Making Connections With Your Monthly Donors

Monthly giving on the rise. If you haven’t capitalized on this, what are you waiting for? This post won’t focus too much on starting or growing a monthly/recurring giving program, although if you’re interested in that, here’s more information.

10 Quick Tips to Create a Great Monthly Giving Program

I want to focus on making connections with the monthly donors you already have.

We’re edging into summer, and while this is a slower fundraising season, it’s a good time to connect with your donors, whether they’re brand new or longtime supporters.

Make a plan

Create a plan for your monthly donor communication. Although I’m emphasizing summer, you need to communicate with your monthly donors (and all donors) throughout the year. I like to say because these donors support you every month, you should reciprocate by communicating with them at least once a month.

You can incorporate this into your communications calendar. Fill it with ways to show gratitude and share updates. You can use different channels. Here are some ideas to get started.

Send something by mail

How often do you get something personal in the mail? Not often, right? And when you do, it stands out.

Take some time this summer to create a postcard thank you and/or update or send a handwritten note. Your donors will really appreciate it.

Create a video

Videos are a great way to connect and they’re not that hard to create. If you can personalize it, all the better. Otherwise, you can create a general one that thanks your monthly donors.

5 Thank You Video Examples to Inspire Your Nonprofit

You can also create a video that gives a behind-the-scenes look at your organization or a virtual tour. 

Spruce up those automatic thank you emails

Those automatic thank you emails you may have set up don’t count as part of your monthly donor connection plan. It’s fine to create these, but you don’t have to. While these monthly acknowledgments are helpful, they’re usually uninspiring.

Spruce them up a little and change the content every few months. Use this as an opportunity to share some updates.

Here’s one that could use some work – Thank You for Your Recurring Donation. You have helped us continue our mission in a meaningful way. 

Talk about vague. A specific example of how a donor helped would improve this. Many of these acknowledgments are just receipts and a receipt is not a thank you.

Here’s a  better one. 

Thank you for donating to Malala Fund!

More than 130 million girls around the world are out of school today. Malala Fund believes that girls are the best investment in the future peace and prosperity of our world. Your gift supports our work to see every girl learn and lead without fear. 

Follow Malala Fund on Facebook, Instagram, Twitter, and blog for updates on our fight for girls’ education.

With gratitude, 

Malala Fund

Besides thanking their donors, they also offer other ways to engage.

Get noticed with an enticing subject line

Most likely you’ll communicate by email, which has its pros and cons. It’s easier and less expensive than a postal mailing, but since people get an enormous amount of email, they might miss your message.

One way to get noticed is to use an enticing subject line. Here’s one I like from Pet Partners – Your monthly gift in action 

It goes on to tell a story about a therapy dog who visits with soldiers before and after their deployments.

Here’s another good one, although it wasn’t specifically for monthly donors –  I found a baby bird! What should I do?

This definitely captures your attention and makes you want to read more. 

Keep your donors engaged with good content

Congratulations, your donor opened your email message. You want to keep them engaged. The email I mentioned above gave you information about what to do if you find a baby bird, along with a link to a “handy chart.”

Get personal

Be sure to address your donors by name. I would also recommend separate communication for new donors and longer-term donors. 

Welcome new monthly donors. You can go a step further with different messages for brand new donors and single gift donors who have upgraded to monthly. Be sure to give special attention to longer-term donors. The average donor retention rate for monthly donors is 90% and you don’t want that to go down.

You can give shout outs in your newsletter and social media, but those won’t be as personal. Some organizations include a cover letter or note for their monthly donors in their newsletters. You could also create separate newsletters for monthly donors.

The key is to stay in touch and keep making connections.  The post below will give you more ideas. Maybe you can think of others. And you don’t have to come with 12 different ones. It’s okay to repeat them every few months.

Practical, Creative Ideas to Thank Monthly Donors

Don’t ignore your valuable, monthly donors. Keep making those important connections.

Why It’s Important to Keep Things Simple

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

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

Keeping it simple doesn’t have to mean a bare-bones existence. There’s a Swedish term called lagom meaning everything in moderation or not too much, not too little. Or think of Goldilocks and choose what’s “just right.” This can apply to how much information we take in about the pandemic, politics, etc. – enough to know what’s going on, but not too much so it’s overwhelming. 

Keeping things simple is also important for your nonprofit organization. You’ve gone through a lot this past year. You had to make changes in the way you do your work. Maybe you’re starting to provide in-person services again and some people are back in the office. All this change has made your work more complicated. 

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

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

Keep it simple by planning ahead

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

Keep it simple by sticking to one call to action

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

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

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

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

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

6 Tips for Effective CTAs That Get Clicks

Keep it simple with shorter, easy to read messages

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

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

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

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

Keep it simple by using conversational language

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

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

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

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

Let’s Try to Stop Using Jargon So Much

Keep it simple by creating a clutter-free website

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

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

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

15 Nonprofit Website Best Practices You Need to Know in 2021

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

Easier is Better

Your Donor Communications Should Be Simple & Direct

Photo by Marco Verch

How Fundraising is Like Strength Training

I’ve been doing strength training with a personal trainer for about three and a half years. My initial assessment was humbling, to say the least, and at the beginning, there were several times I wondered “Why am I doing this?”

But I’ve benefited so much. Not only am I stronger, I’ve lost weight, I’m sleeping better, my mood is better, and I have a more robust immune system. I’ve also been able to keep up with it during the pandemic, although now I’m doing it virtually.

