The Importance of Having a Multichannel Fundraising Campaign

Year-end fundraising season is starting to gear up. I just returned from a short vacation and came home to a mailbox that included a bunch of appeal letters, and this is just the beginning.

Speaking of appeal letters, you should plan to send one by mail. I know email is easier and less expensive, but 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 then 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 will 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. Most nonprofits rely on year-end for the bulk of their fundraising. Plus, donors may be overwhelmed with everything that’s going on in the world, but they still 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.

5 Data Hygiene Methods for Your Nonprofit

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.

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. 

That said, I do recommend starting your year-end campaign sooner than later. Remember, you’re not the only game in town. If you’ve already mailed your appeal, you can start planning your reminders.

Also, if you haven’t already done this, you could send your donors a warm-up letter or email before you launch your campaign.

October 27

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 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 1

Mail your appeal letters.

Week of November 8

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. We’re well on our way to our goal of moving into a larger facility. This is crucial. We’re still seeing more people coming into the food bank and can barely function in our current location.

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 15

Send another round of reminders.

Week of November 22

Send a reminder, along with a Happy Thanksgiving message. Or skip the reminder and make this week all about gratitude.

Week of November 29 

November 30 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 chaos. Make your messages stand out and remember to show some gratitude, too. 

How to Make Your Nonprofit Messages Stand Out

Also, not all of your donors will care that it’s #GivingTuesday. Focus on how they can help you make a difference.

Make sure your reminders don’t look like spam. And, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 6

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. The more you can personalize, the better.

You can continue following up in the New Year when donors aren’t as busy.

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

Direct Mail in a Multi-Channel Fundraising Strategy

A Roadmap to Multichannel Marketing For Nonprofits

12 Year-End Fundraising Email Examples to Add to Your Campaign

Make This the Year You Segment Your Donors

Do you send all your donors the same appeal and thank you letter? Do you also feel your appeals aren’t bringing you the donations you need?

There may be a correlation here. If you’re not segmenting your donors into different groups, you’re missing a chance to raise more money and let your donors know you recognize them for who they are.

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. 

Sometimes smaller organizations do a better job of personalization. Not that long ago, I received a generic, one-size-fits-all appeal from a large, national organization. I’m a monthly donor and they didn’t acknowledge that. In fact, the letter included a blurb encouraging people to become monthly donors. Um….

That organization missed an opportunity to do a better job of connecting with their donors. Unfortunately, they are one of many.

When you’re too big to succeed

If you’re not segmenting your donors, make this the year you start. And if you’re already segmenting your donors, kudos to you!

You may be worried about how much time this will take. Plus, you don’t think your current database can handle it and it will cost too much to get a better one. 

In reality, it may cost you more not to segment.  A good database/CRM is worth the investment. Segmenting your donors will help you with retention, which costs more than trying to find new donors. Donor stewardship/engagement is usually easier and it’s more fun.

You also don’t need to create 100 different types of letters. Four or five should be sufficient. Your appeals and thank you letters will stand out if you can personalize them and not send everyone the same generic letter.

Here are a few different types of donor groups. You may want to include others. The more you can segment, the better. Remember, investing in a good CRM/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.

Your donors will be more receptive to upgrading their gifts if you’ve been doing a good job of thanking them and staying in touch throughout the year.

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, be sure to 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 horrible. 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 package 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 gift. 

When your donors renew or upgrade their monthly gifts, they, of course, get an amazing 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 communications targeted to monthly donors. 

Segmenting your donors makes a difference

In these uncertain times, 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. People are also looking for a personal connection right now. 

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

Here’s more information about segmenting your donors.

How to Segment Your Donors

Donor Segmentation: The Ultimate Guide for Nonprofits

4 Smart Donor Segmentation Strategies for Nonprofits

KEY DONOR SEGMENTS FOR A BETTER YEAR-END APPEAL

How to Create a Better Fundraising Appeal That Will Stand Out

Can you believe September is already here? It happens to be my favorite month. As someone who doesn’t like heat and humidity, I welcome the refreshing air it brings.

It also brings us to the start of the busiest time of the year for nonprofit organizations, especially if you’re doing a year-end appeal. 

Even if you’re not planning on launching your campaign until later in the fall, you should get started on your appeal now. Everything takes longer than you think, especially in these uncertain times.

You need to create an appeal that will stand out and resonate with your donors. That doesn’t mean using the same boring, generic template you’ve used for years.

