Don’t Brag So Much

113532111_8479d80294_m

I’m sure you’ve been to a party and ended up stuck in a conversation with someone who talks too much about himself or brags about all the wonderful things she’s done. It’s exasperating and you can’t get away fast enough.

Imagine your donors having the same reaction when all your communications sound like one big bragfest that have nothing to do with them. Then imagine all your hard work going to waste when your boring appeal or newsletter goes straight to the recycle bin.

Yes, you want to share your accomplishments, but you don’t don’t want to sound like that annoying person at the party. It’s possible to do this without bragging. Here’s how.

Be donor-centered

You don’t need to tell your donors your organization is great. They wouldn’t have given you money if they didn’t think highly of you.

Let your donors know they’re great because they helped you make a difference for the people or community you serve. Give specific examples. Because of donors like you, the Smith family doesn’t have to choose between buying groceries and paying the heating bill.

All your communications should be donor or audience-centered. One way to ensure this is to use the word you more than we or us. Can Your Organization Pass the Donor-Centered Test?

Tell a story

Telling a story is a great way to share accomplishments. Whether it’s in the first or third person, you can give a personal account of how you’re making a difference. Remember to focus on the people you serve and keep your organization in the background. Connect With Your Donors by Telling Stories

Photos and videos featuring the people you serve is another good way to share accomplishments.

Why is what you do important

Instead of the usual laundry list you see in annual reports, such as we served over X number of students in our tutoring program, focus on why that’s important, too. Students in our tutoring program are now reading at their grade level and have a better chance of graduating from high school on time.

Instead of focusing on what you do, let your donors know why it’s important.

Show don’t tell

Too many newsletters and annual reports ramble on about how an organization is number one in such and such, or there was a crisis and Y organization came in to solve it.

Go back to stories and examples. You can’t ignore your organization altogether, but instead of saying we were the first organization to come in and help the hurricane victims or we’re the number one hospital in the community, say Thanks to you, the hurricane victims now have access to clean drinking water and can start rebuilding their homes or Thanks to you, Westside residents have a new outpatient clinic within walking distance of their homes, so they have easy access to all their health care providers.

How you made a difference is more important than being first or best.

Current donors want to see the results of their gift. Potential donors may be more interested in your reputation, but they also want to see how their donation will make a difference.

Your anti-bragging checklist

Before you share accomplishments in an appeal letter, thank you letter, newsletter article, social media update, annual report, etc, ask yourself these questions:

  • Is this donor/audience-centered?
  • Are we focusing on the people/community we serve?
  • Are we showing results?
  • Are we saying why this is important?
  • Are we bragging too much about ourselves?

Read on for more about the perils of bragging.

Bragging is not fundraising

Bragging Versus Mission

Advertisements

Making the Most of Monthly Giving

 

Image via Bloomerang

Monthly or recurring giving is a great way to raise more money and give you a constant stream of revenue throughout the year. More nonprofits are taking advantage of this. According to CauseVox, 54% of donors give through a sustainer (recurring) program, with 82% giving monthly.

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!

How to get started

If you don’t already have a monthly/recurring giving program, get one set one up before your next big appeal and let your donors know about it. While this post will focus on monthly giving, you should certainly give your donors other options for recurring giving, such as quarterly.

Setting up a monthly giving program will take a little work upfront, but will pay off in the end.  Mention it in your appeal letters and make it a prominent option on your donation page. How to Create a Monthly Giving Program for Your Nonprofit

Get donors on board

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. The 7 Steps to Launching a Monthly Giving Program at Your Non-Profit

Monthly donors get their own special appeal

If you already have monthly donors, send a special appeal just for them. 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.

Keep in touch throughout the year

I donate monthly to a number of organizations and wrote about my experience earlier this year. Raise More Money With Monthly Gifts

Some organizations do a better job of communicating with their monthly donors than others. Be one that shows these donors how much you appreciate them.

Since your donors have committed to donating every month, show them the same courtesy by communicating with them at least once a month. 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 could include an open house, a thank you video, a thank you postcard, or a handwritten note. Whatever you do, keep in touch throughout the year and make your monthly donors feel special.

Take advantage of this opportunity to raise more money and boost your retention rate by starting or enhancing your monthly giving program.

More monthly giving resources.

Appeal Letter Writing 101

 

9705535524_3a72228701_z

September is here and you know that means. Yes, it’s year-end appeal season – the time many nonprofits rely on to raise a good chunk of their revenue.

While your donors will be receiving a multitude of appeal letters, many organizations seem to go on autopilot and send a generic, boring appeal.

You can make yours stand out by giving some thought to it. Let’s get back to basics with a little appeal letter writing 101.

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 2017 Annual Appeal. Instead, say something like Learn how you can help the Stevens family find their own home.

