Some Observations From the Year-End Fundraising Season

We’re right in the thick of year-end fundraising season. If you have a campaign underway, I hope it’s going well for you, although it may be too early to tell.

A good fundraising campaign is more than just sending out a bunch of appeals and hoping the donations come in.

I get a lot of appeals, some from organizations I support and some from ones I don’t. I’d like to share a few observations from the year-end fundraising season.

Most of what I’m going to cover focuses on organizations I already support. For those I don’t, I’ll just say your generic Dear Friend letters aren’t giving me a compelling reason to give. And that includes your triple match offer. That said, organizations I already support aren’t pouring on the inspiration either.

Fundraising is not a transaction

Don’t get me started on the transactional aspect of #Giving Tuesday. I was barraged with email appeals, many of which were not that different from the ones I received the day before on Cyber Monday.

Most of my gifts are monthly donations which automatically renew, so I didn’t make that many gifts on #GivingTuesday. I thought I was making donations, but some organizations viewed it as a transaction.

One organization’s landing page looked like this.

************************************************************************

THANK YOU!

You may print this page for your records. A receipt has also been emailed to you.

ORDER INFORMATION

Your Transaction has been Approved!

Merchant: xxx

Description: Donation for Specific fund

Email: agreen…

Name: Ann Green

Company:

Phone: xxx

Street Address: xxx

City: xxx

State: xxx

ZIP Code: xxx

PAYMENT INFORMATION

Amount:

Transaction ID: 61419346676

Payment Method: Visa  xxx

Date/Time

QUESTIONS?

If you have questions or need assistance with your donation, call  xxx or email us at xxx

************************************************************************

The thank you email they sent included the subject line – Transaction Receipt from xxx

Ugh! I made a donation not a transaction. Whatever software they’re using seems to be geared towards purchases, not donations, and that’s a problem unless they include a warm, heartfelt message with their “auto-receipt.” That didn’t happen. All I got besides Thank you for your support, was a generic description of what the organization does.

Another organization sent a transaction receipt and let me know  – This order is now complete. Transaction approved! I also received a couple of “donation receipts.”

Can we please stop using the word transaction? There’s nothing wrong with including a receipt, but that’s not the only thing you should send.

Create an amazing thank you landing page and an equally amazing thank you email and put the receipt at the end.

Four Ways to Improve Your Thank You Redirect Page to Retain More Online Donors

A little less generic communication, a little more segmentation

Actually, a lot more segmentation. Only a handful of the appeal letters I received thanked me for my past support. One letter opened with Words cannot express how grateful I am to have you as part of our team.

Most of the email appeals were just generic requests. The ones I received on #GivingTuesday made a big deal about it being #GivingTuesday. I wish they would have made a bigger deal about recognizing me personally.

One organization did acknowledge the gift I gave a year ago on #GivingTuesday, even though it was a monthly gift that automatically renews.

What I would like to see first is organizations saying thank you for being a donor, and don’t bury that at the end of the letter. Make it prominent.

Next, as someone who makes mostly monthly gifts, I want to be acknowledged as a monthly donor. These donations automatically renew, but it’s fine to ask for an additional donation or an upgrade.

After thanking me for my generous support as a monthly donor, one organization asked if I would like to make a special gift this month or increase my regular pledge. Another organization sent a request to increase my gift by $1.00 a month. Unfortunately, those are the exceptions not the rule.

It will take a little more work, but send different appeals to potential donors, current donors, and monthly donors.

Keep telling your stories

I’ll end on a more positive note. The appeals that stood out included stories, as well as photos.  One that caught my eye was a first-person story from a boy named Jacob. In his handwriting (most likely), Jacob recounts his battle with leukemia – When I was 4½, I was told that I had leukemia. For 2½ years, I went through a lot of bad stuff…… Another story came from an animal therapy dog named Tova who made a request to Help Me Help More Humans.

Taking a creative approach is much better than bragging about your organization or opening your letter by saying you have a challenge match, which isn’t necessarily a bad thing, but opening with a story would have been better.

If you’re not raising enough money or keeping your donors this year, you may need to look at fundraising as more than a transaction, segment your donors, and share some good stories.

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What Comes Next

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I imagine most of you have sent out your year-end appeal. You may think your work is done for now, but it’s not.

In fact, what comes next is even more important, especially if you want to keep your donors for a long time.

Fundraising isn’t just about raising money. It’s also about building relationships and making your donors feel good about giving to your organization.

