The Next Best Thing May Already Be Here

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All nonprofits want to succeed and grow.  You want more donors and more people to find out about your organization.

You hear a lot about innovation and finding the next best thing to accomplish what you want.  But sometimes we need to take a step back, and realize the next best thing may already be here.

Give donors the personal touch

We have so many different ways to communicate with donors, many of them electronic.  Electronic communication can be great because you can get a message out to many people in an instant. But technology isn’t always our friend.  Often these electronic messages don’t sound like they’re coming from a human.

Some of the best ways to communicate with donors have been around for a long, long time.  Hardly anyone writes personal letters anymore, but imagine your donors’ surprise when they receive a personal, handwritten thank you note from you.   Another great way to communicate is to give your donors a call to say thank you.

In this age of automation, we need to be more personal.

Make retention and relationship building part of your fundraising plan

Most nonprofit organizations rely on fundraising for the bulk of their revenue.  It’s not easy to raise money, especially if you spend more time focusing on finding new donors than keeping the ones you already have.

You might think you can rest easy after a big fundraising campaign, but your work has just begun.  Thank your donors right away and continue to stay in touch throughout the year with donor-centered newsletters and other updates.

If you keep churning through donors and have a high attrition rate, you need to do a better job of building relationships. It’s not hard, but you have to work at it.  This link includes a quick way for you to figure out your donor retention rate A Guide to Donor Retention, and here are a few ways to build relationships with your donors throughout the year.This is the Beginning of a Beautiful Friendship

Your new donors are closer than you think

Of course, you’ll need new donors.  You’ll have more success if you reach out to people who already know you. Potential donors are your newsletter subscribers, social media followers, event attendees, and volunteers.

You can cultivate these supporters by communicating regularly and showing how you are making a difference for the people you serve.  If you do it well, you should have a good chance of getting them to donate.

Unfortunately, not everyone is interested in your organization. That’s why buying lists is not the best way to fundraise.  Find people who will be drawn to your work.

It’s also not enough to find people with money.  If you want more major donors, work with your board and other donors.  Connections always help.

Again, it comes down to good old-fashioned relationship building, something most organizations need to improve. 6 Ways to Get More Donors by Building Better Relationships

So before you search for that bright shiny object or jump into the latest craze, look at what you already have. The next best thing may already be here.

Photo by John Keogh

Get Noticed in an Instant With a Visual Story

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When we think of stories, we often think of a written story. But stories come in many forms and people process information in different ways.  Some people respond better to visual stimuli.  In our information packed world, a visual story can be great way to connect.

Tell a story in an instant with a photo

Your donors are busy and may not have time read a story, but you can capture their attention in an instant with a great photo. A photo of your executive director receiving an award is not very compelling. Use photos of your programs in action.

In my last post, I highlighted a couple of stories from the Pet Partners newsletter. Now while this newsletter included some good stories, it was 14 pages, including front and back cover.  I wouldn’t recommend a newsletter that long, because most donors won’t read it.

This newsletter included a section called Pet Partners Teams at Work, which consisted of short stories and photos of people with their therapy animals. Here busy donors can get a quick glance of the impact of their gift without having to read the whole newsletter, and again most people won’t.

A great new trend is postcard annual reports, which are filled with photos and a small amount of text. Postcard Annual Report

If you use social media, you need to communicate several times a week.  As your donors scroll through endless amounts of posts on Facebook or Twitter, an engaging photo can pop out and get noticed.

Use photos everywhere – appeal letters, thank you letters/cards, newsletters, annual reports, website, and social media. Create a photo bank to help you with this. It’s fine to use the same photos in different channels. It can help with your brand identity. Be sure to use high-quality pictures.  Hire a professional photographer or find one to work pro bono.

Work with your program staff to get photos. Confidentiality issues may come up and you’ll need to get permission to take pictures of kids.  It’s okay to use stock photos. Just be sure to give proper credit.