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 story

Start your letter with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’re helping. For example, you could tell a story about the Stevens family and their struggle to find affordable housing.

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.

Connect With Your Donors by Telling Stories

Get Noticed in an Instant with a Visual Story

Next, comes the 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 this year.

Phrase your ask like this – We’re so grateful for your previous gift of $50. Could you help us out a little more this time with a gift of $75?

If you’ve been doing a good job of engaging your donors throughout the year, 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

Don’t make your letter all about your organization. Show how you’re making a difference and how much you appreciate your donor’s role in that. Make your donors feel good about supporting your nonprofit.

Share your success

Highlight a few accomplishments from the year and show how you plan to continue your good work with your donor’s help. Remember to stay donor-centered!

Get personal

Send different letters to people who have donated before and thank them for supporting you. You can also tailor letters to other groups such as monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.

Your appeal will stand out if you can personalize it. Make every effort to do this, especially for people who have given before. Go the extra mile for your donors, so they’ll continue to support you.

Your letter should also have a personal salutation and not be addressed to Dear Friend, which is really more like Dear Anonymous Stranger.

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. Using Giving Levels to Drive Donations

Some donors may prefer to donate online. Direct them to a user-friendly donation page on your website. The Top 10 Most Effective Donation Form Optimizations You Can Make

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue. Encourage your donors to give $10 or $20 a month. If they do, you’re getting gifts over $100 each! How to Create a Monthly Giving Program for Your Nonprofit

Your letter must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for key words, 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, but I wouldn’t go over four pages. 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

Please skip the formalities. Use a conversational tone and keep out jargon like at-risk youth and underserved communities. Be specific and use everyday language. 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

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.

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

Final impressions matter, too

Repeat your ask at the end of the letter. 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 her for a previous donation or letting him know it was nice to see him at a recent event. Hand sign the letters in blue ink.

Are you ready?

Stand out with an appeal letter that will capture your donors’ attention and bring you the donations you need. Good luck!

Read on for more advice on writing a great appeal letter.

4 Ways to Spice Up Your Fall Fundraising Appeal

Fundraising Letter: How To Write A Compelling Appeal (+ Examples)

8 Steps to Writing Successful Fundraising Letters

8 Ways to Write a Better Fundraising Letter

Image by Howard Lake

 

It’s Time to Start Planning for Your Year-End Appeal

5877396182_d8be8358f4_m

August is here. People are already starting to talk about fall and back to school sales are underway, like it or not.

Even though you may still be in summer mode, September will be here in a flash. Fall is a busy time, especially if you’re doing a year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue. Get a jump start on your appeal and start planning it now. Use this checklist to help you get started. Of course, you can use this for fundraising campaigns at any time of the year.

How much money do you need to raise?

You may have already set a goal in your 2017 fundraising plan (at least I hope you did) and perhaps you need to revise that goal. If you haven’t set a goal, determine how much money you need to raise before you start your campaign.

Do you have a plan?

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

When do you want to send your appeal? At the beginning of November? Figure out what you need to get done and how long it will take. Keep in mind things usually take longer than you think. If you want to send your appeal at the beginning of November, make your goal the end of October.

Also, how are you mailing your appeal? You may need to recruit extra volunteers or get your materials to a mail house.

An Annual Appeal Fundraising Timeline You Can Use

Do you have a good story and photo to share?

Find a good story for your year-end appeal. You’ll want some engaging photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

Connect With Your Donors by Telling Stories

Get Noticed in an Instant with a Visual Story

How did your donors help you make a difference?

Your appeal letter should highlight some of the year’s accomplishments and state what you plan to do next year. For example, let’s say you run a tutoring program. Let your donors know that thanks to them, 80% of the students in your program are now reading at or above their grade level. Next year you’d like to expand to four more schools.

Focus on the people you serve and show how your donors are helping you make a difference.

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, segment your lists – current donors, monthly donors, lapsed donors, event attendees, etc. A personalized appeal letter will make a huge difference.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until the end of 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.

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 last year’s 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.

8 Best Practices for Building an Online Donation Page

The Top 10 Most Effective Donation Form Optimizations You Can Make

While you are at it, check your website for out-of-date information and broken links.

Is Your Nonprofit Website in Good Shape?

How does a donation help the people you serve?

Create a set of giving levels and let your donors know how their gift will help.

Do you have an incentive to entice donors to give a larger gift?

Instead of premiums, see if you can find a major donor who will match any upgrades. I know of an organization that used this as an incentive to get new donors.

Boost Your Fundraising Results With a Match From a Major Donor

Do you offer a monthly or recurring giving option?

Monthly or recurring giving is another way to get a larger gift. Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

How will you thank your donors?

Don’t treat this as an afterthought. 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. Create a thank you plan to help you with this.