Some of you may already be doing what I’m going to suggest below. Kudos to you! But I can guarantee some of you aren’t doing these crucial relationship building steps.

Do a good job of thanking your donors

The key word here is good. A good thank you is not the same boring email or letter you’ve been using for way too long. A good thank you is also not something you send weeks after you’ve received a donation.

You want your donors to feel good about making a donation. A handwritten note or phone call is always better than a letter, but if you only have the means to do a letter, make it awesome.

Create a welcome plan for your new donors

The retention rate for new donors continues to be abysmal.

One way to help ensure people will give again is to create a welcome plan, which will provide you with ways to let your new donors know how much you appreciate them.

If you specifically welcome your new donors, you’ll stand out because most organizations don’t do this. Make sure your welcome plan consists of ways to communicate throughout the year and not just the initial welcome message. The following post has more helpful information on welcoming new donors. Nonprofit Retention: All Donors Aren’t Created Equal

Make your current donors feel special, too

You may think your most valuable donors are the ones who give the most money, but what about the people who have supported your organization for three, five, or even ten years? These are your valuable donors.

If you’re not acknowledging a donor’s past support, you’re making a huge mistake. Imagine how you would feel if you gave to an organization for over five years and they never thank you for your long-time support.  

This is why segmenting your donors and personalizing their correspondence is crucial, so is a good database to help you with this. Strengthen Your Donor Segmentation: 7 Successful Strategies

Make a plan to specifically recognize your long-term donors.

Send holiday and New Year’s greetings

The holidays give us the perfect opportunity to reach out. Send holiday and New Year’s greetings by mail or email. Do not include any type of ask with this. If you need to send fundraising reminders, make that a separate message.

Don’t hold back on your other donor communication

I know you’re swamped with your year-end fundraising, but this is not the time to scale back on your donor communication. Continue to send your newsletter and other updates. Keep them donor-centered.

Intersperse your fundraising appeals with messages in which you’re not asking for donations.

Keep going

Your first New Year’s resolution should be to communicate with your donors more. Many nonprofits seem to go quiet between fundraising campaigns. Don’t be one of them.

Keep reaching out to your donors – at least once or twice a month. Show appreciation and update them on how they’re helping you make a difference.

Think of other ways to do something special for your donors, such as offering tours of your facility or holding an open house.

You want to keep your donors for a long time and making them feel good about supporting your organization will help you with this.

Image via ImgCop.com

Make #GivingTuesday More Than Just a Giving Day

Image result for giving tuesday logo 2018I’m sure you’ve all heard of #GivingTuesday, the annual giving day that takes place the Tuesday after Thanksgiving. This year it will be on November 27.

Perhaps you’ve participated in the past and it’s been successful, or maybe it wasn’t. Perhaps you’re planning to participate for the first time.

Whether you participate or not, #GivingTuesday is now part of the nonprofit landscape and if you’re doing a year-end appeal, you’ll need to factor it into your campaign.

I’m not a huge fan of #GivingTuesday or any giving days, for that matter, because they focus too much on getting donations. Many of these donors are first-time donors who don’t give again. That may be because they were drawn into whatever gimmicks the organizations were using to get donations and/or the organizations failed to build relationships afterward.

I have a few suggestions to help make #GivingTuesday more successful or how to navigate around it if you’re not participating in it.

Is #GivingTuesday working for you?

If you’ve run a campaign in the past, check to see if people who gave the year before gave again. Go back as far as you can to check retention rates.

Also, who is donating on #GivingTuesday? Are they brand new donors or current donors who choose to donate on that day?

Focus on relationship building

Never miss an opportunity to build relationships, whether you’re reaching out to new donors or following up with current ones. Keep your appeal donor-centered. Thank current donors and find a way to make a connection with potential donors.

I realize the purpose of a fundraising appeal is to ask for donations, but don’t forget to build relationships, too. Again, the problem with most #GivingTuesday appeals is they’re focused too much on getting donations.

Use #GivingTuesday as a way to follow up with your donors

If you don’t want to launch a full #Giving Tuesday campaign (understandable), it can be a great opportunity to follow up with people who haven’t donated to your year-end appeal. You should be doing regular reminders, anyway.

Send email and social media messages before and on #Giving Tuesday encouraging people to donate. You can use the #Giving Tuesday logos, etc. Obviously, you’ll want to keep following up with anyone who didn’t donate on #GivingTuesday.

Keep in mind your donors will be barraged with email and social media messages on #GivingTuesday. Make yours stand out and be prepared to keep following up.

How about #GratitudeTuesday instead?