The Top 10 Ways Nonprofits Can Use Visuals

6 Tips for Better Photographs

Highlight your work with a video

Create a video to show your program in action, share an interview, give a behind the scenes look your at organization, or my favorite – thanking your donors. Make your videos short and high quality.  If you’re interviewing someone, be sure that person is good on camera.

You can use videos on your website, in an email message, on social media, and at an event.

FIVE TIPS FOR CREATING A COMPELLING NONPROFIT VIDEO

The Unexpected Results Of Producing Video Stories

Bring statistics to life with infographics

Statistics are boring, and very few donors are going to read a lot of text.  But you may have some compelling statistics or want to highlight accomplishments in your annual report.

Why not share these in an infographic instead of the usual laundry list of statistics and accomplishments?   Here some examples. A Great Nonprofit Annual Report in a Fabulous Infographic

Brochures are becoming a relic of the past, but what if you want an informational print piece to give to potential donors or volunteers?  An oversize infographic postcard could be the way to go.

The Infographic Cheatsheet for Nonprofits

4 Steps to Making an Infographic for Your Nonprofit

Keep sharing engaging stories of all kinds with your donors.

Photo by Sam Javenrouh

Why You Need to Tell Your Stories

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Are you sharing stories with your donors, or are you putting them to sleep with a bunch of facts and statistics?

Donors love stories.  Stories bring the work you do to life by using everyday language to create a scene. Here’s an example from the Pet Partners newsletter.  Pet Partners is an organization that provides therapy animals to people who need them.

“Molly is a 12 year-old Boxer who barely survived Hurricane Katrina. Abandoned and scheduled to be euthanized, she was given a chance at Boxer Aid and Rescue Coalition (BARC) in Tallahassee, Florida and at a BARC foster home in nearby Monticello.  That’s where Molly met Ed Fangmann.

The Florida retiree had lost his Boxer recently and didn’t know whether he was ready for another dog, but agreed to take a look. When he arrived, Molly was sitting all alone on the side of a fence opposite four other dogs. Ed got out of his car and called her over and Molly came running and jumped into his arms. It was love at first sight.”

If you’re making a difference, you have stories to tell

Can you tell a story like that?  If you’re making a difference, you can.  Stories should show your donors how you’re making a difference for the people you serve. Here’s another example from Pet Partners, highlighting Paz, a five-year-old Australian Labradoodle who provides support to children who’ve witnessed domestic violence and/or are crime victims.

“Recently Paz provided invaluable assistance to a seven-year-old boy who had witnessed his mother’s murder. The child was the only witness and prosecutors needed the child’s statement to convict the perpetrator.

Throughout the interview, the child wrapped his arms around Paz, who was seated on a couch next to him. Whenever the child began to cry or shudder, Paz instinctively began to nudge him and attempt to lick his tears away.

As a result of Paz’s presence during the interview, the child felt secure enough to provide statements that led to the perpetrators conviction.”

Make storytelling a priority

Creating stories takes a little more work, but they will help you connect with your donors.  When putting together a story, ask

  • Why would your donor be interested in this story?
  • Why is this important?
  • Are you using clear, everyday language to to make sure your donor understands your story?
  • Who are you helping?
  • How is your donor helping you make a difference?

Client or program recipient stories are best. You’ll need to work with program staff to get these stories.  I hope that won’t be hard for you.  If you create a storytelling culture in your organization and share stories at staff meetings, it will be easier to make storytelling a priority.

Another way to find stories is to put a Share Your Story page on your website. Share-Your-Story Page | an addition to the fundraiser’s arsenal of tools 

You can also share profiles of volunteers, board members, and donors.  Many organizations profile new board members in their newsletters.  That’s okay, but instead of emphasizing their professional background, concentrate on what drew them to your organization.  Perhaps he has a brother who has autism or she benefited by having a tutor in elementary school.

Create a story bank to help you organize all your stories. You want to use stories often. Use them in your appeal letters, thank you letters, newsletters, annual reports, website, blog, and other types of social media.  You can use the same stories in different channels.