Are you showing the love?

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 success stories and gratitude. Pour on the appreciation and create a thank you video or hold an informal open house.

How are you getting ready for your year-end appeal?

The Importance of Building Relationships

8006853151_5881bfe507_m

One of the most important things nonprofit organizations need to do is build relationships with their donors. Building relationships should be front and center in everything you do. Here are some ways you can incorporate building relationships in every aspect of your work.

Appeal letters aren’t just about raising money

You may think the primary purpose of an appeal letter is to raise money, but building relationships is just as important.

Before your next fundraising appeal, send your donors an update to let them know how they’re helping you make a difference. This is especially important if you do more than one fundraising campaign a year. You don’t want your donors to think the only time they hear from you is when you’re asking for money.

Don’t send the same appeal to everyone on your mailing list. It’s crucial that you segment your donors and personalize your appeal letters. What is your relationship with these people? Maybe they’ve given once or many times. Perhaps they’re event attendees, volunteers, e-newsletter subscribers, or friends of board members. Mention your relationship in your appeal letter. For example, thank a long-term donor for supporting you these past five years.

Let your donors know how much you appreciate them

Your focus on building relationships continues when you thank your donors. Send a handwritten note or make a phone call if you can.

Send welcome packets to your new donors. Let them know how much you appreciate this new relationship. If you don’t, it’s likely to be a short-term relationship.

Be sure to also shower your current donors with love to keep your relationship going.

Don’t miss out on opportunities to build relationships with your event attendees

I’m amazed how many organizations fail to establish a relationship when they hold an event. First, give your attendees an opportunity to sign up for your mailing list. Next, call or send thank you notes afterwards.

Besides thanking people for attending your event, let them know how much money you raised, and share specific ways their support is helping you make a difference. Then invite these supporters to connect in other ways such as signing up to receive your newsletter or volunteering.

The same thing applies if you hold a charity run or walkathon. These events often generate new donors. Someone might donate to your 10K because her friend is running in it. Thank everyone who donated and invite them to be a part of your community.

Turn a giving day into a relationship building day

My main objection to giving days, such as GivingTuesday, is they focus so much on asking. Instead of being part of the relentless begging, send a donor-centered appeal followed by a heartfelt thank you, new donor welcome packets, and an invitation to connect with you in other ways.

Relationship building is a year-round effort

It’s easier to stay focused on donors when you’re sending an appeal or thank you, but this is just the beginning. Many organizations seem to go on communication hiatus at certain times of the year, and you don’t want to do that.

Ideally, you should keep in touch with your donors every one to two weeks. You can do this with newsletters, updates, thank you messages, advocacy alerts, and surveys. You’ll have a better chance of building relationships if you keep your messages donor-centered and use channels your donors prefer.

Staying focused on building relationships will help you with your donor retention because you want donors who will support you for a long time.

Giving is Up. Donor Retention is Down. What to Do?

Why Your Donor Will Give Again  

 

 

 

 

 

 

 

 

 

Do You Need an Appeal Letter Refresher Course?

8251012420_5ffdd28d81_m

You may have noticed an influx of appeal letters over the last few weeks. Some organizations do their main fundraising drive in the spring, especially if their fiscal year ends on June 30. Others do theirs at the end of the year and some do more than one.

That’s all fine. What’s not fine is the mediocre letters I see. Some of these organizations need a refresher course in appeal letter writing.

Whether you’re planning a spring campaign or one later in the year, here are a few things to keep in mind.

Don’t call it an annual appeal

Okay, you can use the term annual appeal around the office, but not in your appeal letter. That also goes for 2017 annual fund drive, 2017 Massachusetts Drive, or spring fund drive.

Some of the letters I received opened by saying their annual fund drive is underway. Others state it in a header or a teaser on the outer envelope.

The fact that your annual appeal is underway means nothing to your donors and is not a compelling way to open your appeal. The same goes for the end of your fiscal year.

Given how some people feel about fundraising, an envelope teaser that says “Spring Appeal Enclosed” could end up in the recycle bin. If you want to use a teaser, try something like “What if you awoke each day crying from hunger, but you had nothing to eat?

That organization opened their appeal with a story about Kevin, a six-month-old baby in Haiti who’s suffering from malnutrition. That’s what you need to do – open your appeal with an engaging story.

It should be obvious you’re sending an appeal unless you bury your ask. Your ask should come after the story.

Why should I give to your organization?

Most of the appeals I’ve received have come from organizations I don’t already support. I need a good reason to give to your organization and I’m not seeing that.

It’s clear these letters are one size fits all and most likely my name is on a list they purchased or exchanged. Even so, give me some indication that you know me as a person. If I already support hunger-relief organizations, emphasize how you’re making a difference because you know that’s important to me.

