The Summer Pump

As you head into the next few months, how do you embrace the fundraising opportunities that lie ahead?  If you happen to be like most organizations, you’re reluctantly preparing a series of “Summer Slump” appeal letters that acknowledge the historical and predictable downturn in donation support. 

It just needn’t be so! …Allow me to suggest three reasons why you should consider another approach.

#1 A slump in giving doesn’t necessarily mean a downturn in support. I have a personal distaste for the array of panic-laden direct mail copy that implies the end is near…as if the organization didn’t know this was coming!  Just because the money isn’t flowing in like other times of year, that doesn’t mean your donors have lost their love for you. For some, giving is principle-based and consistent, but for many it is discretionary spending.  When the summer comes, their dollars shift to other areas…temporarily.  When the fall returns, so does their pattern of giving.  Be honest with yourself and your donors.  Your budgeting needs to reflect this seasonality.  Not every month can be your best month.  This too shall pass.

#2 Your financial need is never as compelling as the needs of those you serve.  Typically, our direct donor communications is designed to get a response (i.e. – “Direct Response”).  We try to tell the story in a manner in which our donors get involved and respond.  What makes us think that financial desperation is the most effective message we can bring our donors?  Isn’t it true that our donors support us because of the suffering we relieve, the hope and healing we bring, or the solutions we render?  Let’s stay true to the needs of our clients – whose needs don’t disappear in the summer.  The compelling message you must convey is the one at the heart of your mission.  It may take some work to bring that message alive one more time this summer, but it is why donors believe in you and support the cause.

#3 Summer can be a great time to connect with your major donors.  So while I have told you what NOT to do, what might be possible?  Summer can be a time to pull back and relax a bit.  It’s a great time for your family to visit with other (donor) families.  It’s a time where the values of those with whom you work will rise to the surface.  Discover how your donors prefer to spend their down time, and find a way to be with them!  In the context of that shared down time, probe “The 12 Questions” with them to re-open their, heart, mind and giving.

Forgo the slump, and prime the pump.  Just remember who you are and the mission you are about.