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The Art of the Follow-Up: Reconnecting With Summer Donors Before They Disappear

Summer is for sun, sandals… and maybe a little less email checking.

As the pace of life slows down, many nonprofit leaders see donor engagement dip during July and August. But here’s the upside: this “quiet” season is actually a golden opportunity to reconnect with your supporters in ways that are meaningful, memorable, and refreshingly pressure-free.

Now’s not the time for a hard ask—it’s a chance to show appreciation, share a little heart, and remind your donors they matter every bit as much when you’re not fundraising.

Let’s walk through five friendly, feel-good follow-up strategies to try this summer.

Why Summer Is the Perfect Time for a Soft Touch

Your donors are probably out of their routine. They’re traveling, spending time with family, or just enjoying the slower rhythm of the season. That makes summer the ideal time to send a message that stands out simply because it’s unexpected.

Thoughtful engagement now strengthens your relationship heading into fall—and helps your year-end appeals feel more like a conversation than a transaction.

5 Warm, No-Pressure Ways to Reconnect

1. Send a Summer Thank-You

Sometimes the best message is the simplest one: “We’re thinking of you, and we’re grateful.”

Whether it’s a quick email or a mailed postcard, take a moment to thank your supporters without asking for anything in return. Add a photo from a recent program or a short “look what you helped make possible” note to show their impact in action.

2. Share a Behind-the-Scenes Moment

Invite your donors behind the curtain. Snap a photo of your team prepping for a fall program, sorting supplies, or enjoying an ice cream break. These glimpses into your day-to-day make your mission feel more human—and more connected.

Keep it casual, light, and authentic. A little humor or personality goes a long way.

3. Ask for Quick, Fun Feedback

Want to boost engagement and show donors you value their voice? Try a super-short survey or one-question poll. Some ideas:

• “What’s your favorite way to hear from us?”
• “Help us pick next month’s newsletter topic”
• “What’s one word you’d use to describe our work?”

Low-effort for them, high value for you.

4. Offer a “Supporter-Only” Sneak Peek

Make your donors feel like insiders. Give them a first look at your fall campaign theme, a save-the-date for an upcoming event, or a preview of a new program you’re launching.

This builds anticipation and reinforces that your donor community is central to your work—not just when it’s time to give.

5. Highlight One Donor Story (With Permission)

Feature a loyal supporter who gives their time, resources, or voice. Keep it short and personal—a paragraph is plenty. Not only does this celebrate your donor community, it reminds others why they chose to support your mission in the first place.

Bonus: People love seeing real humans behind causes. It’s a powerful form of social proof.

Make It Personal—but Easy

If you can personalize your outreach—using names, referencing past gifts, or noting a volunteer role—do it! These small touches make a big difference. But if that feels like too much right now, don’t worry. What matters most is showing up with sincerity.

A few quick tips:

• Keep emails short and mobile-friendly
• Include one photo or visual if possible
• Use a conversational tone—like you’re writing to a friend
• Batch your content now and schedule it out to keep things simple

Closing Thoughts

Summer donor engagement doesn’t have to be elaborate or time-consuming. Just one thoughtful message can remind a supporter why they chose your organization—and why they’ll continue to stand by your side.

So go ahead—choose one of the ideas above, and schedule it for this week. No ask, no pitch. Just a note to say: “We see you. And we’re grateful.”

That’s the kind of follow-up that lasts long after the sun sets on summer.