Believe it or not, strength training has a lot in common with fundraising and when I say fundraising, I’m including the all-important stewardship and relationship-building components. Here’s what they have in common.

It’s supposed to be hard, but doable

If I ever say one of my training exercises is hard, my trainer will respond, “It’s supposed to be hard.” That said, it also needs to be doable.

What a wonderful world we’d live in if people just donated money to nonprofit organizations without us have to do anything.

Fundraising is hard. It doesn’t just happen. You have to work at it, but you also need to be realistic. I’m not lifting 100-pound weights. That would be too much for me. If you’re a small organization, trying to pull off a huge event would probably be too much for you.

How to raise money: 3 steps to creating sustainable funding for your new, young, or small nonprofit

Starting small is often the way to go

I work out twice a week and do what’s known as a circuit –  seven or eight exercises on each of the days, usually three sets of 10-12 reps each. People who are more advanced in their training might do four or five sets of two different exercises with heavier weights.

This same formula can work for your organization when you concentrate on individual gifts. Many of these will be under $100 each, but you’ll be able to get a larger number of them. You can also raise a good bit of revenue from monthly gifts, even if they’re only $5 or $10 a month.

Be patient and you’ll see results

It took about two or three months for me to see the results I mentioned above. Some of your fundraising will take even longer.

You can get smaller gifts fairly quickly. Securing major gifts and grants will take longer.  It can take up to a year to cultivate major gifts and it takes a lot of relationship building to get there. If you get approved for a grant, it can take several months to get the money and these often come with restrictions.

But if you persevere, you should see results.

Take it to the next level

If I kept doing the same exercises I started with, I wouldn’t make much progress. The same is true with fundraising.

Most appeal letters are generic,one-size fits all. You’re missing an opportunity to grow when you don’t ask donors to upgrade their single gifts or invite them to become monthly donors.

There are so many opportunities to take your fundraising to the next level. Smaller dollar donors can upgrade to mid-level donors, mid-level donors can become major donors, and major donors are potential legacy donors.

You need to stick with it

If I miss a week or two of training, it suffers. The same is true with your fundraising. If all you do is send appeals a few times a year, you won’t have much success.

You need to engage with your donors regularly – at least once or twice a month. That includes showing appreciation and sharing updates.

Moving Away from Transactional Fundraising

You need a plan

When I started strength training, my trainer designed a plan for me that we can build on and modify as needed. You need to do the same thing with your fundraising.

You shouldn’t be raising revenue without a plan in place. You also need a donor communications and thank you plan. 

You may need to make adjustments to your plans. Most likely that happened for you last year when the pandemic started. I had to make adjustments early on in my training when I tweaked my knee doing a quad exercise and had to strengthen my hamstrings, as well as do a modified version of it for a while.

How to Prepare a Nonprofit Fundraising Plan

The Importance of Having a Thank You Plan

5 ELEMENTS OF A STELLAR DONOR COMMUNICATIONS PLAN THAT BUILDS DONOR LOYALTY

The whole is greater than the sum of its parts

My workout consists of exercises for the upper body, lower body, and core. Your fundraising will also consist of different tactics, such as individual giving, major gifts, grants, events, etc.

And as I mentioned before, and I’ll mention again since many organizations ignore this, your fundraising also needs a gratitude and relationship-building component.

Fundraising, like strength training, takes a lot of hard work, but you should see results if you keep building and stick with it.

Photo via www.ptpioneer.com

Some Important Investments That Can Help You Raise More Money

Your nonprofit organization may have cut some expenses over the past year. When times are tough, some organizations, especially small ones with limited resources, veer towards trimming, with the mindset “we can’t afford this.”

Use caution before you nix something you think you can’t afford. It may be something you should be investing in.

This doesn’t mean going wild with your budget. You need to make good investments. Here are a few areas you should be investing more money in. The good news is, if you do it right, these investments will help you raise more money.

Invest in a good CRM/database

Plain and simple, a good CRM (customer relationship management)/database can help you raise more money. You can segment your donors by amount and politely ask them to give a little more in your next appeal – $35 or $50 instead of $25.

A good database can help you with retention, which will save you money since it costs less to keep donors than to acquire new ones. You can personalize your letters and email messages. Make sure to invest in a good email service provider, too.

Personalized letters and messages mean you can address your donors by name and not Dear Friend. You can welcome new donors and thank current donors for their previous support. You can send targeted mailings to lapsed donors to try to woo them back. You can send special mailings to your monthly donors. You can record any personal information, such as conversations you had with a donor and their areas of interest.

In short, you can do a lot with a good CRM/database. Invest in the best one you can afford, and Excel is not a database.

Nonprofit Software

Invest in direct mail

You may not have used direct mail that much over the last year when many workplaces were closed and the mail was unreliable. But some organizations were never or rarely using it before the pandemic.

If that’s the case for you, you’re missing out on an effective and more personal way to communicate with your donors. Think of the enormous amount of email and social media posts you receive as opposed to postal mail. Your donors will be more likely to see your messages if you send them by mail.

Yes, direct mail is more expensive, but you don’t have to mail that often. Quality is more important than quantity but aim for three or four times a year.

