Most People Never Pick Up the Phone and Call

The nonprofit world may be headed into a tough year. Government funding for those who rely on it may or may not be there. Do take note that “the government” does not care. Even the individuals in Congress do not necessarily care; even those who voted for the funding.

Businesses, no matter what their size, are trying to keep their heads above water. They are uncertain where the next wave will come from whether it’s tariffs, taxes, or inflation. They probably care more about nonprofits than the government because nonprofits are in their backyards often providing services to their employees’ families. From the Boys and Girls Clubs to the senior community center, all ages, races, genders, and abilities or disabilities are impacted.

Foundations may or may not step up and keep nonprofits from the cliff. There is a lot I could say here about ivory-towered organizations and seven-figure incomes, but what I have just said says a lot.

Only one group can really make a difference to a nonprofit’s bottom line and that is individual donors. That group of donors has been slowly slipping into obscurity while nonprofits chase after the megadonors. Individual donors, like you, me, and your neighbor, have always been the backbone of fundraising and accounted for the bulk of all charitable giving.

Today, fewer individuals will make a gift to a nonprofit and only 14% of those donors will make a second gift to that organization. Organizations cannot survive without individual donors. When surveyed over the past two decades, what donors have asked for and has not changed is to be thanked in a timely manner and to know their gift had an impact.

Sending a receipt by email is not a thank you. It is a receipt! Sending out a signed letter that relates to the impact of the gift is a thank you. A follow-up call, email, or note demonstrates appreciation for the gift.

Being personal and creating a connection are critical following the first gift. I volunteer at St. Vincent de Paul and overheard a member of the development team making calls to thank donors for becoming monthly donors. Besides expressing gratitude, she invited them to come on a tour of the facility to see first-hand the work St. Vincent de Paul was doing. She also asked them if they had any questions about the organization’s work. It was a short, but meaningful call.

Thank you calls can always be made by staff. When the opportunity arises, making thank you calls is a wonderful experience for board members. They can glean why others support the organization they are steering forward. Donors appreciate speaking with board members. I know it is super old school.

Why this blog? What is the point? I have read numerous articles that discuss getting back to basics. There is nothing more basic in fundraising than thanking individual donors for their generosity no matter what the size of the gift.

In 2026, your organization’s financial success, perhaps even its very existence, will be determined by how you communicate with the organization’s individual donors. These are the people who care about the mission of the organization and want to make a difference.

Either Steve Jobs or Warren Buffett said: “Most people never pick up the phone and call. Most people never ask, and that’s what separates the people who do things from the people who just dream them.” I can’t prove either one said that but it certainly rings true in fundraising.

I wish everyone who receives this blog an awesome 2026 talking to donors and raising money.

On a personal note, I am slowly slipping into retirement. I have been working in the nonprofit sector in one capacity or another for over 40 years. That said, I am still doing consulting and training. If you ever have a question or want to brainstorm, you can reach me at 602.722.3624, diana@formulaforfundraising.com, on Linked-In or on Facebook.

My new gig is stand-up comedy. I do 2-3 shows a month. If I ever get my YouTube channel up, you will be able to see one of my sets. Need a comedian for a fundraising event? Keep me in mind!