Show Some Gratitude to Your Donors

Thanksgiving will be here soon and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. Do you extend this same gratitude to your donors?  It often doesn’t seem like it.

Nonprofit organizations tend to treat thanking their donors as an afterthought. But you need to spend just as much time thanking your donors as you do on fundraising.

Here are a few ways you can show some gratitude to your donors.

Wish your donors a Happy Thanksgiving

Send your donors a special Thanksgiving message. If you can send a card or postcard, that’s great, but an email message is also fine.

Let your donors know how grateful you are to have them as part of your family. Share a success story and a photo or video. Your donors will appreciate a heartfelt message, especially when they’re being barraged with year-end appeals.

But don’t stop with Thanksgiving

While gratitude is often front and center around Thanksgiving, that shouldn’t stop you from showing some #donorlove at other times of the year. The holidays, New Year’s, and Valentine’s Day pop up as natural times to show gratitude, but mix it up a little and find other times of the year to say thank you. In fact, you don’t even need a reason. Just thank your donors.

Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.

Incorporate thanking your donors into your year-end fundraising campaign

Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?

Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday, and I’ll write more about that in my next post.

Be ready to thank your donors as soon as you receive a donation

You’ve all heard you need to thank your donors right away, within 48 hours if you can. This usually doesn’t happen or it’s done poorly. Every single donor, no matter how much they’ve given or whether they donated online, gets a thank you card/letter mailed to them or receives a phone call.

I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.

You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers together to make phone calls, write thank you notes, or include a handwritten note on a thank you letter.

Do a better job of thanking your donors

Your donors deserve more than just the same, lame generic thank you letter.

I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.

Take Thanking Your Donors to the Next Level

Give Your Online Donors The Recognition They Deserve

The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….

Thanking your donors is not a one and done deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.

  • Send a handwritten note.
  • Create a thank you video and share it on your website, by email, and on social media.
  • Send welcome packets to your new donors.
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude.
  • Give a huge shout out to your donors in your newsletters and social media updates. Emphasize that you wouldn’t be able to do the work you do without their support.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
  • Thank your donors just because they’re great.
  • Keep thinking of other ways to thank your donors.

This Thanksgiving and throughout the year, show some gratitude to your donors. Don’t they deserve it?

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Incorporating Monthly Giving Into Your Fundraising

Image via Bloomerang

Most of you are getting ready to launch your year-end appeal if you haven’t already done so. I hope your organization also has a monthly/recurring giving program. If you don’t, you’re missing out on a great way to raise more money and receive a constant stream of revenue throughout the year.

Plus, monthly giving will raise your retention rate. According to the Fundraising Effectiveness Project, the retention rate for monthly donors is 90%. These donors are committed to your organization!

To keep things simple, I’m going to use the term monthly giving, but you should offer your donors other options, such as quarterly giving.

How to get started

If you don’t already have a monthly giving program, try to set one up before your year-end appeal and let your donors know about it. If that’s not possible, make it one of your first New Year’s resolutions for 2019.

Setting up a monthly giving program will take a little work up front but will pay off in the end. Mention it in your appeal letters and make it a prominent option on your donation page.

Some organizations’ donation pages aren’t set up for monthly giving. I experienced this recently when I tried to make a donation. If I wanted to make a recurring gift, I had to contact the organization and in the interest of time, I chose a one-time gift.

Make it easy for everyone and set up a monthly giving option on your donation page.

Quick Tips to Create a Great Monthly Giving Program

Invite your current donors to become monthly donors

One way to get monthly donors is to ask your current donors to switch to monthly giving. Send targeted appeals to donors who have given at least twice. These donors have already shown you their commitment.

Let them know how much you appreciate their support and invite them to join your family of monthly donors. Show them how their $50 or $100 gift is helping you make a difference and how they can help even more with gifts of $5 or $10 a month.

Monthly donors get their own special appeal

If you already have monthly donors, send them a special appeal. Don’t send them a generic appeal that doesn’t recognize that they’re monthly donors. You should be personalizing and segmenting all your appeal letters, anyway.

Thank them for being a monthly donor and let them know you couldn’t do your work without their continued support. Politely ask monthly donors who’ve supported you for at least six months if they can upgrade their gift.

