donor relations

Why It’s Important to Welcome Your New Donors

Ann Green Communications, donor engagement, donor relations, donor retention, donor-centered, gratitude, planning , , , , , ,

Year-end fundraising is well underway. I hope your campaign is going well so far. Perhaps you also participated in Giving Tuesday. The latter often brings in new donors, which you never want to take for granted. 

These donors saw a need and found a connection to your cause. Or maybe they were drawn into whatever Giving Tuesday promotion you initiated, but I like to think they wanted to help you make a difference. 

You may have or will see an increase in donations because of funding cuts and the recent U.S. government shutdown, especially if you work with populations that have been impacted by this. Times are tough and many people are struggling. Even so, donors see the need and have been stepping up to help. If that’s the case for you, these are donors who feel passionate about your cause and you don’t want to lose them.

Unfortunately, many of your new donors won’t stick with you. The retention rate for first-time donors is around 20%. We can and must do better.

This is why it’s so important to get a second donation, also known as a golden donation. Once you get that golden donation, you’re more likely to have long-time donors who will keep giving. One way to ensure this is to make your new donors feel welcome.

Start with a special thank you

According to fundraising expert, Dr. Adrian Sargeant, “The thank you is the single most important piece of communication that your donors get. They have a higher recall of it than the appeal that generated the gift.”

Keep that in mind, especially for your new donors.

If someone donates online, it’s hard to tailor the thank you email specifically to new donors. But you can do that with a phone call, handwritten note, or thank you letter.

Try to call your new donors or send a handwritten note. This will make a great impression on them. Get together a group of board members, other volunteers, and staff to help you. If that’s not possible, create a thank you letter specifically for your new donors.

*Make sure these are brand new donors. A good CRM/database will help you avoid any missteps.*

Create a welcome plan

A week or two after the initial thank you, send a welcome package. You can do this by mail, email, or a combination of both. Try to send at least one welcome message by mail. Mail is always more personal and your donors will be more likely to see it.

Welcome your new donors. Thank them again and show them other ways they can connect with you. Invite them to subscribe to your newsletter, join you on social media, and volunteer.

Your welcome package should include a warm introductory message and a few facts about your organization, but don’t brag too much. Keep it donor-centered and be personable. You could also direct people to your website for more information about your nonprofit.

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

I don’t recommend sending unsolicited swag. Personally, I don’t like it, but some donors might. 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. Most of your donors already have plenty of stuff. What donors really want from you is to know how they’re helping you make a difference.

Create a series of messages, also known as a drip campaign. Set a timeline. The first sequence of messages can be sent about once a week. After that, you should continue to communicate regularly (at least once a month) and follow the ask, thank, update, repeat formula. In a few months, you could invite your new donors to give monthly. Monthly donors are committed donors.

Welcome emails have high open rates. Impress your new donors right away, so they’ll be more likely to donate again.

Who are your new donors?

They could be event attendees, volunteers, or newsletter subscribers. If you know, refer to that in your thank you note, letter, or phone call. If not, send a short survey with your welcome package and ask, “How did you hear about us?” or “What drew you to our organization?” 

Another question to ask is whether your donors prefer print or electronic communication. Short surveys are also a good way to connect throughout the year. The more you know about your donors the easier it will be to communicate with them.

Make your current donors feel special, too

While I’ve been focusing on new donors in this post, retention rates for current donors aren’t anything to celebrate. The overall donor retention rate is around 45%, so we have some work to do.

Remember the golden donation, but don’t stop there. You want a third (would that be platinum?) and a fourth, etc. donation.  

If you’re not acknowledging a donor’s past support, you’re making a huge mistake. Imagine how you would feel if you gave to an organization for over five years and they never thank you for your long-time support.  Unfortunately, this happens way too often.

These valuable, long-time donors could leave at any time, so ignore them at your own peril. Make sure they also get a special thank you from you.

Keep it up throughout the year

It’s so important to communicate with your donors regularly. Plan on special mailings or emails specifically targeted to new donors. Remember to try to send something by mail if you can. A better use of your print and mailing budget is to send thank you notes instead of swag.

Think of other ways to do something special for your new donors too, such as an open house or a tour of your facility, either in person or virtual.

Of course, don’t ignore your other donors. You could do something special when you get that all-important second gift. Keep reaching out – at least once or twice a month. 

Show appreciation and share updates. A huge factor in donor retention is a good donor relations plan that you’ll carry out regularly as long as your donors support you, which hopefully will be for many years.

Don’t Turn Giving Tuesday Into a Money Grab

Ann Green donor engagement, donor relations, donor retention, email, fundraising, gratitude, planning , , , , , ,

Your email inbox can look like a hot mess. Even though we only had a few elections in U.S. this fall, I received a multitude of email messages requesting donations. Pretty soon we’ll be bombarded with Cyber Monday and Black Friday ads. And then there’s Giving Tuesday. All of this can be too much, too much, and many of these messages look like spam.

In an ideal world Giving Tuesday wouldn’t be associated with political emails and Cyber Monday ads. According to the Giving Tuesday website, “Giving Tuesday is a global generosity movement unleashing the power of radical generosity.” In theory, that sounds nice, but in reality, it’s a day when nonprofit organizations unleash an onslaught of transactional fundraising appeals by email, text, and social media. It feels like a money grab.

No one likes being barraged with transactional messages. Those of us in the U.S. are feeling overwhelmed because of the government shutdown and the chaos and uncertainty it brought. Your donors deserve better. Focus on generosity and building relationships. 

Beginning in 2012, Giving Tuesday has taken place the Tuesday after Thanksgiving. This year it will be on December 2.

I’m not going to tell you whether or not you should participate in Giving Tuesday. Perhaps you’ve participated in the past and it’s been successful (one way to measure if it was successful is if those donors give again), or maybe it wasn’t. Perhaps you’re planning to participate for the first time. Maybe you’re on the fence. 

Whether you participate or not, Giving Tuesday is part of the nonprofit landscape and if you’re doing a year-end appeal, you’ll need to factor it into your campaign. If you do participate, you want to make it a better experience for your donors instead of the usual barrage of generic, transactional appeals. And, you don’t want your messages to resemble spam.

