Christmas, Hanukah, Kwanza, or whatever your particular holiday preference, there’s a certain buzz in the air come this time of year. It’s shiny wrapping paper, long hours of shopping after long hours of work, and all that hustle and bustle—but it’s also a little more than that. There’s a spirit of giving, excitement, and generosity. People are a little nicer and a little happier, and at least I’m getting flipped of a little less. For those of us who are invested in the philanthropic sector, either as providers of services or philanthropists, we live this spirit of giving with a little more regularity. How should we respond to this holiday season?
I think there is a temptation to reach for all of those individuals who are willing to make a donation given the spirit that surrounds the festivities. Sure, they may not be lifelong donors or advocates, but our causes can all use the money now, right? I’m not saying there’s no place for this kind of fundraising for philanthropists or nonprofit professionals; I’m just saying that shouldn’t be the emphasis. With folks finally paying that all-needed attention to the sector, maybe there’s a way to capitalize on the increased awareness.
Target individuals who will be moved by the mission you support. Try to capture the folks who would become advocates, who are inspired by what you do—inspired enough to share it. It’s one thing to have donors, and it’s one thing to have true supporters. With everyone willing to pay a little more attention to the needs of our community, try to stand out from the hordes of other nonprofits by reaching those who would be likely to connect to your purpose at any time of the year. This season may just be the spark that finally engages their interest.
You’re busy doing incredible things by giving of your time and money to make a difference in the world. Use this time to tell that story. Spread that spirit of generosity until there are others who feel it more than just this time of year.