Another gift so soon?

I do most of my giving in December so if you’re sending me another appeal now, you need to convince me why I should give again so soon. In many cases, you never acknowledge that I’ve given before. It’s the same old boring stuff.

Of course, you can make more than one ask a year, but first I need to be thanked, and thanked well, and hear from you regularly.

Always thank donors for a previous gift. Let them know why you need an additional donation now. Perhaps you’re losing funding because of budget cuts or you want to launch a new program.

This is also a good opportunity to upgrade your current donors to monthly giving. And you can always try to woo back some of your lapsed donors with a personalized letter.

Enough with the mailing labels

Please don’t send me mailing labels, notepads, calendars, etc. It’s not going to help convince me to donate to your organization. One organization I’ve never supported just sent me a calendar. They opened their letter with “Because you’re someone who cares deeply for nature….” Okay, they tried to make a connection, but if I’m someone who cares about nature why would I want you to waste paper by sending me calendar I don’t need?

I’m sure I’m not the only one who finds your swag to be wasteful. Instead, invest your print budget in creating thank you cards and donor-centered updates.

Make your appeal shine

It’s never easy to raise money, but you’ll have a better chance if you send a donor-centered appeal that shows how you’re making a difference. Here’s more information on creating a great appeal.

Stand Out With an Amazing Appeal Letter

6 Ways to Improve Your Annual Fundraising Appeal

11 Top Fundraising Consultants Weigh In on Donation Request Letters

Raise More Money With Monthly Gifts

30653824153_68dce512ed_m

Although I often encourage monthly (or recurring) gifts as a great way to raise more money, I just started making them at the end of last year. I made all my pledges online, and it was easy to do.

It should also be relatively easy for you to start or grow a monthly giving program. Of course, this doesn’t just include asking for donations. You’ll need to thank your monthly donors and stay in touch throughout the year.

Here’s what you need to get started.

Make a special request

You should always promote monthly giving in your fundraising appeals. Your best bet to get a monthly commitment is long-term donors. One idea is to send specially targeted appeals to donors who have given for at least two years. Thank them for their past support and ask them to upgrade to becoming a monthly donor. Their previous donation of $50 could become $5 a month or $100 becomes $10 a month.

Make it easy

Be sure monthly or recurring giving options are prominent on your pledge form and donation page. Let your donors know what $5, $10, $15 etc a month will fund.

Make the online process easy, but keep in mind that some donors won’t want to set up their monthly giving online. Some may want to do this by mail or phone, and if it’s by phone, make sure there’s a friendly person on the other end to help them.

If possible, make one person responsible for monthly giving. There needs to be a contact person if your donor needs to change her credit card/bank account information or has questions.

Create an attitude of gratitude

Welcome your monthly donors with open arms. If they’re first-time donors, welcome them to your organization. If they’re current donors, thank them for going the extra mile and becoming a monthly donor.

Most of the organizations I donated to thanked me specifically for being a monthly donor. Some did it better than others.  One organization refers to their monthly donors as Friends for all Seasons. Another told me “I have joined an elite group of dedicated supporters we call our Friends of the Center.” Another thanked me for being a Monthly Partner.

These organizations are telling me I’m extra special, and most of my gifts were $5 a month.

Several organizations send me monthly thank you letters either by mail or email. While this is nice, most of them are exactly the same generic thank you every month. One sends a statement, but it includes a different update each month.

Here’s how you can do better. Yes, send your these donors a thank you each month, but don’t resort to the same old same old. One organization that helps low-income families does a good job of sending engaging updates. Here’s an excerpt from their most recent email thank you.
Boys with shoes

When a mother of three children picked up her children’s Kidpacks, she burst into tears and said “My kids will be so happy.” She couldn’t afford to spend extra money on new clothes, shoes, books or school supplies because she was barely making ends meet.

Much better than a boring letter or receipt.

Take your donors on a journey

You want to stay in touch with your monthly donors and let them know how they’re helping you make a difference. You can do this with your monthly thank you letters and other updates. You may also want to consider a special newsletter just for monthly donors.

Another idea is to introduce your monthly donors to an individual or family your organization is working with. Let’s say you run a tutoring program. You can introduce your donors to Kira and her tutor, Sophia. Each month you can share updates on how Sophia is helping Kira do better in school.

Make your monthly donors feel special

Of course, all your donors are special, but go out of your way to show the love to your monthly donors. Find creative ways to show appreciation. You could make a video or hold an open house just for monthly donors. You want them to stay committed to being monthly donors for a long time.

Erica Waasdorp is an expert in monthly giving and has tons of information to help you.

And here are some more monthly giving tips.

18 Tips to Create a Wildly Profitable Monthly Giving Program

3 Tried and True Techniques That Encourage Monthly Giving