Maybe you’ll decide to bypass #GivingTuesday all together and make it a day to show some gratitude to your donors.

A New Approach to Giving Tuesday: Be different and stand out from the crowd

Attitude of Gratitude: A Different Kind of Giving Tuesday

Remember that your donors may not see your messages that day so send some #donorlove on other days around that time, such as Thanksgiving.

Donors are going to get a lot of appeals from you at year-end so you also want to use this time to communicate in ways in which you’re not asking for money.

Don’t forget to say thank you

Speaking of showing gratitude, your donors should be feeling the love right after they make their donation.

Make sure you have an engaging thank you landing page and thank you email for your online donors. You could even create ones especially for #GivingTuesday. Then you need to follow that with a phone call, handwritten note, or thank you letter.

Send welcome packets to new donors or welcome back messages to current donors.

#GivingTuesday has a transactional feel to it, although it doesn’t need to. Go the extra mile and do a good job of thanking these donors – both right after they’ve made their donation and throughout the year.

5 creative ways to thank #GivingTuesday donors

5 Ways to Thank Your #GivingTuesday Donors

How did you do?  

When this year’s #GivingTuesday is over, make a plan to measure your results, whether you do a full campaign, a follow-up, or a thank you fest. Was it worth the time and effort?

I think you’ll find that your #GivingTuesday campaign, or any fundraising campaign, will be more successful if you focus on more than just the giving part. And a big part of a successful campaign is getting repeat donations.

Tips for Keeping New Donors After a Giving Day

3 Ways to Turn #GivingTuesday Donors Into Year-Round Supporters

 

Show Some Gratitude to Your Donors

Thanksgiving will be here soon and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. Do you extend this same gratitude to your donors?  It often doesn’t seem like it.

Nonprofit organizations tend to treat thanking their donors as an afterthought. But you need to spend just as much time thanking your donors as you do on fundraising.

Here are a few ways you can show some gratitude to your donors.

Wish your donors a Happy Thanksgiving

Send your donors a special Thanksgiving message. If you can send a card or postcard, that’s great, but an email message is also fine.

Let your donors know how grateful you are to have them as part of your family. Share a success story and a photo or video. Your donors will appreciate a heartfelt message, especially when they’re being barraged with year-end appeals.

But don’t stop with Thanksgiving

While gratitude is often front and center around Thanksgiving, that shouldn’t stop you from showing some #donorlove at other times of the year. The holidays, New Year’s, and Valentine’s Day pop up as natural times to show gratitude, but mix it up a little and find other times of the year to say thank you. In fact, you don’t even need a reason. Just thank your donors.

Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.

Incorporate thanking your donors into your year-end fundraising campaign

Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?

Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday, and I’ll write more about that in my next post.

Be ready to thank your donors as soon as you receive a donation

You’ve all heard you need to thank your donors right away, within 48 hours if you can. This usually doesn’t happen or it’s done poorly. Every single donor, no matter how much they’ve given or whether they donated online, gets a thank you card/letter mailed to them or receives a phone call.

I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.

You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers together to make phone calls, write thank you notes, or include a handwritten note on a thank you letter.

Do a better job of thanking your donors

Your donors deserve more than just the same, lame generic thank you letter.

I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.

Take Thanking Your Donors to the Next Level

Give Your Online Donors The Recognition They Deserve

The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….

Thanking your donors is not a one and done deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.

  • Send a handwritten note.
  • Create a thank you video and share it on your website, by email, and on social media.
  • Send welcome packets to your new donors.
  • 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.
  • Give a huge shout out to your donors in your newsletters and social media updates. Emphasize that you wouldn’t be able to do the work you do without their support.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
  • Thank your donors just because they’re great.
  • Keep thinking of other ways to thank your donors.

This Thanksgiving and throughout the year, show some gratitude to your donors. Don’t they deserve it?

Incorporating Monthly Giving Into Your Fundraising

Image via Bloomerang

Most of you are getting ready to launch your year-end appeal if you haven’t already done so. I hope your organization also has a monthly/recurring giving program. If you don’t, you’re missing out on a great way to raise more money and receive a constant stream of revenue throughout the year.

Plus, monthly giving will raise your retention rate. According to the Fundraising Effectiveness Project, the retention rate for monthly donors is 90%. These donors are committed to your organization!

To keep things simple, I’m going to use the term monthly giving, but you should offer your donors other options, such as quarterly giving.

How to get started

If you don’t already have a monthly giving program, try to set one up before your year-end appeal and let your donors know about it. If that’s not possible, make it one of your first New Year’s resolutions for 2019.

