As September rolls in, executive directors at many nonprofits start feeling the pressure. The calendar may say fall, but for organizations with a January–December fiscal year, this is the final quarter sprint. Budgets are being reviewed, fundraising dashboards are lighting up, and the big question looms: Will we hit our annual fund goal by December 31 or fall short?
Norris CFO Strategic Partners works closely with nonprofit executives and boards to align financial strategy with fundraising execution. And one of the most effective and often overlooked tactics we recommend in Q4 is laser-focused donor retention. Not flashy or complicated but certainly a powerful tool in your toolbox.
It’s very difficult to be chasing new donors in the final months of the year.. Acquisition takes time, money, and messaging that often doesn’t convert fast enough to impact year-end revenue. Instead, we encourage our clients to look inward at the donors who already believe in their mission but haven’t yet renewed their support this year.
Some of your most valuable donors are the ones who gave last year but haven’t yet renewed their support this year. They’re familiar with your mission, they’ve already invested in your work, and they may simply be waiting for a reminder. But if they slip through the cracks, it’s more than just a missed donation, it could also be a missed opportunity to deepen a relationship and reinforce their impact and value. These donors are often generous, engaged, and capable of giving again. The key is reaching out before they quietly drift away.
So how do you turn this group into a year-end win? We recommend a three-part strategy to help boost fundraising in Q4.
Step 1: Identify Your Top Donors
Start by pulling a report of donors who gave $500, $1,000, $25,000 or more last year but haven’t yet renewed in 2025. These are your “about to lapse” leaders. Total up their previous gifts, you might be looking at tens of thousands of dollars in potential revenue.
For example, one client discovered that 14 donors who gave $1,000 or more last year hadn’t yet given this year. That’s $20,000 sitting on the table and with a few phone calls and personalized notes, they recaptured 80% of it before December 15.
Pro tip: Add a column showing when each donor gave last year. If someone gave in December, they may be planning to give again just not yet. Reach out early to prompt that renewal.
Step 2: Segment for Impact
Prioritize your outreach by gift size, engagement level, and board connections. Who’s attended events? Who opens your emails? Who has a relationship with a board member or staff leader?
Once you’ve segmented the list, assign mini-portfolios to your team. Think of it as more than just big broadcast emails, it’s relationship management. For example, your development director might take the top 10 donors, while board members each reach out to 3–5 individuals they know personally. Even consider sending hand written thank-you notes to donors that have not yet renewed.
Step 3: Make It Personal
Fundraising is about relationships, not transactions. And in Q4, personalized outreach is your most effective tool. A quick phone call from a senior staff member. A handwritten note from a board chair or a super kind and personal email could generate a 40% increase in donations. A tailored email referencing a donor’s past gift and the impact it made are all outreach tools that can go a long way.
The CFO Perspective: Retention Beats Acquisition
From a financial standpoint, donor retention is a smart play. Acquiring a new donor can cost five to ten times more than retaining an existing one. And repeat donors are more likely to upgrade, advocate, and even leave legacy gifts. So yes, year-end renewals help you hit this year’s goal. But they also build the foundation for predictable revenue and long-term donor value.
Final Thought: Stewardship Is Strategy
In uncertain times, donors are still giving , but they’re giving where they feel connected. Your job may to remind them they matter.
At Norris CFO, we’re proud to partner with mission-driven nonprofits to strengthen their financial foundation and fuel their impact. From cash flow management and revenue strategy to operational efficiency and budget oversight, we help organizations build a financial structure to be successful. Let’s talk about how we can help your organization continue to grow and serve your community with excellence. Reach out today at norriscfo.com.