I’d like to take you on a trip. Please close your eyes.
No wait, scratch that. This isn’t a podcast.
It’s Monday January 5, 2026. The year-end campaign is over. You sit down to review the data, who gave and how much.
Everyone at the office is happy. Your team surpassed the goal set for you! That’s always a good feeling.
As you review the data, you see that 15% of those you contacted gave a gift for your year-end campaign. That beats 2024. Woohoo!
To add to the excitement, 150 first-time donors donated. Your acquisition efforts paid off!
I don’t wanna rain on your parade but I do have a question: Have you considered the 85% of people who received the year-end campaign but didn’t give? Do they get written off in 2026 or do you work to attract as many as possible to make a donation?
They’re a very important group of people. Maybe they gave in the past. They attended an event. They are volunteers. They came to your website, liked what they saw and subscribed to your enews.
Whatever the reason, they’re on your list. What happens to them after they “no-showed” your year-end campaign?
Because so much of what nonprofits do is based on the almighty dollar, our attention ends up focused on those who gave. We gravitate to where we think the money is.
This means that in 2026, those who didn’t give at 2025’s end might be neglected. And that’s how 85% of your list quickly become lapsed donors and you have no idea if you can bring them back.
In 2026 I want you to try a different tactic.
Next Time
Like every nonprofit, yours has lapsed donors. People who were once donors, connected, engaged, happy to create impact.
And then they stopped giving. Sometimes you are to blame and sometimes it has to do with them.
So the first thing is, ahead of your year-end campaign, here’s how to bring those lapsed donors back. Get them giving and involved again.
My goal is to prevent someone from becoming a lapsed donor because of you. I want to share a few thoughts and ideas around this issue:
1️⃣ Look around: You’re not the only one dealing with tough financial times. So are plenty of your supporters. They feel bad they can’t give but right now, money’s tight. You need to do everything in your power to NOT make them feel bad! For example, don’t do this!!!
2️⃣ Two way street: Part of your job is to provide value for people. But you also need to show them empathy, understanding, love.
Take a look at what Planned Parenthood sent their email subscribers just before launching their year-end campaign:
They understand that people may not have the funds right now to donate. So they gave them an out.
People will appreciate that.
3️⃣ Absolutely not: The idea that if someone doesn’t give now they’ll never give again is ludicrous. And yet…
The abysmal donor retention rate? Part of that is making assumptions about our donors.
This is why I advocate for picking up the phone and talking to people. Check in on them. Ask how you can help them. Find out what’s going on in their lives.
Let them know you still care, whether they gave or not.
4️⃣ Do your job: Ask. Thank. Report.
The “report” part of the equation isn’t just for people who recently gave. It should be for EVERYONE! Share with everyone how gifts are making a change for the better in the community. Push out stories, pictures, testimonials and data to EVERYONE.
If I didn’t give at year-end, don’t assume I don’t care. There may be a million reasons why I couldn’t donate. But I may still want to have a relationship with your organization and feel part of a large community of do-gooders.
5️⃣ It’s not about the dollar: Fundraising and marketing are about relationships and shared values. It’s about connection, doing good, making a positive change in the world.
Stopping to communicate with someone because they didn’t give to specific campaign X? That’ll cost you.
Do your best to get your year-end campaign in front of all your supporters. Then it’s up to them to give or not.
But if they decide not to, they should still get an email on January 1 wishing them a Happy New Year. You should still send them in the mail your annual Impact Report. They should still be invited to participate and help move your organization’s mission forward.
Which leads me to this: Donating money isn’t the only way for someone to participate. Provide other avenues for engagement so even if they can’t give money, they can donate a different way.
Not. Everything. Is. About. Money!