You need a letter that takes into account what’s going on in 2021. You must address how the current state of the pandemic is affecting your clients/community.

Your appeal also 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 appeal that will stand out.

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 2021 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 – Martha, a single mother with three kids, has had a tough year. It’s been hard to find steady work and there’s barely enough money to pay the bills and buy groceries for her family. 

But thanks to generous donors like you (or because of our generous donors if you’re writing to people who haven’t given before), she’s been able to get boxes of healthy food at the Riverside Community Food Bank. At first, Martha was embarrassed that she had to rely on a food bank to feed her family, but she’s always treated with respect and dignity when she visits. 

We want to continue providing Martha and other members of our community with healthy food when they need it.

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.

Make Connections With Your Donors by Sharing Stories

Keep Connecting With Your Donors by Using Visual Stories

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 right now. Don’t be afraid to ask your donors to upgrade their gifts. People want to help if they can.

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

Asking for an upgrade can help you raise more money. Also, if you’ve been doing a good job of engaging your donors throughout the year (and I hope you have been), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people don’t often remember what they gave before.

Be donor-centered, as well as community-centered

There’s been some dichotomy this past year 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 your organization continues to face challenges. Maybe you’ve started to provide in-person services or put on performances, but you’re not sure how much longer you’ll be able to do that thanks to the Delta variant. 

How you do your work is less important than why you do your work. You need to continue to provide healthy food to families while doing it safely.

Highlight some of your accomplishments, but you can share challenges, too. 

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 crucial

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 stepped up with additional contributions over the last 18 months, 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 to give

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. 

Why Monthly Giving Makes Sense

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.

How to Ruin Good Copy

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.

We could be looking at another tough fundraising season. That’s why you need to spend some time writing a better appeal letter that will stand out and help bring you the donations you need. Good luck!

Read on for more advice on writing a better fundraising appeal.

10 Ways to Make Your Year-End Appeal Letter Better

How To Write A Fundraising Appeal In 5 Steps

Direct Mail Appeals for Nonprofits: 5 Best Practices

So you want to write to donors

Keep Calm and Stay Strong

As summer wanes and we move toward fall, many nonprofit organizations are entering the busiest time of the year as they launch their year-end fundraising campaigns. In the best of times, this is stressful, and we are not in the best of times.

We’re still living in a time of uncertainty. I feel there’s more uncertainty now than last year. In the spring it looked like we were on track to something better and then along comes the Delta variant, not to mention low vaccination rates in some states.

I’m sure your nonprofit organization is still dealing with many challenges. People may have returned to the office and now you’re wondering if that’s safe. You may be falling short of your revenue goals. You may be stressed out figuring out how you’ll pull off your year-end campaign and that’s understandable, but it’s important to keep calm and stay strong.

The need your clients/community face is still there. You can’t raise money if you don’t ask. Donors still want to help if they can.

It’s possible to get through the next few months. Do the best that you can, but make smart choices that will help you succeed.

Plan ahead

My last few posts had a plan-ahead theme. You want to start gearing up for your year-end appeal as soon as possible. This includes figuring out how you’ll thank your donors and getting your website in shape. Now would be a good time to get started.

If this sounds overwhelming, take a deep breath, and start working on a few things each day. Putting together a quality campaign will help you raise more money.

Segment your donors

One aspect of a good fundraising appeal 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.

You can ask past donors to upgrade their gifts. This is an easy way to raise more money, yet many organizations don’t do this because they don’t segment their donors.

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!

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. Think about sending a warm-up letter or email to these donors before your next appeal. Don’t ignore them.

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

A Guide to Donor Retention

Make time for what’s important 

I’m not trying to give you more work. I’m trying to give you better work. You may be saying you don’t have time to do some of these things, but this is important. 

What’s taking so much of your time? Is it meetings you don’t need to have? Are you chasing fundraising sources that don’t make sense? Maybe that online auction or event isn’t worth the time since you don’t raise much money.

Recess time

I just heard a story on the news about how important recess is for kids, especially during these difficult times. Adults need recess, too. Maybe you won’t go out on the playground, but why not?  

There are plenty of things you can do to take care of yourself. Don’t eat lunch in your workspace (at the office or at home). Take breaks! Step away from your screens. Go for a walk, exercise, do yoga, or maybe even take a short nap. I love this phrase – Rest is not a luxury, it’s a necessity. It will make you more productive.

