5 Tips to Boost Your Mobile Donor Engagement Levels

AP_AnnGreen_5-Tips-to-Boost-Your-Mobile-Donor-Engagement-Levels

By John Killoran

Donor engagement success is the backbone of so many of your outreach, fundraising, and general strategies so it’s not surprising that it can make or break your mobile fundraising efforts, too.

Engaging your donors through mobile avenues can be a tricky feat so it needs to be thoughtfully considered and examined. You’ll need to know your donors and your organization through and through in order to boost your donor engagement.

Luckily, we’ve crafted 5 tips to take your mobile donor engagement to the next level! Check them out:

  1. Know your donors’ preferred mobile giving method.
  2. Determine the best times to connect with your supporters.
  3. Recognize mobile donation trends.
  4. Send out a survey on your mobile strategies.
  5. Keep your mobile strategies cause-oriented.

If you’re ready to engage and retain your donors through your mobile fundraising and outreach, then let’s dive in!

AP_AnnGreen_Know-your-donors-preferred-mobile-giving-method

1. Know your donors’ preferred mobile giving method.

The better you know your donors, the better you can cater your outreach and fundraising strategies to them and see more instant success.

You can look at your data from previous mobile giving campaigns to know which mobile giving methods your donors like the best.

If you’ve stored this donor data in your donor management or CRM solution, it’ll be easy to find and use, making this an effortless step.

For example, if two of your donors loved donating through your text-to-give solution, you’ll know to send them a text and pique their interest in donating that way again.

On the other hand, if you have a donor who only likes giving through your online donation page, you’ll know to include that donor in your upcoming email campaign that links back to your donation form.

The bottom line: Knowing your donors’ preferences shows them that you value their support and their comfort levels. Be sure to connect supporters with their favorite mobile giving methods.

Bonus! Check out @Pay’s Text-to-Give Guide to learn everything you and your supporters need to know about text giving.

AP_AnnGreen_Determine-the-best-times-to-connect-with-your-supporters

2. Determine the best times to connect with your supporters.

You’ll also want to turn to your data to determine the best times to interact with your supporters through mobile methods.

You’ll notice most people check social media around noon every day during their lunch break and 6pm on weekdays when they get home from work. That being said, content posted at 12 PM is more likely to have a high amount of views than something posted at 10 AM would.

You’ll want to think about best times for checking social media and peak times for sending emails.

Your organization can also take a look at when your nonprofit website sees the most traffic. This will come in handy so you can coordinate when you send out emails that include a link to your online donation form.

If most people are viewing your site at 7 PM on weeknights, you might schedule your emails to deliver around the same time to encourage even more traffic to your website at the most convenient time for your donors.

The bottom line: You’ll want to interact with your constituents at the best times for them in order to strengthen donor relationships and encourage more donations.

AP_AnnGreen_Recognize-mobile-donation-trends

3. Recognize mobile donation trends.

Now that you know the best times for your organization to reach out to your supporters, you’ll want to figure out some other imperative details like the following:

  • How often they donate to your organization
  • The average amount they give
  • When they have previously donated
  • Which device they like to give from

You might even be able to estimate details about your donors from trends formed by their giving habits.

For example, if your donor gives $20 through text-to-give once a month, you may assume they’re a millennial because millennials are more likely to use text-giving than their parents are.

You won’t want to judge completely based off of their giving trends, however, so don’t forget to do your research on different donors.

You can also add other information fields to learn more about your donors, catering each field to what’s important to your specific nonprofit. For example, you can easily know donors’ ages by adding an optional birthdate information field on your online donation form, but you can also add more personal details like dietary preferences to help plan stewardship events.

With this information on your side, you may even be able to predict when your supporters will donate again because past giving is a great indicator of future giving. Take into consideration donations your supporters have made to other nonprofits, as well, to help find the pattern in their giving history.