Give your stories the personal touch

Use people’s names to make your stories more personal.  I realize you might run into confidentiality issues, but you can change names to protect someone’s privacy.  The story about Paz and the child would have been even better if the organization had given the child a name. You could also do a composite story, but don’t make up anything. How to Tell Nonprofit Stories While Respecting Client Confidentiality

Your stories aren’t about your organization

Let your donors know how with their help, Darryl won’t go to bed hungry again. Your organization stays in the background.  And remember,Your Mission Statement is NOT Your Story

Keep telling your stories. In my next post, I’ll write about sharing visual stories.

Resources to help you tell your stories

The Storytelling Nonprofit

You Have 6 Nonprofit Story Types to Tell

10 Tips for Writing Your Nonprofit Story

Make Spring Relationship Building Season

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This may or may not be a busy time for your organization. Some organizations do fundraising appeals or hold events in the spring. Others don’t. Either way, you should make spring relationship building season.

Of course, relationship building needs to be a year-round effort.  Donor relations is an important, but often overlooked, component of fundraising.  It’s easier and less expensive to keep your current donors.  Retention rates are getting better, but we still have a long way to go.

Put relationship building front and center this spring.

Find ways to build relationships in your spring fundraising campaign

Before you send your spring fundraising appeal, send your donors an update to let them know how they’re helping you make a difference.  This is especially important if this is not your only fundraising campaign of the year. You don’t want your donors to think the only time they hear from you is when you’re asking for money.

Be sure to segment your donors and personalize your appeal letters and thank you letters. Send welcome packets to new donors and shower your current donors with love.  Make a plan to stay in touch throughout the year.

Don’t miss out on opportunities to build relationships with your event attendees

When you hold an event, give your attendees an opportunity to sign up for your mailing list. Then call or send thank you notes afterwards.  Recruit volunteers and board members to help you with this.

Besides thanking people for attending your event, let them know how much money you raised, and share specific ways their support is helping you make a difference. Then invite these supporters to connect in other ways such as signing up to receive your newsletter or volunteering.

The same thing applies if you hold a charity run or walkathon.  These events often generate new donors. Someone might donate to your 10K because her friend is running in it.  Thank everyone who donated and invite them to be a part of your community.

Stay in touch. Event attendees can be potential individual donors if you give them a good reason to continue to support you.

Keep building relationships

Even if you aren’t planning a spring fundraising drive or event, this is a good time to continue to build relationships.  Plan to mail a thank you post card or short update.  Mail is generally better than email, because your donors are more likely to see your message, but if your budget doesn’t allow it, send something by email.

Practice your ABC’s – Always be connecting

Ideally, you should keep touch with your donors every one to two weeks.  You can do this with newsletters, updates, thank you messages, advocacy alerts, and surveys.  You’ll have a better chance of building relationships if you stay donor-centered and use channels your donors prefer.

If this sounds too stressful, use a communications calendar to help you stay connected and build relationships. Stay Connected Throughout the Year by Using a Communications Calendar

Never miss an opportunity to build relationships with your donors.

What’s Important to You – Cash, or Relationships with Donors?

Why You Need a Thank You Plan

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You probably have a fundraising plan and maybe a donor relations plan, but it’s also important to have a thank you plan since you should spend just as much time thanking your donors as you do raising money.

This isn’t happening. Nonprofit organizations spend a lot of time on their fundraising campaigns, but treat thanking donors as an afterthought. According to Bloomerang, 13% of donors leave because they were never thanked. Another 18% leave because of poor communication. Why Donors Leave

We can fix this! CrGuestPost-Jay-Love-Why-Donors-Stop-Their-Supporteating a thank you plan will help you stay focused on gratitude all year round.  Here’s what you need to include in your thank you plan.

Plan to thank your donors right away

Every donor, no matter how much they have given or whether they donated online, gets a thank you card or letter mailed to them or receives a phone call.

Try to thank your donors within 48 hours. This shouldn’t be hard to do if you plan to carve out some time to thank your donors each day you get a donation.  Get other staff or volunteers to help you.

Plan to go beyond sending a boring thank you letter

Instead of sending a generic thank you letter, mail a handwritten card or call your donors. Calling your donors to thank them is something your board can do. It’s often a welcome surprise and can raise retention rates among first-time donors.