Give some thought to what you send. Some ideas, besides appeal letters, include thank you letters/cards; Thanksgiving, holiday, or Valentine’s Day cards; infographic postcards; two to four-page newsletters; and annual/progress reports. You could put a donation envelope in your newsletter to raise some additional revenue, but do not put one in a thank you or holiday card.

Shorter is better. Lengthy communication will cost more and your donors are less likely to read it. Case in point, the 55-page annual report I received last month.

A few ways you can use direct mail without breaking your budget are to clean up your mailing lists to avoid costly duplicate mailings, spread thank you mailings throughout the year – perhaps sending something to a small number of donors each month, and look into special nonprofit mailing rates. You may also be able to get print materials done pro bono or do them in-house, as long as they look professional.

Of course, you can use email and social media, but your primary reason for communicating that way shouldn’t be because it’s cheaper. It should be because that’s what your donors use. If your donors prefer you to communicate by mail, then that’s what you should do.

Why Direct Mail is Your Best Option to Raise Funds Right Now (With Examples)

Turbocharge Your Direct Mail and Digital

Invest in donor communications

By donor communications I mean thank you letters/notes, newsletters, and other updates. Some organizations don’t prioritize these and want to spend their time “raising money.” They don’t seem to realize they can raise more money with better donor communications. Remember this cycle – ask, thank, report, repeat.

Don’t skimp on your communications budget. Creating thank you cards and infographic postcards is a good investment and a necessity, not a luxury. Thank you cards are a much better investment than mailing labels and other useless swag.

Maybe you need to reallocate your budget to cover some of these expenses. You could also look into additional sources of unrestricted funding. 

Remember, you can also use email and social media to communicate with donors. This reiterates the need for a good email service provider with professional looking templates for your e-newsletter and other updates.

5 ELEMENTS OF A STELLAR DONOR COMMUNICATIONS PLAN THAT BUILDS DONOR LOYALTY

Speaking of unrestricted funding 

We need to stop treating overhead or infrastructure as something bad. Some funders want us to spend our budget on programs, but how can we successfully run our programs if we don’t have enough staff and can barely afford to pay the people we do have? A rotating door of development staff makes it hard to maintain those important relationships. Even though some people may be working from home, we still have rent and other expenses.

Until these funders stop worrying so much about overhead, you may want to invest some time in finding unrestricted funding sources – often individual gifts, including major gifts.

Don’t limit yourself by saying you can’t afford certain expenses. If you make the right investments, you should be able to raise more money.

Photo by  CreditScoreGeek.com

Why One Size Doesn’t Fit All

Many nonprofit organizations send all their donors and other supporters exactly the same communication, such as appeal letters, thank you letters, and annual reports. One size doesn’t fit all and in the case of a 55 page (yes, that’s right) annual report I received a few weeks ago, the size was XXL.

I’m not a fan of these massive annual reports for any donor. My husband and I would be considered smaller dollar donors and I believe these reports are wasted on them.

You don’t have to do an annual report and if you do, it should be about one fifth the size at the most. I wrote about annual reports a couple of months ago, so I won’t rant too specifically on this.

Here’s another post that asks the question – Is This the Year to Trash that Annual Report?

To the organization’s credit, their annual report is visually beautiful. Maybe it’s a little too nice and I’ll get to that later. It includes several stories and many photographs. They did address how COVID-19 presented a number of challenges for their clients and community. They also mentioned their commitment to racial equity, since 80% of the people they work with are BIPOC (Black, Indigenous, and People of Color). It would have been clueless of them not to address these.

It’s clear the organization is very proud of their annual report, as evidenced by the opening line of the cover letter from the CEO – “On behalf of the entire X organization community, it is with great pride – and great appreciation for all our friends and supporters – that I provide you with this copy of X Organization’s Annual Report for 2020.” This is one of the few examples where they thanked donors.

It’s also clear they sent this annual report to all their donors and possibly potential donors instead of creating different types of reports for different types of donors. Here are a few things to keep in mind.

What do your donors want?

When we received this annual report, my husband’s first reaction was “I don’t want them spending our money on some fancy report.” Donors don’t always react well to something that looks too nice or expensive.

“Dale’s” mail (pt 4): everything else…

Since I’m not a typical donor and probably spent more time looking at this annual report than most smaller dollar donors, I know you do need to invest in a budget for donor communications. This organization has a large operating budget and reports that a majority of its expenses were program specific.

Think about how your donors would react if you sent them a huge annual report. Some are going to toss it right in the recycling bin or trash. Others may set it aside to look at later, realize they don’t have time to read it, and then pitch it. Others may flip through it, possibly annoyed that it’s so long. 

Most of your donors should receive a shorter annual report.

Create different types of annual reports for different donors

Why are you producing an annual report? If it’s for your donors, you need to acknowledge their role in helping you make a difference. This annual report rarely does that. It’s very focused on the organization.

I always recommend a short annual report of no more than four pages or an infographic postcard for most of your donors. Smaller dollar donors deserve to feel appreciated, not inundated with a lot of information. You can create slightly longer reports for major donors and grant funders.

This organization has several different programs you can support or you can give to where it’s needed most. They could have sent separate short impact reports for their different programs. Maybe one to people who supported early education and another one for homelessness prevention rather than lumping it all into one big report.

Creating different types of annual reports may be more work, but it probably took a lot of work to produce that massive one. Since the organization has all the information anyway, they could have broken it down into smaller reports. They could also share some of the stories in their newsletters instead. Besides, is a little more work such a bad thing? Personalized donor communication usually pays off.

