Raise More Money With a Multichannel Fundraising Campaign

Year-end fundraising season is starting to gear up. This is a year-end like no other. The pandemic, economic downturn, heightened awareness of systemic racism, climate disasters, and political turmoil have turned our world upside down. Yet, the need for your services is growing among all this. 

If you’ve always relied on year-end for the bulk of your revenue, but are thinking about sitting this one out, please don’t do that. As I’ve emphasized over the last several months – don’t stop fundraising. 

Yes, it’s hard, but donors will help if they can. You should also try to mail an appeal letter. People respond better to mail and it’s well worth the investment. 

However, if you just send one fundraising letter and wait for the donations to come in, prepare to be disappointed. Your donors have a lot going on and may put your letter aside to handle later, and never get to it.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the enormous 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, donors are just generally overwhelmed with everything that’s going on, but many do want to help.

This is why you need a multichannel fundraising campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists/database

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

7 strategies for keeping your nonprofit donor database clean

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 with a heartfelt appeal message referencing the current situations.

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 time frame as needed and use this for campaigns at other times of the year. For those of you in the United States, I’d wait until after the upcoming election.

That said, I do recommend starting your year-end campaign sooner than later. If you’ve already mailed your appeal, you can start planning your reminders.

November 4

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. Referencing the current situations will help. Use an enticing subject line such as How you can help local families put food on the table.  

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. 

Week of November 9

Mail your appeal letters.

Week of November 16

Start sending follow-up reminders via email and social media. Weekly reminders are a proven way to help you raise more money. 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.

Thank you so much to all of you who donated to our year-end appeal. This has been a tough year, but we’re well on our way to our goal of serving more local families at the food bank. This is crucial. Our numbers have tripled since March.

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 23

Send another reminder, along with a Happy Thanksgiving message. Show some gratitude to your donors.

Week of November 30

December 1 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Your donors’ inboxes will be bursting at the seams on #GivingTuesday and your messages can easily get lost in the melee. Make your messages stand out and remember to show some gratitude, too. 

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 7

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. Leaving a voice mail message is fine. 

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 messages 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 up with your donor communication (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 already busy fundraising season. Send a reminder email on December 29th, 30th, and 31st. This is also proven to be an effective strategy. And, it’s 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 raise money, don’t forget about building relationships, too. That’s just as important.

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.

Once is not enough, especially this year. Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

Multi-Channel Fundraising: What Your Nonprofit Needs to Know

How to Make a Multichannel Fundraising Ask: the Basics

Segmenting Your Donors is More Important Than Ever

A few weeks ago I mentioned one of the themes for your fundraising and communications this year should be this is more important than ever. I don’t need to remind you we’re not living in normal times.

I know you have a lot going on and it may be tempting to send all your donors the same appeal and thank you letter. Don’t do that. 

Your donors are not the same. Some donors have given for at least five years (these donors should get a lot of attention). Some are monthly donors. Yet, nonprofit organizations fail to recognize that and send everyone a one-size-fits-all letter. 

This is why you need to segment your donors. If you don’t segment your donors and send different letters to different types of donors, you’re telling them you don’t recognize them for who they are.

Don’t worry, you don’t need to create 100 different types of letters. Four or five should be sufficient. Your appeal and thank you letter will stand out if it’s not the same old, same old.

Here are a few different types of donor groups. Feel free to add more if that’s relevant. The more you can segment, the better. Investing in a good database will help you with this.

Current single gift 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.

An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. This is also a good opportunity to ask for an upgrade. Many organizations don’t do this, but it’s a good way to increase your revenue. Even in a pandemic and economic downturn, it’s okay to ask donors to give a little more. They will if they can.

If these donors give again, they 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. 

Potential/new single gift donors

If you’re sending an appeal to someone who’s never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you purchased?

The more you can establish a connection, the better chance you have of getting a donation.

The retention rate for first-time donors is terrible. 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. Personalization is crucial with new donors.

Are We Sure An Automated Email Welcome Series For New Donors Is A Good Idea?

New monthly donors

Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors. 

Current monthly donors

Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional year-end gift. 

When your donors renew or upgrade their monthly gifts, they, of course, get a super fabulous thank you.

Current donors who become monthly donors

Your current donors who decide to 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. 

Segmenting your donors can pay off

In this down economy, some donors may cut back on their giving. Don’t let them choose between organizations that communicate throughout the year with engaging, personalized appeals, thank yous, and updates and organizations who just send generic, one-size-fits-all communications.

