Adapting Your Donor Retention Strategy for the Holidays

On one busy day, my desk was covered with donor notes and a list of declined transactions that needed sorting before the end-of-year rush. I dialed one long-time supporter, ready to tackle another item on my to-do list. When they answered, I explained the issue politely and asked for a few quick details to resolve it.

They were gracious and answered my questions, but before we hung up, they said something that stopped me in my tracks:

“You know, it’s two days before Thanksgiving. It feels a little odd to get a call like this right now.”

And they were right. That moment was a reminder of how important it is to be mindful of our donors’ lives beyond their giving. It inspired me to change how I approach retention this time of year.

Here are some key takeaways that I’ve since applied to my donor retention strategy during the holidays.

Consider the Donor’s Life

The holidays are a time of increased spending. People are out buying gifts, making travel plans, and preparing for the new year. This is often when cards decline more frequently for recurring donations. Your donors may be stretching their budgets further than usual, which means there’s a higher chance their monthly gift might temporarily fall through the cracks.

When you plan your donor communication during the holiday season, keep in mind that they are juggling other priorities. They may not want to hear about declined payments or fundraising appeals in the middle of holiday shopping or family visits.

Change Up Your Communication Strategy

To avoid that awkward timing, consider adjusting how and when you communicate.

• Make calls early: If you plan to reach out by phone, try doing it in the first two weeks of November and December, before the holidays become overwhelming.
• Use more emails and/or texts: A well-timed, personalized email or text can serve as a reminder without being intrusive. Donors are more likely to engage with digital messages enabling them to make updates themselves.
• Be diligent about follow-ups: If a donor’s card declines, don’t wait too long to follow up. Send a gentle reminder and offer assistance with updating their information.
• Offer alternatives: If a donor wants to cancel their monthly gift, consider suggesting they pause their donation for the holidays instead. Offer to check back in early January to see if they’re ready to resume. This shows you understand the demands of the season while leaving the door open for their return.

Look Into Card Updating Tools

Many CRM systems now offer tools for card updaters, which automatically flag expired or declined cards and update them. Implementing this tool can save you time and reduce the chances of your donors’ gifts being interrupted without them having to take action.

Always Be Thankful

The holiday season is about gratitude, and your donors are your partners in the mission. Make sure your communications reflect that by always thanking them for their support, especially during a time when you’re asking for something in return. Even a simple “thank you” email can remind donors that they are valued, not just for their financial contributions, but for their commitment to the cause.

In Conclusion…

The holidays are a time of connection, not just for families, but for the non-profit community as well. By considering your donor’s holiday priorities and adjusting your approach, you can avoid those awkward calls and keep the lines of communication open. Donor retention is all about timing, empathy, and gratitude—especially during the season when everyone is feeling the pressure of their holiday to-do lists.

So, when you pick up the phone or hit “send” on your next email or text message, remember that the donor’s life is bigger than just the transaction. Show them that you understand and care, and you’ll not only retain their support—you’ll strengthen the partnership for years to come.