Here are a few things to keep in mind as Giving Tuesday approaches.

Lead with your need – Just because it’s Giving Tuesday isn’t a compelling reason to give

I see so many messages that say donate because it’s Giving Tuesday. Many donors don’t care if it’s Giving Tuesday or if it’s your “annual appeal.” That’s often not why they donate. They give because they care about your cause and want to help make a difference. 

I give a lot of monthly donations. Around Giving Tuesday, I’ll give additional donations to food pantries and other service organizations. This year I’ve already given some of those donations because people weren’t receiving their food stamps due to the government shutdown. If your clients/community are among those affected by the shutdown and funding cuts, it makes more sense to request donations now instead of waiting until Giving Tuesday.  

Your work is important. Focus on your need and the impact of your donor’s gift. Let them know that with their help, Tina can feed her family or Bobby doesn’t have to sleep on the street tonight.

People and communities are struggling, and it’s going to continue for a while. You need to acknowledge this in your appeals.

It’s not just about the money

A successful Giving Tuesday campaign is about more than just raising a lot of money. You also want to build relationships and make your donors feel good about supporting your organization. This is where it often falls short.

I’m not a huge fan of Giving Tuesday or any giving days, for that matter, because they focus too much on getting donations. Many of these donors are first-time donors who don’t give again. The end result is you’ve just spent a lot of time and effort on getting one-time gifts. That’s not what you want. You need donors who will support you for many years.

Make it personal and segment your donors

Don’t just blast a bunch of generic, transactional appeals that resemble Cyber Monday ads or those relentless requests for political donations. I receive so many political emails, which are just “noise” that I end up ignoring. You don’t want that. You want to attract your donors’ attention in a good way. A more relationship-oriented subject line can help.

You also don’t want to send all your donors the same appeal. If someone donated last year on Giving Tuesday, this is the perfect opportunity to thank them for that gift and ask them to donate again this year. If they donated two weeks ago, maybe they shouldn’t get an appeal right now.

Segment your donors. Acknowledge past donors and make a connection with potential donors. 

Focus on building relationships with your donors instead of just begging for donations.

Also, if you’re sending an appeal to your monthly donors, recognize them as monthly donors and ask them to give an additional gift (many of them will). They get their own thank you, too. Monthly donors are one of your most loyal types of donors. Be sure to make them feel special.

If you’re one of the few organizations that sends more personalized appeals, then kudos to you because that’s what everyone needs to do.

Use Giving Tuesday as a way to follow up with your donors

If you don’t want to launch a full Giving Tuesday campaign (understandable), it can be a great opportunity to follow up with people who haven’t donated to your year-end appeal. You should be sending regular reminders anyway.

Send email, text, and social media messages before and on Giving Tuesday, encouraging people to donate. You can use the Giving Tuesday logos, etc., if you’d like. Obviously, you’ll want to keep following up with anyone who didn’t donate on Giving Tuesday.

Remember, your donors will be barraged with messages on Giving Tuesday. Make yours stand out and be prepared to keep following up.

Put gratitude front and center

Let your donors know how much you appreciate their generosity.

Make sure you have an engaging thank you landing page and thank you email for your online donors. You could even create ones especially for Giving Tuesday. Then you need to follow that with a phone call, handwritten note, or thank you letter.

Do something special for your new donors, but don’t ignore any repeat donors. 

Go the extra mile and do a good job of thanking these donors – both right after they’ve made their donation and throughout the year.

You could skip Giving Tuesday 

Maybe you’ll decide to skip Giving Tuesday altogether. If that’s the case, you may want to hold off on sending email on Giving Tuesday. You may also want to avoid sending email on Black Friday and Cyber Monday. Remember, other organizations will be participating and any messages you send will be competing with the onslaught of Giving Tuesday appeals. 

Before and after Giving Tuesday, use this opportunity to stand out by keeping your fundraising campaign focused on gratitude and relationship building. Year-end is a good time to ramp up your donor communication (examples include thank you messages, holiday greetings, and updates) so people don’t think you’re only asking them for money.

Give back to your donors

I think you’ll find your Giving Tuesday campaign, or any fundraising campaign, will be more successful if you focus on more than just the giving part. And a big part of a successful campaign is getting repeat donations. This means giving back to your donors, as well.

Always focus on generosity and building relationships, and don’t turn your fundraising campaign into a money grab.

Why It’s Important to Segment Your Donors

Ann Green appeal letters, Communications, database, donor relations, donor retention, fundraising, thank you letters , , , , , ,

Segmenting your donors is important in many ways. If you’re running a campaign, you can send different letters to different types of donors or segment by gift amount and encourage them to upgrade. You can also create a new donor welcome series, a special thank you mailing for monthly donors, or reach out to lapsed donors.

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, many nonprofit organizations fail to recognize that and send everyone the same messages. 

I often receive generic, one-size-fits-all communication from organizations that don’t acknowledge I’m a longtime donor or recognize that I’m a monthly donor. How do you think that makes me feel?

Besides creating a personal connection, another benefit of segmenting your donors is it can help you raise more money and boost your retention rate. If you haven’t been segmenting your donors and have been struggling with meeting your revenue and retention goals, that may be why. In this time of economic uncertainty, both for your nonprofit and your donors, segmenting could make a difference.

Isn’t it time for you to start segmenting your donors? 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 CRM/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 CRM/database is worth the investment because segmenting your donors will help you with retention, which costs less than trying to find new donors. 

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

Here are a few different types of donor groups to help get you started. Remember, investing in a good CRM/database will help you with this.

Current single gift donors

An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. You can segment donors by gift amount and use this 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 terrible. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.

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

Then a week or so later, send them a welcome package by mail or email. Personalization is crucial for new 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. That’s why the second gift is called a golden donation. Don’t blow it by ignoring this.

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. 

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 give an additional gift or upgrade their monthly gift, 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 receive specialized appeals and other communication targeted to monthly donors. 

Segment as much as you can

While I’ve suggested a few ways you can segment, there are many more options. You can segment by gift amount and the number of years someone has been a donor. You can segment volunteers, event attendees, lapsed donors, and non-donors. You can also use segmentation in other types of communication, such as creating a special newsletter for monthly donors (or at the very least including a cover letter for monthly donors with your newsletter) and sending handwritten notes to people on their donor anniversary.