Write your donor communication in the second person

All your donor communication should be written in the second person using you much more than we. This annual report was written in the third person. You know what’s written in the third person – press releases and other promotional material. This annual report seems very promotional. 

When you write in the second person you can write directly to your donor. Again, is this report supposed to be for donors? It doesn’t seem like it.

Nonprofit organizations often include an annual report when they submit a grant proposal. They may also bring one along when they meet with a major donor. Because they barely referenced their donors, this annual report seems more appropriate for potential funders.

Would it be so hard to include statements such as Thanks to you or Because of our generous donors along with a description of accomplishments (although not 40+ pages of them)? What’s the harm in giving an annual report like that to potential donors? Surely not as high as mostly ignoring current donors.

This happens too much

I see way too many examples of one size fits all communication. Organizations often send everyone the same appeal letter regardless of whether they are current donors, potential donors, or monthly donors. The same is true with thank you letters. 

Donors also have different interests and reasons for giving.  If you recognize this and send different types of communication to different types of donors, you’re letting them know they matter. 

Segmenting Your Donors is More Important Than Ever

When It Comes to Reaching Donors, One Size Doesn’t Fit All

How You Can Create a More Engaging Nonprofit Newsletter

In theory, a newsletter can be a great way to engage with your donors. In reality, that often doesn’t happen because most donor newsletters can be used as a cure for insomnia. They’re too long and filled with boring articles that brag about how wonderful the organization is.

You can create an engaging newsletter your donors will want to read. Here’s how.

Think about what your donors want

You need to include content that will interest your donors. You also need to reference the current situations. Do you think your donors would rather read an article about your CEO receiving an award or one about Alicia, a single mother who is having trouble making ends meet, but is grateful she can get food for her family at the Riverside Community food bank? 

The answer should be obvious. Your donors want to hear about how they’re helping you make a difference for your clients/community.

If you’re a larger organization, you could create different newsletters for different programs or one specifically for monthly donors.

Don’t shy away from a print newsletter 

You may opt not to do a print newsletter because it’s expensive and takes too much time, but you’re making a mistake if many of your donors prefer print.

I think you’ll have more success if you can do both print and electronic newsletters. I recommend a short e-newsletter once or twice a month and one to four print newsletters a year.

Many organizations put a donation envelope in their print newsletter. This is a proven way to raise additional money and you may be able to recoup your expenses.

You can also save money by creating a shorter print newsletter (maybe two pages instead of four) or only mailing once or twice a year. You can print them in-house, as long as it looks professional.

In my last post, I mentioned the importance of having a clean mailing list. If you can get rid of duplicate and undeliverable addresses, that’s another way to save a little money.

Donors are more likely to read a print newsletter. But ask them what they like, and listen to what they say. If a majority of them prefer print, then you need to find a way to accommodate them.

Share your stories

Each newsletter needs to begin with a compelling story. I’m sure you have a lot of stories from the past year that you can share.

Client stories are best, but you could also do profiles of volunteers, board members, and donors. Focus on what drew them to your mission (more on that below).

Create a story bank that includes at least four client stories to use every year.

Don’t stray from your mission

A common article I see in many nonprofit newsletters is one about a foundation or major donor giving a large gift. This may be accompanied by a picture of someone holding a giant check. Of course, you should recognize these donors (and all donors), but why is this gift important? How will it help your clients/community? For example – This generous $50,000 grant from the Better World Foundation will allow us to buy much-needed laptops for our tutoring program.

Something else I see a lot is a profile of a new board member. Instead of focusing so much on their professional background, let your donors know what drew them to your organization. We welcome Sarah Davis, Vice President of First National Bank, to our board. Sarah has a brother with autism and is very passionate about finding ways for people with autism to live independent lives. 

Write to your donors

Write your newsletter in the second person, emphasizing you much more than we. Be personal and conversational. Say – You helped Alicia put food on the table or Because of donors like you, X number of families have been able to get healthy food every week. 

Leave out the jargon and other language your donors won’t understand. Write as if you’re having a conversation with a friend.

I’m not a fan of the letter from the CEO because those tend to be organization-centered instead of donor-centered.  

Show some gratitude

Never miss an opportunity to thank your donors. Many donors stepped up this past year and they deserve to be thanked as often as possible. Every one of your newsletters needs to show gratitude and emphasize how much you appreciate your donors.

Make it easy to read (and scan)

Most of your donors aren’t going to read your newsletter word for word, especially your e-newsletter. Include enticing headlines and email subject lines (if you don’t, your donors may not read it at all), at least a 12-point font, and lots of white space so your donors can easily scan your newsletter.

Stick to black type on a white background as much as possible. Colors are pretty, but not if it’s hindering your donor’s ability to read your newsletter. Photos can be a great way to add some color, as well as tell a story in an instant.

Use the inverted pyramid and put the most important story first (client story or profile), keeping in mind your donors may not get to all the articles.

Also, make sure your donors can read your e-newsletter on a mobile device.

Keep it short

Your print newsletter should be no more than four pages. Limit your monthly e-newsletter to four articles. Some organizations send an e-newsletter twice a month. Those should be even shorter – maybe just two articles. People have a lot going on and don’t want to be bombarded with too much information.

Do the best you can

For some of you, putting together a newsletter may be too much to take on, especially now. You don’t have to do an actual newsletter, but you do need to keep your donors updated.