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.

Photo by Marco Verch

Plan Ahead for Your Year-End Appeal

Some people need the stress of waiting until the last minute to get them motivated. Not me. I like to plan ahead, both professionally and in my personal life.

Speaking of planning ahead, now is a good time to start planning your year-end fundraising campaign. I know it’s still summer and there’s plenty of time to go to the beach and get ice cream, but fall will be here before you know it (like it or not).

Also, our current state of uncertainty makes it more important to plan ahead. I’ve put together 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 2021 fundraising plan (at least I hope you did) and maybe that has changed. 

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

Do you have a plan?

Put together a plan for your campaign 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 than you think it will, so earlier is better. You’ll be competing with other organizations who are doing appeals. 

I strongly encourage you to mail an appeal letter. Direct mail appeals are more successful. You can also send an email appeal and follow up that way (more on that in future posts). 

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 might be harder to get a group together, so you’ll need more time. 

13 Steps to the Perfect Year-End Giving Campaign

An Annual Appeal Fundraising Timeline You Can Use

Do you have a good story and photo to share?

If you’ve been using the same boring, generic appeal letter template for the last few years, stop. You need a new one. Your appeal must address the current situations.

A good way to start is to create an engaging story for your appeal. How are the pandemic, systemic racism, and economic challenges impacting your clients/community right now? Focus on them, not your organization. This year is different than last year, but not the same as pre-pandemic times. That’s why you need new stories.  

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

Make Connections With Your Donors by Sharing Stories

Keep Connecting 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. 

Here’s an example from a nearby food pantry. They’re seeing a huge increase in the need for their services since the pandemic started –  from 175 households per week to 750 at three different locations. But thanks to their generous donors, they were able to move into a larger space. They want to continue serving as many families as they can as the pandemic continues.

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.

5 Data Hygiene Methods for Your Nonprofit

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. 

According to the post below, we could be facing a paper shortage, so plan ahead!

Getting Forward to Normal: What Ketchup Packets, Yeast and Nonprofit Mail Pieces Have in Common

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. Also, stamp prices are supposed to go up on August 29.  Now is a good time to stock up on Forever stamps.

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.

20 Easy Ways to Optimize Donation Forms for Nonprofits

Nonprofit Donation Form: Make it Easy to Make More Money

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.

Why Monthly Giving Makes Sense

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.

Don’t let stories about donors giving less scare you. 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!

Photo via creditscoregeek.com/

Make Connections With Your Donors by Sharing Stories

After the year we’ve just been through, most people have realized the importance of connection. Your nonprofit organization also needs to make connections with your donors. One of the best ways to do that is to share stories.

Donors want to hear your stories

I would guess you’re not using stories as much as you should. That’s a mistake because people respond better to stories than a bunch of facts and statistics. Stories bring the work you do to life by using everyday language to create a scene.

You may be reluctant to use stories because it’s more work for your organization, but that shouldn’t stop you. The summer is a good time to come up with some new stories.

Your stories need to be relevant

I don’t need to tell you the world has changed since March 2020. Your stories need to take the current climate into account. That’s why you new need ones. This year is different than last year, but not the same as 2019. Let your donors know how the pandemic (which is still with us, by the way), the economy, and systemic racism are impacting your clients/community right now.

Create a culture of storytelling

If you create a storytelling culture in your organization, you can make storytelling the norm instead of the exception.

Work with your program staff to create stories that will help you connect with your donors. Everyone needs to understand how important this is. Share stories at staff meetings and/or set up regular meetings with program staff to gather stories. Do this virtually if you’re not in the office.

How To Create A Culture of Storytelling in Your Nonprofit

When you put together a story, ask.

  • Why is this important?
  • Who is affected?
  • Why would your donors be interested in this story?
  • Are you using clear, everyday language (no jargon) to make sure your donors understand your story?
  • How are your donors helping you make a difference or How can your donors help you make a difference?

Client or program recipient stories are best. Remember, donors want to hear how they’re helping you make a difference for your clients/community.

Another way to find stories is to put a Share Your Story page on your website. This could be a good way to get some current, relevant stories.

4 INSPIRATIONAL “SHARE YOUR STORY” PAGES THAT WILL KNOCK YOUR SOCKS OFF

Language is important

It’s time to stop using jargon such as at-risk and underserved. These terms undermine your clients/community. These aren’t terms your donors use, anyway. Use language they’ll understand. 