Segmenting your donors makes a difference
Spend some extra time segmenting your donors into different groups. Unfortunately, if you don’t, you’re missing out on opportunities to connect with your donors, raise additional revenue, and boost your retention rate.

How to Turn Grant Funders into Long-Term Supporters

Ann Green Communications, donor engagement, donor relations, grants, gratitude, stories , , , , ,

Securing grant funding is difficult and requires significant nonprofit resources. Fortify grant funder connections to minimize effort while attracting funding.

By Erin Murphy

Winning a grant is no small feat—it takes time, effort, and a compelling proposal to secure funding. But the real payoff lies in turning that one-time grant into a long-term partnership. Building strong, lasting relationships with grant funders not only saves your nonprofit valuable staff time but also stabilizes revenue and creates opportunities for greater mission impact.

With the right approach—one rooted in care, transparency, and a thoughtful communication strategy—you can transform grant funders into loyal supporters who champion your cause for years to come.

1. Align Proposals with Funder Priorities

The foundation of any strong funder relationship is alignment. Grant funders want to see that your nonprofit understands their mission and values, and that your programs directly support their priorities. This requires more than just a well-written proposal; it demands thorough research and a tailored approach.

Start by diving into each funder’s stated goals and past grantmaking. What types of projects have they supported in the past? What outcomes do they prioritize? By identifying the overlap between their mission and your nonprofit’s impact, you can frame your programs as mutually beneficial.

Then, you’ll have enough information to start creating your proposals. When crafting them, avoid the temptation to rely on generic templates. Instead, customize each proposal to reflect the funder’s unique priorities and demonstrate shared values. This not only builds trust but also sets the stage for a partnership that feels collaborative from the outset.

2. Demonstrate Impact Through Consistent Reporting

Winning a grant is just the beginning. Funders need to see that their investment is making a difference. According to Thompson Grants, transparent, timely reporting is essential for complying with funder requirements while also strengthening their confidence and trust in your organization. 

When reporting to funders, go beyond the basics. Provide both qualitative stories and quantitative data to paint a full picture of your impact. For example, an educational nonprofit could share a compelling story about a student who gained access to college through their scholarship program, alongside metrics showing increased graduation rates.

Also, don’t be afraid to highlight unexpected results or lessons learned. For example, if a housing initiative aimed to renovate 50 units but only completed 40 due to supply chain delays, explain how you adapted and built stronger vendor partnerships. Or if a workforce program discovered higher demand for digital skills training than anticipated, show how you pivoted resources to meet community needs. Funders appreciate this kind of honesty and value learning alongside you. 

3. Cultivate Relationships Beyond the Grant Cycle

A common mistake nonprofits make is only engaging with funders during the grant cycle. To turn funders into long-term supporters, you need to build relationships that extend beyond the check. Get started by:

  • Scheduling regular updates to keep funders informed about your work—not just when reports are due. These updates can take the form of emails, phone calls, or informal check-ins to share progress, challenges, and upcoming plans. Transparency in these communications builds trust and keeps your nonprofit top of mind.
  • Inviting funders to experience your work firsthand through site visits, events, or behind-the-scenes tours. Seeing your programs in action deepens their emotional connection and reinforces the value of their contributions.
  • Ensuring personalized communication. A thank-you call, handwritten note, or spotlight on their contribution in your newsletter can make funders feel appreciated and recognized. Tailoring your outreach to their preferences shows you value them as individuals, not just financial backers.

By treating funders as true collaborators in your mission, you can build trust, show gratitude, and turn first-time funders into long-term allies.

4. Involve Funders in Strategy and Storytelling

When funders feel like active partners in shaping your nonprofit’s future, they’re more likely to stay invested. Involving them in your strategy and storytelling deepens their connection to your mission and fosters a sense of shared purpose. You can do so by:

  1. Telling your story. Share compelling stories that highlight the human side of your impact—stories that make the outcomes of their funding tangible and relatable. These stories can be shared in newsletters, impact reports, or even during one-on-one conversations. Just ensure you use real human testimonials to strengthen your story’s emotional appeal.
  2. Soliciting their feedback on new initiatives or strategic plans. Asking for their input not only shows that you value their expertise but also helps them feel like collaborators in your work. This can be as simple as inviting them to brainstorming sessions or sharing drafts of upcoming projects for their review.
  3. Spotlight funders in your communications (with their permission) to publicly acknowledge their contributions. You can also invite them to share their expertise by serving as advisors or guest speakers at events. This not only gets existing funders more involved with your story but can also serve as social proof for potential funders.

By involving funders in both your strategy and storytelling, you create a deeper sense of partnership and ensure they feel personally connected to your nonprofit’s success. 

5. Strengthen Stewardship with Systems and Teamwork

Sustainable stewardship requires strong systems, clear processes, and a team-wide commitment to maintaining funder relationships. By building the right infrastructure, you can ensure no funder falls through the cracks.

Start by creating internal workflows for tracking funder interactions. A centralized system, such as a CRM or grants management platform, can help you keep records consistent and accessible. Use these tools to log communications, track deadlines, and monitor progress on grant deliverables.

Next, assign stewardship responsibilities to specific team members so funders have a clear point of contact. Whether it’s sending updates, scheduling check-ins, or preparing reports, having dedicated roles ensures funders feel prioritized.

Regardless of their exact role on your team, training your staff on stewardship best practices is also essential. Equip your team with the skills to communicate effectively, personalize outreach, and demonstrate gratitude via workshops and training resources. Additionally, educate your team on how to use your CRM data to strengthen stewardship with regular upskilling sessions.

Turning grant funders into long-term supporters is one of the most impactful steps your nonprofit can take to ensure reliable funding and lasting partnerships. With the right approach, you can transform one-time grants into enduring partnerships that drive your mission forward. 

Erin Murphy, MBA, is the Vice President of Marketing at Thompson Grants, where she leads strategic initiatives to expand the organization’s reach and impact. She leads initiatives that connect grant professionals with expert guidance, training, and tools designed to simplify compliance and strengthen funding strategies. Erin combines her background in marketing with a passion for supporting nonprofits, governments, and institutions as they navigate the complex world of grants management.

