Q: We just had our first Ask Event, and we now have a few Multiple-Year Giving Society Donors. Should we be doing anything over the holidays to recognize them?
Shannon in South Carolina
A: You probably already have several events or activities scheduled over the holidays that could become Free Feel-Good Cultivation Events, where you can recognize your donors and re-connect them to your work. Consider any special recognition events for board, volunteers, or staff; student holiday performances; candlelight vigils; etc. Just make sure you insert a brief program element to update, inspire, and reconnect prior supporters and friends with your current work, as well as educate their friends for the first time. Be sure to capture the names of those guests who would like more information or to be invited to a Point of Entry.
Invite your new Multiple-Year Giving Society Donors to attend these events and set the stage for everything you want to have happen next year. You have plenty of permission to share with them your accomplishments from the year that is ending, as well as your dreams for next year and beyond. Now is the time to let them know if you are planning to launch a capital campaign, put together a matching gift Challenge Fund, or finally get that new program started. After all, as they are your insider group of supporters, it would be natural to share your plans with them early on in the process.