You also don’t want to give the impression that your organization is coming in to save someone. This is especially important if the majority of your staff and donors are white, but your clients are people of color. This is known as white savior complex. Most likely that’s not intentional on your part, but watching how you tell your stories will help you avoid that. Be respectful of your clients/community.

4 Resources to Help Shift the Narrative for Equity in Nonprofit Communications

Your stories aren’t about your organization

Remember, your stories aren’t about your organization. Your organization may have had to make a lot of changes to do some of the work you do, but that’s not your story. Your story is why this is important for the people/community you work with. 

Maybe you had to change the way you run your food pantry, but what’s most important is that people in your community continue to have access to healthy food. 

Make your stories personal 

Tell a story of one (person or family). Use people’s names to make your stories more personal. I realize you might run into confidentiality issues, but you can change names to protect someone’s privacy. You could also do a composite story, but don’t make up anything.

Fundraising with Names Have Been Changed Disclaimers

Use different stories for different types of communication

Create a story bank to help you organize all your stories. You want to use stories as much as possible. Use them in your appeals, thank you letters, newsletters, updates, annual reports, website, blog, and other types of social media. 

While you can come up with some core stories, they’ll be slightly different depending on the type of communication. 

In a fundraising appeal, you want to highlight a problem or need. Let’s say you run a tutoring program. Here you can tell a story about James, a high school student who didn’t fare well with remote learning and is behind in his grade level. Because of this, he could benefit from a tutor. 

In your thank you letter, you can let your donors know that because of their generous gift, James will be able to start tutoring sessions with Mark, a local college student. 

Then in your newsletter, annual report, or update, you can tell a success story about how James is doing much better in school after starting weekly tutoring sessions with Mark. 

Make connections with your donors by sharing stories. Read on below for more information about creating stories. In my next post, I’ll write about sharing visual stories. 

Making a Great Story into a Powerful Fundraising Story

How to Write an Impact Story that Moves Hearts & Minds

A Comprehensive Guide to Writing Nonprofit Impact Stories

INFOGRAPHIC: A Nonprofit Storytelling How-To

Why It’s Important to Keep Things Simple

Over the years I’ve realized the importance of keeping things simple. This past year we needed to keep things simple since we were limited in what we could do, especially outside the house. Instead of running back and forth from place to place, we stayed put, although we spent more time online.

Things are starting to open up, but there’s still a lot of stress and uncertainty. Even though I’m fully vaccinated, I’m not that excited about being anywhere that’s crowded. The pandemic allowed me to find pleasure in simple things such as taking a walk, reading a novel, and doing yoga, which I’m going to continue to make time for, if I can. 

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. Or think of Goldilocks and choose what’s “just right.” This can apply to how much information we take in about the pandemic, politics, etc. – 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’ve gone through a lot this past year. You had to make changes in the way you do your work. Maybe you’re starting to provide in-person services again and some people are back in the office. All this change has made your work more complicated. 

You need to continue to raise money and communicate fairly regularly with your donors, while not taking on too much. Donors are also navigating the changing situations, 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 donor communication without making it too difficult for you.

Keep it simple by planning ahead

If communicating regularly with your donors sounds overwhelming, plan ahead by using a communications calendar. You should be in touch every one to two weeks, if possible. Otherwise, aim for once a month. Fill your calendar with different ways to do that and update it as needed. A good rule of thumb is – ask, thank, update/engage, repeat. And as I mention below, you can keep it simple with shorter communication.

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. 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 letter or email 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.

6 Tips for Effective CTAs That Get Clicks

Keep it simple with shorter, easy to read messages

Plain and simple, if your communication is too long, most people won’t read it. 

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.

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain

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 Westside Community Food Bank. 

We’re seeing real people being affected by real problems. 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.

Let’s Try to Stop Using Jargon So Much

Keep it simple by creating a clutter-free website

Your website is still a place where people will go to get information. Make sure it’s clear and clutter-free, as well as easy to read and navigate. Don’t forget about short paragraphs and lots of white space.

One of the most important parts of your website is your donation page. It needs to be easy to use and collect enough information without overwhelming your donors. If it’s too cumbersome, they may give up and leave.

If it’s a branded page (e.g. not a third-party site like PayPal), make sure it’s consistent with your messaging and look. Don’t go too minimalistic, though. Include a short description of how a donor’s gift will help you make a difference, as well as an engaging photo.