Monthly donors also get their own thank you letters

Not only do monthly donors get their own thank you letters, handwritten notes, or phone calls, you need separate letters for brand new monthly donors and current single-gift donors who’ve become monthly donors. I covered this in a recent post.

 Take Thanking Your Donors to the Next Level

Don’t shortchange your monthly donors with a generic thank you letter.

I make most of my donations monthly. The thank yous I receive range from pretty good to dreadful to nonexistent.

Some organizations will send a monthly acknowledgment by email. I don’t mind these because it lets me know my donation was charged. Often I get the same boring email each month with an equally sleep-inducing subject line such as Subsequent Sustaining Thank You. One organization uses the subject line You Are AMAZING, which is pretty amazing, and rare.

Since your donors have committed to donating every month, show them the same courtesy by communicating with them at least once a month. Those generic thank you emails don’t count.

You could send an e-mail update and at least a couple of updates by mail. Show your donors how they’re helping you make difference in your updates. Share a story or give specific examples.

A few ways I’ve seen organizations recognize their monthly donors are by giving them a special shout out in their newsletter, thanking them in their annual report, and inviting them to take a tour of the organization. Other ideas include an open house, a thank you video, a thank you postcard, and a handwritten note. Whatever you do, keep in touch throughout the year.

Pay attention to your monthly donors

All donors are special, but monthly donors are extra special because they’ve made this commitment to you. Therefore, you’re doing a huge disservice when you don’t recognize them for who they are. You can send requests for an additional single gift but not without thanking them for their monthly support.

Speaking of paying attention, you need to keep track of when a donor’s gift is about to expire. One way to avoid that is to not include an expiration option on your donation page. But that only solves part of the problem because credit cards have expiration dates. Don’t rely on your donors to keep track of this. They’re busy and have a lot of other things to worry about.

Set up a system where you can flag credit card expiration dates. A month ahead of time, send your donors a friendly reminder letting them know it’s time to renew their monthly donation. You can also ask for an upgrade and, of course, thank them. If you don’t do this, you’ll lose money and you’re showing your donors you don’t care because you’re not paying attention to them.

What Can You Do If Your Monthly Donors’ Payments Are Not Coming In?

Monthly giving is a proven way to raise more money and improve donor retention. I hope you’ll take the time to start or grow a monthly giving program for your organization.

Monthly giving resources

 

Why You Need a Multichannel Fundraising Campaign

 

9302747250_55a3eb4704_zYear-end fundraising season is here and it’s the busiest time of the year for most nonprofit organizations.

You need to plan carefully. If you just send one fundraising letter and wait for the donations to pour in, you’re chasing rainbows. Your donors are busy and may put your letter aside to handle later, and never get to it.

You may be thinking of not using direct mail at all because it’s too expensive, and only sending email appeals. That’s a mistake. Direct mail is still a viable way to communicate and well worth the investment.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the massive volume of email people receive. Some donors will respond to the first appeal, but most are going to need a few reminders.

Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Plus, you’re competing with a deluge of email and social media posts from a variety of sources, even more in the US since it’s an election year. The fact that it’s an election year may not affect nonprofit giving, but it does factor into the amount of communication your donors are receiving. Fundraising in an Election Year: Much ado about (almost) nothing

All this is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists. Do you have both postal and email addresses for all your donors?  Be sure to segment your donors into different groups, as well (current, monthly, etc).

6 Steps to Direct Mail List Management

Clean Up Your Email List With These 3 Simple Steps

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that says your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

Which channels do your donors use?

Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 31

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How You Can Help a Family Move Into Their Own Home.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of November 5

Mail your appeal letters.

Week of November 12

Start sending follow-up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal of helping more families find a home of their own. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 19

Send another reminder, along with a Happy Thanksgiving message. Share a success story in your appeal.

Week of November 26

November 27 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Keep in mind that your donors’ inboxes will be bursting at the seams on #GivingTuesday. Make your messages stand out and throw some gratitude into the mix.

Don’t just send generic weekly reminders. Also, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 3

Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective.

It’s a busy time of the year and your donors may need a gentle prompt.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your message across without being annoying. This is another reason why you should only send reminders to people who haven’t donated yet.

Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove and send holiday greetings.

The end of December is the busiest time of this busy fundraising season. Send two or three reminder emails during the last week of December, including one on the 31st. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Even though you’re trying to secure donations, don’t forget about building relationships, too.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who don’t use electronic communication.

In addition, plan to get in touch with your lapsed donors at the beginning of January (more on that later).

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising

How to Make a Multichannel Fundraising Ask: the Basics

6 Tips for Planning a Multi-Channel Fundraising Campaign

 

How Will You Welcome Your New Donors?

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One of your year-end fundraising goals may be to get new donors. That’s fine, but a better goal is to keep these donors. The retention rate for new donors is a dismal 23%. Put simply, over ¾’s of your new donors won’t donate again.

There are many reason donors don’t give a second gift – some you can control, some you can’t. One of the biggest reasons is poor or nonexistent donor communication. This is easy to fix, and if you put some time and effort into it, you can rise above other organizations who seem to like to ignore their donors.

Show some #donorlove by putting together a welcome plan for your new donors.

Start off with an extra special thank you

Don’t send your new donors that tired old, generic thank you letter that doesn’t acknowledge that they’re new donors. You have to do more. Take Thanking Your Donors to the Next Level

Research by fundraising expert Penelope Burk says that first-time donors who receive a thank you call are more likely to donate again and give at a higher level the next year. Get together a group of board members, staff (especially your executive director), and volunteers to call your new donors or send them a handwritten thank you card.

If you can’t make phone calls or send a handwritten card, send a thank you letter that specifically recognizes that someone is a new donor. You could also add a handwritten note to a thank you letter welcoming your new donor.

*Make sure these are actually new donors. A good database will help you avoid any embarrassment.*

Next, send a welcome package

A week or two after the initial thank you, send a welcome package. You can do this by mail, email, or a combination of both.

Welcome your new donors. Thank them again and show them other ways they can connect with you. Invite them to subscribe to your newsletter and join you on social media. Your welcome package can include a warm introductory message and a brochure or fact sheet.

Send separate welcome packages to one-time donors and monthly donors. You could invite new one-time donors to become monthly donors. For monthly donors, send different messages to brand new donors and existing donors who’ve become monthly donors.

How to Retain First-Time Donors With Your Email Welcome Series

Why welcoming new donors is so important

How to Welcome New Donors and Keep Them Engaged

Who are your new donors?

Get to know your new donors better. Include a short survey with your welcome package to find out how they heard about you, what issues are important to them, and if they prefer print or electronic communication. You could also direct people to your website for more information about your organization.

Be careful about how much information you send. Donors want to feel welcome not overwhelmed.

Give your donors the gift of appreciation and impact

I don’t recommend sending unsolicited swag. You could offer your new donors a gift and they can let you know if they want to receive it, but it’s not necessary. You want donors who care about your work, not getting a free tote bag.

Instead of spending your resources securing premiums, invest in creating thank you cards or making a welcome video.

What donors really want from you is to feel appreciated and know how they’re helping you make a difference.

This is a year-round effort

Don’t let the welcome package be the last time your donors hear from you until your next appeal. Use a communications calendar to help you plan to stay in touch throughout the year.

The biggest hurdle you’ll face in donor giving is getting a second gift. Once donors make a second gift, they’re more likely to keep giving, although not always. Making your new donors feel welcome and staying in touch throughout the year will help you keep your donors for a long time.

Here’s more information on the importance of treating new donors well.

How to Get First Time Donors to Give Again

3 Ways to Make a Lasting Impression with First-Time Donors

5 Ways to Optimize Your Web Presence for Mobile Donors

 

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By John Killoran 

Developing your website and ensuring your donors have the ability to donate to your organization online was a great undertaking for you. You probably saw a spike in donations and donor engagement. But did you know there’s a way to make online giving even more effective?

By adjusting your website design and donation opportunities to appeal to mobile donors, you open up a new avenue for giving to your nonprofit organization.

In order to effectively appeal to your mobile donors, your organization should:

  1. Optimize your donation page.
  2. Launch a text-to-give campaign.
  3. Maximize your social media campaign.
  4. Incorporate mobile-optimized emails.
  5. Host a pledge campaign.