The bottom line: Researching your constituents’ mobile donation trends can help you cater your fundraising asks and overall engagement to their liking. Remember that timing is everything and you’ll need to be strategic about when you reach out to donors so you don’t overwhelm them.

AP_AnnGreen_Send-out-a-survey-on-your-mobile-strategies

4. Send out a survey for your mobile strategies.

Take into consideration that your donors are crucial elements to your nonprofit’s fundraising, which directly supports your nonprofit’s projects to further your mission.

Your donors are the backbone of your financial support so they’re incredibly important and should be treated as such! Ask your guests for feedback by offering surveys regarding your mobile strategies.

Make sure this survey is short and sweet so it doesn’t take up too much of their time. With the data from these surveys, your organization can see where your mobile outreach and fundraising event methods fell short and where they excelled.

Learning your supporters’ opinions and preferences will help you reshape your mobile strategies to cater to them. This way, you’re optimizing your mobile methods for the most success, whether that be for online fundraising or for strengthening your donor relationships.

Plus, asking your donors for their thoughts on your mobile strategies will prove that you value their opinions and look forward to incorporating their feedback, which is an act of donor stewardship in itself.

You can easily add links to your survey throughout your mobile strategies. For example, within emails, you can include a hyperlink that will redirect donors to your survey. You can do the same for text giving. It’s also important to include your survey on your website so it’s always accessible for donors who want to submit feedback.

The bottom line: Sending out a survey to give your donors a voice and input into your organization proves that you value their opinions and gives you easy ways to reshape your strategies to their liking.

AP_AnnGreen_Keep-your-mobile-strategies-cause-oriented

5. Keep your mobile strategies cause-oriented.

While it’s easy to get swept up in your multi-channeled fundraising or outreach hustle, it’s important to remember that it’s all about your cause.

Keep in mind that donors were originally drawn to your nonprofit organization because they support your cause, which is what you’re ultimately trying to further!

There are a few easy ways to keep your mobile strategies cause-oriented:

  • Focus on your mission statement. Supporters can easily identify your organization’s morals and values through your mission statement and it’s most likely one of the details that will be commonly known throughout your donor base.
  • Always tell donors where their donations are going. No matter what your project is, your organization should sit down and determine where raised funds will really be going. If you’re building a shelter, for example, a $25 donation might go toward nails and hammers whereas a $500 donation would go toward internal plumbing fixtures like a sink.
  • Give your supporters updates. Your supporters are investing in your projects and cause so they’ll want to know how everything is progressing. You can easily send them updates through email or even through text! When communicating through text, you’ll want to make sure to do so sparingly so you don’t overwhelm your donors. You might try sending them a text to sign up for your emails and then simply update them through that channel.

Keeping it cause-oriented reassures your donors that your organization’s heart is in the right place, strengthening your relationship, and perhaps even encouraging larger donations!

The bottom line: Your mobile strategies should always be cause-oriented. Remember to emphasize how much your supporters can help to further your cause and where their money will be put to good use!

Now that you have our top 5 tips to take your mobile donor engagement to the next level, there’s nothing holding you back from forming strong, reliable relationships with your supporters. All that’s left to do is revamp your mobile strategies and get to stewarding!

John Killoran is CEO of @Pay, an exciting new fundraising technology that makes it easy for people to donate in two clicks from text, email, web, and social media sites. John pioneered SMTP payments and has been a major innovator in the mobile payments space for the past 5 years. When he is not running a company, he is cooking food for his family and telling his dogs to stop barking. John Killoran

Advertisements

Monthly Giving Mistakes

16185149128_a4db78e711_m

Monthly giving is a great way to raise additional revenue and boost your retention rate. If you don’t have a monthly giving program, start one now. How to Create a Monthly Giving Program for Your Nonprofit

Many organizations do have a monthly or recurring giving option, which is great. What’s not great are some of the mistakes I see nonprofits making with their monthly giving.

Here are few of those monthly giving mistakes and how you can avoid them.