You need your donors. Spending extra time segmenting your donors and personalizing your communications will be worth it if you can raise additional revenue and boost your retention rate.

4 Smart Donor Segmentation Strategies for Nonprofits

11 Ways To Segment Your Donors To Improve Your Fundraising

How to Effectively Segment Your Donors and Audiences 

How to Create a Fundraising Appeal that’s Relevant in the Current Climate

September is here. It’s my favorite month and the more moderate temperatures and lower humidity are a nice respite from all the uncertainty going on in the world.

Fall is the busiest time of the year for nonprofit organizations, especially if you’re doing a year-end appeal. The current climate (pandemic, economic downturn, heightened awareness of systemic racism, having to cope with all of this, etc)  will require you to create a new, more relevant appeal, although many of the components will be the same.

Even if you’re not planning on launching your campaign until later in the fall, you should get started on your appeal now. You need to create an appeal that will stand out and resonate with your donors.

A couple of things. You must address the current climate in your appeal. Instead of the usual boring, generic letter, you need to specifically address what’s been going on since the pandemic started. 

Also, your appeal needs to be personal – both for your donors and when you write about your clients/community. Be sure to check in with your donors and wish them well.

Here are some ways to create a better, more relevant appeal.

Make a good first impression 

First, you need to get your donors to open your letter. If you can’t get them to do that, then all your hard work has gone to waste.

Perhaps you’d like to include a teaser on the outer envelope. That doesn’t mean one that says 2020 Annual Appeal. That’s not inspiring, especially now. Instead, say something like – Find out how you can help local families put food on the table.

An oversized or colored envelope can also capture your donor’s attention.

You want to be both personal and professional. If hand addressing the envelopes isn’t feasible, make sure your mailing labels look clean, are error-free, and aren’t crooked. Use stamps if you can.

Create an inviting piece of mail.

Share a compelling story

A good appeal letter should open with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’ll be helping and it needs to be relevant to the current climate. 

Here’s an example – Sarah, a single mother with three kids, was laid off earlier this year and had trouble finding enough money to buy groceries for her family. But thanks to generous donors like you, she was able to get boxes of healthy food at the Northside Community Food Bank. Sarah was embarrassed that she said to rely on a food bank to feed her family, but she is treated with respect and dignity each time she visits. 

You could also share a first-person story from a client/program recipient.

Include a photo

Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here’s more information on creating stories and photos.

Telling Your Stories in the Current Climate

How to Engage With Your Donors by Using Visual Stories

Make a prominent ask

Ask for a donation at the beginning of the next paragraph (after the story). Make sure it’s prominent and clear. Also, ask your current donors if they can give a little more right now. I know we’re in an economic downturn, but don’t be afraid to ask your donors to upgrade their gift. People want to help if they can.

Phrase your ask like this – We’re so grateful for your previous gift of $50. We’re serving three times the number of people at the food bank right now. Would you be able to help us out a little more this time with a gift of $75?

Your donors know times are tough. Also, if you’ve been doing a good job of engaging your donors throughout the year (this is so important now), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people often don’t remember what they gave before.

Be donor-centered, as well as community-centered

There’s some dichotomy right now between being donor-centered and being community-centered, but I think you can be both. What you don’t want is to be organization-centered.

Show your donors how they can help you make a difference for your clients/community and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.

At the same time, respect your clients/community by not undermining them by using terms like at-risk youth or underserved communities. They are people, after all.

Share your success and challenges

I’m sure this has been a challenging year for you. Maybe you’ve had to do things differently, but how you had to make changes to your food bank is less important than why you had to do it. You need to continue providing healthy food to families, while doing it safely.

Highlight some of your accomplishments, but you can share challenges, too. A theatre where I’m a subscriber had to shut down in March and won’t be able to open again until sometime next year. Understandably, this created a budget shortfall and they’re trying to raise $100,000 by December 31.

Show how you plan to continue your work with your donor’s help. Remember to stay donor-centered! You need your donors right now.

Personalization is more important than ever

Don’t send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members. 

The more you can segment, the better, but at the very least, you must do these two things.

Send a personalized appeal to current donors. They’re your best bet for getting donations now. Let them know how much you appreciate their support. If a donor contributed to an emergency campaign earlier in the year, be sure to thank them for that. These donors are committed to helping you through this difficult time.

Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. You can ask them to upgrade or give an additional year-end gift.

