Communications

Make Your New Donors Feel Welcome

Ann Green Communications, donor relations, fundraising
Did you know that approximately 75% of first time donors don’t make a second gift?  Yikes! 

Donor retention rates have plunged over the last couple of years, but let’s make 2013 the year we turn those numbers around.

Step 1 – Do something special for your current first time donors before you send out your annual appeal.  

You could send them a short thank you email, postcard, or note card in which you shower them with appreciation and give a specific example of how their support is helping you make difference.

Of course, you should continue to stay connected to all your supporters by showing gratitude and sharing accomplishments.

Step 2 – In my last post, I wrote about personalizing your annual appeal letters for different types of donors.  Thank your first time donors for their previous gift, let them know how much you appreciate them, and show them how they are part of your success.

Step 3 – A huge factor in donor retention is a good donor relations plan that you will carry out regularly as long as your donors support you, which hopefully will be for a long time.

Here is what you can do for your new donors.

Create a welcome plan
Welcome your new donors. Say thank you and show them other ways they can connect with you. Invite them to subscribe to your newsletter and join you on social media.

Some organizations mail out welcome packages. This can include a warm introductory letter and a brochure or fact sheet, as well as guiding new donors to your website for more information about your organization.

How Welcoming Is Your Donor-Welcome Package?
How do you make new donors feel welcome?
Be careful about how much information you send out.  Donors want to feel welcome not overwhelmed.

I don’t recommend sending unsolicited swag such as Address Labels, Blankets, Calendars Instead, you could offer your new donors a gift and they can let you know if they want to receive it, but it’s not necessary. 

What donors really want from you is to know how they are helping you make a difference.

Phone calls matter
According to fundraising expert Roger Craver, thank you calls increase retention rates for first time donors by 25%. You should make thank you calls to all your donors, but if that’s impossible, one of your priorities should be calling your new donors.

Get a group of board members and other enthusiastic volunteers to do this.  Leaving a message is fine, but if you do get someone on the line, ask her what drew her to your organization.

Remember to thank your donors within 48 hours.

Who are your new donors?
They could be event attendees, volunteers, or newsletter subscribers.  If you know, make a reference to that in your thank you letter. If not, send a short survey and ask “How did you hear about us?”  Surveys are also a good way to connect throughout the year.

Keep spreading the love
Keep reaching out your donors – at least once or twice a month.  Show appreciation and update them on your success. 

Also, think of ways to do something else special for your new donors. You could offer tours of your facility or hold an open house.

Let’s hope next year at this time the donor retention rates won’t be so dismal.

One Size Doesn’t Fit All

Ann Green Communications, donor relations, fundraising
A mistake some nonprofits make is to send everyone on their mailing list the same annual appeal letter. You have different relationships with these individuals, so you need to personalize your letters as much as possible. Don’t worry, you can use some of the same content in all your letters. 

Know your audience. Spend a little time going through your records to get information on your donors and segment them into different groups.  A good database will help with that. 

Here are some ideas for segmenting your lists and ways to personalize letters for different donor groups.

Current Donors
You will have the most luck with your current donors.  Ideally, your donors will donate again and give a higher amount. This may not happen if you haven’t been engaging with them throughout the year.

Let these donors know how much you appreciated their previous gift and include the amount of that gift.  Donors don’t always remember what they gave last time and you want to help them out so they don’t have to spend time searching their records. 

First Time Donors
The biggest attrition comes between the first and second gift.  Show these donors a little extra love right now.  You don’t want them to slip away.  You could send them a special thank you email or postcard showing them how they helped you achieve X.

Lapsed Donors
Don’t write off these donors yet, especially if they have donated within the last few years.  Let them know you miss them and want them back.

At some point, you’ll want to go through your list of lapsed donors to see which ones you should keep following up with.

Event Attendees
If someone has attended one of your fundraising or cultivation events, mention how great it was to see her at that event.

Something else to keep in mind – After you hold an event, be sure to send thank you notes to all attendees.

Volunteers
Volunteers are another potential donor group.  After all, they should be passionate about your work.  You’ll have better luck if they feel appreciated.

Some volunteers may not have the means to give or feel their time is their gift, but they might be able to get their friends or parents to donate.

Other Supporters
If you are sending an appeal to someone who has never donated to you before, don’t thank him for a past gift. 

You may be sending appeals to newsletter subscribers or social media followers who are not donors.  Here you can thank them for their interest or find some other way to connect.

