Over the summer I’ve written about the importance of building relationships and having a strong monthly giving program. This post combines both of these topics.
Specifically, I want to focus on building relationships with your current monthly donors.
Don’t take these donors for granted. Monthly donors stepped up during the height of the pandemic and you should be able to rely on them during any economic uncertainty.
This doesn’t magically happen. You need to devote time to connecting with these valuable donors.
Make a plan
First, create a plan for your monthly donor communication. Although I’m emphasizing summer, you need to communicate with your monthly donors (and all donors) throughout the year. I like to say because these donors support you every month, you should reciprocate by communicating with them at least once a month.
You can incorporate this into your communications calendar. Fill it with ways to show gratitude and share updates. You can use a variety of channels. Here are some ideas to get started.
Send something by mail
How often do you get something personal in the mail? Not often, right? And when you do, it stands out.
How about sending a handwritten note to your monthly donors? Another option is to create a postcard thank you and/or update. Your donors will really appreciate this nice gesture.
Create a video
Videos are a great way to connect and they’re not that hard to create. If you can personalize it, all the better. Otherwise, you can create a general one that thanks your monthly donors.
You can also create a video that gives a behind-the-scenes look at your organization or a virtual tour.
Spruce up those automatic thank you emails
Those automatic thank you emails you may have set up don’t count as part of your monthly donor connection plan. It’s fine to create these, but you don’t have to. While these monthly acknowledgments offer donors reassurance that the organization received their gift, they’re often uninspiring. Many of these acknowledgments are just receipts and a receipt is not a thank you.
Spruce them up a little and change the content every few months. Use this as an opportunity to share some updates.
Here’s a timely example from Planned Parenthood.
Thank you for supporting Planned Parenthood! Your tax-deductible monthly gift of ___has been processed.
The recent Supreme Court decision in Dobbs v. JWHO is horrifying and dangerous. But all of us at Planned Parenthood remain committed to working to ensure that every patient who needs high-quality, affordable health care can access it.
In this crisis for abortion access, independent providers, abortion funds, and Planned Parenthood health centers will do everything they can to connect anyone who wants an abortion with the care they need.
Your monthly gift to Planned Parenthood fuels our efforts to expand access to abortion and protect affordable sexual and reproductive health care.
With our gratitude for your support, we also want to uplift our partners — abortion funds and independent providers — who are also doing the necessary work to make sure people who need care can access it.
We know you’re invested in our movement because of your generous monthly gift, and, if you’re so inclined, we encourage you to take a few minutes in the next few days to find your local abortion fund or independent provider and connect with them to see how you can help.
On behalf of all of the individuals that your support has allowed us to help, thank you for standing with us.
If you need to change your credit card or billing information, please visit the Self-Service Portal, or contact our Donor Services team by submitting a question online or calling 1-800-430-4907.
Thank you again for your support.
With the exception of using the word processed, I think this is a good acknowledgment. They also include information on how to change your credit card by accessing a self-service portal. This can also give people the opportunity to easily upgrade their gifts.
Get noticed with an enticing subject line
Most likely you’ll communicate by email, which has its pros and cons. It’s easier and less expensive than a postal mailing, but since people get an enormous amount of email, they might miss your message.
One way to get noticed is to use an enticing subject line. Here’s one I like from Pet Partners – Your monthly gift in action
It goes on to tell a story about a therapy dog who visits a school and interacts with kids who have been diagnosed with ADHD, who have been placed in foster care, and who are dealing with other difficult situations.
Keep your donors engaged with good content
Congratulations, your donor opened your email message. You want to keep them engaged. Here’s the full message from Pet Partners, along with a picture of a thank you note from the kids and the therapy dog Dusty Rose.
Your monthly commitment to Pet Partners allows for stability within our organization that directly affects our volunteer experience and the visits they make. Without your support of the human-animal bond, the beautiful impact that our therapy animal teams make wouldn’t be felt. Thank you.
Many handlers partner with other local therapy animal teams to create local community-based groups, as is the case with Santa Clarita Pet Partners Therapy Dogs. Handler Sharon reflects on her time working with this group alongside her therapy dog Dusty Rose as they finish up their visits for the school year at the local elementary school:
“We visit at the school once a week during the school year with children who have been diagnosed with ADHD, who have been placed in foster care, and who are dealing with other difficult situations. They always look forward to our dogs. Typically we have three dogs visiting at a time, each assigned to a student by the school therapist. The students will sit on the floor with the therapy dogs to pet them, do tricks, talk, and relax together.
“Dogs create a nonjudgmental environment for these children. Many times during our visits they will share private information and feelings that they have never told anyone else. They might share that someone is being mean to them, or that when they were gone their parents gave away their dog. Life is difficult for many of these students, but they light up at the sight of their furry friends and the unconditional love the dogs offer.”
During one of the latest visits, the children showed their appreciation through a beautiful thank you note. Though this note is written directly to the therapy animal teams, it is because of your support that the children get to experience the heartwarming impact of therapy animal visits.
Make it personal
Be sure to address your donors by name, just like what you see in the examples above. I would also recommend separate communication for new donors and longer-term donors.
Welcome new monthly donors. You can go a step further with different messages for brand new donors and single gift donors who have upgraded to monthly. Be sure to give special attention to longer-term donors. The average donor retention rate for monthly donors is 90% and you don’t want that to go down.
You can give shout outs in your newsletter and social media, but those won’t be as personal. Some organizations include a cover letter or note for their monthly donors in their newsletters. You could also create separate newsletters for monthly donors.
The key is to stay in touch and keep making connections. Remember to thank these donors every month.
Don’t ignore your valuable monthly donors. Keep building those important relationships
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