This is not the time to send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so they’ll continue to support you.

Your appeal letter should also have a personal salutation and not be addressed to Dear Friend or Dear Valued Donor. How much do you value this relationship if you can’t even use a person’s name?

This may sound like a lot of work, but if you give yourself enough time, it should be doable. Personalizing your letters can also help you raise more money.

Make it easy for your donors

Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Do this on your donation page, too.

How To Create Donation Tiers That Drive Donations

Some donors will prefer to donate online. Direct them to a user-friendly donation page on your website.

Donation Page Best Practices For Nonprofits; Tips for Great Donation Pages

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue, give you a steady source of income throughout the year, and improve donor retention. Encourage your donors to give $5, $10, or even $20 a month. This may be a more viable option for some of them. 

How Monthly Giving is a Win-Win for Your Nonprofit

Be careful and don’t send an appeal to your current monthly donors that invites them to become monthly donors. That’s one reason why they need their own appeal.

Your letter must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for keywords, but keep it tasteful. Make it easy to read and scan. Most people won’t read your letter word for word. Use a simple font and 14-point type.

It’s fine to go over a page, especially if you’re breaking up the text with a photo and short paragraphs. I know longer letters can perform better, but donors have a lot going on, so if you’re going to write a longer letter, make every word count. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Think of your letter as a conversation with a friend

You can create a better appeal if you think of your letter as a conversation with a friend. That means not using jargon like at-risk youth and underserved communities. Be specific and use everyday language. Your goal should be for your reader to understand you.

Refer to your reader as you and use you a lot more than we.

How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?

Too many editors spoil the appeal

Your entire staff doesn’t need to be involved in writing your appeal. Generally, the more people you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.

Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t send it to a committee.

If you don’t have someone on your staff who can write a good fundraising appeal, then hire a freelancer or consultant to do it.

Besides weakening the content, involving more people takes extra time.

Make a good lasting impression, too

Repeat your ask at the end of your appeal. Don’t forget to say please and thank you.

Be sure to add a PS. People often gravitate to the PS as they scan the letter, so include something that will capture their attention. Here you could emphasize monthly giving, ask if their company provides matching gifts, or thank them for being a donor.

Get your pens out

Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking someone for a previous donation or hoping a potential donor will support you. Hand sign the letters in blue ink.

This could be a tough fundraising season. That’s why you need to spend some time writing a better, more relevant appeal letter that will resonate with your donors and help bring you the donations you need. Good luck!

Read on for more advice and resources on writing a better fundraising appeal for the current climate.

10 Tips for Nonprofit Direct Mail Fundraising During COVID-19

3 Strategies Every Nonprofit Should Use for Year-End Fundraising in 2020

7 Wise COVID-19 Fundraising Templates

Image by Howard Lake

Do the Best that You Can

Times are tough now and there’s so much uncertainty. Everyone is feeling it. I’m sure your nonprofit organization has been dealing with many challenges over the last several months.

Even though it’s hard, you need to keep going. If you haven’t been fundraising or have done very little of it, you’ll need to unless you have a good amount of reserve funding, which many organizations don’t.

If you’re wondering whether or not you should run your fall fundraising campaign, here are a couple of things to keep in mind. You can’t raise money if you don’t ask. Also, what would happen if your organization didn’t exist?  

The need your clients/community face is still there and has most likely increased. And while social and human service organizations are vital, arts and culture organizations are also important for the community. 

We need our nonprofit organizations to succeed.

You can do this! Just do the best that you can and that may mean going smaller in some instances. 

Quality counts

You want to get started on your year-end campaign as soon as possible. Now would be good. One of the first things you should do is figure out what worked and what didn’t from past campaigns. 

I wrote about getting ready for your year-end campaign in a previous post. You want to produce quality fundraising appeals and thank you letters. Don’t use the same templates you’ve used in the past. You must address the current situations. I’ll have more on this in future posts.

It’s worth the time and effort to craft a stellar appeal because it should help you raise more money.

Segment your donors

One aspect of a good appeal letter is personalization. You must segment your donors as much as you can. At the very least, segment them by current donors, monthly donors, and people who haven’t donated before.

You’ll have the best luck with people who’ve donated before and they’re going to want to see a letter that thanks them for their past support.

Monthly donors are the backbone of many nonprofit organizations and have a retention rate of 90%. Any time you communicate with them you must recognize them as monthly donors. You can ask your monthly donors to upgrade or give an additional donation.