You may have also traded or bought mailing lists, which will not bring you as much success as you will have with current donors and supporters. Try to find a connection between their interests and your organization.

Handwritten notes
You’ll want to include a short handwritten note on all of your appeal letters.  Use some of the same personal information you have gathered.  If it’s impossible for your organization to create different letters, then tailor these handwritten notes to each donor.

Be personal
Again, don’t send out a generic annual appeal letter.  One size doesn’t fit all.

Here are a couple of more ideas to help you make your donor communications more personal and other ways you can segment your lists.

Defining Donor Personas is a Fundraising Best Practice
Are you ready to segment?

Are You Ready For Your Annual Appeal?

Ann Green Communications, donor relations, fundraising
Wow, it’s already September.  This summer seemed to zip by. As the humidity gives way to that wonderful crisp air, life gets a whole lot busier once Labor Day passes.

This is also true for nonprofit organizations, especially if you are doing an annual appeal later in the fall.  Many nonprofits rely on their annual appeal for a good portion of their revenue.  Even if you are not sending it out for a couple of months, there’s a lot to do to prepare.

I’ve compiled this checklist of items to help you get ready for your annual appeal.

How much money do you need to raise?
You may have already set a goal in your 2013 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. 

Make a plan
Start putting together a plan for your annual appeal that includes a timeline, task list, and the different channels you will use.  Make it as detailed as possible. A Fundraiser’s Guide to the Fall 

Update your mailing lists
Make sure your postal and email mailing lists are up-to-date.  Check for duplicate addresses and typos.  Your donors do not want to receive three letters or have their names misspelled.  Also, segment your lists by donor group. Clean Up and Organize Your Mailing Lists 

Stories and photos 
Find a good story for your annual appeal. You’ll want some engaging photos for your letter and donation page, too.  Quotes can also enhance your appeal. Put Together a Collection of Stories and Photos 

Accomplishments and plans for the future

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 an afterschool program for high school students. Share your success of reaching your goal of serving X number of students. Next year you would like to expand and serve middle school students, as well.

Focus on the people you serve and show how you are making a difference thanks to your donors’ contributions.

Letterhead and envelopes
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 create a special outer envelope. 

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

Donation page/website
Speaking of online giving, be sure your donation page is user-friendly and consistent with your other fundraising materials.  Highlight your annual appeal on your home page and include a prominent Donate Now button. While you are at it, check your website for out of date information and broken links. Create A Welcoming Donation Page

Giving levels
Create a set of giving levels, if you haven’t already done so. This example from the Fresh Air Fund shows donors how their support helps send New York City kids to camp – $21 pays for a bus ticket, $100 covers swimming lessons, and all the way up to $962, which funds one week at camp. About Countdown to Summer 

Monthly giving
Monthly giving is great way to get larger contributions.  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.

Thank yous
You aren’t done with your annual appeal once you mail out your letters. You need to thank your donors as soon as you receive their gifts. Unfortunately, thanking donors seems to be an afterthought for some organizations. 

Now is a good time to create or buy some thank you cards, as well as finding board members to make thank you calls.

Keep your donors happy
I realize you’re busy getting ready for your annual appeal, but this is not the time to skimp on your newsletters and social media updates.  Keep engaging your donors and other supporters (who may become donors) by sharing success stories.  Go the extra mile and send messages of gratitude or hold an informal open house. 

I’ll be writing more about annual appeals throughout the fall.  In the meantime, what are you doing to prepare for your annual appeal?

Communication and Planning are Keys to Good Working Relationships

Ann Green Communications, fundraising, marketing
This post was featured in the August 2013 Blog Carnival. Playing Well With Others

Good working relationships are crucial for nonprofit organizations, but this doesn’t always happen. Sometimes departments work in isolation and get territorial about their responsibilities,which is popularly known as siloing.

This can happen with the development and marketing departments, even though there is a huge amount of overlap between the two.  I like this quote from donor communications expert Tom Ahern – “The heads of development and marketing have to accept that they are oxen pulling the same wagon, a wagon labeled ‘increasing community support’.”

Marketing and development also need a good relationship with the program department. It’s important to remember that you are all working for the same mission. If you distance yourself from each other, you are not doing what’s best for your organization.

Here are a couple of problem scenarios that might arise and what you can do about them. Good communication and planning will help.


Development Coordinator or Volunteer Coordinator – “Why do I have to go through the marketing department if I want to send an email or post something on Facebook?”
Because you need a communication gatekeeper. This is not about control; it’s about consistency.