15 Nonprofit Website Best Practices You Need to Know in 2021

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

Easier is Better

Your Donor Communications Should Be Simple & Direct

Photo by Marco Verch

How to Make Your Nonprofit Messages Stand Out

The average attention span for humans is a mere eight seconds. Goldfish have longer attention spans, but they lead much simpler lives and aren’t inundated with information the way we are.

Goldfish pay more attention than humans (but goldfish can’t make gifts)

I feel as if our information overload gets worse every year. And, I don’t need to remind you how much is going on right now. Getting your messages out is never easy, but like everything else, it’s gotten a whole lot harder this past year.

Your nonprofit organization needs to continue communicating regularly with your donors and you need to do it well. With everything that’s going on, it’s possible they’ll miss your messages. 

Here are a few ways to make your messages stand out. 

What’s your intention?

What’s the purpose of your message? What do you want your reader to do? Are you asking for a donation? Maybe you’re thanking your donor or sharing an update.

Think from your reader’s perspective. What would she be interested in or what would make him take action?

Don’t muddle your messages with too much information. Keep it simple and stick to one call to action or type of message. 

Choose the right channels

Most likely you’ll use more than one channel to communicate. Pay attention to the channels your donors are using and focus your efforts there.

Email may be the primary way you’re communicating right now and there’s a reason for that. It’s fast, easy, relatively inexpensive, and almost everyone has an email address. You can quickly get a message out to a lot of people. Also, unlike social media, it’s something you can control. You don’t have to rely on a social media algorithm to hope your message ends up in your donor’s feed.

The downside is people get a huge amount of email from a variety of different sources. The same is true with social media. It’s easy for your messages to get lost in the shuffle. Plus, factor in Zoom and Netflix and at some point people don’t want to look at a screen anymore. 

While you’ll likely use electronic communication pretty regularly, don’t discount direct mail. Your donors are more likely to see these messages. We get far less postal mail than electronic communication. Also, a person can put a piece of mail aside and look at it later. Don’t count on that happening with any type of electronic communication. You can also communicate by phone. This is a great way to thank your donors.

Going multichannel is another option. This is very common for fundraising campaigns and inviting people to events, as well as including a link to your e-newsletter on your social media platforms. This way if people miss your initial message on one platform, they may see it on a different one.

Get noticed right away

Remember, your donors have a lot going on and you need to capture their attention right away.

Your fundraising letters and anything else you send by mail needs to look appealing enough to open. You could put a tagline on the envelope. That doesn’t mean something like It’s Our Annual Appeal. Try something like – How you can help students boost their reading skills. Your envelope should look personal and not resemble a bill or junk mail.

“Dale’s” mail

Once your donor opens your fundraising appeal, lead with a story followed by a clear, prominent ask. When they open your thank you letter, they should be greeted with gratitude.

A good subject line is the key to getting someone to open your email message. Keep in mind that your donor’s inbox is crammed with messages. Don’t use something boring like April e-newsletter or Donation Received. Entice them with Find out how you helped students boost their reading skills. or You just did something amazing today!  

Keep them engaged once they open your message.

Keep it short

In many cases, a shorter message is best. You want a good balance between saying too much and saying too little. All your words should count, so be careful about adding too much filler. That often includes bragging about your organization and explaining what you do.

I recently received an annual report that was 55 pages long. While this is not a post about how to create an annual report, I imagine most donors are going to look at it and think,“I don’t have time to read this.”

Plus, people have short attention spans.

What’s in My Inbox | Shorter attention spans means you need to deliver with your enews

Your goal is to get your donors to read your messages. If it looks long and boring, they probably won’t bother.

Make it easy to read and scan

Besides sending a short message, use short paragraphs and lots of white space, too. Your messages need to be easy to read and scan in an instant. Most people aren’t going to read something word for word. Be sure they can quickly get the gist of what you want to say. Don’t use microscopic font either – use 12 point or higher.

Be personal and conversational

Write directly to your reader using clear, conversational language – no jargon. Don’t confuse your donors with generic messages.

Don’t cast a wide net

It’s important that you send your messages to the right audience and your audience isn’t everyone.

You’ll have more luck with a fundraising appeal when you send it to past donors or people who have a connection to your cause. The same is true for event invitations or recruiting volunteers.

You may want to reach out to as many people as possible, but that won’t guarantee you’ll get more donations or event attendees. Segmenting and engaging with the right audience will bring you better results.