Setting up a monthly giving program will take a little work up front but will pay off in the end. Mention it in your appeal letters and make it a prominent option on your donation page.

Some organizations’ donation pages aren’t set up for monthly giving. I experienced this recently when I tried to make a donation. If I wanted to make a recurring gift, I had to contact the organization and in the interest of time, I chose a one-time gift.

Make it easy for everyone and set up a monthly giving option on your donation page.

Quick Tips to Create a Great Monthly Giving Program

Invite your current donors to become monthly donors

One way to get monthly donors is to ask your current donors to switch to monthly giving. Send targeted appeals to donors who have given at least twice. These donors have already shown you their commitment.

Let them know how much you appreciate their support and invite them to join your family of monthly donors. Show them how their $50 or $100 gift is helping you make a difference and how they can help even more with gifts of $5 or $10 a month.

Monthly donors get their own special appeal

If you already have monthly donors, send them a special appeal. Don’t send them a generic appeal that doesn’t recognize that they’re monthly donors. You should be personalizing and segmenting all your appeal letters, anyway.

Thank them for being a monthly donor and let them know you couldn’t do your work without their continued support. Politely ask monthly donors who’ve supported you for at least six months if they can upgrade their gift.

Monthly donors also get their own thank you letters

Not only do monthly donors get their own thank you letters, handwritten notes, or phone calls, you need separate letters for brand new monthly donors and current single-gift donors who’ve become monthly donors. I covered this in a recent post.

 Take Thanking Your Donors to the Next Level

Don’t shortchange your monthly donors with a generic thank you letter.

I make most of my donations monthly. The thank yous I receive range from pretty good to dreadful to nonexistent.

Some organizations will send a monthly acknowledgment by email. I don’t mind these because it lets me know my donation was charged. Often I get the same boring email each month with an equally sleep-inducing subject line such as Subsequent Sustaining Thank You. One organization uses the subject line You Are AMAZING, which is pretty amazing, and rare.

Since your donors have committed to donating every month, show them the same courtesy by communicating with them at least once a month. Those generic thank you emails don’t count.

You could send an e-mail update and at least a couple of updates by mail. Show your donors how they’re helping you make difference in your updates. Share a story or give specific examples.

A few ways I’ve seen organizations recognize their monthly donors are by giving them a special shout out in their newsletter, thanking them in their annual report, and inviting them to take a tour of the organization. Other ideas include an open house, a thank you video, a thank you postcard, and a handwritten note. Whatever you do, keep in touch throughout the year.

Pay attention to your monthly donors

All donors are special, but monthly donors are extra special because they’ve made this commitment to you. Therefore, you’re doing a huge disservice when you don’t recognize them for who they are. You can send requests for an additional single gift but not without thanking them for their monthly support.

Speaking of paying attention, you need to keep track of when a donor’s gift is about to expire. One way to avoid that is to not include an expiration option on your donation page. But that only solves part of the problem because credit cards have expiration dates. Don’t rely on your donors to keep track of this. They’re busy and have a lot of other things to worry about.

Set up a system where you can flag credit card expiration dates. A month ahead of time, send your donors a friendly reminder letting them know it’s time to renew their monthly donation. You can also ask for an upgrade and, of course, thank them. If you don’t do this, you’ll lose money and you’re showing your donors you don’t care because you’re not paying attention to them.

What Can You Do If Your Monthly Donors’ Payments Are Not Coming In?

Monthly giving is a proven way to raise more money and improve donor retention. I hope you’ll take the time to start or grow a monthly giving program for your organization.

Monthly giving resources

 

Why You Need a Multichannel Fundraising Campaign

 

9302747250_55a3eb4704_zYear-end fundraising season is here and it’s the busiest time of the year for most nonprofit organizations.

You need to plan carefully. If you just send one fundraising letter and wait for the donations to pour in, you’re chasing rainbows. Your donors are busy and may put your letter aside to handle later, and never get to it.

You may be thinking of not using direct mail at all because it’s too expensive, and only sending email appeals. That’s a mistake. Direct mail is still a viable way to communicate and well worth the investment.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the massive volume of email people receive. Some donors will respond to the first appeal, but most are going to need a few reminders.

Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Plus, you’re competing with a deluge of email and social media posts from a variety of sources, even more in the US since it’s an election year. The fact that it’s an election year may not affect nonprofit giving, but it does factor into the amount of communication your donors are receiving. Fundraising in an Election Year: Much ado about (almost) nothing

All this is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists. Do you have both postal and email addresses for all your donors?  Be sure to segment your donors into different groups, as well (current, monthly, etc).