How to Personalize Communications With Nonprofit CRM Data

Ann Green Communications, database, donation page, donor engagement, donor relations, donor retention , , , , ,

Personalization allows nonprofits to deepen donor relationships and boost retention. Learn how to personalize nonprofit communications using data from your CRM.

By Philip Schmitz

In an age where technology has tailored our online experiences based on our interests and behaviors, today’s donors expect personalized communications before engaging with an organization. 

However, nonprofits that want to build strong, lasting relationships with their donors often struggle to connect with individual donors. This is especially true when communicating on a massive scale without expending resources and stretching their teams thin.

Fortunately, the right data and technology can streamline (and enhance) communication for you. That’s where your constituent relationship management (CRM) system comes in! Along with standard demographic and contact information, a good nonprofit CRM will accurately capture behavioral and engagement information that can help tailor communications. 

Let’s review what your nonprofit needs to do to tap into the benefits this powerful tool can bring.

1. Understand What Your CRM Can Do

Understanding the functionality of your CRM will allow you to make the most use of it to properly collect and analyze data. Many nonprofit CRMs offer robust functionalities and tools built to help scale your donor outreach, but their value is lost if you don’t make the most of the platform.

According to CharityEngine’s roundup of top CRMs, the key features to look for in this software include:

  • Payment processing: A built-in payment processor ensures your nonprofit is equipped to accept payments when donors respond to your communications. 
  • Marketing automation: The right CRM can automatically segment donors and communicate with them through several channels, like email and direct mail. Since your CRM has a full view of each donor’s engagement history, it’s well-equipped to send out timely and relevant messages.
  • Major gift management: The best CRMs integrate with prospect research databases, helping your nonprofit identify and steward relationships with potential major donors. Effective donor cultivation strategies are rooted in a personal touch, and your CRM provides the data needed for that.
  • Online forms: Accessible (and eye-catching!) online forms make things easy for you and your supporters. Your CRM should be able to create and manage these forms for you.
  • Reporting and analytics: Out-of-the-box reports and dashboards provide a comprehensive view of donor behaviors and your nonprofit’s growth. When you can easily analyze this data, your communications will become more accurately targeted.

Evaluating a CRM solution is critical to finding the one that best fits your organization’s needs. Take advantage of resources such as demo calls to ask specific questions and see what the platform looks like in action. Blog articles, review platforms, and help communities are great ways to engage with current users of the platform, understand how they’re faring with the platform, and identify any issues you may need to be aware of before moving forward.

2. Segment Supporters for Smarter Messaging

Audience segmentation refers to the process of dividing a broader group into smaller, more defined groups based on shared behaviors and characteristics. Instead of sending the same message to all audiences, this process allows for more effective outreach by sending the right message to the right people at the right time. 

Your CRM tracks data that’s critical to grouping donors, such as:

  • Engagement: By tracking donors’ involvement and engagement with your organization, you can speak directly to their interests and motivations. For example, a volunteer may enjoy an impact report detailing the results of their hard work, while an auction attendee would enjoy receiving a recap of the event, including the amount it raised for your organization’s work. 
  • Giving frequency: Recurring donors are more likely to appreciate impact metrics and recognition for their continued gift, while one-time donors may be less engaged and could need more background information about your mission. For example, you might share your appreciation with a recurring donor for the total amount they’ve contributed over the years, while a reminder that your nonprofit still needs help would be more appropriate for someone who gave once a few months ago.
  • Lapsed donors: Disengaged donors will likely require messaging that conveys urgency, such as a reminder about your year-end campaign or a time-sensitive beneficiary need. When communicating with donors who have paused their gifts, be sure to use language that encourages them to reconnect with your organization. 

According to Getting Attention’s marketing statistics, segmenting digital campaigns produces up to 760% more revenue compared to non-segmented campaigns! If you’re not already segmenting your campaigns, it’s a step you should take immediately—and your CRM may even automate it.

3. Test and Optimize Your Messaging Strategy

With such large amounts of donor data, you may have conflicting ideas about how to approach messaging for certain segments. A/B testing is the process of comparing two versions of a strategy to determine which performs better and achieves a desired outcome, such as higher conversion rates or engagement.

When trying out different communication strategies with your donors, consider running an A/B test to see which resonates the most with them. Adopting a test-and-learn approach will help you find the most effective communication strategy and messaging. 

Your CRM can help you A/B test the following elements: 

  • Email subject line: Test subject lines with different tones and messages to see which resonates the most with users by measuring metrics such as open rates. You may find that emotionally compelling subject lines work better with some audiences, while subject lines that convey urgency perform better with other audiences. 
  • Call to action: Try different messages in your CTAs, such as action-oriented language, to encourage readers to follow through on the ask. Remember to tailor the opportunity to recipients’ interests. For example, a long-time donor looking for new ways to get involved may be interested in volunteer opportunities.
  • Send time and day: Test different times and dates of your email sends to observe the highest open and engagement rates. For example, donors of one age demographic may be more likely to read your emails in the morning, compared to another demographic that is more responsive in the afternoon. 

Be sure to take a step back and review past campaigns to determine which messages garnered the most attention from your donors. Based on this information, adjust your messaging according to what performs best and is most likely to appeal to your donors. 

4. Empower Your Team to Use Data Confidently

Every member of your team must be able to handle and interpret data effectively to receive the most value from your system. When decisions across all teams are backed by data and evidence, you’ll be confident that your nonprofit is represented well and consistently in all its communications. 

The process of ensuring your team can use data effectively is two-fold. First, you must ensure that the data in your CRM is accurate, as accurate data informs better decisions, engages more donors, and guarantees that nothing falls through the cracks. Also referred to as data hygiene, this process may involve removing outdated or duplicate records, appending missing data, and updating information to be more accurate.

