Most of my clients are getting their year-end campaigns ready right now.

We’re talking about emails, stories, donation pages, and launch dates. All of that matters.

But if I could change just one thing in their plans, here’s what I would do:

Make the first 5-10 asks personally, before the campaign goes public.

I would identify their most committed donors with the potential to make a significant gift. Then I would build a specific ask for each one.

Not the same letter with a different name.

A conversation built around their relationship with the organization, what they care about, and what their gift could accomplish.

Here’s how I would approach it.

1. Give them a reason to hear from you early.

“You’ve been an important part of this work, and I wanted to talk with you personally before we share our year-end campaign with everyone.”

You’re inviting them to help lead something they already believe in.

2. Ask for a specific gift tied to a specific outcome.

“Would you consider a gift of $10,000 to help us provide [specific outcome]? It would give this campaign a strong start and help others see what’s possible.”

Choose the amount thoughtfully. Their previous giving is a starting point, but so are their interests, capacity, and relationship with your organization.

3. Make room for a real conversation.

Meet in person if you can. Get on a call if you can’t.

Explain the opportunity. Ask for the gift. Then pause.

Let them ask questions. Listen to what excites them and what gives them hesitation. A personal ask deserves more than a personalized email.

4. Let their early generosity build momentum.

Imagine launching with this message:

“Our goal is $100,000. Early supporters have already committed $30,000. Your gift can help close the remaining $70,000 gap and bring [specific outcome] to more families.”

Now people can see progress, a clear need, and a meaningful role for themselves.

Only count confirmed gifts or commitments, and get permission before recognizing donors by name.

The balance matters: show enough progress to build confidence while making the remaining need clear.

People should feel, “We can do this, and my gift will help.”

After more than 25 years in agency work, I’ve learned that leaders can spend so much time preparing the communication that they postpone the conversation.

This year, put those conversations on the calendar first.

Before you ask everyone to participate, invite a few people to lead.