MIDNIGHT FUNDRAISER PRESENTS: THE BASICS
Welcome to Midnight Fundraiser’s first “series”. My hope is this blog will also be a place of learning because hey, some of us actually like this profession, right? Right?? JK. Let’s get started.
I think a major turning point in a fundraiser’s career is being introduced to the sector’s, nay the world’s, most ridiculous acronym. Does it make sense when you think about it? Ehm, kinda…? But once you know, you can’t turn back, you’re one of us now.
For the uninitiated a “LYBUNT” is a donor who has given a gift “Last Year But Unfortunately Not This”…Year. They may have been hot at one point but have cooled over the last 12 months.
A “SYBUNT” is “Some Years But Unfortunately Not This”…Year. Why do we cut off “year”? I wish I knew. It is just a quirk you must embrace. Like when you’re working at a place with a July – June fiscal year but everyone still calls October – December “Q4” - just go with it.
Despite the silly names you’ll want to have a solid understanding of who these individuals are and have a plan for “Q4”. They will be your pinch hitters, the ones who can get you to goal when this year’s gift table isn’t mathing.
We love our old reliables, they get their own post, but sometimes they do silly things like mail the four-figure check on January 4th when you have been sweating the books since December 28th. Yes, you’ll probably be able to back date that gift but wouldn’t it feel nice to celebrate NYE knowing you’ve hit goal?
LYBUNTs are a great way to pad the pipeline. Who are they? Donors who gave last year but then something happened. SYBUNTS are more urgent. They give sometimes, they are usually more established donors (thus the “some years”) but over the last 12 – 18 months something isn’t clicking. There is also a theory about the “donor cliff” which is if a donor hasn’t given in 4-5 years…they’re no longer a donor. But relax, you’re not there yet!
How do you start your LYBUNT/SYBUNT journey? Luckily, because fundraisers love data (right, RIGHT??) you will be able to identify these names quickly. Start by looking at names, addresses, preferred contact methods and the trusty FIRST, LAST, LATEST gift data. When did they first give, are they always year end givers? When is the last time they gave (thus identifying them as a Ly or Sy) and what is the largest gift they ever gave. This is a quick and easy sketch all fundraisers can use.
Their giving status may very well be out of your hands - their kid just started high school and the Music Boosters have taken over their life or something more serious like a sick relative. Of course, how much you know about your donors is dependent on your donor file. If you are assigned a portfolio, you’re keeping in touch with this group throughout the year and hopefully you won’t have a big push annually. Whatever it may be, if you can figure it out (within reason) you should do that NOW (as in September/October).
Aaaaaaaaaaaand that’s another post. Yep, that’s right it is Midnight Fundraiser’s first cliffhanger! Come back next week for a crash course on donor cultivation and stewardship. Class dismissed.