Generally that gatekeeper is someone in the marketing department.  Your organization can’t send out three messages in one day and not communicate again for three weeks.  Departments should get together and create a communication calendar, which can include fundraising appeals, events, newsletter submissions, and volunteer recruitment announcements.

This doesn’t mean someone in development can’t send out fundraising messages or your volunteer coordinator can’t send out a recruitment announcement, but you need coordination so that you are sending out the right amount of messages. These staff members also need to know how use the platforms (especially the email template) so everything you send out has a consistent look.

I think it works better to have one primary communication person.  Other people should be trained to use your email service provider and social media platforms so there is a consistent stream of communication even when the primary communication person is on vacation. You don’t want to be paralyzed when this person is not around.

Program Manager – I’m tired of development and marketing asking me for success stories.  I’m busy working with clients and don’t have time, especially when they ask me at the at the last minute.
Well, you do need to be respectful of the program staff’s time.  Don’t approach someone the day before your newsletter needs to go out and ask for a success story ASAP.

On the other hand, stories and photos show your donors how your organization is making a difference, and you need them in your fundraising and marketing materials. I always recommend nonprofits have an ongoing collection of stories, profiles, and photos to use, so you aren’t scrambling at the last minute.

You need to come up with a system where the departments can work together without feeling overburdened. This could mean sharing success stories at staff meetings, regular meetings between the departments to discuss stories and accomplishments, or program providing written monthly updates of client numbers and accomplishments.

You are all working for the same mission

Don’t forget to keep this in mind. Besides communication and planning, an understanding of what each department does and how that fits into your mission is also crucial. Good leadership will help with that.

How are the relationships at your organization?

Show Appreciation by Holding an Open House

Ann Green Communications, donor relations, fundraising
Nonprofit organizations need to find ways to thank donors all year round. One special way to show appreciation is to hold an open house at your organization. If you can’t hold it on site, have it at a restaurant or other venue.  You may be able to find someone to donate space.
Not for donors only
You could just have an event for donors, but why not invite your email subscribers and your social media followers? This could be a great way to convert these supporters into donors. Also, encourage donors to bring a friend. 
Coordinate it with your annual appeal
Depending on your resources, you may only be able to hold one open house a year.  If you can hold more, that’s great.  A good time to have one is before you launch your annual appeal.  Most organizations do a fall appeal, so think about holding one in October or early November.
Another option is the spring, if you have an appeal then, or you could make it a thank you event.  Winter is tricky, unless you are fortunate to live in a part of the country where it doesn’t snow.  Summer is also problematic since it’s vacation time.
Whenever you decide to hold your open house, don’t ask for money at this event. 
Make it informal
Hold a gathering where your supporters can drop in after work.  Serve refreshments. You may be able to get food and beverages donated or find a sponsor. 
Have a brief program.  You could show a video and/or let a client share his or her story.  Your executive director or board chair should thank the attendees and share some accomplishments and plans for the future.  Again, keep it brief; don’t bore people.
Create some photo displays and have literature available. You could also show a video on a laptop. Offer tours, if that makes sense.
Let your donors and other supporters see the heart and soul of your organization.
Get your board involved
You want a good turnout from your board. Encourage board members to invite friends and other potential prospects.
Brush up on those talking points
Make sure staff and board mingle with your supporters and make them feel welcome.  You may need to go over your organization’s talking points and elevator pitches with everyone, so they can be prepared to talk about what you do and answer questions. The 4 Cornerstones of Your Nonprofit Message Platform 
Don’t let them get away
Anyone who has taken time out of his/her busy schedule to attend your open house deserves a ton of attention.
Collect names and addresses of people who attended and send a thank you note right away. Don’t ask for money (that comes later).
When you do send your annual appeal, make a reference in the letter or handwritten note that it was great to see them at your open house.

Not all your donors will attend, but they will appreciate the invitation.  Donors and other supporters who do come are showing you they are interested in your organization.  Keep cultivating them.  This will help ensure they will continue to support you. 

Summer Project Time – Give Your Website A Check Up

Ann Green Communications, marketing, website
Over the past several weeks, I’ve been suggesting projects you can do over the summer when you may not be that busy.  Another important project is to give your website a check up.

Even in the age of social media, websites are still one of the first places people go to get information. Unfortunately,many nonprofits have websites that are boring, out of date, and hard to navigate instead of one that’s engaging,welcoming,and audience-centered.


How does your website fare?  Use the checklist below to find out. 
Home page

Your home page is often the first place a newcomer will visit. Make it an entryway to the rest of your website.  