Donors who have supported you before deserve a great appeal letter, and thank you letter too!

Mail your letters if you can

You should try to mail your appeal letters if you can. This is a proven way to raise money. I know mail can be expensive and who knows what’s going on with the post office. Everyone may have to work remotely again later this fall. I hope that’s not the case. Do your part to keep COVID at bay.

If cost is an issue, you could just mail letters to current donors and monthly donors and send email to other donor groups. Think segmentation! 

This is a good opportunity to look at your previous fundraising campaigns. If you have people on your mailing list who have never given or haven’t given for a while, it’s probably in your best interest not to mail them a letter. For lapsed donors who haven’t given for more than three years, you could send them a targeted letter or email telling them you miss them and want them back. If that doesn’t produce results, consider moving them to an inactive file. 

Focus on donors who will be more likely to give.

An electronic campaign can work

If it’s impossible to mail your appeals, run a high-quality email campaign with lots of reminders, but not so many that you overwhelm your donors. Think quality, not quantity. Don’t make it like the onslaught of political emails I’m getting now.

Use enticing subject lines and the amazing appeal you’re going to create. Many organizations ran successful electronic campaigns in the spring when the pandemic broke out so this is something that can work. 

These organizations were able to access their CRM/database remotely and you want to make sure you can do that.

If you can only do electronic thank yous right now, make them sparkle. You could make a thank you video, photo, or word cloud. And remember, thanking your donors isn’t a one and done deal. Keep thanking them throughout the year. 

Use this opportunity to see what channels your donors are using. Maybe social media makes sense for you, maybe it doesn’t. Also, consider calling some of your longer-term donors, especially if they don’t use email.

Focus on retention 

Donor retention should always be one of your top priorities – before, during, and after your appeal. Remember, your best bet for donations are your current donors.

Focusing on retention will help during the economic downturn. Some donors may not be able to give this year, but maybe they’ll be able to in the future. Keep engaging with them.

Retention: Still Your Best Strategy

Make time for what’s important and take care of yourself

I know there’s a lot going on both at your organization and in the world. Make time for what’s important, take care of yourself, and do the best that you can.

Get a Head Start on Your Year-End Fundraising Campaign

5524669257_ab67585fd0_wWe’re already halfway through August. Pandemic or not, we still have seasons and fall is traditionally fundraising season for nonprofit organizations.

If you had a campaign planned for this fall, but are thinking against it, don’t do that. You should still do your campaign. You can’t raise money if you don’t ask.

Yes, it will be harder, which is why you should start planning it now. And summer’s not over yet, so there’s still time to get ice cream and go to the beach (please stay safe and practice social distancing when you do).

Here’s a checklist to help you get started. You can also use this for fundraising campaigns at other times of the year.

How much money do you need to raise?

You may have already set a goal for your year-end campaign in your 2020 fundraising plan and most likely that has changed. Perhaps you were able to raise money earlier in the year with an emergency campaign and/or a virtual event.

There’s a good chance you need to raise more money if you’ve had to shift the way you run your programs and there’s a greater need for your services.

You must determine how much money you need to raise before you start your campaign – raising as much as we can is not a goal.

Do you have a plan?

Put together a plan for your appeal that includes a timeline, task list, and the different channels you’ll use. Make it as detailed as possible.

When do you want to launch your appeal? Plan on everything taking longer, so I think earlier is better. You’ll be competing with other organizations who are doing appeals. It’s also an election year in the United States, but that doesn’t always affect nonprofit fundraising.

Maybe you want to send your appeal letters the first week in November. If so, make your goal to have the letters done at least a week before that. Maybe more if people are working remotely.

Also, how are you mailing your appeal? Do you use a mail house or do you get staff and volunteers together to stuff envelopes?  If it’s the latter, it will be harder to get a group together, so you’ll need more time. 

An Annual Appeal Fundraising Timeline You Can Use

13 End-of-Year Appeal Strategies

Do you have a good story and photo to share?

This is going to be the year you’ll retire your boring, generic appeal letter (more on that in future posts). Your appeal must address the current situations.

A good way to start is to create an engaging story for your appeal. How are the COVID-19 pandemic, systemic racism, and the economic downturn affecting your clients/community? What challenges are they facing? Focus on them, not your organization.

You’ll want some good photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

3 Strategies Every Nonprofit Should Use for Year-End Fundraising in 2020

Telling Your Stories in the Current Climate

How to Engage With Your Donors by Using Visual Stories

How did/can your donors help you make a difference?