Ready to learn more about mobile responsiveness? Let’s get started:

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1. Optimize Your Donation Page

Your online giving form is a great place to start your mobile optimization processes. Submitting online donations is already incredibly convenient for your supporters. But making your online giving form mobile responsive makes it easy for people to give from any device, further growing your potential base of donors.

Make sure your donation page is mobile responsive. Mobile responsiveness is when a website or other online resource automatically adjusts to fit the screen on which it is displayed. This means the online resource is visually appealing on smartphones, tablets, and desktops alike.

It should be easy to read your online giving form from any screen. Make sure your online donation platform provider offers the ability to adjust form elements such as

  • Images. Make sure your images are visible, clear, and size-adjustable depending on the screen they are viewed on. There’s nothing worse than having to scroll across a webpage on your phone to try to see an entire image.
  • Straight-forward text. Eliminate unnecessary or “fluff” text from your donation page. Lots of text can look bulky on a smaller screen. Limiting this text to only include essential information will make it easier for donors to read or skim the page.
  • Customized (and limited) information fields. Typing lengthy information onto a form on a computer is much easier than on a cell phone. Most of us type much faster with a keyboard than on a touchscreen. Therefore, limit the amount of information you require from mobile donors on your donation page to speed up the process.
  • Page Speed. Page speed is an even more important element for mobile users than desktop users because many people are more willing to wait for a page to load from their computer than from their phone. Increase your page speed by minifying code, reducing redirects, and compressing images.

Ensuring your donation page is welcoming to all visitors, whether they access it from their computer or from their cell phone, is a key factor in higher donation rates. If more people can access the page more often, you don’t turn off the donors who would have otherwise given while on-the-go.

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2. Launch a Text-to-Give Campaign

In addition to optimizing your usual online fundraising page, a great way to encourage mobile donations from your donors is by including a text-to-give option. As the name suggests, text-to-give encourages donors to text their donations to organizations.

Depending on the software you choose, you may encounter different models of the text-to-give collection process. Your provider should:

  • Offer your organization a text-to-give number. This is the number your donors can text in order to donate. The number may be a whole phone number or simply 5 digits for simplicity. Your donors can text the amount of the gift they wish to give to your organization when prompted.
  • Direct the donor to necessary giving information. This is especially relevant for first-time donors who have not yet filled out any information with your organization. They may be directed to a pre-written email that when sent will complete the donation after they fill out the necessary fields on the donation form or the gift could be added to their cell phone bill at the end of the month.

A text-to-give option is an easy method of giving no matter which of the submission options is offered by the provider. Be sure to consider your donors when deciding between these methods to ensure it will be the easiest for your particular donor audience.

Mobile giving with a text-to-give campaign is a great resource to combine with other unique fundraising ideas. For instance, if you host a fundraising event, announce the donation opportunity over a loudspeaker so that your attendees can donate from the event.

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3. Maximize Your Social Media Campaigns

One platform nonprofits often already take advantage of is social media. Social media was built to be viewed from mobile devices using sites like Facebook, Instagram, and Snapchat. Therefore, that is where the majority of people are viewing their social media feeds.

Be sure to use social media as an integral part of your optimization strategies to appeal to mobile donors.

Increasing your social media presence increases the likelihood your followers will see your organization’s latest updates when scrolling through their news feed. Increasing this presence by posting more frequently is just the tip of the iceberg to use your social media to its fullest extent.  

You also have the ability to spread fundraisers through social media platforms for people to view (and donate to) from their mobile devices. Two of the online fundraisers most suitable for social media promotion include:

  • Crowdfunding. Crowdfunding enables your organization to collect small donations from a wide audience, making the wide reach of social media the perfect platform to promote such campaigns. Conduct research on the various providers to make sure you choose the website that will best suit your organization in terms of fees and platform capabilities.
  • Peer-to-peer fundraising. Peer-to-peer fundraising campaigns are similar to crowdfunding in that you are collecting small donations from a wide audience. However, these campaigns differ in how those donations are collected. With peer-to-peer fundraising, you invite your supporters to create fundraising pages and raise money on your behalf across their respective networks.