Do what you can, but be sure to update your donors at least once a month. You may find you have more success with shorter, more frequent email updates and postcards with an infographic a few times a year.

Create an engaging newsletter that your donors will want to read.

Read on for more information on how to create a great donor newsletter.

Nonprofit Donor Newsletters | Print or Enews?

7 Nonprofit E-Newsletter Best Practices

24 Content Ideas for Your Next Nonprofit Newsletter

Photo by Petr Sejba www.moneytoplist.com.

Navigating the Current Climate One Year Later

We’ve just gone through a tough year. It’s around the one year anniversary of when everything started shutting down in the United States. I know it was earlier in other parts of the world. In addition to the pandemic, we’ve endured an economic downturn, racial reckoning, political turmoil, and climate disasters.

We’re still living through many of these challenges as life veers towards something more normal, but it won’t ever the same.

Your nonprofit organization has gone through a lot and is continuing to navigate this ever-changing climate. It’s important to not give up and persevere.

Nonprofit organizations are essential

We’ve heard a lot about all the people who are essential in our society. Nonprofit organizations are essential. Take a moment to congratulate yourself for making it through this year and continuing to provide essential services as best you could.

In an ideal society, the government is also essential, but in many ways, the U.S. government failed us and nonprofits (with support from essential donors) stepped in to help. For example, a major winter storm in Texas last month caused massive power outages that were made worse because the state chose to isolate its power grid from national grids, making it difficult to import electricity from other states. While some government officials fled the state, those without that luxury had to deal with hardships such as no power and water. And who stepped in to help right away?  A bunch of nonprofits ranging from national organizations to local aid groups.

Keep fundraising

I’ve been telling you for the last year to keep fundraising! Donors will give if they can. If you’re short on revenue, here are a couple of ways to raise more money.

Organizations with a strong monthly giving program have done well. Monthly giving makes sense on so many levels. Nonprofits receive a steady stream of revenue throughout the year, monthly giving makes it easier for donors to spread out their gifts, and the monthly donor retention rate is 90%. Monthly donors are also more likely to become major donors and legacy donors. What’s not to like?

Why Monthly Giving Makes Sense

Another way to pick up some extra revenue is to reach out to your lapsed donors. Donors stop giving for a variety of reasons. Maybe things were tough for them financially last year or they were just too overwhelmed to donate. 

Circumstances change. Reach out to donors who have given in the past, but didn’t donate in 2020. Send them personalized appeals. If you find out a donor can’t afford to give right now, respect that, but keep sending messages of gratitude and updates, unless they opt out.

The right way to win back lapsed donors

Don’t go silent

One reason donors stop giving is because they rarely hear from you or when they do, your messages are uninspiring. This is something you can control.

It’s important to keep up with your donor engagement. An underlying theme of many of my posts this year is better communication will help you raise more money. 

I know it may continue to be hard, but you can’t ignore your donors. You don’t need to take on too much. Aim for short, high-quality messages once or twice a month.

Do the Best that You Can

You can’t ignore the current climate

When I see communication that doesn’t reference the pandemic or other current situations, it makes me wonder if the organization is using a template that needs to be revised. It’s a good idea to refresh your messages at least once a year, but in this ever-changing world, you’ll need to do it more often.

I will say that since the start of the pandemic, most donor communication is more personal and less generic. Some specifically references COVID-19, while others mention a challenging year. You also have specific needs and an urgency. Organizations that made this clear raised more money.

Keep Up the Urgency

Your organization has faced challenges, everyone has, and you need to acknowledge that.

Looking to the future

This is an opportunity to revisit some of your practices. Were virtual events and donor meetings successful for you? We may be looking at a hybrid of in-person and virtual gatherings for a while. 

Donors are also going to expect honest communication about your need and want to hear about your success and challenges. 

The future still holds uncertainty, but things are going to get better. If you’ve communicated more with your donors over the last year, keep that up. If you’ve been hesitant, you need to do more. Don’t be afraid to ask for donations. Keep up the better communication. 

Keep up your essential work!

What Will a Post-COVID Nonprofit Economy Reveal?

A glimpse of the fundraising picture in 2020 reveals some important truths

5 Tips to Use Your Nonprofit Site as A Donor Engagement Tool

By Anne Stefanyk

Your nonprofit website is a valuable tool for modern fundraising. Not only is it the first place prospects look to learn more about your organization, it’s also where current supporters go for updates on your mission and to explore upcoming opportunities. 

As the focal point of almost all of your donor engagements, without your nonprofit website, you’d have trouble both recruiting new supporters and retaining current ones.

There are a number of elements that play a critical role in how your website performs, the way visitors engage with it, and your online conversion rates. To position your site as a successful donor engagement tool, you’ll need an optimized nonprofit website. 

The best nonprofit sites are well-designed, scalable, easy to use, and effectively meet your target users’needs. If you want to leverage your own site as a donor engagement tool, make sure to follow these five tips:

  1. Review general website development best practices
  2. Integrate your site with other nonprofit solutions
  3. Advertise your upcoming campaigns and events
  4. Add consistent content to your blog roll
  5. Consider starting an online webinar series

Let’s dive in by reviewing the basics. 

1. Review general website development best practices

Taking some insight from Kanopi’s team of website user experience (UX) experts: “As the centerpiece of your digital engagements, your nonprofit website UX is extremely important if you want to not only acquire new supporters, but continue to retain current ones.”