6 Steps to Direct Mail List Management

Clean Up Your Email List With These 3 Simple Steps

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that says your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

Which channels do your donors use?

Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 31

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How You Can Help a Family Move Into Their Own Home.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of November 5

Mail your appeal letters.

Week of November 12

Start sending follow-up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal of helping more families find a home of their own. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 19

Send another reminder, along with a Happy Thanksgiving message. Share a success story in your appeal.

Week of November 26

November 27 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Keep in mind that your donors’ inboxes will be bursting at the seams on #GivingTuesday. Make your messages stand out and throw some gratitude into the mix.

Don’t just send generic weekly reminders. Also, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 3

Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective.

It’s a busy time of the year and your donors may need a gentle prompt.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your message across without being annoying. This is another reason why you should only send reminders to people who haven’t donated yet.

Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove and send holiday greetings.

The end of December is the busiest time of this busy fundraising season. Send two or three reminder emails during the last week of December, including one on the 31st. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Even though you’re trying to secure donations, don’t forget about building relationships, too.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who don’t use electronic communication.

In addition, plan to get in touch with your lapsed donors at the beginning of January (more on that later).

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising

How to Make a Multichannel Fundraising Ask: the Basics

6 Tips for Planning a Multi-Channel Fundraising Campaign

 

How Will You Welcome Your New Donors?

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One of your year-end fundraising goals may be to get new donors. That’s fine, but a better goal is to keep these donors. The retention rate for new donors is a dismal 23%. Put simply, over ¾’s of your new donors won’t donate again.

There are many reason donors don’t give a second gift – some you can control, some you can’t. One of the biggest reasons is poor or nonexistent donor communication. This is easy to fix, and if you put some time and effort into it, you can rise above other organizations who seem to like to ignore their donors.

Show some #donorlove by putting together a welcome plan for your new donors.

Start off with an extra special thank you

Don’t send your new donors that tired old, generic thank you letter that doesn’t acknowledge that they’re new donors. You have to do more. Take Thanking Your Donors to the Next Level

Research by fundraising expert Penelope Burk says that first-time donors who receive a thank you call are more likely to donate again and give at a higher level the next year. Get together a group of board members, staff (especially your executive director), and volunteers to call your new donors or send them a handwritten thank you card.

If you can’t make phone calls or send a handwritten card, send a thank you letter that specifically recognizes that someone is a new donor. You could also add a handwritten note to a thank you letter welcoming your new donor.

*Make sure these are actually new donors. A good database will help you avoid any embarrassment.*

Next, send a welcome package

A week or two after the initial thank you, send a welcome package. You can do this by mail, email, or a combination of both.

Welcome your new donors. Thank them again and show them other ways they can connect with you. Invite them to subscribe to your newsletter and join you on social media. Your welcome package can include a warm introductory message and a brochure or fact sheet.

Send separate welcome packages to one-time donors and monthly donors. You could invite new one-time donors to become monthly donors. For monthly donors, send different messages to brand new donors and existing donors who’ve become monthly donors.

How to Retain First-Time Donors With Your Email Welcome Series

Why welcoming new donors is so important

How to Welcome New Donors and Keep Them Engaged

Who are your new donors?

Get to know your new donors better. Include a short survey with your welcome package to find out how they heard about you, what issues are important to them, and if they prefer print or electronic communication. You could also direct people to your website for more information about your organization.

Be careful about how much information you send. Donors want to feel welcome not overwhelmed.

Give your donors the gift of appreciation and impact

I don’t recommend sending unsolicited swag. You could offer your new donors a gift and they can let you know if they want to receive it, but it’s not necessary. You want donors who care about your work, not getting a free tote bag.

Instead of spending your resources securing premiums, invest in creating thank you cards or making a welcome video.

What donors really want from you is to feel appreciated and know how they’re helping you make a difference.

This is a year-round effort

Don’t let the welcome package be the last time your donors hear from you until your next appeal. Use a communications calendar to help you plan to stay in touch throughout the year.

The biggest hurdle you’ll face in donor giving is getting a second gift. Once donors make a second gift, they’re more likely to keep giving, although not always. Making your new donors feel welcome and staying in touch throughout the year will help you keep your donors for a long time.

Here’s more information on the importance of treating new donors well.

How to Get First Time Donors to Give Again

3 Ways to Make a Lasting Impression with First-Time Donors