Both of these fundraising opportunities are more frequently found from a person’s mobile device as opposed to their home computer because of their reliance on social media. Therefore, increasing your visibility with more frequent posts and starting a mobile-minded fundraiser is a great way to entice your wide audience of donors who prefer to work from their smartphones.

If peer-to-peer fundraising campaigns or crowdfunding sound like opportunities from which your organization could benefit, launch into further research with Double the Donation’s nonprofit guide.

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4. Incorporate Mobile-Optimized Emails

When you are considering the optimization of your web presence, you probably think of your website or online donation pages. Don’t forget that your emails are another online resource frequently accessed from mobile devices.

Optimizing your email content is very similar to optimizing your general website or donation pages. Take the necessary steps to ensure your images are properly sized and adjust with the size of the screen. Limit the amount of text you use in your emails and be sure the font size is appropriate for a mobile viewer. Be sure the email is visually appealing on screens of all sizes.

However, in addition to these general tips, there is more you can do to increase the success of mobile donations from your emails. For instance, you can:

  • Include actionable donation buttons. Optimize the buttons you use in your emails in order to quickly and easily lead donors to donation options. Increasing the size of these buttons for mobile viewers can make them easier to see (and click!) from a small screen such as a smartphone.
  • Connect your emails to other platforms. Be sure your donors have an easy way to access the other donation platforms you have available online. For instance, including social media buttons will instantly connect your supporters to future crowdfunding campaigns. You may also choose to include a link to your donation page and the number for your text-to-give campaign to regular emails.
  • Feature a calendar with donation opportunities. Be sure your supporters know about upcoming opportunities for more donations with a comprehensive calendar feature. This may include volunteer opportunities for them to donate their time as well as upcoming fundraising campaigns to get involved in.

Regular emails, such as email newsletters, are a donation opportunity that should be taken advantage of more often in the nonprofit world. Many of your supporters likely check their email from their phones, so be sure they have direct access from that device to other donation opportunities.

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5. Host a Pledge Campaign.

Just imagine you’re holding a fundraising event. You’ve set up a text-to-give number and the success is overwhelming. However, there are a number of people at the event who can’t give to your organization right at this moment. Even if they want to, they just can’t for some reason or another.

Pledge campaigns are designed to help your organization in these types of situations. You can appeal to those people who can’t give right at this moment, but have the heart and the desire to show their support and give in the future.

Pledges are the promises of future donations. Someone can pledge $100 now, then actually give the money to the organization next week. Choose an online tool with the option to optimize your pledge campaign to mobile. This will make it especially effective for the situation above. Other situations in which a mobile-optimized pledge campaign may come handy include:

  • Social media fundraising pushes. In addition to your typical fundraising promotions featured on social media, including your other fundraising campaigns or advocating for your organization’s cause, give people the option to participate in your pledge campaign. This gives people the opportunity to pledge money, then go to your website and see more information about the organization before they give.
  • When there is a lot going on in the world. For instance, if your organization is tied to a world event that went on recently, let’s just say clean up from the devastation of a hurricane, the event will be in the news for a couple days. At that point, many people will forget their drive to give, even if they still care about the cause. The pledge to give money helps keep your cause in the forefront of your donor’s mind.

Many times people will hear about and see news events, social media fundraising efforts, and other donation opportunities from their phones. Even if they don’t have time to give right away, they’ll pledge to make a donation in the future.

Be sure to pick a pledge fundraising tool that offers mobile customization for your organization. Pledge buttons included on these screens can help boost the user’s ease of using the tool as well.

Before starting your pledge campaign, be sure to check out resources like Snowball’s guide to collecting pledges so that every stage of the pledge campaign is executed to the best of your ability.

Optimizing your web presence over a variety of pages, platforms, etc. can help boost your donation amounts by increasing the available opportunities to give. These 5 tips can help you optimize your overall online presence to benefit both your donors and your organization.

John Killoran

John Killoran is CEO of Snowball, an exciting new fundraising technology that makes it easy for people to donate in two clicks from text, email, web and social media sites.  John pioneered SMTP payments and has been a major innovator in the mobile payments space for the past 5 years.  When he is not running a company, he is cooking food for his family and telling his dogs to stop barking.