Your appeal letter should highlight some of the accomplishments you’ve made recently and state what you plan to do in the coming months. For example, let’s say you run a tutoring program. You were able to get Chromebooks for half of the students who didn’t have access to a computer so they could do their sessions remotely. You still need to buy more, and with the pandemic looming, remote sessions will be the norm for a while. This is important because thanks to your donors, regular tutoring sessions help students read at or above their grade level and that needs to continue. 

Remember to focus on your clients and show how your donors are helping you make a difference or can help you make a difference. Don’t brag about your organization.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date. Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled.

Also, now is a good time to segment your mailing lists – current donors, monthly donors, lapsed donors, event attendees, etc. This is more important than ever. Your current donors are your best source of donations. You should have more success if you can personalize your appeal letters.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until October to check your supply of letterhead and envelopes. Make sure you have enough. Perhaps you want to produce a special outer envelope. You may also want to create some thank you cards. It could take longer to get some of these things.

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of their last gift.

Stamps are more personal so you might want to find some nice ones to use.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials. Highlight your year-end appeal on your homepage and include a prominent Donate Now button.

Crafting the Perfect Donation Form: 6 Key Features

Donation Page Best Practices For Nonprofits; Tips for Great Donation Pages

Do you offer a monthly or recurring giving option?

A monthly giving program is a win-win for your organization. You can raise more money, boost your retention rate, receive a steady stream of revenue, and allow your donors to spread out their gifts.

If you don’t have a monthly giving program or you have a small one, now is an excellent time to start one or grow the one you have.

How will you thank your donors?

Spend as much time on your thank you letter/note as you do on your appeal letter and write them at the same time. You need to thank your donors, and thank them well, as soon as you receive their gifts so have a thank you letter/note ready to go.

Handwritten notes and phone calls are much better than a preprinted letter. Create or buy some thank you cards (see above) and start recruiting board members and volunteers to make thank you calls or write notes. Put together a thank you plan to help you with this.

How will you keep up with your donor communication?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication this fall. Keep engaging your donors and other supporters (who may become donors) by sharing updates and gratitude. Pour on the appreciation! 

Send at least one warm-up letter or email. You could create a thank you video or a video that gives a behind the scenes look at your organization right now. Just don’t disappear until appeal time.

I know it will be hard this year, but you still need to run a campaign. Some donors may not give as much or at all, but others will give more. They won’t give anything if you don’t ask.

Best of luck!

The Value of Keeping Things Simple

8942956212_3c06d69a16_mOver the years I’ve come to find the value of keeping things simple. In a way, the COVID-19 outbreak has forced us to keep things simple since we’re limited in what we can do, especially outside the house. Instead of running back and forth from place to place, we’re staying put, although we’re spending more time online.

I realize the pandemic has also complicated our lives and brought with it a lot of stress and uncertainty. But during this time, we can find pleasure in simple things such as taking a walk, reading a novel, or baking bread (which is not keeping it simple for me since I don’t bake anything that involves yeast or rolling dough). 

Keeping it simple doesn’t have to mean a bare-bones existence. There’s a Swedish term called lagom meaning everything in moderation or not too much, not too little. Right now, this can apply to how much we read about COVID-19 – enough to know what’s going on, but not too much so it’s overwhelming. 

Keeping things simple is also important for your nonprofit organization. You’re going through a lot. You’ve had to make changes in the way you do your work. That may be providing limited contact or remote services or not be being open at all. Some of you may still be working from home, which can make your work more complicated. 

You need to raise money and communicate with your donors fairly regularly, while not taking on too much. Donors are also going through a lot, but they want to help if they can and they want to hear from you. What they don’t want is a lot of complex content.

Here are a few ways to simplify your communication without making it too difficult for you.

Keep it simple by planning ahead

If communicating regularly with your donors sounds too overwhelming, plan ahead by using a communications calendar. You should be in touch every one to two weeks right now. Fill your calendar with different ways to do that. Think ask, thank, update/engage, repeat. And as I mention below, shorter communication is the way to go.

Keep it simple by sticking to one call to action

Your communication needs to be clear. Before you send an email message or letter, ask what is your intention? Is it to ask for a donation, say thank you, or send an update.

Stick to one call to action. If you pack too much information into your message, it’s likely your donors won’t respond to any of your requests.

