Lazy Summer Days – Are You Making the Mistake of Resting Your Donors?

In these last few summer days, I’m bringing you an important message.

Picture me, sitting in a beach chair. I’m relaxed. I’m on vacation. I am lulled into thinking the whole world is on vacation, including donors. Fundraising? Nah. Not a good time.

Danger! Danger!

This time of year, it can be so tempting to be lulled into the kind of thinking that causes you to raise less money. It’s the lazy last days of summer.

Donors need a rest from fundraising, right?

Nope.

A couple years ago I was listening to Better Fundraising co-founder Steven Screen as he spoke at the Nonprofit Storytelling Conference.

Steven shared this little gem, which has haunted me ever since:

“When you rest your donors, they can forget how to give to your organization.”

(gulp…)

Thanks, Steven.

Here’s the reality of these lazy summer days.

SOME of your donors are checked out at the end of summer. But many donors are not checked out!

You have donors in your file right now who are ready to give, if only they knew the problem and how they could make it better. If only you would ask them to give!

And here’s the thing: other organizations are in your donor’s mailbox right now, reminding them how they can help, while you – giving these donors a rest – are slowly fading from their memory. There’s a thought to ruin a lazy beach day.

When you make the decision to rest your donors, you’re taking their choices away from them. You are deciding they won’t give… without even asking them!

Here’s something you can do today.

If your organization has a need… send your donors a fundraising email! And in next year’s calendar, pencil in an August appeal. Do not schedule a rest for your donors.