Give Your Online Donors The Recognition They Deserve

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Many people donate online now. There’s a good reason for this. It’s usually fast and easy, or at least it should be.

One problem with online donations is the poor thank yous that come after your donor has given you a gift. Even though your thank you landing page and thank you email are automatically generated, doesn’t mean they need to sound like they were written by a robot.

Keep in mind that a human being is on the other end and deserves to be lavished with gratitude.

Here’s how you can do a better job with your online thank yous and give your donors the recognition they deserve.

Make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it’s usually about as engaging as an Amazon receipt. In fact, I’ve received online shopping receipts that are more personal than some nonprofit “thank you” landing pages.

Open with Thank you, Jenna! or You’re amazing!  Include an engaging photo or video and a short, easy to understand description of how the donation will help the people you serve.

If you use a third-party giving site, you might be able to customize the landing page. If not, follow up with a personal thank you email message within 48 hours.

I recently made a bunch of donations and here is the text from a couple of the thank you landing pages.

*************************************************************************************

Transaction Complete

Thank you for supporting X organization

For questions about this donation, please refer to donation number 10AC8199 in your correspondence.

A detailed receipt has been sent to ag@xxx

Click here to return to our homepage.

Receipt

Donation Number: 10AC8199

Ann Green, as per your selections on the previous screens, your one-time donation in the amount of $ has been charged to your Visa card on 09/18/2018.

*************************************************************************************

Okay, there are a lot of things wrong here. The first thing I see should not be Transaction Complete. I wouldn’t even use the word transaction. A donation is much more than a transaction.

It’s not until the second line that I actually get thanked. I’ve also been reduced to a number, which I guess is how the organization keeps track of their donations.

There’s nothing about how my gift will make a difference. I’ll give the organization a little bit of a pass. This was a donation to a local community foundation that set up a special fund in response to a recent emergency. They may not have had time to change their thank you landing page, but even a generic thank you for helping to make a difference in the community would have been better than this.

Speaking of better, here’s what I received after I supported someone in a charity walk.

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Thank You!

It’s official, you’re helping the American Cancer Society to save lives from breast cancer.

Your donation of $  has been applied towards X X’s fundraising goal. See how your donation will make a difference here. (Link to website)

Your transaction summary and receipt has been emailed to you at a@xxx.

Here are three ways you can maximize the value of your donation:

Employer Matching

Check with your human resources department to see if your company has a matching gift program. You could double your donation just by filling out a form.

Share Your Donation

Tell your friends and family you donated and encourage them to do the same. Or even better, have them join you in signing up for a Making Strides Against Breast Cancer Walk.

Share via Facebook  Share via Twitter

Join a Making Strides Against Breast Cancer Event

Each event is unique, but our true power lies in the combined commitment of thousands of participants. (link to join an event).

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The first thing you see here is THANK YOU! in big bold letters. You want to say thank you to your donors, not tell them they’ve completed a transaction. Then they went on to tell me how my gift is helping to make a difference and other ways to get involved.

It’s hard to get away from transaction mode, and while not an outstanding thank you landing page, this is better than the first one.

Here are more examples of good thank you landing pages.

How to Create Post Donation Thank You Pages That Delight Donors

Creating a Stellar Thank You for Donating Page

Write an awesome thank you email

Start off by thinking of a good subject line. At the very least say Thank You! and not Donation Received. You want your thank you email to stand out in your donor’s ever-growing inbox.

Open your message with Thank You or You just did something incredible, and not the usual On Behalf of X organization. Then let the donor know how they’re helping you make a difference for the people/community you serve.

The subject line of the first organization I referenced above was Thank You for Supporting the X Emergency Fund!  Okay, but not great.

The body of the initial thank you email was just as uninspiring as the thank you landing page and was basically just a receipt.

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Dear Ann Green,   

Thank you for your online donation! Your donation has been successfully processed.   

DONATION NUMBER: 10AC8199     

DOLLAR AMOUNT: $

DATE AND TIME: 09/18/18 02:47 PM.   

