Once is Not Enough

Ann Green Communications, fundraising, planning
I imagine many of you have sent out your year-end appeal within the last few weeks. Are the donations pouring in? Maybe not, but don’t worry yet.


Even though the end of the year is when most nonprofits see the highest level of giving, it’s also a busy time for your donors.

Once is not enough and you need to follow up with friendly reminders. In most cases, you will use a multi-channel approach. This is contingent on the type of contact information you have and what channels your donors use. You may not have email addresses or phone numbers for all your donors.

It’s also important to make your follow-up messages positive. Don’t make your donors feel bad about not contributing yet.


Here are some ways to follow up with your donors.

By email
Email is often the easiest way to get your message across to a large number of people. You probably have email addresses for most of your supporters.


Send friendly reminders once a week. At the end of December, send messages a couple of times between December 27 and 31.

If possible, only send email reminders to people who haven’t donated. If you can’t do that, be sure to thank the people who have already donated. Continue to share success stories. You can also give updates on your progress, if you have a goal and a deadline.


Your email reminder should include a link to your user-friendly donation page.

By social media

Post similar reminders on social media. Provide updates and thank your donors. You can post reminders several times a week, but if you don’t have that many followers, you’ll want to spend your time elsewhere.

Again, include a link to your website to make donating easy.

By phone
Sometimes a quick phone reminder is all it takes to spark a donation. It’s up to you if you want to call everyone who hasn’t donated. Your best bet is to call people who have donated in the past, especially if they have given at a higher level.

This is also a good opportunity to thank your donors. Leaving a message is fine, but be sure to include a call back number and the link to your website.


By mail
In this case, you may want to target a few select groups. If a mailing address is the only contact information you have for a donor, then you’ll want to send a follow-up letter. You can also send letters to higher dollar donors. Be sure to include a pledge form and return envelope. Always make things easy for your donors.

#GivingTuesday
#GivingTuesday is December 3 and this is a great opportunity to remind your donors.  Find ways you can incorporate #GivingTuesday into your follow up plan.
Get ready for #GivingTuesday: resources for nonprofits

A Playbook To Kickstart Your Nonprofit’s #GivingTuesday Campaign

Is your nonprofit ready for #GivingTuesday?
It may seem like you are communicating a lot with your donors, and of course you need to be mindful of contacting them too much, but sending follow-up reminders makes a difference.

Photo by Phil Scoville via Flickr

Create a Thank You Plan

Ann Green Communications, donor relations, fundraising, planning, writing
This post is included in the November Nonprofit Blog Carnival | Giving Thanks and Gratitude

You probably have a fundraising plan (if not you should) and maybe a donor relations plan, but do you have a thank you plan?

Nonprofit organizations spend a lot of time on their fundraising campaigns, but treat thanking their donors as an afterthought.

You need to spend just as much time thanking your donors as you do on fundraising.

Creating a thank you plan will help you stay focused on gratitude all year round. Donor retention rates keep plunging and some of the reasons are donors don’t feel appreciated and that they only hear from nonprofits when they are asking for money.

Here are some things to consider as you put together your thank you plan.

Plan to thank your donors right away
Every single donor, no matter how much they have given or whether they donated online, gets a thank you card/ letter mailed to them or receives a phone call.

Try to thank your donors within 48 hours. This shouldn’t be hard to do. Carve out some time each day you get a donation and thank your donors.

Plan to go beyond sending a boring thank you letter

Instead of sending a generic thank you letter, mail a handwritten card or call your donors. Calling your donors to thank them is something your board can do. It’s often a welcome surprise and can raise retention rates among first-time donors.

Here’s where planning comes in. Find board members, staff, and volunteers to make phone calls or write thank you notes. Come up with sample scripts. You may also want to conduct a short training.

If you can’t send handwritten cards or call all your donors, send them a personal and heartfelt letter. Don’t start your letter with “On behalf of X organization we thank you for your donation of….” Open the letter with “You are amazing” or use one of the suggestions from this post. 22 Delightful Ways to Say Thank You!

Add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before or attended one of your recent events, mention that. In addition, make sure all the letters are hand signed.

Let your donors know how much you appreciate them and highlight what your organization is doing with their donation.

Here is more information on how you can do a better job of thanking your donors and some sample phone scripts and letters.

Let’s Do a Better Job of Thanking Donors

Fundraisers, Fix Your Thank You Letters!!


Plan to keep thanking your donors all year round
As you put together your communications calendar, incorporate ways to thank your donors. Try say thank you at least once a month. Here are some ways to do that.

