For high-wealth donors, tax planning is a year-round endeavor. So, why wait for the last quarter to develop a strategic plan for year-end appeals?

Here are tried-and-true strategies for planning ahead:

Review and segment lists

In addition to standard year-end appeals, create targeted messages by segmenting your messages.  Whether by mail or face to face, remind donors that your nonprofit remains grateful for their past participation and is still worthy of support. Donors who gave “last-year-but-unfortunately-not-this” (LYBUNTs) year could become inspired by receiving personalized reminders. Dependable donors, who may have the capacity to give more, will always appreciate hearing new stories about the impact of their giving. Appeals tailored to a donor’s personal interests and giving history can significantly increase engagement.

Lead with gratitude

Certainly, there’s no harm in mentioning any federal or state tax credits associated with giving to your nonprofit, but most high-wealth donors will be familiar with these incentives. Spend most of the valuable time you have, in print or in person, expressing appreciation – not just for their financial gifts, but for their association with the organization. Recognize the value donors bring and make it clear you appreciate their wisdom and experience, not just their gifts.

Provide clear, tangible giving options

Unrestricted gifts are great from a nonprofit’s point of view. But particularly during the giving season, consider providing a year-end “wish list” of capital needs or program opportunities. Collect quotes and testimonials as you go, and include these stories and photos of individuals and families who have benefitted throughout the year from the nonprofit’s work. Quantify and creatively communicate the impact that could be achieved if funding for any or all of the wish list items were available.

With an intentional plan in place, there will be more time to follow up the following year with personalized expressions of donor appreciation, which will build momentum for another year of successful appeals.