PAYMENT METHOD: Your Visa card ending in

———————————-   

Thank you for supporting XXXX

Please print this e-mail for your records. No goods or services have been provided in consideration of this gift. For future questions about this donation please refer to the donation number in your correspondence.

If you have any comments or questions about this donation or about our organization, you may contact us at:

XXX

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There’s no human element to this at all. I hoped I would hear more about how my gift is helping to make a difference later and my wish was granted.

As I was working on this post, I received a second email a few days later that opened with.

Thank You

Your donation to X is helping to rebuild lives.

Some of the text included:  

We didn’t want another moment to go by without expressing our heartfelt gratitude to each and every one of you who donated.

Your donated dollars are a lifeline coming into these communities gripped by tragedy.

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Overall, the organization redeemed itself with the second thank you email, but their initial thank you a few days before didn’t leave a good first impression.

I think the lesson here is to have a good thank you email template in place, which you can modify as needed. Be sure yours looks like much more than a receipt.

The second organization opened their thank you email with the subject line You’re Helping Save Lives  Here’s the body of the message.

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Thank you Ann for donating to Making Strides of Boston.

By supporting the American Cancer Society, you ensure that no one dealing with a breast cancer diagnosis will walk alone. Your donation helps by funding research, providing free information and support services, and helping detect the disease early when it’s easiest to treat.

Increase Your Impact

Thank you for your gift. There are simple ways to make your gift even more impactful:

  1. Find out if your company offers matching gifts. It is an easy way to double your donation!
  2. Promote your support through social media. Tell everyone on Facebook, Twitter, or Instagram about your work with our Making Strides walk. You may inspire others join you.

Join Us

Come to your local Making Strides event. You could even start your own team.

Thank you for helping save lives.

Sincerely,

XXX

Event Name: Making Strides of Boston
In Support Of: XXXX
Date: Sep 18, 2018 1:51:17 PM
Amount: $
Tracking Code: 1176-22848-1-38008066-39147184

 

Note: Your gift is tax deductible to the extent permitted by law.

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This one did a good job of thanking me. They told me how my gift would make a difference, gave me other ways to get involved, and included some engaging, colorful pictures.

Yes, there’s a receipt, which you should include in either a thank you email or letter, but AFTER you pour on the gratitude.

Again, don’t make your message sound like it was written by a robot. Write something warm and personal.

Thanking a Donor by Email: Best Practices and Examples

How to Create a Compelling Nonprofit Thank You Email

Making the thank you experience more personal

Since your thank you landing page and email are automatically generated, you can’t make them as personal as a handwritten note, phone call, or letter. That’s why you need to do at least one of those for your online donors. I wrote about that in my last post. Take Thanking Your Donors to the Next Level  An email thank you is not enough.

You won’t be able to segment much, but you should be able to distinguish between single gifts and monthly donations.

Your thank you landing page and email acknowledgment are just the beginning. Make them engaging and personal and keep up that theme as you continue to communicate with your donors throughout the year

Take Thanking Your Donors to the Next Level

7c3e1-4759535970_a0d6f918dfMany of you may be working on your year-end appeal, which is great, but have you given any thought to how you’ll thank your donors? Thanking your donors after an appeal (and throughout the year) is equally important, yet many organizations leave this as a last minute to-do item and it shows.

Thanking your donors is something you need to take seriously. Don’t shortchange your donors with a lame, generic thank you letter. Take thanking your donors to the next level. Here’s how.

Start planning now

There are many ways to thank your donors after an appeal – by mail, phone, email, on your website, or a combination of those. Figure out what you’ll be able to do. I highly recommend a handwritten note or phone call. Can you do that for all your donors? If not, maybe you’ll break it down by new donors, long-time donors, or donors who have given a certain amount.

At the very least, your donors should get a letter, even if they’ve donated online. Whatever you decide, get started on the content now.

Impress your donors with a handwritten thank you note

I’m a big fan of handwritten thank you notes. They will stand out in your donor’s mailbox. How often do you get a handwritten card?  

Handwritten notes are great in many ways, but one advantage is you don’t have to write that much and it shouldn’t take too long. How to Write 3 Minute Thank You Notes

You could make thank you cards with an engaging photo or buy some nice thank you cards. Get together a team of board members, staff, and volunteers right after your appeal goes out and have a thank you party. Your donors will love it. Here’s a sample note.