Sending generic appeals to monthly donors

I’m a firm believer that once someone becomes a monthly donor, they get their own appeal. You should be segmenting your appeals anyway (by current donors, potential donors, etc) and that rarely happens.

Recognizing that you know your donors can help you raise more money. Some organizations have special names for their monthly donors. All donors are special, but monthly donors are extra special because they made a commitment to support you long-term.

Therefore, you’re not showing the love when they get a one-size-fits-all appeal that doesn’t recognize they’re monthly donors.

I mentioned before that monthly giving allows you to raise extra money. Another way to raise additional revenue is to ask for a larger gift. Most organizations don’t do this and that’s one of the perils of generic appeals.

Here’s a way to craft an appeal to ask monthly donors to upgrade their gifts.

Thank you so much for your donation of $5.00 a month. We really appreciate your support. You can help us out even more by increasing your gift to $7.00 or even $10.00 a month.

Be reasonable. One organization did ask me to increase from $5.00 to $7.00 a month. Another asked me to become a Sustainer at $25.00 a month, which is a bit of a jump.

Not paying attention and letting monthly gifts expire

A little over a year ago, I started making monthly donations. Some organizations let you choose how many months you want to donate, although most don’t have that option. When given an option to choose, I picked 12 months. I didn’t keep track of which organizations had “expiration dates.” Neither did these organizations.

It wasn’t until I went through my credit card statements at the beginning of January, that I discovered three of my monthly donations had stopped charging. I did renew these donations and now I’m keeping track of which donations will expire in a year.

But how much of this is my responsibility? Donors are busy, especially at the end of the year. Help them out a little. These organizations missed two months of donations because they weren’t paying attention. I wonder how many other monthly donations they missed as well.

You can avoid this by keeping track of when monthly donations are set to expire. A month ahead of time, send donors a friendly reminder letting them know it’s time to renew their monthly donation. You can use the example above to thank donors and ask for an upgrade as well.

Monthly donors are not the same as single gift donors. I did receive generic appeals from some of these organizations but ignored them because I figured my monthly gift would continue.

Your thank you acknowledgments are boring  

Given that some organizations don’t bother to thank their donors at all, I should be happy that I get thank you acknowledgments each month for my monthly gifts. But many of these organizations send exactly the same thank you letter (most by email, a few by mail) every time. Sometimes it’s sporadic – thank yous one month, nothing another.

Here’s the text of one thank you I get every month.

Thank you very much for your ongoing support and your sustainer donation of $5.00 to X

Your next donation is scheduled for 1/31/18.

If you need to change your credit card or billing information, please visit the Gift Service Center or contact our Member Services team at …….

Your ongoing commitment will make a real difference, and we are deeply grateful for your support. It’s good to know you’re with us.

At the bottom, there’s a Donation Transaction Summary. Oh, that dreaded word transaction.

Kind of boring, isn’t it? Monthly giving expert, Erica Waasdorp recommends sending one thank you letter for the tax year and not sending monthly thank you letters. Is Your Monthly Donor Tax-Letter Ready? This way you can send one super-fabulous thank you letter instead of 12 boring ones.

However, it is possible to create 12 interesting updates. If you want to send a thank you each month, then give a specific example of how a donor’s gift is helping you make a difference. Or take Erica’s advice and nix the monthly thank you. Instead you could create a newsletter or send updates specifically for monthly donors.

Either way, be sure to stay in touch with your monthly donors at least once a month. They’ve made a commitment to support you once a month. You can do the same for them by pouring on the gratitude and showing these donors how they’re helping you make a difference.

A monthly/recurring giving program can be a great opportunity for your organization. Don’t blow it by making these mistakes.

I Expected More

9436653177_fd00cc9d2c_m

I didn’t feel a lot of donor love after I made my year-end gifts at the end of November. I thought maybe it’s coming later. Okay, now it’s later – the middle of January. Let’s see how things are going.

