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.
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.
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