Secondly, you must build internal data fluency within your team. This could include:

  • CRM walkthroughs: Host short, role-specific training of your CRM for members of your team, focusing on the functionality that is most important to their day-to-day tasks. For example, you may focus only on data analysis with one team while another team needs to be familiar with the platform’s event management capabilities.
  • Lunch & Learns: Consider hosting 15- to 30-minute sessions focused on specific topics, such as building donor reports and segmenting audiences. You can also open these opportunities to team members, encouraging them to take ownership of exploring the CRM’s capabilities and sharing best practices with their colleagues.
  • Internal glossary: Create an internal document that defines commonly used terms like average gift size and return on investment (ROI). Clearly map out how to find this information in your CRM, and outline troubleshooting steps to take if team members encounter any problems.

Technology is the key to successfully running a nonprofit, but its power is only fully utilized if people know how to use it. The power of a robust CRM can help even the smallest of teams achieve big results with the right tools and habits to run the most effective campaigns and achieve your mission.

Phil Schmitz is the founder and CEO of CharityEngine, a complete fundraising platform powering some of the nation’s largest nonprofits and associations. Phil has developed patent-pending anti-fraud tools and industry-leading recurring payment technology that allows nonprofits to retain more sustainer revenue than the industry average; clients have raised nearly $5 billion using these tools. Phil’s passion for leveraging technology to empower nonprofits is supported by more than 20 years of experience in building successful technology and e-commerce companies.

Put Gratitude Front and Center by Creating a Thank You Plan

Ann Green direct mail, donor engagement, donor relations, donor retention, gratitude, planning, thank you letters, writing , , , , , ,

Thanking your donors is just as important, if not more important than fundraising. Yet many nonprofits spend a lot of time putting together a fundraising campaign and then treat thanking their donors as an afterthought.

Donor retention continues to be a problem. One of the many reasons is because people don’t feel appreciated. Prioritizing gratitude and donor relations will help. If you don’t do a good job of thanking your donors, as well as building relationships throughout the year, you’ll have a hard time getting people to donate again.

This is why having a thank you plan is crucial. It’s not only important when you’re running a fundraising campaign, but also during the “between times.”

Many organizations just thank their donors after they receive a gift and then disappear until the next fundraising appeal. Plus, when they do thank their donors, they do a poor job of it. Your donors deserve better than that. 

Thanking your donors is something you need to do throughout the year – at least once a month, if you can. A thank you plan will help you stay focused on gratitude all year round.  

Here’s what you need to include in your thank you plan.

Plan to make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it shouldn’t resemble Amazon checkout. It should make a person feel good about donating.

Open with Thank you, Brenda! or You’re amazing! Using a person’s name is always good. Include an engaging photo or video and a short, easy-to-understand description of how the donation will help your clients/community.

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

Plan to write a warm and personal automatic thank you email

Set up an automatic thank you email to go out after someone donates online. This email thank you is more of a reassurance to let your donor know you received her donation. You still need to thank her by mail or phone.

Even before AI came into the mix, many thank you emails sounded downright robotic. Make sure you sound like a human and write something warm and personal. Remember to address your donor by name.

Give some thought to the email subject line, too. At the very least, make sure it says Thank You or You did something great today and not anything boring like Your Donation Tax Receipt or Donation Received. And please stop using words like transaction and processed. A donation is not a transaction. It’s the start or continuation of a relationship. 

I could write a whole post on subject lines, but right now I do want to emphasize how important it is to write a good one. I’ll share one more – This is why I’m grateful for you. This was sent from an organization that shared a success story and thanked me for helping to make that happen. 

Put all the tax-deductible information at the end of your email, after you pour on the appreciation.

One way to increase your personalization is to blind copy someone on the development staff each time the initial email acknowledgment goes out. Then send an additional email with a more personal note, acknowledging whether that person is a new donor, repeat donor, etc. You should still send something by mail or make a phone call (more on that below), since donors often miss email messages, especially if there’s not an enticing reason to open them.

Plan to thank your donors by mail or phone

I’m a firm believer that every donor, no matter how much she’s given or whether she donated online, gets a thank you card or letter mailed to her or receives a phone call.

Try to thank your donors within 48 hours or within a week at the latest. That might sound hard to do, but it will be easier if you plan to carve out some time to thank your donors each day you get a donation. Remember, thanking your donors should be a priority. If you wait too long, you’re not making a good impression.

Instead of sending the usual generic thank you letter, mail a handwritten card or call your donors. Find board members, staff, and volunteers to help you with this. Make sure to get your team together well before your next fundraising campaign so you’re ready to roll when the donations come in. 

I’m a big fan of handwritten thank you cards and you’ll stand out if you can send one. I get a few of them a year and they tend to come from the same organizations, which shows you what they prioritize! These may be more feasible than making phone calls. Not everyone likes to get phone calls, but some people do. This is why it’s important to know your donors’ communication preferences (more on that below).

Here’s a sample thank you note that could also be used as a phone script.

Dear Scott,

You’re amazing! Thanks to your generous donation of $50, we can continue to provide neighborhood families with healthy food. This is great. We’re seeing more people come in right now because of rising food costs and cuts in benefits.

We really appreciate your support over the last five years.

Sincerely,

Andrea Kramer

Board Member, Eastside Community Food Pantry

If you can’t send handwritten cards or call all your donors, send them a personal and heartfelt letter. If you’ve been using the same letter template for a while, take time to freshen it up. Don’t start your letter with On behalf of X organization, we thank you for your donation of…. 

Open your letter with You’re incredible or Because of you, the Baker family can finally move into their own home. Create separate letters for new donors (new donors should also get a welcome package), renewing donors, and monthly donors. Be sure it’s personalized and include at least one photo.

It doesn’t need to look like a form letter. You could use a different format, such as a postcard. For a thank you right after a gift, I would put a postcard in an envelope. You can send stand-alone postcards at other times of the year.

Your thank you letter should be all about thanking the donor – no bragging, no explaining what you do, no asking – just thanking.

You can add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before, mention that. Hand sign the letters, if you can.

Just like with fundraising appeals, your envelope matters. Use something besides a white #10 envelope. Maybe a colored or oversized envelope. It shouldn’t look like a bill or junk mail. Go all out to make it personal. Hand address the envelopes if possible or print directly on them. Use stamps, if you can. I recommend investing in Thank You stamps.

