Before Year End craziness gets us all, take 15 minutes to ensure you have a strategy to target and upgrade donors in October - December.
3 Year End Donor Upgrade action steps:
➀ Identify donors likely to upgrade. [if you're not sure who is likely to upgrade, check out the Donor Upgrade Quick Start Toolbox]. Once you have your donor IDs likely to upgrade, build an upgrade strategy for each.
➁ Upgrade lower dollar donors through a more aggressive ask string. Pick your best campaign and build a different ask string for the lower dollar donors you identified in step 1.
Current ask = ☐ 1 x HPC ☐ 1.5 x HPC ☐ 2 x HPC ☐ $___________ as much as I can give
Aggressive ask example 1 = ☐ 1.75 x HPC ☐ 2.25 x HPC ☐ 2.75 x HPC ☐ $___________ as much as I can
HPC = highest previous contribution [replace 'HPC' with whatever monetary amount you use to build your ask array. The most popular are HPC and MRC - most recent contribution].
➂ Move the Middle - identify and engage prospective mid-level donors
Your mid-level donors are the most loyal, committed donor group. Few organizations give the 'mid-level program' the attention it deserves. [Sea Change Strategies published a great paper on the mid-level donors: THE MISSING MIDDLE PART TWO — 2018.]
During Year End [and beyond] there should be a multi-channel strategy to invite, engage, retain, and upgrade. Tried and true tactics include:
- Holiday cards - personal, handwritten if # of prospects isn't overwhelming
- Phone call - non ask, thank you, what do you think org should be focused on next year?
- Survey / feedback
- Town hall / calls
- Add to this list - leave a comment below about what's working for you
Now is the time to build an upgrade strategy - don't miss the opportunity to put one of these action steps in place during your Year End campaign[s].
Take Action. Step 1: Find donors likely to upgrade [we're here if you need help - start with the toolbox].
Learn more from these Mid-level upgrade case studies.