Recent research from AFP says that over 60% of fundraisers believe they will not make goal this year. While we can’t change the economy, we can still try our best to get as close as possible. LYBUNTs are a great area to focus on for year-end.

LYBUNTs are your best LIA

One of the many lessons of this year, is to go back to basics. Fundraising this year is simple, straight-forward, and human. A classic fundraising way to identify donors is to look for Linkage, Interest, and Ability. Linkage to your charity, Interest in your cause, and Ability to give.

Often people who don’t understand fundraising will say « let’s ask Oprah! » A seasoned fundraiser will always ask « do you know Oprah? » because even the most generous person needs a connection to your cause.

LYBUNTs are past donors to your cause - they have also ready self-identified as having both a connection to your cause and an interest in your work.

LYBUNTs can do more

As are prepare to do year-end calls, it is worth sorting your LYBUNTs by the largest gift the donor has ever given to your cause. So, even if the last gift to your cause was $1000 but the largest gift was $25,000, it is worth asking for that larger gift because the donor has previously shown they have that ability.

LYBUNTs are your fastest ask

People in business will always say that it is easier to get repeat business from a previous customer than find a new one. So too in fundraising. It is easier to call a past donor, check-in, and ask for support. You already know that they are committed to your cause, you have a sense of what they can give, and you know they have had an interest in your work.

There’s no doubt 2020 has been a tough year. Checking in with your LYBUNTs is a great way to make your year-end a bit better.

Ann Rosenfield is a working fundraiser as well as the editor of Hilborn Charity eNews.