  • Is it free of clutter and easy to navigate and read? 
  • Does it include an engaging photo and a small amount of text, such as a tagline or position statement?
  • If you are highlighting something such as an event, is the information up-to-date, and is it the most newsworthy item you can feature?
  • Does it include a Donate Now button that’s prominent without being tacky?
  • Does it include a newsletter sign up box and social media icons?
  • Is the navigation bar easy to use?
  • Does it include a search feature?

Donation page
More people are donating online and this trend will continue. If you are planning a year-end fundraising appeal, now is a good time to make sure your donation page is up to speed.

  • Is it easy to use?
  • Does it include a strong call to action with the same messages as all your other fundraising appeals? 
  • Does it show how the donation will be used and what different amounts will fund?
  • Does it include an option for recurring gifts?
  • Does it have a compelling photo? 
  • After someone donates, does it take the person to a thank you landing page and generate a thank you email? 

The rest of your pages
Now take some time to look at the rest of your web pages.

  • Are they easy to read/scan and navigate? 
  • Do all of your pages have a consistent look?
  • Is the content well written in a conversational style (no jargon) and free of grammatical errors and typos?
  • Are your pages audience-centered? Remember that some visitors know you well and others don’t. A person visiting your volunteer page may not know much about your organization, so you will need to include a compelling description of what you do.
  • Do your pages contain a clear call to action? For example, your volunteer page should make someone want to volunteer?
  • Does each page have one or two photos related to its subject matter? Going back to your volunteer page, you could include a photo of volunteers interacting with clients.
  • Is all the content up-to-date?
  • Do all your links work?
  • Do all your pages include a Donate Now button, navigation bar, social media icons, a newsletter sign up box, and a search feature, so your visitors don’t have to go back to the home page?
  • Are you using analytics to see how often people visit your pages? If you have pages that aren’t generating a lot of interest, assess why that is happening. You may need to make the page more enticing or take it down.
  • Do you periodically survey your supporters to get feedback about your website?
  • Is your website mobile and tablet friendly? Use responsive design to make it easy to read on any device. Is Your Website Optimized for Mobile Devices?
  • Is there other content you should include (or take out)?

Read on for more information on How You Can Create A Welcoming Website 
You may also find this infographic helpful. Is it time to rethink your website? 
Need some more inspiration? What do the best nonprofit websites look like?

After you have made any necessary changes, have someone who isn’t as familiar with your organization (maybe a friend or family member) look at your website to see if the content is clear and that it is easy to navigate. 

Again, your goal is a website that is welcoming and audience-centered for everyone from first-time visitors to long-time supporters.

Photo by Brendan Riley via Flickr

Summer Project Time – Put Together a Collection of Stories and Photos

Ann Green Communications, donor relations, fundraising, marketing, writing
Another project you can do this summer is to gather stories and photos.  You’ll need them for your annual appeal, and can also use them in an annual report, on your website, and in your newsletters.

You want to have a collection of engaging stories and photos to use throughout the year. 

Show don’t tell
Many nonprofits try to explain their “programs and services” by using abstract and impersonal language. Tell a story instead. A story can show how your organization is making a difference in a concrete and personal way. Stories are a great way to introduce your organization to potential donors and show current donors the impact of their support.

Don’t just say you have opened a clinic in an underserved community.  Share Mary’s story.  Mary, a 68-year-old woman with diabetes, used to have to take two busses to see the doctor. Now she can visit the new clinic that’s a five minute walk from her house.  Include some quotes from Mary, or better yet have her tell a story in the first person.

Imagine you are a donor.  Wouldn’t you rather read a story than a bunch of facts and statistics?

Read on for more information to help you tell your stories.

You Have 6 Nonprofit Story Types to Tell (Part One)

5 Steps to Collecting Stories Now for Year-End Fundraising

Do You Have Good Stories To Tell?

Why Telling One Person’s Story Moves Your Constituents to Action

Tell a visual story
You’ve probably heard the expression a picture is worth a 1000 words.  Yes, it’s a cliché, but it’s relevant in this day of information overload.  Your donors don’t have a lot of time to read your messages, but you can capture their attention in an instant with a great photo. Engage Prospects With Visual Content 

Use photos that show your work in action – photos that tell a story. I love this photo from the Fresh Air Fund.  It really caught my attention the first time I saw it. FreshAirFundPrintPSA-Fundraising-BigSplashes.
Here is more information to help you create and use photos.
5 Ways To Make Your Visual Content More Stunning

How Nonprofits Can Use Images and Video to Engage: A Case Study 
Work with your program staff
If you are making a difference, then you have good stories to tell.  Most likely you’ll need to work with your program staff to gather stories and photos.  They will either provide you with stories or give you access to clients that you can interview or photograph.  They’ll also help you get any permissions, if you want to talk with or photograph children.