Nonprofit website UX encompasses how users interact with your site. From how long it takes to load to how easy it is to navigate through different pages, there are a number of factors that can either encourage site visitors to continue engaging with your site or push them away. 

If you want to improve your own site UX, reviewing general nonprofit website maintenance practices is the best place to start. 

Here are the basic essentials to know:

  • Stick to simple user-based design. Your website already hosts a variety of different engagements. To minimize confusion and benefit your site UX, make sure each page and section stays simple and serves one clear purpose. Cramming too much information or site elements into one place can be overwhelming. 
  • Test your site load time. If your website doesn’t load fast enough, the chances of users giving up on it drastically increases. Regularly test your site and flag any obvious loading pain points, like large image or video files.  
  • Make sure it is mobile-optimized. With 51% of online site traffic coming from mobile phones, it’s critical that your site works on any size screen. If not, you’re missing out on over half of your supporters. 
  • Feature Call to actions (CTAs) to popular engagements. It’s likely people are visiting your site because they want to learn more, donate, sign up for an event (virtual for now), or become a volunteer. Include clear buttons and links, as well as a navigation menu that takes site visitors to these pages.

These are just some general tips for making sure your website is in good shape. With these basics down, you can start focusing on specific tools and content you’ll need to take your donor engagement to the next level. Above all, UX is a top priority. Explore these examples of top nonprofit websites to see these best practices in action.  

2. Integrate your site with other nonprofit solutions

As the center of your online engagements, your nonprofit website is doing a very important job: collecting data. This includes metrics of how prospective and current donors find your site and the specific links and pages that they frequent. Information like this can help you create targeted marketing strategies and give you a sense of the different types of supporters you have.

To make good use of this data and expand your donor engagement capabilities, we recommend integrating your other nonprofit solutions as well. Tech integrations connect separate software platforms to centralize their data. 

For nonprofits, having integrations between your online donation tools, constituent relationship management (CRM) database, email communications tool, and website is critical. This ensures that you have real-time access to accurate engagement data. 

What does this mean for your nonprofit website? Use your nonprofit and donor data to help strategize the best ways to create a meaningful and valuable experience for site visitors. This can not only help you capitalize on engagement efforts, but also deepen your donor relationships. It also leverages the best of other tools so your site and staff don’t have to do all the heavy lifting.

3. Advertise your upcoming campaigns and events

This might seem like a no-brainer, but your website should showcase all of your upcoming fundraising campaigns and events. If prospects or current supporters want to participate, they’ll go to your website to find out more. 

For one thing, we recommend dedicating entire pages to each event or campaign. This way, you have ample space to discuss details, how supporters can participate, and even embed a customized and branded online donation form. Then, using website design and layout, make sure to effectively advertise those exciting opportunities.

Here are some ways you can do this:

  • Put your event or campaign marketing content front and center on your homepage. Remember to switch out this content once the event is over or else your website risks looking outdated.
  • Link to your events calendar within your navigation menu.
  • Incorporate key calls-to-action to event sign-ups and donation pages across different web pages wherever it seems valuable. 
  • Include links back to the event or campaign page in other marketing content like email newsletters and social media posts.

Whether you want to get a head start on your year-end giving campaign or you’re announcing a brand new event, connect prospects to your nonprofit website so they have actionable and concrete next steps. 

4. Add consistent content to your blog roll

What if you don’t have any events or campaigns coming up? How can you still send users to your online site? Consider creating consistent and active blog content! You can do this right on your nonprofit website with a dedicated blog roll.

Many organizations, software companies, and services in the philanthropic space create blog posts for their websites. Not only does this paint them as an authoritative figure, but it’s a valuable digital strategy that increases website SEO (search engine optimization). The more high-quality content your website has, the better Google and other search engines will rank it.

But what kind of blog posts should you create and what kind of content is your audience interested in? Use this list to start brainstorming with your marketing team:

  • News stories relevant to your mission
  • Advice and tips for those in the community that your nonprofit serves
  • Updates on nonprofit events, campaigns, and other major accomplishments
  • Announcements for new nonprofit developments
  • Testimonials from community members you’ve helped

For instance, The American Heart Association has blog content specific to healthy living and other health-related topics. Even though these blog posts aren’t directly discussing the campaigns and accomplishments they’ve achieved, they still provide value and offer an additional engagement point for their supporters. 

5. Consider starting an online webinar series

Similar to creating blog content, starting an online webinar series is a key way to position your organization as a thought leader. Webinars are usually meetings or presentations that are hosted online, either live or pre-recorded, and led by professionals of the topic at hand.

Many nonprofit organizations and related businesses host webinars to talk about topics ranging from top fundraising strategies to new advancements in their particular field. But these aren’t just beneficial to teach your nonprofit supporters and peers best practices. They also offer an additional layer of interactivity!

Depending on the webinar and video conferencing platform you use, audience members should be able to comment, ask questions, and even talk to each other. This doesn’t just engage your supporters, but also encourages them to interact with each other and build an online community

Consider asking top staff members or other experts serving similar missions to lead these conversations. You might even crowdsource some good ideas from viewers that you can implement into future fundraising efforts. DonorSearch has a helpful list of nonprofit webinar series that you can explore for inspiration. 

Start small. Don’t commit to too many webinars. If you can only handle one per quarter, that’s just fine. And once the webinar is over? You can repurpose that content into a blog post, which helps address item #4 on our list.

