The 10 Biggest In-Person Ask Blunders

Our Ask An Expert series features real questions answered by Claire Axelrad, J.D., CFRE, our very own Fundraising Coach, also known as Charity Clairity.

Today’s question comes from a fundraiser who needs advice on the “right” number of times to contact donors each year.

Dear Charity Clairity, I’ve often heard that the optimum number of times to contact a major donor is 9 times per year. I wonder if that’s the right strategy for us as a small shop, with limited staff. Right now we are in touch with major donors about 3 times per year. Our donors are in the 60-70+ age range and tend to prefer phone and mail over digital communications. We do a phone fundraising campaign at year-end, and we are planning to launch a monthly giving program via phone this year.

— How Many Contacts?

Dear How Many Contacts,

There’s no absolute “right” number. Different organizations and different donors will respond differently. What has been found to work well, in general, is to be in touch enough that people remember you fondly (fewer than three or four touches per year and you risk people forgetting you) but not so much that you exhaust them (this can happen with too many solicitation letters, emails or calls in close succession).

The goal is always to create a relationship and stay top of mind as a cause worthy of ongoing support. Ideally, you’ll tailor outreach to the individual, since everyone is different.

You asked about major donors specifically. In this case, I’d suggest trying to get to at least 3-4 moves (meaningful touches) per year — with at least 1 of these being a non-transactional, purely relational touch (e.g., a personal call or note just to update them on what’s happening, no ask attached).

Since your donors prefer phone and mail, perhaps consider a cultivation phone call in the spring where you’re not asking for anything, but rather showing gratitude and updating them on news. This can go a long way toward building the relationship and priming the pump for your upcoming asks.

Learn more about moves management.

What if you try to call and can’t reach the donor?

You can leave voicemails and follow up with notes in the mail. If you truly can’t ever connect, you’re likely doing the right things by staying in touch. People often won’t call or write back, but they’re still paying attention.

I hope this helps!

— Charity Clairity

Have a question for our Fundraising Coach?

Please submit your question here. Remember, there are no stupid questions! If you need an answer, it’s likely someone else does too. So help your colleagues by asking away. Please use a pseudonym, like “How Many Contacts?” did, if you prefer to be anonymous.