Mid-Year Fundraising Reset: 3 Moves That Matter Most
Stop waiting for December and start building momentum now
Most nonprofits treat July like fundraising purgatory—a dead zone between spring grants and year-end appeals. Meanwhile, organizations raising 40% more than their peers are making strategic moves right now.
While everyone else waits for September to "get serious," the highest-performing nonprofits use summer to build the foundation that makes December look effortless instead of frantic.
The Summer Fundraising Myth
"Donors don't give in summer."
Here's the reality: Donors absolutely give in summer. They just don't give to organizations that disappear for three months then suddenly reappear asking for money.
Organizations maintaining consistent summer engagement see donation rates only 15-20% lower than peak season. Organizations going radio silent? Summer giving drops to nearly zero.
Nonprofits using summer strategically exceed annual goals by 20-40% compared to those treating July-September as hibernation.
Move #1: The Honest Revenue Assessment
Most organizations operate on hopeful projections instead of realistic timelines. July is reality check time.
Get Brutally Honest About Your Numbers
Calculate your true runway:
Raised $100K in six months? You're on track for $200K annually
Goal was $300K? You have a $100K gap to close
Do nothing different? You'll miss your goal by 33%
Ask hard questions:
If nothing changes, where will we be in December?
What needs to happen to hit original goals?
Are goals still realistic given current capacity?
Real example: Ohio youth organization was 40% behind in July. Instead of panicking, they identified that small donors were performing well but major gift cultivation had stopped after staff transition. They focused August on three major donor prospects and two corporate partnerships. Result: exceeded original goal by 18%.
Your Action Step
Download our Mid-Year Assessment Worksheet [link] to complete your reality check.
Move #2: Major Donor Reconnection Strategy
What happens to major donors after December gifts? Radio silence until next appeal.
Organizations assume donors need a "break." Meanwhile, these donors get thoughtful stewardship from other nonprofits year-round.
The Problem: Donor Neglect Disguised as Respect
"We don't want to bother major donors."
This costs thousands in lost gifts. Major donors want appreciation and impact updates. When you disappear after receiving gifts, donors interpret that as indifference.
The Solution: 3-Touch Summer Sequence
Touch #1 (July): Impact Update Share specific results their gift supported. Use numbers, stories, photos.
Sample: "Your December gift of $2,500 helped provide after-school tutoring to 25 students this spring. Here's what happened..."
Touch #2 (August): Behind-the-Scenes Access Invite them to see work in action—program visit, brief meeting, team video. Make them feel like insiders.
Sample: "Would you like to see our new youth center in action? We'd love to give you a brief tour."
Touch #3 (September): Soft Year-End Positioning Build campaign anticipation without asking. Share next year's vision, hint at December developments.
Sample: "We're planning something special for our year-end campaign that builds on the success you've supported..."
What to Say After Communication Gaps
"I realized it's been too quiet since your generous December gift, and I wanted to change that. You deserve to know the incredible impact your support has had..."
Case Study: 67% Reactivation
Texas nonprofit implemented three-touch sequence with 30 major donors ($1,000+):
23 donors (77%) engaged with communications
15 donors accepted program visits
20 donors made additional gifts before formal campaign
Additional revenue: $47,000 from summer stewardship
Move #3: Year-End Campaign Pre-Positioning
Most organizations start year-end planning in October, competing with hundreds of other nonprofits for same donors' attention.
Smart nonprofits start positioning in July—not logistics, but messaging.
Build Anticipation, Not Fatigue
By November, donors drown in year-end appeals claiming urgency and "critical needs." When everyone sounds desperate, no one stands out.
July foundation work:
Identify your unique story: What's genuinely exciting? New programs? Milestone anniversaries? Major expansions? Your campaign needs bigger story than "we need money to continue."
Test messaging early: Use summer communications to test different impact and vision messages. Notice which get strongest response.
Create content assets: While team has bandwidth, create photos, videos, written content you'll need.
The "Soft Launch" Strategy
Build momentum over time instead of zero-to-campaign in November:
August: Hint at exciting developments September: Share vision and goal details October: Build anticipation for official launch November: Launch to primed, excited donors
Result: 31% higher response rates compared to "surprise launch" campaigns.
Campaign Timeline
July: Revenue assessment, campaign theme, stewardship start August: Message testing, content creation, segmentation September: Materials finalization, soft positioning, analytics setup October: Soft launch to board/majors, anticipation building November: Full launch, momentum building, prospect outreach December: Final push, appreciation, analysis
Why Summer Strategy Wins
Organizations using summer strategically don't just raise more—they build stronger relationships, create less team stress, and position for sustainable growth.
Starting early provides time to:
Test and refine messaging
Build genuine major donor relationships
Create compelling content without rushing
Stand out from simultaneous campaign launches
Most importantly: avoid December panic leading to desperate appeals and burnt-out staff.
Your Action Plan
This week:
Complete revenue assessment using our worksheet [link]
Identify top 20 major donors needing outreach
Draft first summer stewardship communication
This month:
Implement three-touch stewardship sequence
Begin testing campaign messaging
Start creating content assets
Before September:
Complete messaging testing
Develop soft launch strategy
Set up campaign tracking systems
Organizations finishing 2025 strong won't work hardest in December—they'll work smartest starting now.
Because your mission deserves better than December desperation.