In your fundraising appeals, don’t bury your ask. Make it relevant to the current situation. You can start with a story, followed by a clear, polite ask. Recognize your reader. Thank previous donors and invite potential donors to be a part of your family of donors.

Your thank you email or letter should thank the donor. Simple, right? Make them feel good about giving to your organization. Welcome new donors and welcome back returning donors. You don’t need a lot of wordy text explaining what your organization does.

Keep your messages simple, yet sincere, and include a clear call to action.

5 Nonprofit Email Call-to-Actions That Inspire Action

Keep it simple with shorter, easy to read messages

If your communication is too long, most people won’t read it. This is crucial now. People are getting so much information it’s hard to take it all in.

Limit print communication, such as newsletters and annual reports, to four pages or less. Your email messages should be just a few paragraphs. On the other hand, you don’t want to be terse or say too little.

Be sure your communication is easy to read and scan. Use short paragraphs, especially for electronic communication, and include lots of white space. Don’t clutter up the page.

Keep it simple by using conversational language

I find it annoying to read an appeal letter or newsletter article that sounds like a Ph.D. thesis. Write at a sixth to eighth-grade level. That’s what most major newspapers do. This is not dumbing down. You’re being smart by ensuring your donors will understand you.

Keep out the jargon and other confusing language. Instead of saying something like We’re helping underserved communities who are experiencing food insecurity, say  – Thanks to donors like you, we can serve more families at the Eastside Community Food Bank. 

We’re seeing real people being affected by real problems in real time. Don’t diminish this with jargon and other vague language.

Use the active voice and there’s no need to get fancy by using a lot of SAT vocabulary words. Again, you want your donors to understand you.

How Jargon Destroys Nonprofit Fundraising & Marketing

Make it easier for your nonprofit and your donors by keeping things simple.

Photo by One Way Stock

 

Whatever You Do, Don’t Stop Fundraising

3344881392_250068bc15_wNo doubt the COVID-19 outbreak is affecting your nonprofit organization, possibly severely. You need revenue to cover both planned and unplanned expenses.

You may have already heard this over the last few weeks, but I’m going to repeat it. 

Don’t stop fundraising

Keep up with what you’ve already planned and make adjustments as needed. Here are some suggestions to help you during this time.

Look at your fundraising plan

I really hope you have a fundraising plan for 2020. If you don’t, you should put one together, even though you’re probably overwhelmed with current needs now. At the very least, put together a plan to take you through the next few months.

For those of you who already have a plan, take a look at yours. Maybe you have a spring appeal, and you should still carry that out. Maybe you have an event planned. Is this something you can postpone or do you need that expected revenue now? You may need to conduct an emergency campaign to cover additional expenses that have incurred right now. I’ll cover these in more detail below.

Goodbye generic appeals

This is not business as usual. You must specifically mention how the COVID-19 outbreak is affecting your organization. Don’t send a generic appeal like the one Jeff Brooks mentions in this post.

Fear makes bad fundraising — when it most needs to be good

If you’re already planning a spring appeal, go ahead with it. Hopefully, you haven’t pre-printed letters with no mention of the current situation. If so, you’ll need to add something to the mailing, maybe on a half sheet of paper. If your letters have already gone out, then you’ll need to reference COVID-19 in your follow-up communication.

Many organizations are launching emergency appeals. Run it like any other campaign, making it multi-channel with multiples asks. The post below lays out the components of a multichannel campaign. A couple of things I want to highlight are creating a specific donation page and trying not to send follow up appeals to people who’ve already donated to your emergency campaign.

Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

Get specific. How can your donors help the people/community you serve? Maybe you run a tutoring program that now needs to go virtual, but some kids don’t have access to computers, so you need to raise funds to get them laptops or Chromebooks. Perhaps your food pantry is seeing a higher volume right now.

Segment your appeals as much as possible. This will help give your appeals a more personal touch.

The Importance of Segmenting Your Donors

Emphasize monthly gifts. A monthly donation may be more feasible for your donors at this time. You can also ask your monthly donors to upgrade or give an additional gift. 

How Monthly Giving is a Win-Win for Your Nonprofit

Don’t be afraid to be honest with your donors. If you’re anticipating a shortfall, let them know that. Keep them apprised of your goals – you need to raise $25,000 or buy 25 laptops.

Don’t treat this like the usual year-end money grab. Send nuanced appeals that specifically tell your donors how they can help.

Reach out to your major donors

Your first contact with your major donors needs to be a check-in. See how they’re doing. Then make a plan on how to proceed. These posts offer some guidelines.