Conclusion

Don’t let your nonprofit website fall to the wayside. As one of your most important donor engagement tools, a well-designed and valuable site can take your fundraising and important relationships to the next level. 

Make sure to review basic site best practices for a solid foundation and then brainstorm creative content to keep visitors engaged. Soon, your website will become the go-to for supporters and donors who want to learn more—not just about what your nonprofit is doing, but about the major updates regarding your mission in general. Good luck!

As Founder and CEO of Kanopi Studios, Anne Stefanyk helps create clarity around project needs and turns client conversations into actionable outcomes. She enjoys helping clients identify their problems, and then empowering the Kanopi team to execute great solutions.

Anne is an advocate for open source and co-organizes the Bay Area Drupal Camp. When she’s not contributing to the community or running her thoughtful web agency, she enjoys yoga, meditation, treehouses, dharma, cycling, paddle boarding, kayaking, and hanging with her nephew.

Twitter – @Anne_Kanopi

https://www.drupal.org/u/annabella

https://www.linkedin.com/in/annestefanyk/

Some Lessons for Nonprofits After Doing my Taxes

I just finished tallying our 2020 donations for our taxes. Always a fun task. Going through all the donation letters and emails triggered a few insights I’d like to share.

Sending a yearly donation summary is very helpful

Most of the gifts I make are monthly donations, and organizations that sent a summary of all those gifts made it so much easier for me. I made some additional contributions when the pandemic started and those were also included.

You may not need to send a summary if someone just made one gift. Your thank you letter can include the important tax information, but there’s no guarantee your donor will keep that.

My suggestion is to send all donors a yearly summary of their gifts the following January. Send it by mail, if you can. This is also an opportunity to reach out. Make it more than just a receipt. Thank your donors and let them know how their gift helped your clients/community during the past year. Some organizations send two pages – one is a thank you letter and the other is a list of all the donations.

Did you forget about me?

I make a spreadsheet of all our donations. I’ll copy the one from the previous year and make changes as needed.

While I was doing this, I discovered I never gave to an organization that I had the previous two years. I forgot about them, but they also forgot about me.

My speculation is they never sent me an appeal. If they sent one by mail, I would have noticed it and made a point to donate again. If it came by email, who knows since I get so much of it.

I also don’t remember this organization communicating in other ways, such as showing gratitude and sharing updates.

I’ve now set up a monthly donation for this organization, so I won’t have to do anything until the credit card expires.

If you don’t even bother to send an appeal letter (and you should send at least one by mail for each campaign), you can’t expect your donors to always remember to give. Running a multichannel campaign with scheduled reminders will help. But you do need to ask, as well as communicate in other ways. 

Don’t let your donors forget about you.

No monthly donor hiccups last year

In past years, I noticed my monthly donations sometimes stopped getting charged to my credit card. Most likely it was because the organization changed their donation platform.

I’m happy to report that this year none of them mysteriously stopped charging. A few organizations did change their donation platforms, but contacted me ahead of time so I could switch to the new system.

If you’re planning to change your donation platform, be sure to give your donors a heads up so you don’t lose any donations. And, be sure to flag expiring credit cards, as well.

Pay attention to what’s going on with your monthly donors. These are some of your most valuable donors.

Donor communication is a mixed bag

It’s not surprising that some organizations do a better job of communicating with their donors than others. A few knock it out of the park, but most range from okay to nonexistent.

If you use PayPal for your monthly donations, they send a receipt each month. In some cases, that’s the only time I hear about that gift. Are you letting PayPal do your work for you?

Other organizations do send their own automated monthly gift receipts and that’s about it. I’ve mentioned before that these can be helpful, but don’t count as a legitimate thank you or any type of donor communication.

Besides monthly donations, I gave some additional donations last year to emergency campaigns when the pandemic started. Some organizations noticed, some didn’t – typical. One organization thanked me by sending a personalized video. Others sent handwritten thank you cards, as well as some pre-printed ones, but they were cards I received in the mail! 

It’s often the same few organizations that go the extra mile, so the rest of you need to step up.

Always remember that better donor communication will help you raise more money. 

Photo via www.audio-luci-store.it

How to Engage Donors to Keep Them Giving Year After Year

By Korrin Bishop

As you know, it takes staff time, resources, and diligence to attract new donors to your nonprofit. With the upfront investment you put into cultivating donor relationships, you might be wondering how you can turn those first-time donors into supporters who give to your mission each year. 

Engaging one-time donors to become recurring donors has a lot of value. One study found that monthly donors give 42% more in a year than one-time donors, and another showed they were worth over 52% more in their first year of giving.

So, if you’re looking to up your engagement game to keep donors giving year after year, you’re taking a great step for your organization. In this article, we’ll cover nine ideas to help with your engagement planning.

1. Send a Timely Thank You

One of the most important steps in building relationships with your donors is the thank you. When a donor gives to your nonprofit, make sure to acknowledge their gift with a phone call or email within 24 hours. This shows them you noticed their effort and value their support.

If this is a one-time donation (rather than a recurring monthly donation), follow up with a thank you letter and tax receipt within 72 hours of the gift, as well. This both demonstrates that your nonprofit is organized and able to get your donors the documentation they need and is also another chance to say thank you and let them know you appreciate their gift.

