Annual Communication Calendar Template
Strategic Planning Tool for Donor Communications
How to Use This Communication Calendar
This annual calendar helps you plan strategic, timely communications with your donors throughout the year. Use it to map out newsletters, appeals, events, and other touchpoints while considering seasonal giving patterns and donor preferences.
Planning Process: Start by reviewing each month’s suggested communications, then customize based on your organization’s programs, events, and donor segments. Consider capacity, budget, and staff resources when finalizing your calendar.
Newsletter/Updates
Appeals/Campaigns
Events/Activities
Reports/Stewardship
Social/Engagement
📅 Annual Planning Best Practices
- Plan your biggest appeals around peak giving seasons (November-December)
- Space major communications at least 2-3 weeks apart
- Consider donor fatigue – alternate asks with stewardship content
- Align communications with program cycles and organizational milestones
- Build in flexibility for urgent appeals or unexpected opportunities
- Test timing and frequency with different donor segments
🎯 Donor Segmentation Tips
- Major donors: More personal, less frequent
- Monthly donors: Quarterly updates + annual report
- Event attendees: Pre/post event communications
- New donors: Welcome series + regular check-ins
- Lapsed donors: Re-engagement campaigns
📊 Content Balance Guidelines
- 60% Impact stories and program updates
- 25% Financial appeals and campaigns
- 10% Behind-the-scenes/organizational news
- 5% Emergency or urgent appeals
⏰ Optimal Timing
- Emails: Tuesday-Thursday, 10am-2pm
- Direct mail: Arrives Tuesday-Thursday
- Appeals: Early in month for monthly givers
- Reports: Quarter-end or program milestones
- Events: 4-6 week lead time for promotion