How long do I have to wait for a thank you letter?

The Whiny Donor (@thewhinydonor) always shares spot on fundraising tweets, and one of her best is “Seriously. How long are you going to make me wait for that thank you letter?” I’ve been thinking the same thing over the last several weeks.

It’s recommended that organizations thank their donors within 48 hours. I made all my donations online, so technically most of these organizations did that, even though their automatically generated thank you emails weren’t laced with donor love. This is an easy fix. There’s no reason why you can’t create a warm and personal thank you email.

But you’re not off the hook. Even if someone donates online, she should get a thank you by mail or phone.

Only three organizations sent me thank you letters, and two of them came in mid-January. One was from a new organization, that due to recent events, I felt compelled to give to last year. I had been disappointed that the only thing I received from them were PayPal receipts for my monthly donation. Therefore, I was quite pleased that they welcomed me as a monthly donor and let me know that “none of our work would be possible without caring donors like you.”

The phrase better late than never applies here, but don’t wait too long. If you haven’t sent a thank you by mail do that now!  And in the future, be ready to send thank you letters/handwritten notes or make phone calls right after you receive a donation.

Naughty and nice

Thank you letters are just the beginning. You need to stay in touch throughout the year. Some organizations sent me holiday and New Year’s greetings by email. One of the holiday emails included the subject line “Celebrating Ann this season.” Several included year-end updates, one with the subject line“Here’s how we put your gift to work.” These organizations are on the nice list.

I also received a couple of holiday cards in the mail. Unfortunately, these organizations are going straight to the naughty list since they included donation envelopes with their cards. A couple of holiday emails included a donate button at the bottom of the message, but that wasn’t as obvious.

I get that you’re trying to raise money, but there are times when you should just show gratitude. Also, I had recently donated to one of the organizations that sent me a “thask”

But I just donated

Speaking of raising money, most of the communication I received from nonprofits in December were fundraising requests. I was barraged with generic fundraising appeals, even though I already gave in November or give a recurring monthly donation.

Sometimes it seems these organizations don’t know me as a donor. Do you expect me to give another gift in December even though I just gave a month earlier? If so, acknowledge my previous donation and let me know why I should give again. If I give monthly, why am I getting a request for a one-time gift? If there’s a specific need, let me know.

Again, I get that you’re trying to capitalize on year-end giving. But try not to send appeals to people who have just donated. If you can’t do that, then include a thanks to people who’ve already donated. One organization ended their appeal with “P.S. — If you’ve already made your gift, THANK YOU. We’ve had an outpouring of support and are busy processing donations.”

Monthly donors should get separate appeals recognizing that they’re monthly donors. Only a couple of organizations acknowledged me as a monthly donor.

Fundraising is more than just raising money. It’s also about building relationships. This means framing your appeal to sound less like you’re begging for money and more like you recognize your donors for who they are.

Focus on what’s important to your donors

I mentioned before the importance of staying in touch with your donors throughout the year. I do hear from some organizations through their newsletters, updates, and advocacy alerts. All the organizations I support should be staying in touch and that’s not happening. I tend to hear from the same handful of organizations.

Just sending a newsletter or an update is not enough. You need to focus on how your donors are helping you make a difference and not on your organization. I like PetPartners and what they do, and they generally create a good newsletter. But in a recent e-newsletter, they fell into the look at how great we are trap by including this organization-centered subject line – “Pet Partners Chosen As 2017 Best Animal Therapy Nonprofit!”

Looking at other articles in the newsletter, I would have used “Meet Swoosh, a cancer therapy dog” as the email subject line to help draw me in. To their credit, three out of the four articles were about therapy dogs. I’m much more interested in hearing stories about how therapy animals are helping people. That’s what drew me to the organization in the first place.

When choosing articles for your newsletter or sharing an update, think about why someone donates to your organization. It’s usually because they care about your cause and not because you’re number one in something.