Dear Kate,

Thank you so much for upgrading your gift to $75. This will help us serve more students in our tutoring program. We’re so happy you’ve been a donor these past four years.

Phone calls will impress your donors, too

Another more personal way to thank your donors is with a phone call. Calling first-time donors is known to improve retention rates. But you could also call long-term donors to make them feel special.

Again, you want to get a team together for a thankathon. This is a great thing for your board to do. You may need to do a short training first. 6 Keys to Rock Thank You Calls and Retain More Donors Here’s a sample phone script.

Hi Jeff, this is Tracy Saunders and I’m a board member at One Community. Thank you so much for your donation of $50 and welcome to our donor family. Your gift will help us purchase winter coats for homeless children.

Write an awesome letter

If it’s impossible to send handwritten notes or make phone calls, you can still impress your donors with an awesome thank you letter. Many thank you letters are mediocre at best, so you’ll have an advantage if you take some time to create a great, donor-centered letter.

This sounds obvious, but thank you letters are about thanking the donor. Don’t start your letter with On behalf of X organization. If you’re sending it on your letterhead, it should be apparent it’s coming from your organization. Instead, start your letter with Thank you or You just did something incredible.

You also don’t need to explain what your organization does. This is usually done in a braggy way by saying something like As you know, X organization has been doing great work in the community for 20 years. Someone who’s donated to your organization should already be familiar with what you do.

And, don’t ask for another gift in your thank you letter. You did that in your appeal letter. Nothing diminishes that feel good moment by being asked to give more money again so soon. Remember, you’re supposed to be thanking your donors.

Let your donors know how their gift is helping you make a difference. Include a brief story or example.

As with all writing, make your letter personal and conversational. Write to the donor using you much more than we, and leave out jargon and any other language your donors won’t understand. Also, you must address your donors by name – not Dear Friend.

A few other ways to make your letter stand out are to use a colored envelope or include a teaser that says Thank You! If you can hand address the envelopes and include a handwritten note inside, that will help make it more personal. You could also include an engaging photo in the letter.

Yes, you do need to include the tax-deductible information, but do that at the end after you impress your donors with your letter. It’s easiest to include this with the thank you letter or email. Then you don’t have to send it again unless your donor requests it.

20 Engaging Ideas for Donation Thank You Letters

5 Thank You Letters Donors Will Love

INFOGRAPHIC: The ULTIMATE Thank You for Nonprofits

Something else you need to do is send different letters to different types of donors. Do not send everyone the same letter.

I’ve broken it down into four basic categories, but you could include others, if relevant.

New donors

The retention rate for first-time donors is abysmal. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.

New donors should get a handwritten note, phone call, or letter welcoming them as donors. Invite them to connect with you in other ways such as signing up for your newsletter, following you on social media, or volunteering.

Then a week or so later, send them a welcome packet by mail or email. I’ll write more about welcoming new donors in the coming weeks.

New monthly donors

Brand new donors who opt for a monthly or other recurring donation get the same special treatment mentioned above. Welcome them to your family of monthly donors. Perhaps you have a special name for your monthly donors.

Current donors

One of the biggest hurdles nonprofits face is ensuring first-time donors give a second time. If they keep giving after that, they’re showing their commitment to your organization. Don’t blow it by ignoring this.

Your current donors should get a handwritten note, phone call, or letter letting them know how much you appreciate their continued support. If they’ve upgraded their gift, acknowledge that, too.

Current donors who become monthly donors

Your current donors who become monthly donors are also showing their commitment to you. They get a handwritten note, phone call, or letter thanking them for their continued support and for joining your family of monthly donors. From now on they should get specialized appeals and other communication targeted to monthly donors. More on that in a future post.

Yes, this will take extra work, but it will be worth it if you can boost your retention rate. Start working on your thank yous now so you’ll be ready to roll after your appeal goes out.

In my next post, I’ll write about how to do a better job with your online thank yous.

More thank you resources

Stewardship Techniques to Build Donor Relationships

Donor Stewardship: Create Lifelong Donors in 10 Steps