Spring is officially here and depending on where you live, it may or may not feel like it. I recently returned from a trip to New Orleans where spring is in full force. Here in Boston, we have a little ways to go.
You hear a lot about spring cleaning right now. I know, groan. Those of us who don’t like to clean and organize put off these projects until piles of clutter start taking on a life of their own and your windows become so grimy you can’t even see out of them.
As much as I dislike cleaning and organizing, I’m happy once it gets done. Often getting started is the hardest part.
Your nonprofit organization should also do its own version of spring cleaning and decluttering. If you’re feeling reluctant about taking on these so-called cumbersome tasks, just think how happy you’ll be once you tackle them. You’ll also make some much-needed improvements to your infrastructure and donor communication.
Let’s get started!
Clean up your mailing lists and database
Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? This is a good time to clean up and update both your direct mail and email mailing lists.
Don’t wait until right before your next mailing to clean up your donor data. Even though it’s tedious, have someone who’s familiar with your donors (your development director?) go through your mailing lists and database to see if you need to make any additions, changes, and deletions.
Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.
Your donor database is an important tool and it needs to be up-to-date and filled with accurate information about your donors.
Run your donor list through the National Change of Address database. It may cost some money to do this, but it’s worth it if you come out with squeaky clean data. Do this at least once a year.
Also, if you haven’t already done this, segment your donors into different groups – new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.
You might also want to move some lapsed donors who haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve never gotten in touch with the lapsed donors from your last fundraising campaign, why not do that now?
Do the same thing with your email list. It doesn’t make sense to send email to people who don’t respond to it. Give these people a chance to re-engage, and if they’re not even opening your emails, move them to an inactive file.
Maybe you need a better database. If you’re using a spreadsheet to store your donor records, then you need an actual database. Get the best one you can afford.
Spring is about bringing in the new and a better database would be a wise investment. If you plan to get a different database, make sure you can easily transfer all your records. The Agitator blog recently covered this. Here’s a link to the third post in a series, which contains links to the first two. Definitely worth reading if you’re planning to get a new database/CRM.
Freshen up your messages
Now that you’ve cleaned up your mailing lists and segmented your donors, it’s time to freshen up your messages. Take a good look at your appeal letters, thank you letters, and other content. Have you been using the same old, stale templates for years? Are you bragging too much about your organization and using jargon? Do your thank you letters begin with the dreaded “On Behalf of X organization….”
Spruce up your messages with some donor-centered content. Create separate templates for new donors, current donors, and monthly donors.
From what I’ve seen, many organizations need to improve their donor communication, especially thank you letters. A thank you letter is something that’s supposed to make your donors feel appreciated and it often falls short. Don’t just freshen up your letters, work on your thank you email acknowledgments and landing pages, too, so they don’t look like boring receipts.
Don’t put it off too long
Your clutter and dust at home won’t disappear on their own. The longer you ignore it, the worse it gets. The same is true for your nonprofit.
Take on these spring cleaning projects as soon as you can. You’ll be happy once they’re done. Your donors will also be happy if they don’t get duplicate mailings or they receive a stellar thank you letter.