Jane said as we talked, "I must do a year-end letter to bring in money or we won't make our budget for next year." And David had fund raising in mind but said, "I like to make sure that our donors know we are thinking of them with a holiday greeting first and only a minor suggestion about a year-end gift."
Sarah had the best comment. "If you just fire off a letter and then forget about your donor until the next mailing, you have missed the mark." Right on, Sarah!
Good stewardship of donors means building a relationship over time and with a variety of techniques. If you want big gifts, you need strong relationships, and they aren't built with year-end letters. They are built throughout the year, with visits, conversations, exchanges of ideas, shared plans and patience.
There are many great reasons to send a letter at year end, but don't just "fire off and forget" your donors and expect to get big gifts from them.
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