As nonprofits prepare for end of year fundraising, most teams focus on the essentials: email campaigns, direct mail pieces, social media pushes, and refreshed landing pages. These elements matter and they absolutely should be done well. But one strategy consistently drives stronger results across organizations of all sizes: personal outreach.

During the busiest giving season of the year, donors are receiving dozens of messages. What cuts through the noise is not simply a clever subject line or a beautifully designed postcard. It is a human connection. Donors want to feel seen, known, and appreciated. Personal touches remind supporters that they are more than a record in your database.

Below is a deeper look at why personal outreach matters, how to identify the right donors to prioritize, and how to weave these touches into your end of year strategy without overwhelming your already busy team.

Why Personal Touches Matter

Your campaign will include polished emails, compelling videos, and strong appeals, but those are communications that scale. Personal outreach is communication that resonates.

Even a short call, text, or handwritten note signals that you see the donor, you appreciate the donor, and the donor matters to your community. This kind of connection builds trust, increases retention, and reinforces a donor’s belief that their past and future giving makes a meaningful difference.

Personal outreach is especially powerful during year end because many donors wait until December to decide where to give, personal reminders often prompt action beyond what an email alone can achieve, and donors respond more generously when they feel connected and valued.

How to Identify the Right Donors for Personal Outreach

Not every donor requires one-on-one contact. The key is focusing on the groups most likely to convert or those whose relationship with the organization is valuable to nurture.

Prioritize personal touches for the following groups:

LYBUNT Donors (Last Year But Unfortunately Not This Year)

These donors gave last year but not yet this year. They are often the most responsive to personal outreach and may simply need a reminder.

SYBUNT Donors (Some Year But Not This Year)

These are donors who have given in previous years but not yet this year. A quick nudge can reignite engagement.

Major Donors

This threshold varies by organization, but major donors typically expect personalized contact and appreciate it.

Highly Engaged Supporters

These individuals may not be your largest financial donors, but they are deeply connected to your mission through volunteerism, event participation, or ambassadorship.

Lapsed Longtime Donors

These donors supported consistently in the past but paused giving. Personal acknowledgment can reignite their connection.

Board or Staff Connections

Donors with personal relationships inside the organization tend to respond well to direct outreach.

How to Execute Personal Touches Without Overwhelming Your Team

The most successful year-end outreach strategies break the work into manageable pieces and distribute it among your team.

Here are the key steps:

Assign Clear Owners

Divide your priority donor list across board members, leadership, development staff, and volunteers. Provide each person with their assigned list, contact information, a message template, and a timeline.

Offer a Simple, Natural Script

Personal outreach does not need to be long or formal. A short message that acknowledges the campaign, appreciates past support, and shares hope for renewed support is warm, sincere, and effective.

Use the Contact Method That Fits the Donor

Consider phone calls, voicemails, personal emails, text messages (when appropriate), or handwritten notes. Choose the method that aligns with the donor’s communication style and relationship to your organization.

Track Your Outreach

Use your CRM or a shared spreadsheet to record who was contacted, when the outreach occurred, who completed it, what method was used, and any follow-up needed. Tracking keeps your efforts organized and prevents duplication.

Do Not Forget Personal Thank-Yous

Stewardship is just as important as solicitation. Before your campaign launches, determine the threshold for which donors should receive a personal thank-you phone call or handwritten note.

Assign board members, leadership team members, and volunteers to complete a small number of thank-yous each week. Spreading these tasks out helps ensure timely gratitude and prevents the work from becoming overwhelming. Consistent, prompt acknowledgment strengthens donor loyalty and sets the stage for next year’s success.

The Long-Term Impact of Intentional Outreach

Personal outreach is more than a year-end tactic. It is a relationship-building strategy that deepens trust, increases retention, expands donor lifetime value, strengthens community, and reinforces your mission’s credibility.

Your donors are ready for meaningful connection. The question is whether your year-end plan makes space for those moments.

If you need support building a personal outreach strategy that is sustainable, efficient, and impactful, Strat Labs can help. Reach out today to ensure your year-end campaign not only raises more funds but also strengthens the relationships that power your mission all year long.