In addition, write your thank you letter at the same time you write your appeal letter. Make sure they’re ready to go as soon as the donations come in. Don’t wait three weeks. Timeliness is important, and so is quality.

Plan to keep thanking your donors all year round

This is where having a thank you plan makes a difference because as I mentioned before – thanking your donors is something you must do all year round. 

You can use your communications calendar to incorporate ways to thank your donors, but why not go one step further and create a specific thank you calendar?

Remember to try to say thank you at least once a month. Here are some ways to do that. 

  • Send cards or email messages at Thanksgiving, during the holidays, on Valentine’s Day, or mix it up a little and send a note of gratitude in June or September when your donors may not be expecting it. Try to send at least one or two gratitude messages a year by mail, since your donors will be more likely to see those. And you don’t need a holiday or special occasion to thank your donors. Thank them just because….
  • Invite your donors to connect with you via email and social media. Keep them updated on your success and challenges. Making all your communications donor-centered will help convey an attitude of gratitude. Be sure to keep thanking your donors in your newsletter and other updates. Emphasize that you wouldn’t be able to do the work you do without their generous support.
  • Create a thank you video and share it on your thank you landing page, by email, and on social media. Go one step further and personalize it. 
  • Reach out to your donors on the anniversary of their giving (not your organization’s anniversary). Don’t overlook your dedicated, long-time donors.
  • Send a warm-up letter or email about a month before your next campaign (no ask). This is a great way to show appreciation BEFORE you send your appeals.
  • Hold an open house or offer tours. You could also create a virtual tour or a behind-the-scenes look at your organization.
  • Keep thinking of other ways to thank your donors. You can repeat some of the ones listed above over the year.

The tactics that work best are going to differ for each organization. I would definitely send something by mail a few times a year. Email and social media may not be as successful, especially if your donors don’t use electronic communication very much. Plus, people get an enormous amount of email and social media messages, sometimes too much.

I recommend surveying your donors to find out their communication preferences. What do they like – mail, email, phone, text, social media, video, or a combination of those?  Find out their interests, too. This will help with your engagement.

Creating a thank you plan will make it easier to keep showing appreciation to your donors all year round. You need your donors, so remember to put gratitude front and center.

Go Above and Beyond With the 5 C’s of Good Nonprofit Communication

Ann Green Communications, donor engagement, donor relations, donor-centered, fundraising, gratitude, writing , , , , , ,

A lot of nonprofit communication is mediocre at best. Is that the case for you? Don’t settle for just okay. You’ll raise more money and have better donor engagement if you can go above and beyond.

The remedy I like to recommend is the 5 C’s of good nonprofit communication. Keep these in mind when you’re writing a fundraising appeal, thank you letter, update, or any type of donor communication.  

Is it Clear?

What is your intention? What message are you sending to your donors? Are you asking for a donation, thanking them, or sharing an update? 

Whatever it is, make sure your message is clear. If you have a call to action, that needs to be clear, as well. You also want to stick to one call to action. Don’t distract your donors with too many choices. If you ask them to make a donation, volunteer, and contact their legislators in the same message, you run the risk of them not doing any of those.

You want your message to produce results. Plain and simple, your fundraising appeal should have a prominent ask and entice someone to donate. Your thank you letter should thank your donors (no bragging or explaining what your organization does), and make them feel good about donating.

Use language your donors will understand (no jargon). Avoid terms like food insecurity and underserved communities. Just because something is clear to you, doesn’t mean it will be clear to others. 

Is it Concise?

Can you say more with less? Eliminate any unnecessary adverbs, adjectives, and filler. Make your point right away. Concise writing doesn’t mean you need to be terse or all your print communication has to be one page. Sometimes it will need to be longer, but the same rules apply. 

Nonprofit organizations like to pack a lot of information into their monthly/quarterly newsletters and impact reports, but many donors won’t read something if it looks like it will be too long. 

Shorter, more frequent communication is better. This applies to the example I gave above about not putting more than one call to action in a message. You’ll have better results if you send separate messages for each call to action.

Also, most people skim, so use short paragraphs and lots of white space, especially for electronic communication.

Make all your words count.

Is it Conversational?

Write as if you’re having a conversation with a friend and be personable. Use the second person – where you refer to your donors as you and your organization as we. Remember to use you much more than we. 

Avoid using jargon, clichés, multi-syllable words, and the passive voice. Is that the way you talk to your friends? I hope not.

You may think you’re impressing your donors by using jargon and big words, but most likely you’re confusing them or even worse, alienating them. Connect with your donors by using language they’ll understand.

Is it Compelling?

Is whatever you’re writing going to capture someone’s attention right away and keep them interested? The average human attention span is eight seconds, so the odds are stacked against you. It’s an understatement that there’s a lot of stuff competing for our attention right now. If you can’t stand out, your donors are going to move on to something else.

Start with a good opening sentence. Leading with a question is often good. Stories are also great. 

Put a human face on your stories and keep statistics to a minimum. Start a fundraising appeal with an engaging story that leads to a call to action.

Are you establishing a connection?

Donors are drawn to your organization because they feel a connection to your cause. You also need to establish a connection with them. You can start by segmenting your donors by different types, such as new donors, current donors, and monthly donors. 

Get to know your donors better and give them content you know they’ll be interested in. Hint – it’s not bragging about your organization. They want to know how they’re helping you make a difference for your clients/community. They also want to feel appreciated. Focus on building and sustaining relationships.

Go above and beyond and improve your donor communication by practicing the 5 C’s.

Don’t Take a Vacation from Your Donor Communication

Ann Green Communications, direct mail, donor engagement, donor relations, donor-centered, gratitude , , , , ,

It’s summer! I hope you’ll get a chance to take a vacation or just some time off. It may be quieter at your nonprofit, or maybe it isn’t considering everything that’s going on, especially in the U.S. Either way, you don’t want to be too quiet and ignore your donors. Summer is a great time to do some relationship building. 

You should communicate with your donors at least once a month and that includes the summer months. Don’t make the mistake of taking a vacation from your donor communication. Continuing to stay in touch with your donors will help you when you launch your fall fundraising campaign. 

Maybe this sounds impossible, especially if you’re a small organization and worried about your finances, but you can do this!

