I’m a big fan of marketing guru Seth Godin. His blog is filled with pearls of wisdom. I highly recommend subscribing to it for his daily gems. One that caught my attention recently is “connection not interruption.”
When you’re communicating with donors here’s how to ensure you’re connecting and not interrupting.
Some people may think of fundraising appeals as an interruption, but you can connect with your donors in an appeal if you focus on them. Thank your donors for their past support, show them how their gift will make a difference for the people you serve, and let them know you couldn’t do what you do without them.
Connect because you want to, not because you have to
Just because you have a monthly e-newsletter, doesn’t mean you’re connecting with donors, especially if it’s filled with boring articles about how wonderful your organization is. Don’t get caught in a situation where the beginning of the month is coming up and you quickly cobble something together just to get your newsletter out. Because if you do, it will show.
Having a communication calendar to help you plan is great, but you also need content that connects. Stay Connected Throughout the Year by Using a Communications Calendar
Be a welcome visitor
People receive so much useless information, especially by email and social media. Even our direct mail is mostly junk mail. Share information your donors will be interested in, such as stories that show them how they’re helping you make a difference.
Donors don’t have much time to slog through a bunch of long-winded text. Share short, easy to read messages. Even better, connect in an instant with a great photo or image.
Write as if you’re having a conversation with a friend and don’t confuse donors with terms like food system problems.
Use inviting subject lines such as Learn how you helped Janet find her own home. Make your direct mail piece look inviting by hand addressing the envelope or putting a teaser on the envelope like the one above.
How much is too much
Most likely you aren’t communicating enough. I recommend direct mail (not just fundraising appeals) at least four times a year, monthly e-newsletters, weekly short email updates, and social media at least once a day. But that may not work for your organization.
Another one of my favorite Seth Godin quotes – “Is more always better? Sometimes, only better is better.”
If it’s impossible to send email every week, send it every other week, but make it shine.
Get donors involved
Include a short survey or poll in your e-newsletter asking donors to vote on their favorite article or choose their favorite picture for a campaign or your website. I know of an organization that asks supporters to vote on their favorite holiday card designs.
Make it easy and fun – nothing time consuming. There are lots of different ways to connect besides updates. If you asked donors to contact their legislators, thank them for getting involved and let them know the results. Invite people to be part of a conversation on social media.
Are you really connecting
Don’t just send stuff – make sure you’re really connecting. Check your email click through rates and social media stats. If you’re not getting much of a response, find out why. Maybe the surveys aren’t such a great idea. Maybe your donors don’t spend a lot of time on Twitter.
Figure out how you can connect with your donors, and not just interrupt.
Photo by Wes Peck