Latest / The Nonprofit Podcast / Ep 174| September Reset: Simplify Giving Season

Transcript

Ep 174| September Reset: Simplify Giving Season · The Nonprofit Podcast

• 0:00
  SPEAKER_02: Your donors don't remember every single word you sent them last year.
• 0:03
  SPEAKER_02: They don't remember the subject line or the precise paragraph you used in your appeal.
• 0:08
  SPEAKER_02: What they do remember is how you made them feel.
• 0:10
  SPEAKER_02: So your job is to bring back that feeling.
• 0:13
  SPEAKER_02: Repeat that sense of connection, that sense of urgency, that sense of I can make a difference here.
• 0:19
  SPEAKER_02: And that's what sticks with people, not whether your campaign logo is different from last year.
• 0:24
  SPEAKER_02: The Nonprofit Podcast, powered by DonorBox.
• 0:28
  SPEAKER_03: Welcome to the Nonprofit Podcast.
• 0:30
  SPEAKER_03: I'm Jenna Lynch, education and community engagement manager here at DonorBox.
• 0:35
  SPEAKER_03: Each week we share practical information, clear insights, and inspiration to help you raise more, reach further, and drive real results to take your nonprofit to the next level.
• 0:46
  SPEAKER_03: Today is your September check-in, the very first step in your year-end fundraising framework.
• 0:53
  SPEAKER_03: If you tuned into episode 172, you know we're breaking down year-end month by month, so you're never left scrambling.
• 1:02
  SPEAKER_03: September is where it all begins, and this month is about re-engaging your donors and refreshing your strategy before the busiest season hits.
• 1:11
  SPEAKER_03: Joining me today is our on the ground correspondent and the executive director at Grace Care Center Foundation, Kara Augsburger.
• 1:19
  SPEAKER_03: And as you know, Kara is living this work every day.
• 1:23
  SPEAKER_03: And she is balancing mission delivery with fundraising realities.
• 1:27
  SPEAKER_03: And she just brings such a real perspective on what it looks like to lead during this busy season.
• 1:33
  SPEAKER_03: So hey, Kara.
• 1:34
  SPEAKER_02: Hey, Jenna.
• 1:35
  SPEAKER_02: Thanks so much.
• 1:36
  SPEAKER_02: Um, you know, I think September is such an interesting time.
• 1:40
  SPEAKER_02: We've all survived the summer slump, or maybe we've limped through it.
• 1:43
  SPEAKER_02: And now donors are finally back from vacation, checking their email again, and maybe, maybe they're even remembering our names again.
• 1:51
  SPEAKER_02: But on the other hand, I'll be honest, if you're already tired and giving season hasn't even started yet, that's a very real feeling too.
• 1:59
  SPEAKER_02: I get it.
• 2:00
  SPEAKER_03: Yeah, I feel that.
• 2:01
  SPEAKER_03: And I think it's important to normalize that because I talk to fundraisers all the time who feel like they should be sprinting right now, like they're already behind before they've even started.
• 2:11
  SPEAKER_03: And I just want to say here's the thing September does not have to be a sprint, and that's what we're trying to just share with all of you right now.
• 2:19
  SPEAKER_02: Yeah, absolutely.
• 2:20
  SPEAKER_02: Um, we have a sprint ahead of us for sure, and maybe we just got out of one, but we're talking September is about those tiny but mighty moves.
• 2:29
  SPEAKER_02: And those are the things that don't require you to overhaul your entire strategy, but they're the things that give you the most bang for your buck right now.
• 2:37
  SPEAKER_02: And they're they're not hard to do.
• 2:39
  SPEAKER_03: Yes.
• 2:39
  SPEAKER_03: So let's go ahead and jump into that first one because this is the one I think um makes the biggest difference in September.
• 2:48
  SPEAKER_03: So move number one for September is to send just one donor update.
• 2:53
  SPEAKER_02: That's not too scary, is it?
