Your donors made a commitment to your organization by giving to you. Are you making the same commitment to them?
Donors have a choice. There are many nonprofits they could donate to, but they chose yours, along with others I’m sure.
Donors can also choose to stop giving to your organization and this could happen if you shortchange them by not giving them the recognition and appreciation they deserve.
Here are a few examples of ways you could be shortchanging your donors. Are you a guilty party?
Treating all donors the same
Your donors are not the same, yet many organizations send the same appeal and thank you letters to all their donors.
Don’t do that. At the very least, send different communication to new donors, current donors, and monthly donors. Welcome new donors, thank donors for their previous support, and acknowledge those ever so important monthly donors.
To take it a step further, get to know your donors better. A survey is a great way to do that. You could pop one in an e-newsletter or include one in the welcome packet you should be sending to new donors.
You can survey donors about what drew them to your organization, what issues are important to them, or what their communication preferences are. This way you can share information you know they’ll be interested in. Also, if you find out your donors don’t spend much time on social media and prefer email, you can concentrate your efforts there.
Some organizations allow donors to give to different initiatives. If you’re one of them, send communication specific to that program. For example, send one group an engaging update on early education and another something on childhood hunger.
Not communicating enough
Funny how nonprofits go all out during appeal time and after that you hear almost nothing. You need to communicate throughout the year. Make a point to reach out to your donors between once a week and once a month. A communications calendar will help with this.
Some organizations do a good job of thanking and updating throughout the year. Others, not so much. Your donors were drawn to your organization because they’re interested in the work you do. Let them know how they’re helping you make a difference.
Find creative ways to stay in touch. One organization sent me a quiz by email, which was a great, interactive way to find out more about a certain issue.
Not communicating well
I could write an entire post about poor communication. Okay, maybe you have a newsletter, but it’s not very good. Yes, you thank your donors, but all you send is an organization-centered, generic email.
Thank your donors like you mean it. Share stories in your in your newsletter that your donors want to read (remember the survey I mentioned above). Ditch your jargon and write in a conversational style your donors will understand.
Another problem is getting bogged down in the details with a bunch of long-winded text. Get your donors interested right away. They’re busy and aren’t going to read a long, boring newsletter or annual report.
Short and more frequent is the way to go. If you email a short, and of course engaging, update every two weeks or so your donors shouldn’t get the impression you’re not interested in them.
You also want to communicate by mail periodically. You could write an amazingly personal email, but it’s so easy for that to get lost in your donor’s inbox. And what if you find out some of your donors don’t use electronic communication very often?
At the very least, make a point to send at least one non-ask piece by mail. One suggestion I like to recommend for organizations with tight mailing budgets is to spread the love throughout the year. Send a small number of handwritten notes or postcards each month ensuring that every donor gets one. Also, imagine their surprise when they get a note from you in May or September when they’re not expecting anything.
Your donors are important and they need to know that. Don’t shortchange them by treating them all the same, not communicating enough, and doing a poor job of communicating with them.