success

Tomorrow is GivingTuesday, when many nonprofits kick off their year-end fundraising campaigns. But as the nation grapples with multiple crises, this year’s giving season is likely to be one of the trickiest in decades.

To craft messages and appeals that inspire donors, says Joan Garry, consultant and author of the Chronicle column “Nonprofit Coach,” focus on the reasons people give rather than your organization’s urgent need for support. For example, arts groups should remind contributors of their “higher calling,” such as using art to foster empathy in kids. “In a divisive world, a message like that brings hope — and is far more likely to inspire a lasting connection,” she says.

Explain how your nonprofit adapted and innovated — and maybe even grew — in 2020, Garry says, and tie those heroic efforts to your vision for the coming year. “If you do a great job of painting the 2021 picture,” she says, “a donor will want to help your organization get there.”

For more guidance, read Garry’s latest column and explore our collection Tips and Tools to Maximize Year-End Giving.

Here are a few more resources I think you’ll find helpful:

If you’re looking for last-minute help to make the most of GivingTuesday, check out our collection of expert advice.

Take care,
Lisa Schohl
Senior Editor, Professional Development

P.S. Please join us today at 2 p.m. Eastern for a conversation about philanthropy and the future of democracy. There is still time to register for Reimagining Democracy: How Philanthropy Can Support Civic Life and Economic Opportunity.

New Resources

Tip of the Week

To get donors to give again, thank them promptly. For online supporters, an initial digital thank-you and receipt should be sent within 72 hours, says Robert King Novara, former enterprise account manager at Classy, a fundraising-technology company. Fundraising software can often send them automatically, he noted.

For most donors, instantaneous acknowledgment is important in today’s digital world, notes Karl Miller, former managing associate at Bentz Whaley Flessner, a fundraising consultancy. People “kind of expect it,” Miller says. And when they don’t get it, donors may develop a negative view of the organization.

After initial notifications are sent, King Novara recommends sending a more substantive thank-you note. The second thank-you should be more personal, he says.

Get more advice in Dos and Don’ts When Writing Donor Thank-You Letters, and consult our online library for more than 1,150 other articles and tools for nonprofit professionals.

Join Us for a Free Online Briefing Today


Reimagining Democracy: How Philanthropy Can Support Civic Life and Economic Opportunity November 30, 2020 • 2 p.m. Eastern

In the aftermath of the election, philanthropy and the nation will confront many daunting long-term questions about the health of our democracy. One of the big questions is about the future of America as a place of opportunity. New concerns have arisen, not just about traditional pathways to opportunity but about the structure of the economy itself. Join us for a discussion moderated by Chronicle editor Stacy Palmer and featuring:

  • Frank Fukuyama, Stanford University
  • Brian Hooks, Stand Together
  • Safiya Noble, UCLA

This second briefing was inspired by a collection of new essays on the future of American democracy commissioned by the Kettering and Knight foundations, which are our partners in this event. Sign up now to join the conversation.