The overdue loyal donor: your most valuable phone call this month

Some donors are as regular as the seasons. They give every year, often around the same time, without being asked twice. These are the backbone of most nonprofits, and they are easy to take for granted.

So what happens when one of them is late?

Usually nothing, at least not at first. No one notices until the year closes and the gift never came. By then, a phone call feels awkward and the relationship has cooled.

In HookPilot, an overdue loyal donor is someone who gave in each of the last three years in a row and whose next gift is now overdue based on their own giving rhythm. If someone usually gives every few months and it's been much longer, they're overdue. If someone gives once a year and their month has passed, they're overdue too.

A late gift from a loyal donor is a question, not an answer.

The right response isn't another appeal. It's a call to check in: thank them for years of support, ask how they're doing, and listen. Sometimes life changed. Sometimes they just forgot. Often, they're touched that someone noticed.

We leave out donors who have asked not to be contacted, donors who have passed away, and current monthly donors, so the list is respectful by default.

This week, call three loyal donors who are late. Don't ask for money. Just say thank you.