Here are a few ways you can connect with your donors this summer, as well as throughout the year, and build those important relationships. 

Brighten your donor’s day with a handwritten thank you card

Nonprofit organizations don’t thank their donors enough. You don’t need a reason to thank your donors. Just do it and do it often. You’ll stand out if you do.

This is a good time to do something personal, such as sending a handwritten thank you card. Pour on the gratitude and let your donors know how much you appreciate them.

You only need to write a few sentences, but make it warm and friendly. Think of it as having a conversation with a friend. Get board members and other volunteers to pitch in and help. You could also have a client/beneficiary write thank you notes.

Send a postcard

It used to be fairly common for people to send postcards when they went on vacation. I don’t know how many people still do that, although I always enjoy receiving them.

Postcards are a great way to connect with your donors. Communicating by mail is more effective than electronic communication. I know mail is expensive, but a postcard shouldn’t cost too much. Your donors are also more likely to see your messages if you send them by mail. 

You can say thank you, share an update, or a combination of both. Besides feeling appreciated, donors also like to hear how their gift is making a difference. You could consider an infographic postcard.

Sending something by mail is an investment that could pay off if your postcard (or handwritten card) entices a donor to give again and possibly upgrade.

Email and social media are okay, too.

While it’s important to stay in touch once a month, it may not be possible to use direct mail that much. You can also use email and social media. Email has an advantage here because you can personalize your messages and the engagement levels are better, although not as good as direct mail. The downside is people get a ton of email and social media messages, so make yours stand out.

You could send your donors a thank you photo or video. Maybe you already do a monthly e-newsletter. Spruce it up a little. You could even make it shorter. Share a story that lets your donors know how they’re helping you make a difference for your clients/community.

You don’t need anything fancy and make it easy for yourself by keeping it simple. There are so many ways to thank your donors and share an update. It’s okay to have a little fun and get creative. It’s summer, after all. It could also be a nice distraction from all the chaos and uncertainty going on right now.

Get donors involved

I know we’re facing a lot of economic uncertainty, but donors want to help if they can. 

Will certain policies or funding cuts affect your organization? Most likely, the answer is yes.

Share ways your donors can help – perhaps by contacting their legislators, volunteering, or making a donation.

I’m a big fan of advocacy alerts. They can be a great way for people to engage with your organization. Be sure to thank participants and keep them updated on any outcomes.

When all levels of government make funding cuts or policy changes, the need in the community grows, which puts more burden on nonprofit organizations. Remember, some donors will step up and help, if they can. 

Make room for improvement and plan ahead

Summer can be a good time to make improvements in your existing communication. Spend time finding some engaging stories and photos for your newsletters and other updates. This is also a good time to warm up your donors for your fall campaign.

Start working on your appeal and thank you letters for your next campaign. Make sure they focus on building relationships and are donor-centered. Segment your donors by different types – new, renewing, monthly, etc.  Also, make sure your CRM/database is up to date.

If you’re feeling pinched financially, I recommend starting your fall campaign earlier, maybe in September or October. Many nonprofits run year-end campaigns. The earlier you start, the less likely you’ll compete with an onslaught of appeals. 

You could try a summer campaign if you’ve experienced a big cut in funding, although summer generally isn’t the best time for a fundraising campaign. You could, however, try to raise some additional revenue by inviting current donors to join your family of monthly donors and reaching out to your lapsed donors.

For now, keep relationship building front and center. Keep communicating with your donors. They want to hear from you. Don’t take a vacation from your donor communication.

Make it Easier for Your Nonprofit and Your Donors by Keeping Things Simple

Ann Green Communications, donor engagement, donor relations, planning, writing , , , ,

Over the years, I’ve realized the importance of keeping things simple. This is even more important now during this time of chaos and uncertainty. I’m sure you’re experiencing those both professionally and personally. I often find pleasure in simple things such as taking a walk, reading (I’ve found the Thursday Murder Club series to be a nice escape right now), and doing yoga.

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 everything that’s happening in the world. You want enough information to know what’s going on, but not too much that it’s overwhelming. Also, it’s not good for your brain to multitask. 

Keeping things simple is important for your nonprofit organization, too. I know this is a tough time, especially if you’ve experienced funding cuts and your revenue is down. Maybe you’re short-staffed and struggling to get things done.

Even so, you need to continue to raise money and communicate regularly with your donors, while not taking on too much. Donors are also navigating these uncertain 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 and too much information.

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, report, 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. Suppose you send a message that includes requests for a donation, volunteers, and for people to contact their legislators. It’s likely your donors won’t respond to all of your requests and may not respond to any of them. Send separate messages for each request. 

You’ll also have better results if you send your messages to the right audience. For example, if you’re looking for volunteers for an event, reach out to past volunteers and ask them to bring a friend, as opposed to sending a message to everyone on your mailing list. This way you won’t be subjecting people to messages that may not be relevant to them.

In your fundraising appeals, don’t bury your ask. You can start with a story, followed by a clear, prominent 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. Sounds 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.

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 impact 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. Use at least a 12-point font with dark type on a light background – basic black on white is best.

Keep it simple by using conversational language

I find it annoying when I 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 smartening up by ensuring your donors will understand you. There are programs out there that can help you determine the reading level of your content. Plus, you can raise more money if your messages are easy to read.

Keep out 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 Northside Community Food Pantry. 

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.

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, clutter-free, and 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. What’s known as form abandonment can happen on other web pages, too.

If it’s a branded donation page (e.g. not a third-party site), 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.

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

Event Ideas to Strengthen Donor-Beneficiary Relationships

Ann Green donor engagement, donor relations, events, fundraising, gratitude, stories , , , , ,

Explore top event ideas to strengthen relationships between donors and beneficiaries, enhance engagement, and maximize fundraising success for your nonprofit.

By Jen Wemhoff

Nonprofit fundraising is about more than just dollars—it’s about connections. Strong relationships between donors and beneficiaries can deepen donor engagement, build trust, and generate more meaningful support for your organization’s mission. For smaller nonprofits, these relationships are incredibly powerful. They humanize your work, turn statistics into human-driven stories, and can help transform one-time donors into long-term supporters.

