January Fundraising for Executive Directors: Don’t Waste This Month
Because the next season is shaped by what you do right now.
By David Sena | BoldLeading.com
“Let us not become weary in doing good, for at the proper time we will reap a harvest if we do not give up.”
— Galatians 6:9 (NIV)
After 25+ years leading fundraising, I know this: even seasoned fundraisers feel worn down by big plans.
Some years, my only aim has been to survive the fall fundraising season, knowing I’d feel like I collapsing once January came.
Because November and December often hold seemingly nonstop, uphill work:
donor touches
events
year-end appeals
thank you notes
deadlines
and the subtle pressure that whispers, “This has to work.”
But then I remember wise advice from my high school running coach. He said:
“You have to run through the hills… or you’ll quit the race.”
Keep Going Even After You Scale the Hill
We had a four-mile training and race route with a hill at the three-mile mark. Everyone dreaded it. We called it “Suicide Hill.”
Our coach instructed us to run the hill and then, at the top, set our eyes on the horizon—on the finish line—and keep going strong to the end. Those that ran to the top of the hill and slow their pace to catch their breath don’t win the race.
That’s exactly what November and December can feel like in fundraising:
One long hill.
Right when you’re tired.
Right when quitting feels justified.
Right when the holidays bring their own exhaustion and demands.
But here’s what I’ve learned over time:
The hill isn’t the end of the race. It’s part of the race.
Likewise, January isn’t meant for “coasting.”
It’s one of the most important legs of the race.
A Different Sort of Stride
Each part of a well-run race requires something different an athlete:
a quick start,
a steady pace,
running through the hill,
and sprinting toward the finish line—followed by wise recovery practices and rest.
The same is true in fundraising: January holds its own unique pace.
This month isn’t for coasting or setting fundraising aside. It’s for intentional reflection and rest. Gearing up for what’s ahead.
Reflecting on the Race
Fundraising involves donors. And understanding our donors requires time and reflection.
We invest energy and resources to find the right donor prospects and then engage them, inform them, develop relationships, plan events, and report the impact of their giving. That’s what we do, but what is it our donors want? To find out, review all of these efforts and ask:
What worked?
What didn’t?
What did your donors do?
What do your donors need?
A Few Insights and a Workbook
I know what your donors want and how they communicate with you.
Your donors want to know more.
Your donors communicate through giving and activity—or non-activity.
We’ve created a January Fundraising Workbook to help you look back at the last year and assess not only how you did, but how your donors think you did. And to hear what they’re telling you.
This activity is one way you can focus on the horizon while at the top of the hill and continue running strongly to not only cross the finish line.
Final Word
Find your moments to sprint—wisely—without burning out.
Here are a few simple examples of what I mean by “sprinting wisely”:
If you gained many new donors this past year, reach out to them personally and thank them.
If you received bigger gifts, show donors the real impact their generosity is making.
If some donors went quiet: don’t pressure them, but reconnect gently and seek to rebuild the relationship.
You don’t have to do it all of this at once.
But if you plan wisely, you can run through the hill. You might even win the race.
About Bold Leading
For more than 10 years, Bold Leading has helped nonprofit leaders develop strong teams, establish healthy principles and processes, and grow their capacity in marketing, fundraising, and strategy—so they don’t merely survive but thrive in their mission to serve and share Jesus.
If you’re ready to move forward with confidence—or could simply use a fellow leader to pray and think with—we’d love to talk with you.
Dave Sena
Dave is a Christian nonprofit leader and consultant who equips faith-based, Gospel-centered organizations to serve with excellence. As an ordained minister, former non-profit CEO, and Air Force Academy graduate with a BS in Computer Science, Dave’s passion is to help ministry leaders share the message of Jesus with clarity and confidence.
Contact: dave@boldleading.com
Visit: BoldLeading.com
“Run in such a way as to get the prize.” — I Corinthians 9:24 (NIV)