Posts tagged ‘hours’

November 26, 2019

Is One Charity about to Make You Look Bad?

The Charities Aid Foundation of America might have made your nonprofit organization look bad last year. Warning: They’re about to do it again!

Let me explain.

If you’ve sent your year-end appeal, written a solid thank-you letter series, and prepared a donor-engagement plan, you might believe you’ll be all set to take a holiday break between Christmas and the New Year. If that’s what you’re thinking, you’re not alone. Many charities operate with a skeleton staff between the holidays while others shutdown completely.

However, while many nonprofit organizations wind down in the closing weeks of the year, many donors are gearing up their philanthropic activity. Many donors make their philanthropic decisions at the end of the year, often in the closing days of the year. While the current federal tax law means fewer people itemize their deductions when filing their taxes, many of those people still make late year-end charitable gifts. Furthermore, many wealthy people who do itemize will wait until the closing days of the year before making their philanthropic gifts.

Some of your year-end donors will have questions. They may wonder about the best way to give (i.e., cash, appreciated stock, Donor Advised Fund recommendation, etc.). Others may have questions about your organization’s programs and areas of greatest need. Still others may simply need to know the formal name of your organization to put on their check.

If individuals with questions are unable to reach you for answers, they may not give or they may give elsewhere. This is something CAF America understands.

Last year, Ted Hart, ACFRE, CAP, President & CEO of CAF America, sent an email wishing donors a happy holiday and announcing his organization’s extended holiday hours. Not only would someone be available throughout the holiday season, staff would be available until 8:00 PM EST, well beyond standard business hours. Hart provided an email address and phone number. The email encouraged recipients to reach out if they needed any help or had any questions. You can find a copy of Hart’s email message and my detailed analysis of it by clicking here.

Underscoring his organization’s donor-centered orientation, Hart concluded his message by writing:

It is our pleasure to be of service to your domestic and international philanthropy on a timetable that suits you best.”

Hart’s email let supporters know that the organization is there to meet their needs on their terms. Even if they didn’t need to contact the organization as December 31 approached, they still appreciated knowing that the organization cared enough about them to remain accessible.

Based on the response to last year’s extended hours, CAF America will be doing the same this year beginning December 9. Hart explains, “We had many donors who made use of the extended hours. Many are very busy during the holidays and regular business hours do not always support busy holiday schedules.”

By comparison with CAF America, does your organization look good or bad as the year comes to a close?

I’m not suggesting that you need to stay at your desk through the end of the year. However, I am suggesting you remain accessible. Fortunately, technology allows you to be reachable without having to remain in the office. For example, you can set email alerts on your cell phone. Also, you can forward your office calls to your cell phone. So, whether or not you remain in the office, you can still be available to individuals contemplating a donation to your organization.

If, like CAF America, you let people know that you will remain available, you’ll be showing them that you care about them. Your organization’s supporters will appreciate the extra effort you make to be of service even if they don’t have any year-end needs.

At this time of year, the public expects to be inundated with charity appeals seeking support. What people do not expect is a message offering good wishes and service. So, pleasantly surprise folks this holiday season. Show individuals you care about each of them by letting them know you’re there for them. Offer them assistance. Give them an opportunity to engage. Provide useful information.

To determine if your organization is donor centered as the year draws to a close, ask yourself these questions:

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