As we approach a pivotal time of year for fundraising, you’re likely asking yourself: Is it more important to be asking as much as possible? Or is it time to lean into your brand and focus on long-term engagement?
The answer isn’t as simple as one or the other—it’s about balance.
The Case for Asking
Year-end giving is a golden opportunity. Many donors are primed to make generous contributions, whether it’s part of their year-end ritual or motivated by tax considerations. These moments are key for bringing in new donors or re-engaging those who’ve fallen off.
There’s no doubt that a generous contribution is always better than none. But how do you turn that gift into more than just a one-off? That’s where leaning into your brand comes in.
Leaning Into Your Brand for the Long-Term
As the great fundraising expert Tom Ahern points out, the most valuable supporters aren’t the ones you just ask—they’re the loyal ones who stick around. You can acquire new donors, but the key to sustainable growth is transforming these donors into long-term partners.
This means you need to focus not only on acquisition but also on retention. As Roger Craver, another direct marketing trailblazer, explains, retention is more challenging than acquisition. It requires analyzing, improving, and consistently nurturing your relationship with donors. That’s where your brand comes into play.
Brand is the Ballgame
Building a strong brand is about more than just making an ask. It’s about offering a vision and mission that your donors can believe in and join wholeheartedly. Your brand is what makes you stand out, what turns a one-time donor into a lifelong advocate.
As Richard Viguerie says, “Brand is your position, differentiation, and benefit all rolled into one. It’s what makes you singular.” It’s what allows you to create a deep connection with your donors, transforming them into full partners in your mission.
The Donor Journey: From First Gift to Lifelong Partner
It all starts with the ask. But after that, it’s about smart stewardship—expressing gratitude, sharing impactful updates, and keeping them engaged in your mission. Leaning into your brand helps create a meaningful experience for your donors, which drives greater retention and growth.
Through calls, reports, newsletters, and personal touches, you can turn first-time donors into long-term partners and even leaders within your organization.
What’s the Next Step?
As you gear up for year-end giving, don’t forget to balance short-term asks with long-term strategy. Ask boldly, but also lean into your brand. This is what will set you up for sustainable, transformational growth in the years ahead.
Want to dig deeper into these concepts? As we move into the new year, we’ll explore how you can leverage your brand to supercharge your fundraising efforts and achieve extraordinary results.
