I spent several years in frontline fundraising, and every year around this time I felt a familiar shift.
As we move into the warmer months, rhythms change. Calendars fill with end-of-school-year activities, and before we know it, routines are traded for new schedules, vacations, and kids at home. Donors, like all of us, are pulled in a dozen different directions. For many organizations, giving seems slow, responses lag, and the momentum we worked so hard to build earlier in the year becomes harder to sustain. All the while, we know the end of the year will be here before we know it.
I remember what that felt like—the quiet dread of midyear. The questions that start to creep in: Am I doing enough? Do our donors remember us? How do I break through the noise?
If you’re feeling that tension, you’re not alone.
A change of pace does not indicate bad news— it simply signals a new opportunity. Summer may call for a shift in cadence and strategy, but it also offers meaningful ways to strengthen relationships and your efforts for the months ahead.
As you look toward the summer, here are some approaches I have found helpful:
- Shift your mindset.
It’s tempting to ask, “How can we generate more summer gifts?” A better question is, “How can we engage our donors right now?” When you focus on connection over transactions, results follow. - Have a plan.
Quiet months shouldn’t be idle months. The key to staying connected is intentionality. Build a thoughtful, annual plan for each donor in your portfolio—scheduled touchpoints and check-ins, planned solicitations, and ways to move the relationship forward, even if in-person visits and real-time conversations are less frequent. - Don’t assume.
It’s easy to make assumptions on behalf of our donors, and I’ve learned I’m often wrong when I do. For some, summer is an ideal time to give or connect. Offer opportunities and let them decide. Ask permission, listen, and follow their cues. - Invest in relationships.
Summer is a wonderful time to enrich relationships. Send handwritten notes, text a video highlighting a program your donors made possible or host a casual gathering. These small, thoughtful touches build trust that carries into busier giving seasons. - Report back.
Midyear is a powerful time to share how your donor’s generosity made a difference. Communicating impact and outcomes now builds donor trust and strengthens confidence and enthusiasm for your mission. - Offer a preview.
Fall comes quickly. Give donors a sense of what’s ahead—key initiatives, events, or giving priorities—so they aren’t caught off guard in a crowded year-end season. - Prepare for giving season.
The final months of the year are the most critical for many organizations. What groundwork can you lay now to ensure you’re prepared when things ramp up later?
Persisting through summer is not for the faint of heart but be encouraged. Your faithful presence, care, and attention to your donors matters. This is meaningful work, and this is the season to do it well.
At Johnson, Grossnickle & Associates, we’ve partnered with organizations in moments just like this—helping teams refine strategy, strengthen donor engagement, and prepare for a successful finish to the year. If you’re looking for a thought partner or simply want to explore what’s possible, we’d welcome the conversation.