• 2:55
  SPEAKER_02: So um, here's the thing though September is prime donor season.
• 3:00
  SPEAKER_02: Donors are back into their routines, kids are back into school, people are back at their desks checking inboxes regularly.
• 3:06
  SPEAKER_02: And so that means it's the perfect time to reappear with a warm update.
• 3:11
  SPEAKER_02: I'm not asking you to make an ask right now, not a full-blown campaign that's ahead, but not right now.
• 3:17
  SPEAKER_02: So just a reminder that you're here and that their giving mattered last time they give and that they matter to your organization.
• 3:27
  SPEAKER_03: Yep.
• 3:27
  SPEAKER_03: This is the moment to just ease back in.
• 3:31
  SPEAKER_03: So think of it like saying, hey, we're still here, we're grateful for you.
• 3:35
  SPEAKER_03: And here's what you helped make possible this summer.
• 3:38
  SPEAKER_03: It's so simple, but it it works.
• 3:41
  SPEAKER_02: Yeah, I can I can back that up, Jenna.
• 3:44
  SPEAKER_02: So I once, not too long ago, sent out a four-sentence email.
• 3:50
  SPEAKER_02: Nothing fancy, just a quick thank you.
• 3:53
  SPEAKER_02: It was a little story about what donor support had made possible this summer and a note about what was coming up next.
• 3:59
  SPEAKER_02: A four-sentence email, and that's it.
• 4:01
  SPEAKER_02: And you know what happened?
• 4:02
  SPEAKER_02: So we had a lapsed donor who came back with a$500 gift, and I wasn't even asking for anything.
• 4:09
  SPEAKER_02: And it was straight from my inbox to theirs.
• 4:12
  SPEAKER_03: That's amazing.
• 4:13
  SPEAKER_02: Yeah.
• 4:14
  SPEAKER_03: And and that's proof that donors just want to feel remembered and connected to the work that they already believe in.
• 4:22
  SPEAKER_03: So if you feel like you can't do anything else this week, I want you to start with this.
• 4:27
  SPEAKER_03: Just thank your donor for being a part of your work, part of the mission.
• 4:32
  SPEAKER_03: Share one specific thing, their gift made possible this summer.
• 4:36
  SPEAKER_03: Tell them what's coming up this fall, and invite them to keep an eye out for more updates.
• 4:42
  SPEAKER_03: That's it.
• 4:43
  SPEAKER_02: Yeah, exactly.
• 4:45
  SPEAKER_02: So here's an example.
• 4:47
  SPEAKER_02: You could say this summer, your support gave 48 kids their very first week at suburcamp, complete with campfires, canoe rides, and s'mores.
• 4:55
  SPEAKER_02: And that's just the beginning of what we can do together this fall.
• 4:58
  SPEAKER_02: Boom, done.
• 4:59
  SPEAKER_02: That's the whole email.
• 5:00
  SPEAKER_02: And you can attach a great photo and make it even better.
• 5:04
  SPEAKER_03: I love that.
• 5:05
  SPEAKER_03: I think a warm update can be short, heartfelt.
• 5:09
  SPEAKER_03: It has to be personal.
• 5:11
  SPEAKER_03: You share one specific impact, connect it to the donor and thank them.
• 5:15
  SPEAKER_03: There is no pressure, there's no hard sell.
• 5:18
  SPEAKER_03: You're simply just reminding your donor that they matter, that their gift mattered, and that you're in this together.
• 5:24
  SPEAKER_02: Yeah, it's a continuous conversation.
• 5:27
  SPEAKER_02: And the best part, it does more than just reconnect, it ties directly into your year-end prep.
• 5:33
  SPEAKER_02: So you're not jumping straight into an ask, you're setting the stage for the months to come.
• 5:39
  SPEAKER_03: Exactly.
• 5:40
  SPEAKER_03: And for the fundraisers who are feeling overwhelmed by the looming year-end season right now, I think that this is such a doable entry point.
• 5:49
  SPEAKER_03: You don't have to map out your entire Giving Tuesday plan today.
