keep the field activity high, and aim for regular touchpoints with lapsed donors or high-potential prospects.
2. Be Intentional with Asks – For each meeting, ensure your team has a clear goal in mind: asking for a specific amount, securing a commitment, or setting up the next step in the relationship. Record both the number of asks and the ask amounts to track progress toward your overall fundraising goals.
3. Analyze and Adjust – At the end of each week, review the data in your spreadsheet. If your close rate is lower than expected, consider refining your approach. It may involve tweaking the ask amount, better tailoring the proposal to the donor’s interests, or improving the timing of your asks.
4. Retention, Retention, Retention – As I mentioned earlier, year-end is critical for donor retention. Use this tool to ensure you’re not letting last year’s donors slip through the cracks. Meeting with them, updating them on the impact of their gift, and making a compelling case for continued support is key to reducing your attrition rate.
Ready to Get Started?
Let’s wrap up the year strong—one meeting at a time!!!
You got this! (And we’ve got your back to get there!)
-Patrick
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