Find board members, staff, and volunteers to make phone calls or write thank you notes. Come up with sample scripts. You may also want to conduct a short training. Make sure to get your team together well before your next fundraising campaign.

Here’s a sample phone script, which you can modify for a thank you note.

Hi, this is Susan Jones and I’m a board member at the Eastside Community Food Bank. I’m calling to thank you for your generous donation of $50. Thanks to you, we can provide a family with a week’s worth of groceries. This is great. We’re seeing more people coming in right now because of cuts to food stamp programs. We really appreciate your support.

If you can’t send handwritten cards or call all your donors, send them a personal and heartfelt letter. Don’t start your letter with “On behalf of X organization we thank you for your donation of….” Open the letter with “You’re amazing” or “Because of you, Jason won’t go to bed hungry tonight.”

Add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before or attended one of your recent events, mention that. Make sure all letters are hand signed.

Let your donors know how much you appreciate them and highlight what your organization is doing with their donation.

In addition, write your thank you letters at the same time you write your appeal letters.  Make sure they’re ready to go as soon as the donations come in.

Plan to keep thanking your donors all year round

Use your communications calendar to incorporate ways to thank your donors. Try say thank you at least once a month. Here are some ways to do that.

  • Send cards or email messages at Thanksgiving, during the holidays, Valentine’s Day, or mix it up a little and send a note of gratitude in June or September when your donors won’t be expecting it. Try to send at least one or two gratitude messages a year by mail, since your donors will be more likely to see those.
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude. Be sure to keep thanking your donors in your newsletter and social media updates. Emphasize that you wouldn’t be able to do the work you do without your donors’ support.
  • Create a thank you video and share it on your website, by email, and on social media.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
  • Keep thinking of other ways to thank your donors.

Creating a thank you plan will make it easier to keep showing appreciation to your donors all year round. If you treat them well, maybe they’ll treat you well the next time you send a fundraising appeal.

Gratitude resources

Inspiring Quotes About Gratitude

Create a Thank You Experience for Your Donors

The Power of Gratitude

Nine Clever Ways to Thank Your Donors

5 Thank You Letters Donors Will Love

Photo by Shih-Chieh Li
 

What Going Back to Middle School Can Teach You About Donor Communication

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You may be wondering how is middle school relevant to your donor communication when most of your donors are old enough to be parents or grandparents of middle school students? And who wants to go back to those awkward years, anyway?

But keeping middle school students in mind can help you improve your donor communication.  Here’s how.

Write at a sixth to eighth grade level

Most middle schools go from sixth to eighth grade and this is the level you want to aim for when you write. You’re not dumbing down, and it doesn’t mean using abbreviations like LOL and BFF.  It means using clear, everyday language your donors will understand, and that’s being smart.

I wouldn’t rely too much on Word Grammar check, but the Flesch-Kincaid readability statistics can be helpful. Test your document’s readability 

Besides determining a grade level and reading ease, it flags passive sentences, which weaken your writing. Instead of saying 5,000 meals were served at our community dinners, say we served 5,000 meals at our community dinners.

Remember to use (not utilize) language your donors will understand. Avoid throwing out terms like underserved and at-risk without giving specific examples of what they mean.  Instead of saying we work with at-risk youth, say we work with students who are in danger of not graduating from high school.

I’m bored

Middle school students have short attention spans. So do a lot of adults. Your donors are fielding messages from a bunch of different sources. Stand out with a clear, well-written message to the right audience. How You Can Break Through the Noise

What’s in for me

Speaking of attention, we all want people to notice us.  Middle school can be an awkward time as you try to fit in and make friends. Bragging about yourself all the time won’t help.

You’re not paying attention to your donors when you send messages that are all about you. What’s in it for them?  Make your donors feel good about donating to your organization and show them how they are helping you make a difference.

Be mobile friendly

Most kids get their first mobile phone when they’re in middle school and then they can’t put it down.  Your donors are also reading messages on their mobile devices, as well as tablets and computers.  It’s a good idea to survey your donors to find out what devices they use. Chances are it’s more than one.