Going back to that annual report, it seemed more appropriate for major funders and prospective funders than smaller dollar donors. It also wasn’t very donor-centered, but I digress. It looks like that organization decided to send all their donors this massive annual report instead of trying to engage smaller dollar donors with something shorter.

Be a welcome visitor

If you communicate regularly and do it well, your donors should recognize you as a reputable source and are more likely to read your messages. If all you do is send them generic fundraising appeals, then you need to make some changes.

When you send email, make sure people know it’s coming from your organization. In the from field, put DoGood Nonprofit or Susan Taylor, DoGood Nonprofit. If you just put a person’s name or info@dogoodnonprofit.org, people may not know who it’s from and ignore your message.

Only send email to people who have opted into your list. Otherwise, you’re spamming them. Some people will choose not to receive email from you, and that’s okay. The ones who do are interested in hearing from you. Give people the option to unsubscribe, too.

Even though people only get a few pieces of mail a day, most of it’s junk mail. You never want any of your letters, newsletters, or postcards to be perceived as junk mail (see above).

By putting in a little time and effort, you can help ensure that your messages stand out.

3 Strategies for Nonprofit Messages that Stand Out in Donors’ Mailboxes

How to Write Awesome Emails Your Donors Want to Read

Make Time for Some Spring Cleaning

Spring is officially here and depending on where you live, it may or may not feel like it. Here in Boston, we’re starting to see the beginning of warmer weather.

I’ve been hearing a lot about spring cleaning lately. I know, groan. Some people took on a bunch of cleaning and decluttering projects during the pandemic. I wasn’t one of them. It was too much to deal with, although I did shred two years of financial documents recently. 

I know I should do more. As much as I dislike cleaning and organizing, I’m happy once it gets done. Often getting started is the hardest part.

Your nonprofit organization may have put off some version of your own spring cleaning and decluttering. You were just trying to run your organization during a tumultuous year.

Make time to take on these so-called cumbersome tasks. Just think how happy you’ll be once you tackle them. You’ll also make some much-needed improvements to your infrastructure and donor communication.

Here are a few suggestions to help you get started.

Clean up your mailing lists and database

Has it been a while since you’ve updated your mailing lists? Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? This is a good time to clean up and update both your direct mail and email mailing lists.

Don’t wait until right before your next mailing to clean up your donor data. And, if you didn’t communicate by mail over the last year, then you really need to do some what is known as data hygiene.

Even though it’s tedious, have someone who’s familiar with your donors (your development director?) go through your mailing lists and database/CRM (customer relationship management) to see if you need to make any additions, changes, and deletions.

Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.

Your donor database is an important tool and it needs to be up-to-date and filled with accurate information about your donors.

CLEAN UP YOUR ACT: DONOR DATA MANAGEMENT FOR NONPROFITS

7 strategies for keeping your nonprofit donor database clean

Run your donor list through the National Change of Address database. It may cost some money to do this, but it’s worth it if you come out with squeaky clean data. Do this at least once a year.

Also, if you haven’t already done this, segment your donors into different groups – new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.

Segmenting Your Donors is More Important Than Ever

You might also want to move some lapsed donors who haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve never gotten in touch with any lapsed donors from 2020, you could reach out to them now.

Do the same thing with your email list. It doesn’t make sense to send email to people who don’t respond to it. Give these people a chance to re-engage, and if they’re not even opening your emails, move them to an inactive file.

Spring cleaning for your email list(s)

Maybe you need a better CRM/database. If you’re using a spreadsheet to store your donor records, then you need an actual database. Get the best one you can afford.

Fundraising Software Advice

Spring is about bringing in the new, and a better database would be a wise investment. It can help you raise more money. Organizations with good databases were able to quickly launch an emergency fundraising campaign when the pandemic hit.

Freshen up your messages

Now that you’ve cleaned up your mailing lists and segmented your donors, it’s time to freshen up your messages. As I mentioned in my last post, your donor communication needs to reference the current situations. When it doesn’t, it leads me to wonder if you’re using a template from way back when. 

It’s important for you to update your fundraising and thank you letter templates. If you’re still using vague jargon, such as at risk or underserved, you’re undermining your clients/community. Your donors look at the news every day and see people lined up at food banks or countless examples of discrimination. You can’t ignore this by hiding behind your jargon. Over the last year, we’ve seen a lot of authenticity. Bring that into your donor communication.