Don’t leave your donors with the feeling they should be expecting more. Let your donors know how much you appreciate them and share information that shows them how they’re helping you make a difference.

 

 

Increasing Donations: The Essential Ingredients of Effective Nonprofit Web Design

2474481532_2493a0b1c3_m

By Dishan Jay

Good web design is a bit like clean air. You never really think of it, until the garbage truck passes you by and you realize how indispensable it is. It’s often dismissed until lack of it becomes a hazard. The same thing happens with nonprofits and design. It gets overlooked, downright ignored in favor of something basic just to “get things out there,” because often“there simply isn’t a budget for fancy stuff.”

But that’s the biggest – and to be fair – the easiest mistake to make, thinking that an effective design is also fancy. Good design has a purpose without it being obvious. Great design drives people’s attention to the right details, steers the visitor’s eyes to the donate button, or gives the visitor a subconscious impulse help out.

The truth is, as human beings, we want to identify with something, or we want to be distracted by the things we access online, and if that doesn’t happen within the first few seconds, we’re going to go somewhere else to get that.

And we do. Social media, AI, augmented reality, and virtual reality are all becoming parts of a larger new design trend with some more common, yet very effective and useful concepts and design patterns, a few of which you could call proven recipes for success in getting more user engagement and thus more donations.

There are a number of straight-forward concepts you can use on your nonprofit’s site, so you’ll increase donation chances every time a website visitor lands on it.

Tell your story right from the start: on your Homepage

While there are other nonprofits with a similar mission as yours, your story can differentiate you from the crowd. You are the only one who can share your story, so why not draw web visitors’ attention to the “story” part of your website?

Alex’s Lemonade Stand’s homepage does not go unnoticed. They convey the right message while using lively colors to grab a visitor’s attention.

They also support their story with images and testimonials, which demonstrate their hard work, so that visitors won’t feel they are being taught about how great their cause is. After all, stories appeal much more to the emotional side of human nature.

Alex's Lemonade Stand

Additionally, a nonprofit might feature bright colors to grab a visitor’s attention, just like The GETTS Foundation does, portraying their story in an easy to follow way.

Getts Foundation

 

Takeaways: Choose beautiful color palettes that grab attention and convey your story using facts combined with an emotional connection.

Your donation form – keep it simple

Due to their hidden donation forms, usually tucked under menus or other pages, many nonprofits reduce the number of donations they could receive, making it a difficult and time-consuming activity for users who are generally on the hunt for specific information.

Furthermore, they complicate their donation forms by adding too many fields, and donors really hate completing long forms.

So, grab their attention right from the start and make sure to limit your donation form to only a few important fields. Charity water’s donation form is a perfect “How to”example.

With a minimalist design, its strong imagery and message supports their reason for giving.

 

Charity Water

Furthermore, it is limited to a small number of fields, which appeals to donors who want to donate right away rather than being forced to complete multiple required fields, which would only increase the chances of someone abandoning the process and never end up donating.

So, don’t distract donors by overfilling your form with useless information and keep both your donation form and page simple and straightforward.

Also, don’t forget to make it even simpler for mobile devices. Reduce the donor’s need to zoom by optimizing it with easy-to-click buttons and a vertical layout.

Another great way to improve your donation form is to use giving levels. Take Livestrong’s donation form for example. Your goal is to get people to give larger amounts of money than they’d donate if they wouldn’t receive suggested giving amounts.

If you start your giving levels from $20, $30 and so forth, the donor might round up and give $20 instead of $15. You can also include a box for “other” if people decide to donate a different amount.

Livestrong

Takeaways: Simplify. Make the action of donating easy: for the best user experience possible, stick to one image situated at the top of the form or in the background, add a few sentences of reasons to donate, and keep your donation form concise.

Add social proof and gain more donors

By placing a social proof, you can persuade a prospective donor to join others who have already supported your cause. Alex’s Lemonade Stand is definitely attracting new donors with this tactic. It’s simple, people care about what others recommend.