Besides being multi-channel, be multi-device.  Make sure your donors can easily read your content and donate on any device. How to Find Out if You’re Mobile Ready or Not

Share photos and videos

Once young teens get their first phone, they’ll start sharing photos and uploading videos.  These can be a great, quick way to connect no matter how old you are.

Share your “nonprofit selfies” of engaging photos of the people you serve, your programs in action, or say thank you.  Do the same with videos, and keep them under two minutes.

The key to good communication is a clear message that will capture your donor’s attention right away.

Photo by Jose Kevo

8 Ways to Keep Donors Engaged after a Giving Day

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Guest post by Lori Finch

Giving days have become more popular over the last few years. Give Local America is coming up on Tuesday, May 5 and GivingTuesday takes place on the first Tuesday of December.

My concern with giving days is organizations tend to spend so much time on fundraising and not enough time thanking their donors and building relationships. You can change that. This guest post by Lori Finch shows you how you can keep your donors engaged after a giving day.

Give Local America is coming on Tuesday, May 5 and more than 7,000 nonprofits are participating.  A lot of effort goes into an event like that. You send email newsletters and post updates on Twitter, Facebook, and Instagram. Board members get involved, and you alert your donors.  You print flyers and post them at local businesses and restaurants.  You spend hours in front of the monitor managing the campaign and responding to donors via email and social networks.

Don’t let that work go to waste. Keep the momentum going by engaging donors after the giving day. They’re the lifeblood of organizations. Invest in them so they continue to support you through the years.

Here are 8 ways to keep donors engaged after a giving day:

  1. Say thank you.

Thank you notes shouldn’t be another item to check off the list. Make them an experience.  Donors will talk about them with friends and family, online and off.

  1. Share results.

Statistics are great, but they don’t tell a story. Activate donors with stories about how your organization is impacting the local community. Include these stories in annual reports and other resources.

Stories can be written, but don’t forget photos, video, and audio. Choose the content form most likely to resonate with your audience and drive action.

  1. Keep in touch.

Don’t be a fair-weather friend. Stay in touch throughout the year. Build relationships through personalized newsletters and other forms of communication—the telephone and in-person chats are still valid tactics.

  1. Be social.

Keep social channels active after a giving day. Social is a great way to form relationships and ongoing engagement throughout the year, not just during or for a giving event. Share progress and other information of interest to donors.

  1. Invite people to participate.

People want to support you. You just have to be, as Gail Perry says, “cheerfully aggressive” about asking.  If you’re excited about what you’re doing, they will be too.

  1. Create community.

Develop a community. Introduce donors to each another. Give them opportunities to work together to accomplish a goal. They’re more likely to stay involved if they feel like they’re part of a family.

  1. Celebrate loyal supporters.

Celebrating loyal supporters doesn’t mean breaking the bank. Just find ways to reward behaviors you want people to repeat. Champion donors on social—other people will soon want to join them.

  1. Go old school.

Some organizations participating in Give Local America, like Infinite Hands Initiative and the East Hampton Food Pantry, use flyers and other print materials. The materials serve a two-fold purpose: in-person interactions and tangible reminders.

Donors are more likely to recall your organization if they can put a volunteer’s face to it or have a physical document in hand. In addition, sending personalized notes makes them feel like prized members of the community. They’ll be more likely to continue their support.

Looking for more tips and resources? Visit Give Local America for more information or to sign up.

About Lori Finch

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Lori Finch is the Vice President of Community Giving, Kimbia and the General Manager of Give Local America. With an extensive background working with nonprofit organizations, Lori is uniquely suited in her role of managing relationships with Kimbia’s community foundation clients and partners, helping to ensure their success. Prior to Kimbia, Lori spent six years at The San Diego Foundation where she served as Director of Nonprofit Programs, developing education resources and tools for more than 250 local nonprofits. She holds an MBA from The University of Chicago, Booth School of Business, and a B.S.B.A in Finance from Georgetown University.