This post From Jargon to Generosity references a fundraising letter that opens with “Your gift of as little as $44 can provide quality resources for a child at the children’s home.” What do quality resources mean? Is it healthy food, a warm bed at night, a safe environment with a compassionate staff? Be specific and use language your donors will understand. 

Your thank you letters need to actually thank your donors, not brag about your organization. Make sure your automatically generated thank you emails and landing pages don’t look like boring receipts. Create separate templates for new donors, current donors, and monthly donors.

The Importance of Having a Thank You Plan 

Don’t put it off too long

I know you have a lot going on, but you need to tackle these projects sooner rather than later. Just like the clutter and dust in your home won’t disappear on their own, the longer you ignore it, the worse it gets. 

Take on these spring cleaning projects as soon as you can. You’ll be happy once they’re done. Your donors will also be happy if they don’t get duplicate mailings and a fundraising letter laced with jargon, but do receive a personalized appeal and a stellar thank you letter.

On the Road to Better Donor Communication

With all that’s gone on this year, if you’re still sending generic, organization-centered communication, you’re doing a huge disservice.

I know there has been some conflict about donor-centered vs community-centered, and I think we can have both. What you don’t want is to be organization-centered. You can’t communicate with your donors without focusing on them. This is true for any type of audience. Also, donor-centricity leads to community.

Think Twice Before You Throw the Baby Out With the Bathwater | Donor-Centered vs Community-Centered

We’re also seeing real people with real problems. Your vague, generic communication that uses demeaning terms such as at-risk and underserved needs to end.

It’s harder to fundraise now, but you need to still do it. You’ll be more successful if you make some of these improvements to your donor communications.

Fundraising Appeals

  • Your fundraising appeal shouldn’t be focused too much on your organization – rambling on about how great you are. Your organization may be great, but let your donors figure that out. Your donors are the ones who are great, and they want to hear how they can help you make a difference for your clients/community.
  • Segment your appeal to the appropriate audience. Thank past donors or reference your relationship to a potential donor. Maybe they’re event attendees, volunteers, or friends of board members.
  • Address your appeal to a person and not Dear Friend.
  • Don’t use vague, impersonal language and jargon your donors won’t understand. Instead of saying we’re helping at-risk youth, say something like – With your support, our tutoring program can help more students graduate from high school on time. It’s been challenging this past year as many schools switched to remote learning.
  • Your appeal should make people feel good about donating to your organization.

Thank you letters

  • Your thank you letter shouldn’t come across as transactional and resemble a receipt. This is one of my huge pet peeves right now. Yes, you need to acknowledge the donation is tax-deductible, etc, but most donors are more concerned about how their gift made a difference.
  • Your thank you letter (or better yet, a handwritten note) needs to pour on the appreciation. Start your letter with You’re amazing or Thanks to You!, and not On behalf of X organization.
  • Address your thank you letter to a person and not Dear Friend.
  • Tell your donors the impact of their gift. For example – Thanks to your generous donation of $50, a family can get a box of groceries at the Eastside Community Food Bank. This is crucial now since we’ve seen triple the number of people in the past year.
  • Recognize each donor. Is this the first time someone has donated? If someone donated before, did she increase her gift? Acknowledge this in your letter/note.

Newsletters

  • Your newsletter shouldn’t sound self-promotional and focus on all the wonderful things your organization is doing. Since the pandemic, I’ve seen organizations patting themselves on the back because of all the changes they needed to make to their programs. What’s most important is how this is affecting your clients/community. Yes, you may have changed the protocols at your homeless shelter, but that’s because you needed to continue to offer a safe place to those who need it.  
  • Write your newsletter in the second person. Write to the donor and use the word you more often than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass? Keep in mind, all your donor communication should be written in the second person. It’s much more personal.
  • Include stories about clients, engaging photos, and other content your donors like to see. Remember, donors want to see the impact of their gift.
  • Use the right channels. Perhaps you only send an e-newsletter, but some of your donors prefer print.
  • Show gratitude to your donors/supporters in your newsletter.

These suggestions for improvement can be used for other types of donor communication such as annual reports, your website, email messages, and social media posts.

Better donor communication can help you build relationships. This is especially important now when your goals should be donor retention and sustaining long-term donors.

9 Best Practices for Communications That Stand Out

Nonprofit Communication Best Practices To Make Communications More Impactful