4 Ways to Engage Major Donors During the Covid-19 Crisis

Questions and Answers in a Time of Crisis

Hold a virtual event

If you have an event scheduled this spring, you’ll need to figure out your best course of action. Most likely you’re counting on that projected revenue. You could postpone it, but we still might not be able to hold an in-person event three to six months from now.

Some organizations are holding virtual events or asking people to donate to what would have been your event or walkathon. If you have a walkathon or 10K planned, you could ask participants to raise money for you. This is risky because people have a lot going on in their lives and may not want to do that right now.

WHAT TO DO IF YOUR FUNDRAISING EVENT IS CANCELLED DUE TO CORONAVIRUS

Coronavirus Impacting Your Nonprofit? Here’s What to Do

Seek other sources of support

The CARES act, recently passed by Congress, may offer some relief. 

Breaking down the CARES Act:  How the New Stimulus Bill Could Provide Relief for Social Good Organizations

U.S. Nonprofits and Suppliers: What You Need to Get an Emergency Forgivable Covid-19 Loan

Your state and local government may also offer relief packages. I know in Boston, the city has put together the Boston Resiliency Fund, which is supported by individuals, foundations, and corporations.

Your current grant funders, as well as your local community foundation, may be able to help. Vu Lee of NonprofitAF (a must-read blog) is asking foundations to step up by increasing their payout rate and simplifying the application process. Both are long overdue.

10 archaic and harmful funding practices we can no longer put up with

Corporations could also help by providing a donation or matching funds. Large corporations that are doing a thriving business right now should do their part. I’m looking at you, Amazon, and our household is contributing to your increasing revenue. Personally, I think Amazon should give generously to communities and nonprofits, and that includes increasing the amount they give through Amazon Smile. 

Fundraising in the future

Like everything else right now, we’re changing the way we do things. Whether it’s Congress coming together (sort of) to pass bipartisan legislation to me realizing doing yoga almost every day is helping me get through this time.

From now on let’s strive for better fundraising appeals. Ones that are more personal and specific. Some of us have realized the importance of planning ahead and having a plan in the first place.

My hope is people should help as much as they can – whether it’s an additional $25 or something in the millions.

Finally, give a round of applause to health care workers and anyone else out on the front lines – grocery store workers, Amazon employees, delivery people, postal workers, etc. Kudos to all of you!

Read on for more information about fundraising during the COVID-19 outbreak.

Fundraising Action Plan for Crisis Response

To Ask or Not to Ask – Today’s Nonprofit Coronavirus Question

How to Move Away From Your Generic Communication

40508943681_0fa174264e_wAre you guilty of sending all your donors the same appeal and thank you letters? In these letters, you never thank a donor for their past support or acknowledge they’re a monthly donor.

If that’s not bad enough, many of these letters use vague and impersonal language and even worse, jargon.

You can do better, and frankly, you have to do better. Generic communication isn’t going to help you keep your donors.

Move away from anything generic and create something more personal. Here’s how.

Segment your donors

Your donors aren’t the same, so they shouldn’t all get the same letter. Segment your donors into different groups as much as you can. At the very least, create different letters for new donors, repeat donors, and monthly donors. You can also personalize letters to lapsed donors, event attendees, volunteers, etc.

I emphasize segmenting your donors a lot in my posts because it’s so important. Donors like it if you recognize their past giving or anything that emphasizes this is more than a generic, one-size-fits-all message.

The Importance of Segmenting Your Donors

Beginner’s Guide to Nonprofit Donor Segmentation

And while we’re on the subject of personalization, let’s stop sending Dear Friend letters, as well. You’re not being a good friend if you don’t even use your donors’ names.

I know this will take more time, but it’s worth the investment. So is a good database to help you with this. Your donors will feel appreciated and are more likely to give again, possibly at a higher amount.

Use language your donors understand

If you use vague, generic language and jargon, you’re going to instantly bore and/or confuse your donors. Most of your donors don’t have a medical or social services background. They don’t use terms like food insecurity, at-risk populations, and underserved communities, and neither should you.

Connect with your donors by using language they’ll understand. Instead of talking about food insecurity, give an example of a family choosing between buying groceries and paying the heating bill.

What you mean by at-risk or underserved? Are high school students less likely to graduate on time? Do residents of a certain community not have good health care nearby? Is housing too expensive? Get specific, but at the same time, keep it simple.