ALSF

Takeaways: You can increase the visibility of your nonprofit and its credibility by tapping into social proof to also gain new donors.

Stop neglecting your website’s footer   

Your ultimate goal is not only to gain trust, but also continuing support from your visitors, so you have to pay attention to your website’s footer as well.

The footer is your last opportunity to get users to where you need them to go, while also giving them important information. The Case Foundation connects with their visitors by letting them receive ongoing information on several topics if they subscribe.

Case Foundation

Takeaways: Stick to relatively minimal information in your footer to convert into subscriptions.

What actions would you like your visitors to take? Be it donating, signing up for your newsletter, or Social Media appreciations, your nonprofit website should be designed around these specific actions. So, be sure you make those “calls to action” obvious. Also, don’t forget to tell your story simply and clearly. Hopefully, these tips will help you maximize the value you can get from each person who visits your website.

Dishan Jay is the founder of DG Studio, a Los Angeles based digital agency that develops websites and apps, and executes marketing strategies plus storytelling and design techniques around them. Dishan Jay

How to Do Better in 2018

27638260149_81bb7264b4_m

Happy New Year! I hope you had a good holiday. I just returned from my family’s annual trip to Florida. It’s quite a contrast from the frigid, wintery weather we’re having in Boston.

I also hope 2017 was a good year for your organization, and 2018 will be even better. If things didn’t go so well last year, here are a few ways to help you do better.

Evaluate and plan

Take a look back at 2017 to see what worked and what didn’t in your fundraising and communications. Incorporate what you’ve learned into your 2018 plans.

If you haven’t made fundraising and communications plans yet, do that now! Don’t go too far into the New Year without plans in place. Be sure to include donor engagement and donor retention in your fundraising plan (see the first link below for more information). Also, make sure you evaluate your progress at least once a quarter.

Nonprofit Fundraising Plan: 6 Must-Do Steps For Success

COMMUNICATION PLAN TEMPLATE

How to Integrate Your Nonprofit Fundraising Plan With Your Marketing Plan

5 FUNDRAISING SUCCESS METRICS TO START TRACKING

Figure out your retention rate

As you’re doing your year-end evaluation, figure out your donor retention rate.

A Guide to Donor Retention

If it’s low, it’s something you can fix, usually with better communication. It’s easier and less expensive to keep your current donors than to find new ones, so make retention a priority.

Why you should care about donor retention

One Thing Most Nonprofits Stink at (Donor Retention) and How You Can Change It

Get in touch with your lapsed donors

If you fell short of your year-end fundraising goal, one way to raise extra revenue is to get in touch with donors who have given in the last two years, but not this past year. Call them or send a personalized note. Let them know you miss them and want them back.

They may not have given to your year-end campaign for a variety of reasons including being too busy or not wanting to spend too much in December. The New Year could be the perfect time to reach out.

We Want You Back! A Simple Strategy for Reactivating Lapsed Donors

Start or enhance your monthly giving program

Monthly or recurring giving is also an excellent way to raise more money and boost your retention rate as well. If you don’t have a monthly giving program, start one this year. If you have one, but people aren’t taking advantage of it, work on promoting it more. Invite current donors to become monthly donors and make it a prominent option on your donation page and pledge form.

Making the Most of Monthly Giving

Do a better job of thanking your donors

I hope you thanked your donors after your year-end appeal and I hope you didn’t send one of those boring, generic letters. If you never sent a thank you letter, do that now!

Either way, the New Year is a great time to thank your donors. You want to show gratitude at least once a month. Wish your donors a Happy New Year, thank them again, and share a success story. You can do this by email or social media.

I haven’t been impressed with the thank yous I received after I made my year-end donations. You can stand out if you make a resolution to do a better job of thanking your donors this year.

Thank You 101

Stay in touch throughout the year

Your donors want to hear how they’re helping you make a difference. Don’t let them down.