When donors have the opportunity to see and hear the real-world impact of their giving and meet the people whose lives have been changed because of their contributions, it cultivates a deeper sense of purpose. One of the most effective ways to do this is through events that bring donors and beneficiaries together in intentional ways. Here are four event ideas that can help your nonprofit foster deeper connections between donors and the people they’re helping.

1. Charity Golf Tournament

A charity golf tournament offers a relaxed setting centered around an enjoyable event where meaningful conversations and connections happen naturally. Unlike more structured events, golf tournaments provide plenty of downtime between holes and during post-golf activities like a cocktail hour, reception, or banquet, which provides an organic interaction between donors, beneficiaries, volunteers, and staff. 

Why It Works:

  • Participation opportunities for beneficiaries. Invite beneficiaries to join foursomes or serve as event speakers. Their presence adds authenticity and helps donors connect their support to real stories.
  • Informal setting. The laid-back nature of the day encourages casual, authentic conversations that can’t be achieved with a formal program. 
  • Multi-purpose. You can integrate storytelling, donor recognition, and fundraising opportunities into one event.

Golf Tournament Pro Tips:

  • GolfStatus recommends getting creative by adding a theme to your tournament that helps drive home your mission to participants. 
  • Invite a beneficiary to share their story during opening remarks or the awards ceremony. 
  • Set up a casual “Meet and Greet” session over breakfast or lunch before the tournament begins or over drinks and appetizers after the round finishes, where donors and beneficiaries can connect.
  • Add additional fundraising elements like a raffle with items or experiences tied to your mission to spotlight beneficiary needs or milestones.

2. Storytelling Event

Storytelling events, whether hosted in person or online, center on experiences. Beneficiaries share their personal journeys, and donors see the direct results of their support. Both groups get to witness the people behind the mission.

Why It Works:

  • Emotional connection to your nonprofit. Stories humanize your work in ways that data and numbers simply can’t. Hearing someone describe how a program changed their life is more powerful than any campaign report.
  • Clarity and transparency. When donors hear directly from organizational beneficiaries, it reinforces your mission and impact in a tangible, memorable way. 
  • Flexibility. A storytelling event allows you to choose how and when to hold it. You might fold it into another event (like your golf tournament) or host a series of online sessions once a month.

Storytelling Events Pro Tips:

  • Use video, photos, and music to amplify the emotional impact of the beneficiary stories and your mission. 
  • Tie each story to a specific call to action, such as making a donation, volunteering to help with an event or initiative, or participating in an advocacy effort. 
  • To foster meaningful connections, make the event as interactive as possible. Offer live Q&A, breakout rooms, or discussion prompts to allow donors and beneficiaries to talk directly with one another.

3. Community Dinner or Picnic

Want a high-impact way to bring people together? Host a casual community dinner or picnic. These types of relaxed events invite people to gather together in a friendly, informal atmosphere to forge genuine connections and relationships. 

Why It Works:

  • Authenticity. A potluck or BBQ can feel more like a family reunion than a fundraising event. That kind of setting opens the door to real, heartfelt conversations.
  • Accessibility. These events are typically less expensive than a formal gala or corporate gathering, and are easy to host at a local park, community center, or even someone’s backyard.

Community Dinner Pro Tips:

  • Create a “meet the beneficiary” table or booth where willing beneficiaries can chat with attendees and share their experiences.
  • Include a special “thank you” segment at the dinner where beneficiaries personally express appreciation to donors. This could be as simple as a few brief testimonials or even thank-you cards distributed at tables.

4. Workshop or Educational Panel

Consider hosting a workshop, discussion panel, conference session, or series of open-table conversations where donors and beneficiaries participate. Center the discussions around topics relevant to your nonprofit’s mission and work, allowing both groups to engage with and learn from each other.

Why It Works:

  • Shared learning. These types of sessions position donors and beneficiaries as co-learners, fostering empathy, respect, and shared purpose of your organization’s mission.
  • Dialogue and insight. Donors hear firsthand about lived experiences from those who have benefited from the nonprofit’s services, and beneficiaries gain visibility and confidence by sharing their story and letting their voices be heard.

Discussion Event Pro Tips:

  • Choose discussion topics that matter to both audiences. You might invite representatives from each group to collaborate on designing the agenda and topics.
  • Use a skilled moderator to guide the discussion and ensure equal participation from both donors and beneficiaries. 
  • Consider hands-on workshops where beneficiaries and donors collaborate. For example, you might offer a session on financial literacy or resume writing led by a donor with expertise in those areas, which gives donors the chance to learn more about a beneficiary’s journey. 

Final Thoughts

You don’t need a huge staff or a big budget to pull off events like those mentioned in this guide. Think about strategic ways to stretch your resources, such as:

  • Leveraging partnerships. Tap into community organizations, schools, or local businesses that might donate space, catering, or supplies in exchange for recognition.
  • Securing sponsorships. Local businesses are often willing to sponsor nonprofit fundraising events, especially when they earn positive brand exposure and appreciate the community impact.
  • Aligning with corporate social responsibility goals. Reach out to companies already committed to giving back through corporate social responsibility initiatives.

The key to meaningful donor engagement isn’t just showing impact—it’s creating opportunities for donors to feel it firsthand. When donors and beneficiaries connect, it dissolves the distance between giving and receiving. For smaller nonprofits, these events are more than just good ideas, they can be powerful tools for transformation. So, whether it’s on the golf course, around a picnic table, or inside a community hall, start planning your next event with relationships in mind!

Jen Wemhoff came to GolfStatus in 2020 after 20 years in the nonprofit industry. Her favorite things about golf are its ability to bring people together and its capacity to raise money for important causes, and she is one of the co-founders of the Putt Putt Fore Puppies mini golf tournament. She can be found listening to the Interstellar soundtrack while writing content for GolfStatus’ educational guides, templates, blogs, case studies, webinars, and more. She likes to brag about sinking a 25-foot putt at Victoria National Golf Club during her first round of golf in years. Jen and her husband, Mark, have two daughters, Anna and Elsa (who are not named for the movie Frozen), and love to cheer on the Kansas City Chiefs and Nebraska Cornhuskers.