• 5:53
  SPEAKER_03: Just send one warn update.
• 5:54
  SPEAKER_03: That one touch point is going to put you back on your donors' radar at exactly the right time.
• 6:00
  SPEAKER_02: And that's such a relief to hear, right?
• 6:03
  SPEAKER_02: A lot of us are already carrying so much.
• 6:06
  SPEAKER_02: The thought of starting from scratch with a brand new campaign, brand new copy, brand new everything can feel so impossible.
• 6:13
  SPEAKER_03: Uh, which is the perfect segue to move number two for September, which is steal from last year.
• 6:20
  SPEAKER_02: Oh, that's my favorite.
• 6:21
  SPEAKER_02: I love that.
• 6:22
  SPEAKER_02: Here is where we give you official permission to not reinvent the wheel.
• 6:28
  SPEAKER_02: You don't have to build an entire campaign from scratch this year.
• 6:31
  SPEAKER_02: The truth is you already have proof of what worked.
• 6:34
  SPEAKER_02: So pull up last year's results, keep what delivered, and give yourself permission to just retire the rest.
• 6:42
  SPEAKER_03: I love this because so often I feel like folks who are fundraising feel like they need to come up with something completely brand new every year.
• 6:52
  SPEAKER_03: Like you said, a new theme, new emails, new graphics.
• 6:55
  SPEAKER_03: But really, if you already know something that resonated with your supporters, why not reuse it again?
• 7:03
  SPEAKER_03: Not saying the same impact story, but a good framework.
• 7:06
  SPEAKER_03: So here's a good place to start.
• 7:08
  SPEAKER_03: Look at your data.
• 7:10
  SPEAKER_03: Which subject lines had the best open rates when you sent out emails last year?
• 7:15
  SPEAKER_03: Which emails actually converted into gifts?
• 7:18
  SPEAKER_03: Which social media posts or stories drove the most clicks or engagement?
• 7:23
  SPEAKER_03: And once you've got that list, that should take you less than an hour to dig up, right?
• 7:28
  SPEAKER_03: Ask yourself why did those pieces work?
• 7:31
  SPEAKER_03: Was it the timing?
• 7:32
  SPEAKER_03: Was it the story you told?
• 7:34
  SPEAKER_03: Was it the way you invited the donor in?
• 7:36
  SPEAKER_03: Was it the graphic design?
• 7:38
  SPEAKER_03: What was it?
• 7:39
  SPEAKER_03: And then take that insight and just run the play again.
• 7:43
  SPEAKER_03: Update your stories, swap out the photos, make the numbers current, but keep the framework.
• 7:49
  SPEAKER_02: That's really great.
• 7:50
  SPEAKER_02: And that's where I really want to emphasize something.
• 7:54
  SPEAKER_02: And I often fall prey to this myself.
• 7:56
  SPEAKER_02: It's not laziness, it's leverage.
• 7:59
  SPEAKER_02: The best fundraisers I know are really masters at repeating what works.
• 8:04
  SPEAKER_02: They save their creative energy for the pieces that need that reinvention, like maybe a fresh landing page or a timely new story.
• 8:11
  SPEAKER_02: Um, but instead, you rebuild the entire system every single year.
• 8:16
  SPEAKER_02: And honestly, your donors don't remember every single word you sent them last year.
• 8:20
  SPEAKER_02: They don't remember the subject line or the precise paragraph you used in your appeal.
• 8:24
  SPEAKER_02: What they do remember is how you made them feel.
• 8:27
  SPEAKER_02: So your job is to bring back that feeling, repeat that sense of connection, that sense of urgency, that sense of I can make a difference here.
• 8:36
  SPEAKER_02: And that's what sticks with people.
• 8:37
  SPEAKER_02: Not whether your campaign logo is different from last year or anything like that.
• 8:43
  SPEAKER_03: And I think that's such a freeing mindset.
• 8:47
  SPEAKER_03: You don't need to start from a blank page in September.
