You know what’s truly scary this season? The ghosts in your donor database.
Yes, the ones who used to give, engage, and reply… until your organization went silent after the last campaign.
Here’s the truth: if you only reach out when you need money, you’re not building relationships, you’re building a haunted house of missed opportunities.
Here are our six top Spark Smart Tips to turn this fundraising nightmare into a season of stronger donor relationships and smart planning
1. Answer the Call (Literally)
If a donor calls, answer!
Too many opportunities vanish simply because no one picks up the phone or follows up after a donor reaches out. Stewardship isn’t about fancy events or last-minute appeals; it’s about being present beyond the “ask.”
Call back. Check in. Say thank you, not just when they give, but because they care.
2. Don’t Wait Until Year-End.
Waiting until December to engage donors is like waiting until Halloween night to buy a costume, chaotic and costly.
The dollars are more competitive than ever. Donors will have less to give next year, and if your organization hasn’t been top of mind all year long, you’ll have to work twice as hard to catch up.
Make it easier on yourself — plan now, connect regularly, and build genuine relationships.
3. Segment Your List
Your donors aren’t a monolith. Segmenting your communications is key to avoiding one-size-fits-all messaging that falls flat.
Ask yourself:
- Who are they? (Major donors, foundation funders, corporate partners, recurring givers, etc.)
- What do they care about most?
- How do they want to hear from you?
You don’t need to create new content for everyone. Start by tailoring your list, your tone and timing. Overlap where it makes sense, but be intentional. And yes, it all starts with a plan:
- Create a calendar to guide your year-round touchpoints.
- Make sure you have consistent messaging across platforms.
- And a commitment to stewarding and not spamming your supporters.
For smaller nonprofits, divide your development team so each person focuses on a specific type of donor outreach—one on corporate partners, another on major gifts, so the workload is lighter and everyone builds meaningful relationships with donors.
4. Automate Before It’s Too Late
Technology can be your silver bullet. Use your donor database to automate segmented communications.
Ask yourself:
How much can we automate at scale without losing the personal touch?
Use AI and CRM tools to automate your reminders and draft those emails, to save yourself the dread of these tasks and get it done in a timely manner.
Try auditing your system every six months. Schedule personalized emails, reminders, and thank-you notes now, before it becomes next year’s haunting regret.
5. Build Community, Not Just Campaigns
The strongest donor relationships go beyond transactions, they’re rooted in community.
Whether virtual or in-person, building spaces where supporters connect with one another creates loyalty that no automated email can match.
Empower more people, not just your Executive Director, to engage with donors. Train your staff with talking points, equip them to mingle, and make stewardship a team effort.
6. Don’t Face the Fear Alone
If your donor communication plan feels more trick than treat, our Strategy Spark service can help.
We’ll create a clear, practical stewardship plan that keeps donors engaged year-round, segments your audiences, and supports consistent communication. From building your calendar to mapping outreach and automation, we’ll help you plan with purpose and stay connected.