It will be a whole lot easier to stay in touch with your donors if you use a communications (aka editorial) calendar. When you do communicate, remember to be donor-centered and focus on building relationships.

Stay in Touch Throughout the Year by Using a Communications Calendar

Here’s wishing you a successful 2018!

Don’t Brag So Much

113532111_8479d80294_m

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

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

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

Be donor-centered

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

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

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

Tell a story

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

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

Why is what you do important

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

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

Show don’t tell

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

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

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

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

Your anti-bragging checklist

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

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

Read on for more about the perils of bragging.

Bragging is not fundraising

Bragging Versus Mission

Are You Thankful for Your Donors?

Thanksgiving is coming up and it’s a time of year in the U.S. when we show gratitude to the special people in our lives. Do you extend this same gratitude to your donors? Sometimes it doesn’t seem that way.

Nonprofit organizations tend to treat thanking their donors as an afterthought.But you need to spend just as much time thanking your donors as you do on fundraising.

Here are some ways you can show that you are thankful for your donors.

Wish your donors a Happy Thanksgiving

Send your donors a special Thanksgiving message. If you can send a card or postcard, that’s great, but an email message is also fine.

Let your donors know how grateful you are to have them as part of your family. Share a success story and photo or video. Your donors will appreciate a heartfelt message, especially when they’re being deluged with year-end appeals.

Of course, you can also send cards or email messages during the holidays, Valentine’s Day, or any time of the year. DO NOT include a donation envelope or any other type of ask with your thank you message. This will deflate your donor’s good feelings in an instant.

Be ready to thank your donors right away

If you’re doing a year-end appeal (or any other fundraising campaign), you need to thank your donors right away, within 48 hours if you can.

Every single donor, no matter how much they’ve given or whether they donated online, gets a thank you card/letter mailed to them or receives a phone call.

Make this a priority. You need to start planning how you will thank your donors at the same time you plan your fundraising appeal. Don’t do this alone. Get your board, other staff, and volunteers together to make phone calls, write thank you notes, or include a handwritten note on a thank you letter.

Give your donors an unforgettable thank you experience

When was the last time you received a thank you letter that knocked your socks off? Maybe a couple of times. Maybe never.

Nonprofits often relegate thanking donors to a last-minute process. If you donate online, you get taken to a boring, generic thank you landing page and receive an equally boring thank you email. If you’re lucky, you’ll get a letter, but it’s usually impersonal and filled with mind-numbing jargon that doesn’t make you feel good about your donation.

Start off by sounding like a human and not a robot. Don’t open with On behalf of X organization we thank you for your donation of…. Open with You’re amazing! or Thanks to you, David won’t go to bed hungry tonight.

The second example above gets to the heart of a good thank you.Your donors need to feel valued and know how they’re helping you make difference. This isn’t the time to explain what your organization does or brag about how great you are. The donor is the one who’s great.

Make your thank yous personal. Write as if you’re having a conversation with a friend and leave out any jargon or other information your donors won’t understand.

Create an experience for your donors –  an experience that will last as long as your donors support your organization.

5 Thank You Letters Donors Will Love Gratitude and Results Keep Donors Coming Back

How to Craft a Killer Thank You Letter

Don’t make this one and done

The thank you letter you send after your appeal is just the beginning. You must thank your donors all year round. You can make this easier by creating a thank you plan, which you can incorporate into your communications calendar.

Find ways to say thank you at least once a month. Here are some ideas.

  • Create a thank you video and share it on your website, by email, and on social media.
  • Send welcome packets to new donors.
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude.
  • Always thank your donors in your newsletter and social media updates. Emphasize that you wouldn’t be able to do the work you do without their support.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
  • Thank your donors just because they’re great.
  • Keep thinking of other ways to thank your donors.

This Thanksgiving and throughout the year, be thankful for your donors. Treat them well so you can ensure a long-term relationship.