If any of your clients are reluctant to share their stories, remember you can change their names to protect their privacy.

You do need to respect the program staff’s time and not approach them at the last minute because you need a story for your annual appeal.

Successful nonprofit organizations have good staff relationships where everyone works together for the people you serve.  Don’t get territorial and create silos. 

Here is more information on how you can all work together to share your stories.  Let’s Work Together – The Importance of a Good Relationship with the Program Department
Being organized pays off
I recommend gathering stories and photos at least once or twice year.  It’s okay to use the same photos and stories in different materials.  Often a familiar photograph can help with your brand identity.

By having this collection of stories and photos, you can easily find one for your annual appeal, thank you letters, or newsletters.

Photo by UNE Photos via Flickr

Do You Really Talk Like That?

Ann Green Communications, donor relations, fundraising, marketing, writing
Imagine that you are donor and you receive a newsletter from a nonprofit organization that you support.  As you read it, you come across phrases like generate social capital and culture-focused projects.  Does it make you want to read more, or put it aside and go on to your next piece of mail?

One of the keys to good writing is to be conversational.  Many nonprofit communications (newsletters, fundraising letters, etc) are not conversational and tend to be impersonal and abstract.

Don’t worry. it’s easy to fix this.  Here are a few ways to make your writing more conversational.

Write in the second person
Refer to your reader as you and your organization as we.  Since you want to be donor-focused, use you more than we.

Write as if you are talking to a friend. You may want to create donor personas to help you with that. How to Develop Donor Personas for Your Nonprofit

Ditch the jargon
Most industries have some type of insider language.  I think people like to use it because it makes them feel like they are “in the know.”

The problem is when this language starts creeping into your fundraising letters and newsletter articles.  Terms like capacity building and direct service don’t mean anything to most of your donors. Personally, I’d like to see nonprofit folks stop using jargon so much among themselves.

I found the examples cited above in a nonprofit newsletter I recently received.  I’m not sure what this organization is trying to convey when they say generate social capital. Are they talking about economic benefits or community building?

Donors want specific examples of how you are making a difference by helping homeless families find affordable housing or showing how your tutoring program boosts kids’ reading skills.

The culture-focused project referred to students creating a flag from their “country of origin.”  Why not tell a story about Sarah and Maria’s experience working on this project and include some quotes from the girls?

If you are not sure you are using jargon, this might help. Jargon Finder 

Don’t use the passive voice 
I’m not a fan of the passive voice. It weakens your writing, and if you use it in a conversation, you sound pretentious.

Instead of saying 200,000 meals were served at the Riverside Community Food Bank, say thanks to you (remember your donor) we served 200,000 meals….. 

Use strong, active verbs and limit passive verbs (is, was) as much as possible.

Back to school
Many major newspapers write at a sixth to eighth grade level  and so should you.  This is not dumbing down; you are making your stories easy to read and understand.  When you use big words, you are confusing and alienating your readers.

The Flesch Kinkaid tool in the review section of Word can be helpful.  It gives you readability statistics, number of passive sentences, and grade level.

Make this a priority
Your writing needs to be conversational so you can create clear and engaging messages.

You might want to read your letter/article out loud, or have someone outside your organization look at it.  I don’t always like to recommend multiple editors, and perhaps this is one of the reasons for flat writing, but what may be clear to you might not make sense to others.

Keep all this is mind as you start to craft your fall annual appeal letters and thank you letters. 

Your donors are busy and receive messages from a variety of sources besides yours.  Make your letter, email message, or social media post something they will take the time to read. 

Read below for more information to help you make your writing clear and specific.
Instead of Help, Support, Resources and Services
Crafting Fundraising Letters: What To Say Instead of “Programs and Services”

Make An Investment To Keep Your Donors Happy

Ann Green Communications, donor relations, fundraising, marketing

In my last post, I wrote about figuring out the best ways for you to reach out to your donors.  I suggested sending out short surveys with questions such as do your donors prefer print or electronic communication and which types of communication are they most likely to read.


What happens if what your donors want is difficult for you to do because of limited resources?  Let’s say a majority of your donors tell you they prefer print newsletters.