• 8:50
  SPEAKER_03: You can literally open up last year's folder, screenshot your best performing email, drop your strongest social post into a doc and label that folder steal for 2025.
• 9:01
  SPEAKER_03: And then when you are in the thick of it in October or November and you're just really sweating, feeling the pressure, you've already got a tested playbook to lean on.
• 9:11
  SPEAKER_02: That's such a good hack.
• 9:12
  SPEAKER_02: I will totally be doing that.
• 9:14
  SPEAKER_02: And it's really a relief because it saves you some time and energy.
• 9:19
  SPEAKER_02: I sometimes panic over a blank screen.
• 9:21
  SPEAKER_02: And instead, this is a great way to start from something that you know really resonated with others.
• 9:27
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• 9:32
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• 9:37
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• 9:38
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• 9:40
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• 9:47
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• 9:59
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• 10:07
  SPEAKER_03: All right, let's get into move number three, which is to add one low effort upgrade.
• 10:14
  SPEAKER_03: Here's the deal, y'all.
• 10:16
  SPEAKER_03: You do not need to overhaul your entire fundraising tech right now.
• 10:20
  SPEAKER_03: In fact, please don't.
• 10:21
  SPEAKER_03: Don't do it.
• 10:23
  SPEAKER_03: September is not the month to try to rebuild your whole system or suddenly adopt a brand new platform.
• 10:29
  SPEAKER_03: You will burn yourself out.
• 10:31
  SPEAKER_03: Instead, just pick one simple thing that makes giving easier or stickier for your supporters.
• 10:38
  SPEAKER_02: Yeah.
• 10:39
  SPEAKER_02: And when we say simple, we really mean simple.
• 10:42
  SPEAKER_02: Um, at Grace Care Center Foundation, we tested something as small as turning on the make this monthly option in donor box.
• 10:50
  SPEAKER_02: It's called the recurring upsell.
• 10:52
  SPEAKER_02: And it's just a little bitty nudge that donors see when they give once.
• 10:55
  SPEAKER_02: They're asked, hey, would you like to make this gift monthly?
• 10:58
  SPEAKER_02: And that's it, one checkbox.
• 11:00
  SPEAKER_02: And we've seen our monthly donor numbers increase because of this little checkbox.
• 11:07
  SPEAKER_02: We tried it during a small fall campaign, not it wasn't even a huge push.
• 11:11
  SPEAKER_02: And a handful of donors clicked it.
• 11:13
  SPEAKER_02: And those donors are still with us today, giving month after month.
• 11:16
  SPEAKER_02: And the crazy thing is, it took me maybe 10 minutes to set it up.
• 11:20
  SPEAKER_02: And so that is a really good example of a low effort upgrade.
• 11:24
  SPEAKER_02: And it didn't require me um hiring that out or anything.
• 11:27
  SPEAKER_02: I was able to do it all by myself.
• 11:29
  SPEAKER_03: That's a great example.
• 11:30
  SPEAKER_03: Recurring upsell is truly one of my favorite features at DonorBox.
• 11:35
  SPEAKER_03: And those small additions can really make a big difference.
• 11:38
  SPEAKER_03: Maybe for your organization, if you're listening, is setting up a quick crowdfunding page or a fall mini campaign, or maybe it's just adding a QR code to a flyer or your bulletin that points straight to your giving page, which DonorBox has for every campaign, right?
• 11:55
  SPEAKER_03: Unlimited QR codes.
• 11:56
  SPEAKER_03: But maybe it's just cleaning up your donation form so donors can give faster and it doesn't ask for information you don't actually need.
• 12:04
  SPEAKER_03: Each of those upgrades is small.
• 12:06
  SPEAKER_03: They don't take weeks of planning.
• 12:08
  SPEAKER_03: They can make a big difference and how easy it feels for a donor to say yes, though.
• 12:13
  SPEAKER_03: So take a second and think about what that little upgrade can be.
