Insights

The hustle and bustle is over, the tree is down, and if we’re being honest, the bank accounts are looking a little thin. For most people, January is a month of diets and decluttering. But for those of us in the non-profit world, January feels different. It’s a strange, quiet space that follows the loudest month of the year.

The holiday season is arguably the most intense marathon for non-profits. Christmas is a time for giving, after all, and most organizations have a strategic plan to capitalize on that spirit. Sure, there are always a few Scrooges out there, but most people feel that deep-seated need to help and give back when the holiday lights start twinkling.

But here is the thing that people on the outside don’t always see: most organizations aren’t just busy fundraising; they are busy HELPING.

You are the community helpers. While the holidays are joyous, they are also heavy and burdensome for many in our neighborhoods. So, you step up. You step in to feed, clothe, counsel, and create magic for so many children who would otherwise do without. You are the ones making sure the “magic of the season” actually reaches the people who need it most.

Needless to say, by the time the holidays are done, and you are finally sitting down with a glass of wine on that Sunday evening before returning to work, a whole different level of exhaustion sets in. It’s the kind of tired that sits heavy in your bones. It was technically the “holiday break,” but for so many non-profit helpers, there was no break. And now? Now it’s time to go back and start all over again from $0.

Welcome to the Year End Hangover.

The January Uphill Climb

January often feels like a vertical climb. Your donors are suffering from giving fatigue, their credit card statements are arriving, and they’re feeling the pinch. On the other side of the desk, fundraisers and organizations feel like they’ve already asked for the moon and the stars during the year-end appeal.

The internal dialogue starts: How can I possibly ask for more right now? We just sent three emails in December!

The answer is simple: You don’t.

Stop asking for a second. Instead, take this time to build relationships. Relationships are the secret sauce and they are the key to donors who return year after year, the ones who eventually leave larger gifts, the ones who volunteer their Saturdays, and the ones who become your biggest vocal supporters in the community.

January is your window to set the stage for the upcoming year by reaching out with a “Thank You” that doesn’t have a hidden “Ask” tucked inside it. It’s about reconnecting with your mission and reminding your donors WHY they chose you in the first place. When a donor feels valued as a partner rather than a pocketbook, they keep coming back.

Three Steps to Reconnecting

1. The “Just Because” Thank You Call

First and foremost, pick up the phone. This isn’t a “please can you give more” call. This is a “we couldn’t have done it without you” call. In a world of automated receipts and generic emails, a personal phone call stands out separating you from all the other “Asks” for your sincerity and dedication to your mission. When you call a donor in January just to say thanks, you catch them off guard in the best way possible. You aren’t a bill collector, you’re a friend sharing good news.

2. Show the Immediate Impact

Donors like to feel connected to their investment. They don’t want to feel like their money disappeared into a black hole of “administration.” Let them know exactly how their donations from the previous year moved the needle.

• What was the immediate impact?
• Was there a new program launched?
• Did the funds buy a specific piece of equipment?
• Did it ensure a family had a Christmas dinner they otherwise couldn’t afford?

By creating different levels of giving that correlate to a tangible service or product, you allow them to see the physical result of their generosity.

3. Open the Doors

Invite them in. Whether it’s a tour of your facility or a casual coffee with the Executive Director or CEO, give them a “backstage pass.” This allows them to see the vision for the year ahead. When an ED or CEO sits down to discuss the calendar of events, upcoming goals, and new programs, the donor stops being a “source of funds” and starts being a “stakeholder.” This is also the perfect time to gain valuable feedback on your donor program or membership services. What do they love? What are they confused by? What can we do better? Ask them!

The Power of the January Pause

I know what you’re thinking. “I don’t have time for coffee dates and phone calls! My to-do list is already a mile long!”

I know, I know! It feels impossible to sit down with everyone. But the reality is that the year moves fast. Once February hits and the spring galas or summer campaigns start looming, that window of connection slams shut. Taking this time in the new year for intentional reconnection truly sets the stage for everything that follows.

When you invest time in January, you are essentially “pre-funding” your year. A donor who feels appreciated in January is ten times more likely to say “yes” when you actually do have a need in June.

This is the perfect time to launch a “Year in Review” or “Year Ahead” campaign. It doesn’t have to be a fancy, gold-embossed brochure. It can be a simple, heartfelt newsletter or a direct mail piece that lays out the wins of the past year and the dreams for the next. Make it tangible. Give the community something they can hold in their hands that says, “Look what we did together.”

Listen Before You Leap

Beyond just saying thank you, January is the prime season for a Donor Survey. If you want to know how to keep your supporters engaged, stop guessing and start asking.

Send out a survey to your members and donors. Ask them:

• Why do you support our mission?
• How do you prefer to be contacted?
• What stories moved you the most last year?
• What are you hoping to see us accomplish in the coming year?

People love to share their opinions, and more importantly, they love to feel heard. The feedback you gain in January can rewrite your entire marketing and fundraising strategy for the rest of the year, saving you time and energy on things that don’t actually resonate with your base.

From Hangover to Hope

The transition from December to January doesn’t have to feel like a crash. We need to shift our perspective. The end of the holiday “break” does not have to come with that heavy, “Year End Hangover” feeling. Instead, it can come with New Year Anticipation. Think about the shift in energy when you stop worrying about the “ask” and start focusing on the “impact.” When you spend your January reconnecting with the people who make your work possible, you aren’t just doing administrative tasks, you are refueling your own tank. You are reminding yourself that you aren’t in this alone.

What better feeling is there than setting the tone for the year ahead with gratitude? By the time February rolls around, you won’t be climbing an uphill battle. You’ll be leading a team of dedicated supporters who are ready and excited to see what you’ll achieve next.

Let’s ditch the hangover and start the year with a handshake and a “thank you.” Your mission, and your sanity, will thank you for it.