Many organizations send electronic newsletters because it’s easier and less expensive, but if your donors want print, you are doing a huge disservice to the people who support you.

Don’t panic.  I have some suggestions on how you can produce a print newsletter with limited resources.  If you run into other conflicts such as donors wanting more photos and stories, you can apply some of these as well.

Prioritize
If you have limited resources (budget, time, staff), you need to prioritize.  Being donor-centered and keeping your donors happy is a priority. 

Make an investment
Nonprofit organizations often skimp on their fundraising and marketing budgets, and want to pour all their resources into programming.  There’s been a lot of buzz about overhead costs lately. The Overhead Myth 

My take on this is your entire budget is program related. If your donors want a print newsletter, then this is a legitimate expense.  You need to spend money to make money.  It might sound simplistic, but if you keep your donors happy, they will continue to donate money to keep your programs running.

Can you allocate more of your budget towards printing, mailing, staff, equipment etc?  If not, find additional funding sources that will cover general operating expenses. 

DIY
You don’t need to spend a lot of money on a fancy newsletter, but it should look professional.  You could print it yourself.  Invest in a high-quality color printer and newsletter software.  Also, look into bulk mailing options.

Don’t leave anyone out
Ideally a print newsletter should be no longer than four pages and go out at least once a quarter.  If you are really strapped, you could send one twice a year.  But if your donors want print or don’t use email or social media, they need to hear from you more often than that.  

If they aren’t getting updates from you, and the only communication they receive are fundraising appeals, that’s not good. You need to reach out to these donors by mail.  

The fact is some donors prefer print newsletters. This Fundchat transcript explores that further and offers other insights on newsletters. Do Traditional Newsletters Still Work For Nonprofits?

Other options
You could figure out which donors want a print newsletter and which want an electronic one.  Some organizations do this. This may also be hard to pull off if you have limited resources. Be careful not to short change one group. Give everyone equal quality.

You may decide you just can’t do a print newsletter.  If that’s the case, consider sending out postcards or other short pieces updating your donors on your success.

Keep your donors happy
Again your priority should be to keep your donors happy.  If you don’t reach out to these donors by mail, you are ignoring and alienating them.

On the other hand, if your donors say they want you to save trees and not communicate by mail, don’t spend the extra resources.

Do the best you can, but also do what’s best for your donors.

What’s The Best Way To Reach Out To Your Donors?

Ann Green Communications, donor relations
Making connections with your donors is one of the most important things a nonprofit organization needs to do.  What’s the best way to go about it? It’s going to be different for each organization and you’ll need to figure out what works best for you. Your decision will be based primarily on what your donors want, but also on what your organization is capable of doing.

What other organizations are doing may not work for you. In my last post, I asked if annual reports still make sense, and they do for some organizations, but not for others.

We live in multichannel world
Today we have many ways to communicate – everything from brochures to Pinterest.  Print materials aren’t necessarily prehistoric, but you can often go electronic, with the exception of annual appeal letters, thank you letters, and event invitations, which should still be done in print.

It seems as if every day you hear about some new type of social media.  Just because it’s brand new doesn’t mean you need to run out and embrace it, nor does it mean you should reject it as the latest passing fad.  Figure out what’s best.

What do your donors want? 
You want to use the same types of communication (newsletters, annual reports, etc.) and channels (email, print, etc) your donors like. You can track response rates with measurement, but that’s only part of the picture.  The best way to find out is to ask. 

Send a short survey about your communication materials or a series of very short surveys (one or two questions) throughout the year focusing on one type of communication or channel, such as annual reports, newsletters, website, or social media. 

Short surveys are also great way to stay engaged throughout the year.  The easiest way to do a survey is through email, on your website, or social media, but if your donors aren’t connected electronically, you’ll need to reach out by mail or phone.  Just knowing that should give you an idea of the best ways to communicate.

Chances are most people use a variety of channels, but have their favorites.

Question time
If you are not sure what to ask your donors, here are few suggestions.  Ask if they prefer print, electronic, or have no preference.   Find out if they even read your newsletter or annual report.  Get their feedback on how you can improve your communication. 

Be careful about asking too many questions at once, because you may not get as much of a response.

Don’t assume older donors like print and younger donors want something mobile friendly.  Ask.

You may find that what your donors want is difficult for you to do because of limited resources.  Maybe they want a print newsletter or more photos. This becomes tricky, because you need to do what’s best for your donors without overextending your budget and staff too much. 

In my next post, I’ll write about how to handle this conflict.

How do you reach out to your donors?
Photo by BenSpark via Flickr