• 12:17
  SPEAKER_02: Yeah, a few minutes can really make a huge difference.
• 12:20
  SPEAKER_02: This is the key.
• 12:21
  SPEAKER_02: Test it now.
• 12:22
  SPEAKER_02: Do not wait until Giving Tuesday to try something new because by then you're going to be buried in emails and social posts and board updates.
• 12:31
  SPEAKER_02: You won't have time to monitor whether that new upgrade is actually working or troubleshoot it if something goes wrong.
• 12:37
  SPEAKER_02: September's the month to experiment because it's a low-stakes month.
• 12:42
  SPEAKER_02: Uh, so that when December rolls around, you're confident and you are ready to go.
• 12:47
  SPEAKER_03: It's like a trial run.
• 12:48
  SPEAKER_03: Yeah.
• 12:49
  SPEAKER_03: And even if your upgrade doesn't quite go perfectly, it's still a win because you figured it out now instead of when the pressure is at its absolute peak.
• 12:59
  SPEAKER_03: So let's bring this all home.
• 13:02
  SPEAKER_03: September does not have to be overwhelming.
• 13:05
  SPEAKER_03: It's about three small but powerful moves that set you up for success later in the year.
• 13:10
  SPEAKER_03: So here is your September framework to re-engage and refresh.
• 13:14
  SPEAKER_03: One, send one donor update this week.
• 13:17
  SPEAKER_03: Two, steal one proven win from last year.
• 13:20
  SPEAKER_03: Make a folder on your desktop that says steal for 2025 and screenshot all the good stuff.
• 13:26
  SPEAKER_03: And three, add one low effort upgrade.
• 13:30
  SPEAKER_03: That is it.
• 13:30
  SPEAKER_03: If you do those three things this month, you're going to be in such a better place when October and November hit.
• 13:36
  SPEAKER_02: Yep, for sure.
• 13:37
  SPEAKER_02: And I think the best part is none of those things require huge budgets or big teams.
• 13:43
  SPEAKER_02: They are doable.
• 13:44
  SPEAKER_02: They're realistic and they will make your life easier in November and December.
• 13:49
  SPEAKER_02: Your future self will thank you today.
• 13:51
  SPEAKER_02: But I know I'll be doing a lot of these things.
• 13:53
  SPEAKER_02: Um, I wear all the hats.
• 13:55
  SPEAKER_02: We talked about that a few episodes ago.
• 13:57
  SPEAKER_02: And I know when I build in time to work ahead, I always uh just really feel the benefits from that.
• 14:05
  SPEAKER_02: So I would also just add, remember, your donors are back, they're paying attention.
• 14:10
  SPEAKER_02: And this is the perfect moment to reconnect before that year-end rush.
• 14:15
  SPEAKER_02: September is a really terrific month.
• 14:17
  SPEAKER_02: It's going to set the stage for year-end success for sure.
• 14:21
  SPEAKER_03: Absolutely.
• 14:23
  SPEAKER_03: And that is your September year-end check-in.
• 14:25
  SPEAKER_03: Kara, thanks for joining me for this.
• 14:27
  SPEAKER_03: Oh my goodness, my pleasure.
• 14:29
  SPEAKER_02: As always, Jenna, thanks so much for having me.
• 14:32
  SPEAKER_03: And as a reminder, new episodes drop every week of the Nonprofit Podcast.
• 14:36
  SPEAKER_03: But Kara and I will be back in October with the next step in this year-end framework so you know exactly what to focus on and when.
• 14:44
  SPEAKER_03: Thank you for being a part of the Nonprofit Podcast community.
• 14:48
  SPEAKER_03: Your work matters, and we're honored to support it.
• 14:51
  SPEAKER_03: If you enjoyed this episode, share it, leave a review, or subscribe to our YouTube channel.
• 14:56
  SPEAKER_03: Until next time, take that first step and stay inspired.
• 14:59
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• 15:04
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• 15:10
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• 15:13
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• 15:14
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