Summer is here, although once again, we’re not having a normal summer. More people are traveling despite rising gas prices, airport delays, a tough economy, and the ongoing pandemic. Nevertheless, we all deserve some kind of a vacation. I hope you’ll get a chance to take one. I know you’ve been through a lot.
This may be a quieter time for your nonprofit, but you don’t want to be too quiet and ignore your donors. Something the pandemic taught us is we should communicate more during tough times. This would be a great time to do some relationship building.
You should be communicating with your donors at least once a month and that includes the summer months. Don’t make the mistake of taking a vacation from your donor communication. Continuing to stay in touch with your donors will help you when you launch your fall fundraising campaign.
Here are a few ways you can connect with your donors this summer, as well as throughout the year, and build those important relationships.
Say thank you
Nonprofit organizations don’t thank their donors enough. You don’t need a reason to thank your donors. Just do it and do it often. You’ll stand out if you do.
This is a good time to do something personal, such as sending a handwritten thank you card. I have a subscription to a local theatre. Every year during the last show of the season, they put a thank you card, along with a piece of chocolate (!), on our seats. Usually, it’s a pre-printed card, but this year they gave out handwritten cards. I was touched. This theatre, like many others, didn’t put on live performances for a year and a half. They weathered some tough times, but got through them thanks to their donors.
You can do something similar. Pour on the gratitude and let your donors know how you much you’ve appreciated their support over the last few years. Again, try to make it personal. If handwritten cards sound like too much, you could send a postcard, make a video, or connect through email.
Send an update
If you haven’t communicated with your donors much since your last appeal, send them an update sharing your success and challenges. You could combine an update with a thank you, if you’d like.
Try to send something by mail if you can. Your donors are more likely to see your messages if you send them by mail. You could consider an infographic postcard.
I know mail is expensive, but a postcard shouldn’t cost too much. It’s also a quick way to share an update with busy donors. Also, consider that this investment could pay off if your postcard (or handwritten card) entices a donor to give again and possibly upgrade.
If it’s impossible to send something by mail right now, you can use email.
Tie in current situations
I don’t need to tell you there’s a lot going in the world right now. Will certain policies or budget cuts affect your organization? Many states are working on their budget for the next fiscal year.
Share ways your donors can help – perhaps by contacting their legislators, volunteering, or making a donation.
Advocacy alerts can be a great way for people to engage with your organization. Be sure to thank participants and keep them updated on any outcomes.
When all levels of government make funding cuts or policy changes, the need in the community grows, which puts more burden on nonprofit organizations.
Make room for improvement and plan ahead
The summer can be a good time to make improvements in your existing communication. Spend time finding some engaging stories and photos for your newsletters and other updates.
Start working on your appeal and thank you letters for your next campaign. Make sure they focus on building relationships and are donor-centered. Segment your donors by different types – new, renewing, monthly, etc.
If you’re feeling pinched financially, you may want to start your fall campaign earlier – September/October instead of November/December. I’ll write more about this in future posts, but a few ways to raise additional revenue are to invite current donors to join your family of monthly donors and reach out to your lapsed donors.
For now, keep relationship building front and center. Keep communicating with your donors. They want to hear from you. Don’t take a vacation from your donor communication.