You May Love Your Jargon, But Your Donors Don’t

How Jargon Destroys Nonprofit Fundraising & Marketing

4 Reasons to Stop Using Nonprofit Jargon

A great way to move away from generic language and jargon is to tell stories. Most people respond better to a human-interest story than a bunch of boring statistics.

Tell the Stories Your Donors Want to Hear

On the road to improvement

You may be between fundraising campaigns right now and have a little more time. If so, start segmenting the donors in your database, if you haven’t already done that. Segmenting your donors isn’t a one-time deal. Make changes if you need to. For example, some of your single-gift donors may have upgraded to monthly. If you can do this after every campaign, you should have pretty up-to-date information on your donors.

In addition, dust off those templates and freshen up your appeal letters and thank you letters. Create letter templates for different donor groups and replace your vague, generic language with something clear, conversational, and specific.

Have someone outside your organization, a friend or family member, look at your messages. Something that’s clear to you may mean nothing to others.

Move away from your generic communication with something that shows your donors how much you appreciate them by recognizing who they are and giving them engaging content they’ll relate to.

Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

9302746500_abac718b17_wYear-end fundraising season is starting to gear up. Perhaps you’ve already mailed an appeal letter or are planning to in the next couple of weeks.

Planning is the key word here. If you just send one fundraising letter and wait for the donations to come in, prepare to be disappointed. 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 enormous volume of email people receive, especially at this time of the year. 

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.

This is why you need a multichannel fundraising 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 (current, monthly, etc), as well.

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. If you’ve already mailed your appeal, you can start planning your reminders.

November 6

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 Lisa learn to read.

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 11

Mail your appeal letters.

Week of November 18

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 serving more kids in our tutoring program. 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 25

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

Week of December 2

December 3 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Your donors’ inboxes will be bursting at the seams on #GivingTuesday and your messages can easily get lost in the melee. Make your messages stand out and show some gratitude, too. 

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 9

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 messages 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 already 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 raise money, don’t forget about building relationships, too. That’s just as important.

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.

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

More on multichannel fundraising.

Why Every Fundraising Campaign Should Be a Multi-Channel Campaign

How to Make a Multichannel Fundraising Ask: the Basics

 

The Importance of Segmenting Your Donors

5786426902_1b9405e1a5_wYear-end fundraising time is here. I’ve already started receiving appeal letters and I know this is just the beginning. 

I get appeals from nonprofit organizations I don’t already support and many of these are generic and impersonal. This is annoying. But what’s even more annoying is receiving generic appeals from organizations I do support.

Maybe I’ve donated for at least five years. In many cases, I’m a monthly donor. Do these organizations recognize that? No, they don’t. I just receive a one-size-fits-all letter. 

This is a mistake. If you don’t segment your donors and send different letters to different types of donors, you’re telling them you don’t recognize them for who they are.

Do not send everyone the same letter. You don’t need to create 100 different types of letters. Four or five should be sufficient. Besides segmenting your appeal letters, you also need to segment your thank you letters. You need to segment your donor communication (newsletters, etc), too, but I’m only going to cover appeal and thank you letters in this post.

Your donors are getting tons of appeals right now, as we enter one of the busiest times of the year. Your appeal will stand out if it’s not the same old same old.

Here are a few different types of donor groups. Feel free to add more if that’s relevant. The more you can segment, the better. Investing in a good database will help you with this.

Current single gift 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.

An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. This is also good opportunity to ask for an upgrade. Many organizations don’t do this, but it’s a good way to increase your revenue. 

If these donors give again, they 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.

Potential/new single gift donors

If you’re sending an appeal to someone who’s never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you just purchased?

The more you can establish a connection, the better chance you have of getting a donation.

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. Personalization is crucial with new donors.

Are We Sure An Automated Email Welcome Series For New Donors Is A Good Idea?

New monthly donors

Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors. 

Current monthly donors

Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional year-end gift. Here’s an example from the Southern Poverty Law Center.

What’s In My Mailbox | How are you upgrading your monthly donors?

When your donors renew or upgrade their monthly gifts, they, of course, get a super fabulous thank you.

Current donors who become monthly donors

Your current donors who decide to 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. 

Segmenting your donors can pay off

You might be panicking because this type of segmentation sounds like extra work. But it will be worth it if you can raise additional revenue and boost your retention rate.

11 Ways To Segment Your Donors To Improve Your Fundraising

How to Effectively Segment Your Donors and Audiences