In fundraising, especially around the holidays, the personal touch isn’t extra. It’s the work.
Donors are flooded with emails and automated messages. What they remember is how you made them feel: seen, known, and valued.
1. For the Ask: Use Your Voice
Big gifts rarely start with a link.
A personal phone call, however:
- Signals respect: You matter enough for my time.
- Lets you listen and adapt in real time.
- Creates an emotional memory tied to your organization.
Use email to confirm and follow up—not to replace the conversation.
2. After the Gift: Handwritten Thank-Yous
In a world of instant receipts, a handwritten note feels special.
It says: You are not a transaction here.
Keep it short and specific and reference something you know about them: a program they care about, an event they attended, a past conversation.
Reserve handwritten notes for core, longtime, or stretch donors. It’s a small effort with outsized impact.
3. At Events: Let Fundraisers Fundraise
One of the biggest missed opportunities at fundraising events: your advancement staff are running the show instead of working the room. If they’re checking people in, fixing AV, or managing the auction, they’re not doing the highest-value task: deepening relationships.
Flip the model:
- Separate event operations from donor cultivation.
- Give each fundraiser a short list of donors and prospects to prioritize.
- Build in real mingling time for unhurried conversations.
Success isn’t just “The event ran smoothly.” Success is: “I had a meaningful conversation with someone who really knows why I’m here.”
4. Lean Into the Season’s Spirit
The holidays already invite reflection, gratitude, and generosity.
Use that energy to:
- Call instead of blast.
- Write the note instead of relying on the tax receipt.
- Ensure your key people are free to be warm, present hosts with your donors.
Over time, those small, personal choices compound. That’s what builds durable, generous relationships—far beyond a single event or campaign.
