Avoid Year-End Mistakes

4 Common Mistakes to Avoid with Major Donors at Year-End

As the end of the year approaches, many nonprofits are gearing up for a critical time—one that often determines whether we meet our goals or fall short. We all feel the pressure; after all, roughly 30% of nonprofit donations come in during the final months of the year. But as much as we focus on numbers, it’s our relationships with major donors that will make the real difference.

I've been in the nonprofit world for a long time and know the challenges that come with balancing immediate needs with long-term goals. Even with this experience, I sometimes slip into habits that undermine my own relationship-building efforts. Here are four mistakes to watch out for as we head into the year's final stretch.

1. Getting Stuck in Busywork Instead of Saying “No”

At this time of year, it’s easy to feel like everything is a priority. But if we’re honest, the most important priority is our donors. I’ve found myself sidetracked by meetings, reports, and small tasks that could easily wait until January. The problem? The more I fill my schedule with busywork, the less time I have for intentional donor outreach.

When we don’t say “no” to the lesser things, we risk losing focus on what matters most. So, I’ve had to remind myself to let go of the non-essentials and stay committed to building and strengthening donor relationships. This is when setting boundaries pays off. Saying “no” to a non-critical task may be the best “yes” I can give to my donors—and ultimately, our mission.

2. Over-Relying on Emails Instead of Picking Up the Phone

We’re all busy, and email is quick and convenient. But relying on emails alone for major donor communication can backfire. Emails may get the job done on paper, but they’re no replacement for a personal conversation. I’ve learned that a phone call or in-person meeting often goes much further in building trust and rapport than a well-crafted email ever could.

Last year, I made it a point to schedule 30-minute calls with our major donors instead of sending updates via email. During one of those calls, a donor shared a personal story and explained how they plan their giving. That level of insight wouldn’t have come through in an email. Now, I approach these conversations not as opportunities to “get” something from the donor, but as opportunities to connect on a personal level. Listening is just as important as talking. So, I start with my top donors and work my way down, focusing on quality over quantity.

3. Making Assumptions About What Our Donors Want

It’s easy to assume that donors don’t want a call, or that they’ve already given all they can for the year. But in my experience, these assumptions are often wrong. Many donors want to hear from us—they want to feel connected and know that their support is valued. Relationship fundraising is about treating donors like friends, not ATM machines. If they’re already invested in our work, they usually appreciate a call, especially one that isn’t about money.

I once hesitated to call a long-time donor, assuming they’d be “too busy.” But when I finally reached out, they shared how much they valued staying connected to the organization’s vision. This reinforced to me that it’s not about donor “fatigue” but about the quality of the relationship. Donors appreciate knowing the impact their gifts are making.

4. Spreading Ourselves Too Thin Instead of Setting Clear Priorities

With so many possible end-of-year strategies, it’s tempting to try a little bit of everything. But when everything becomes a priority, nothing is. At one point, I tried juggling multiple initiatives, thinking it would help us reach our goals faster. Instead, I found myself—and my team—stretched too thin, unable to fully commit to any one thing.

This year, I’m taking a different approach. Rather than scattering our efforts, we’re honing in on one or two key initiatives that we know we can do well. I’ve had to learn that “more” doesn’t always mean “better.” As the leader, it’s my job to set those priorities and guide the team, ensuring we stay focused and avoid overextending ourselves. The focus, again, is on quality and meaningful connections over quantity.

Shifting from Transactions to Relationships

In the end, I’ve come to realize that fundraising is not about transactions—it’s about relationships. When I shift my mindset to focus on what I can give to the relationship, rather than what I can get from it, everything changes. Our donors aren’t just numbers; they’re people who believe in our mission. When I pick up the phone or send an email, I want it to feel genuine. It’s not just about getting things done; it’s about investing in something meaningful.

So, as we move through these final months, let’s prioritize relationship-building, stay focused on what truly matters, and remember that our work is about much more than meeting the bottom line. It’s about being a blessing to our supporters and showing them how their generosity is transforming lives.

Sources

• "The Importance of Saying No in Nonprofit Work," Nonprofit Quarterly. This article explains how overcommitting can weaken organizational effectiveness.

• Fundraising at the Speed of Trust by James Bowen highlights the importance of donor relationships and the benefits of direct, personal communication in building trust.

• "The Year-End Fundraising Checklist for Nonprofits," Network for Good. This guide emphasizes focusing on donor engagement strategies at year-end to increase giving.

• Donor-Centered Fundraising by Penelope Burk offers insights on relationship-driven fundraising, including donor communication best practices.