Why should your organization make an ask this spring, and where can you start?
23% of giving happens in April, May and June, according to a recent Blackbaud study. Other than the end-of-year giving sprint, spring is the largest time of giving in America, and many nonprofits choose to run fundraising campaigns during this time—which vary from galas, events, direct mail appeals, or online campaigns, to name a few!
In addition to the national data above, we also asked individuals who gave during Give to the Max last year when they prefer to make donations. 33% of GiveMN.org donors said they give between April and May, too! No matter how you choose to engage your audience, keep in mind that many people might be open to opportunities to give right now if asked.
Spring is a great time to think about fundraising because it gives donors time to rest after the end of the calendar year. If your organization heavily relies on donations in the fall, spring fundraising gives your organization an opportunity to diversify its funding. It can also provide an opportunity for donors to make a gift who did not or could not contribute at calendar year-end.
Whether you have a busy spring calendar already on the books, or want to work with GiveMN over the next few weeks to develop a simple ask, we’ve shared some of the most common questions below that we hear from fundraisers planning an ask.
I’m afraid that if I ask during the spring, donors will be annoyed or won’t give later this year during Give to the Max or year-end giving. Should I still ask?
YES! The fear of donor fatigue is real and often talked about by so many fundraisers, but we encourage you to leave this mindset behind as a myth.
In a recent survey of donors by GiveMN, 83% GiveMN.org donors said they like how often they were asked for money by their favorite causes. Between that statistic and then statistics around email open rates, we believe donor fatigue is a myth in fundraising. While it’s always important to be mindful of respecting donors’ communication preferences, the fear of asking also limits our organizations from raising the important funds we need to achieve our missions!
Who should I ask?
Our answers here are as varied as the sorts of asks you'll make! Here are some strategies for you to consider.
- Ask your GTMD and year-end donors! Now that it's been a few months since year-end, this could be a great way to keep donors in the loop with your work, share an update about what you've been up to, and offer an opportunity for them to stay involved. Fundraising research tells us that donors who gave recently are also the most likely to give again when asked!
- Reactivate your lapsed donors. Do you have supporters who gave in a previous year but haven't given in the past year? This could be a good time to check in with them, remind them of the good work you do, and ask them to rejoin your efforts with a donation.
- New donors who are already in your network. In the next installment of our spring Warm Up series, we'll talk more in-depth about donor acquisition. Think about who might be close to your organization, but hasn't given yet. Do you have a list of people who are interested in your work, but haven't yet made a financial gift? Are there volunteers who have contributed time but not a financial gift? (Research shows that volunteers are the most likely people to donate to your organization! Take the opportunity to thank them for their service, and make the case how even a small financial investment can power your work year-round.)
What should I talk about with my donors? What should I ask for?
What story you choose to tell is up to you! You know your audience best, so you’ll know what might resonate with them and move them to action. If you're starting from scratch, consider the guiding questions below as a first stepping stone.
- What story did you tell the last time your organization fundraised? Is that story still relevant to your audience? Is there another way you could tell that story, or provide updates and opportunities to help move it forward?
- What is your organization's greatest need right now? For many, January is the start of a new fiscal year. What is your most pressing funding need? How can donors help? Many will say yes when they're asked to join in!
- Is there something new you want to try? Spring is the time of growth and reawakening. In the spirit of "warming up," spring can be a great time to test a new strategy before Give to the Max and year-end giving.
- Does your organization have any events coming up? Are you planning to make an ask at that event? If you won't be making a direct ask, consider what other opportunities you can offer for your supporters to get involved. Perhaps you offer donation forms at an information table or include the URL to your GiveMN.org page on a table tent.
In closing
To sum it all up, when it comes to spring fundraising, there's no right or wrong way to participate. But we encourage you to consider some sort of ask for support, especially if it's something you've never done before. Here's why:
- Spring is the second largest time for charitable giving after the holiday year-end season, bringing in 23% of individual giving revenue.
- Spring gives your organization a great opportunity to try out new strategies before diving into your fall and year-end fundraising campaigns.
- Asking for financial support from your audience more than once per year gives more people a chance to get involved in your work. If someone wasn't ready to donate last November or December, they might be ready now! You'll never know if you don't ask.
In addition to the information above, we've created a Warm Up tasklist with three small steps you can take this week to keep your fundraising humming along. Take a look under the week of April 17 on our Warm Up homepage!
Stay tuned for next our next installment: Warm up your new donor acquisition!
View the entire "Warm Up" series!
Want more tips and content like this? In spring 2023, GiveMN is creating content for organizations and donors around warming up your fundraising and generosity! Click here to access all content.