2. Send a Welcome Package

After a donor’s first gift, you have a chance to make them feel not just like someone who gave your organization some money, but rather, a valued member of your philanthropic community. Following their first gift, send a welcome package to tell them a little more about your work, what their gift will allow you to do, and how grateful you are that they’re joining your mission.

Your welcome package can be physical or digital. If you mail your welcome package, you can include a signed thank you card, a brochure about your work, a copy of your last annual report, and even some branded swag like an awareness bracelet, pen, or hat. 

If you email your welcome package, consider adding a personal video message. You can also include imagery that captures the emotion of your mission, links to your social media pages where your new donors can continue to follow your work, and some key takeaways about the impact their gift will have.

3. Make Use of Surveys

As you’ve probably noticed, not all donors like to be engaged in the same ways. Some prefer emails, others like texts, and some still like good old-fashioned snail mail. Donors may also have different interests in how they want to continue to support your nonprofit. Some may be interested in your major fundraising events, while others may be more attracted to volunteer opportunities.

Surveys are a great way to show your new donors that you care about how they want to engage with you and that you’re being proactive to learn what works best for them. You can ask them what attracted them to your organization in the first place, whether they have any special interests related to your mission, and what their communication preferences are.

Surveys help you get to know your donors better and meet them where they are.

4. Make Use of Donor Data

Many of us can’t remember the details of every one of our organization’s supporters off the top of our head, so if that resonates with you, you’re in good company! Keeping track of all your interactions with each donor in a customer relationship management (CRM) system can help you better connect with each individual. 

You can collect information in your CRM on how much a donor has given in the past, their birthday, whether they’ve attended any of your events or volunteered their time, if they’re a member of any local associations or businesses that could make good partners for your nonprofit, and more. This donor data will help you create more meaningful communications and deepen your relationships.

5. Regularly Show Impact

Donors want to know that when they give money to your organization, you are using it well. They want to know their gift is really making an impact. You can help engage them in your mission by highlighting this impact on a regular basis.

There are several channels you can consider for sharing your work. You can send an annual report to summarize your impact over the course of the year and monthly newsletters to show what you’re accomplishing each month. Staying active on social media is also a great way to announce your nonprofit’s big updates, highlight testimonials from your beneficiaries, and even give shoutouts to your donors who make things possible.

6. Encourage Recurring Donations

Donors who give monthly, even if it’s a small amount, tend to stay donors for a longer time. To encourage monthly giving, incorporate an option on your donation form that supporters can check to make their gift automatically repeat each month.

If a supporter makes a one-time gift, consider ways to let them know about your recurring donor option. You may also want to give your recurring donor community its own name and branding or message it as being a part of the “family.” 

You can also highlight the benefits of a monthly gift for both your donor and your organization. 

Your donor won’t have to remember to keep returning to your website to give, and they’ll also have the option to donate as much or as little as they want every month. If they can’t afford to make a large one-time gift, you can remind them that just ten dollars a month over the course of a year will add up to a $120 gift. Emphasize the ease of a recurring donation.

You can also let donors know how recurring gifts create a sustainable, reliable funding stream for your mission so that even in uncertain times, you’re able to rely on your recurring donor family to keep making an impact.

Recurring donors should get their own special thank you, and remember to keep showing gratitude and sharing updates throughout the year.

7. Don’t Ask Them to Give Too Often

Have you ever had an organization or an individual only get in touch with you when they want something? If you have, you probably know how icky or irritating the situation can feel. You may have even found yourself pulling away from the dynamic. Relationships are give and take, so when one person is constantly asking for more but not connecting in other ways, it can be a real turnoff. 

Asking for donations too often will discourage people from wanting to give to and support your organization. Most of your communications should be about showing the impact of your donors’gifts. By demonstrating what you’re able to do with their donations, you’re building the case for why they should give again without even needing to ask.

8. Get Them Involved in Other Ways

While monetary donations are critical for nonprofits, they’re not the only way supporters can be involved with your mission. A great way to engage one-time donors is to get them involved with your organization in a variety of ways. You can invite them to attend your events, share volunteer opportunities with them, participate in a peer-to-peer campaign, and ask them to help spread the word about your nonprofit to their friends and family via social media or other channels.

As donors engage with your nonprofit in new ways, their commitment to your work grows. They’re able to interact with your mission and get a hands-on experience that they’ll likely remember more than a donation envelope.

9. Surprise & Delight

When someone you care about gives you flowers or writes you a note on your birthday, it can feel really nice. But, sometimes it’s even nicer to get those flowers or notes completely out of the blue! People enjoy knowing that others are thinking about them and value them, especially when they don’t expect it.

You can show your donors some love by letting them know you’re thinking of them when they don’t expect it. Rather than only saying thank you right after a gift or a volunteer shift, consider sending them a simple handwritten card in the mail on a random day throughout the year. This heartfelt approach will work wonders! 

Engage Your Donors to Keep Them Committed to Your Mission and Giving Each Year

Each new donor to your organization is an opportunity to build a lifelong relationship. Using the tips above, you can engage your donors in a way that keeps them involved with your mission and coming back to donate year after year.

Korrin Bishop is a freelance writer and editor who specializes in the nonprofit world. She studied Nonprofit Administration at the University of Oregon, serves as the pro bono Development Director for Sundress Academy for the Arts, and has been involved with nonprofit work spanning audits, volunteering, communications, fundraising, and more. You can learn about her work at: www.korrinbishop.com.