  • Send cards or email messages at Thanksgiving, during the holidays, Valentine’s Day, or mix it up a little and send a note of gratitude in June or September when your donors won’t be expecting it.
  • 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. Share accomplishments such as:

Thanks to you, we just started an afterschool program at the Northdale Middle School. Now these students have a safe place to meet and learn new skills.

  • Be sure to keep thanking your donors in your newsletter and social media updates. Emphasize that you wouldn’t be able to do the work you do without your donors’ support.
  • Create a thank you video and share it on your website, by email, and on social media. Our Favorite Nonprofit Thank You Videos 
  • Hold an open house at your organization or offer tours so your donors can see the inner workings of your nonprofit. 

Show Appreciation by Holding an Open House

The Power of Place – Making the Most of Tours For Donors

  • Keep thinking of other ways to thank your donors.
Creating a thank you plan will make it easier to keep showing appreciation to your donors all year round. If you treat them well, maybe they’ll treat you well the next time you send a fundraising appeal.

How to Make Your Website Donor-Friendly

Ann Green Communications, fundraising, website
Many of you are busy with your fall fundraising appeal. Even if you mail your appeal letter, a lot of people will donate online. If you are sending out reminders by email and social media, you are also including a link to the donation page on your website. 

From now until the end of December is the busiest time of year for fundraising. All of a sudden people will be flocking to your website.

Are you ready for all these visitors? Here are some ways to ensure that your website is donor-friendly.

Your donation page
Take a few minutes to check your donation page. Is it easy to use and navigate? Does it have an engaging message and photo? Is that message consistent with the one in your appeal letter?


Read on for more information on How to Create a Welcoming Donation Page 

Your home page
Let’s say you have a donor who wants to contribute, but doesn’t have immediate access to the link to your donation page. That person will Google your organization and be taken to your home page.

This means your home page needs a prominent Donate Now button, along with a friendly message letting people know your fall appeal is underway.

More information please
Having a donor-friendly website applies to all your web pages. What if someone wants to know more about a program you mention in your appeal letter? Does your site have that information? Is it easy to read and understand?

Maybe you have a prospective donor who wants to find out more about your organization’s work before she gives. Do you have some compelling stories and accomplishments to share?

Perhaps someone else wants to volunteer. Do you have up-to-date and clear information on how he can get involved?

You never know what will happen once someone enters your website. You need to be prepared for people to visit multiple pages, which, of course, you’d like them to do.

Are all your web pages up-to-date and audience-friendly? Use this website checklist to find out. A Website Checklist 

Be mobile friendly, too
More and more people are using their mobile phones and tablets to access the internet. Make sure your website is mobile friendly, too. Responsive design may be your best bet.

Mobile Friendly Websites for Nonprofits – Case Study


Keeping your website donor-friendly is relevant all year round, not just during a fundraising drive.

The internet is still a popular place to find information, and more people are donating online now. Don’t miss out by not having a donor-friendly website.

The Year is Almost Over. Are You on Target With Your Goals?

Ann Green donor relations, fundraising, planning
The year is winding to a close. You may be busy with your fall fundraising appeal right now, but you should take some time to see if you are on target with your 2013 goals.


This is important for two reasons. One, you want to see if you are coming up short this year, and two, you can use some of this information as you plan for next year. 

Here are a couple of things you should measure.

Fundraising
Are you on target with your fundraising goals? If not, how far off are you? We are entering the “giving season”, but If you are way off, there’s not much time to fix it.

This is a good time to assess what worked and what didn’t. If your spring gala was a huge success, keep doing it. If you didn’t raise enough money and everyone on your staff wanted to go on vacation after it was over, then you need to decide whether it’s worth doing next year.

In addition, be sure to keep track of the results from your year-end appeal, so you can apply what worked to future fundraising campaigns.

Donor communications
Nonprofit organizations often don’t do a good job of communicating with their donors. Are you thanking your donors and keeping them engaged on a regular basis? 


One way to track engagement is to measure the response rates of your email messages and website pages. Another way is to get feedback by sending out a short survey or starting a conversation on social media.

It’s important that you stay connected with your donors at this time of the year. Not only with your year-end fundraising, but also with updates and thank you messages.

If your messages aren’t resonating with your supporters, figure out why. Maybe you need better email subject lines or more compelling content. Are your messages filled with gratitude and success stories about how your donors are helping you make a difference, or are you sending out something long, boring, and focused on your organization?

Looking at your number of email subscribers and social media followers is just one part of the equation. Make sure you are keeping them engaged with good content.

Another reason your response rate might be low is you are sending messages to people who aren’t strong supporters or you are trying to connect on channels they don’t use.


More on year-end measurement
The folks at Veritus Group ask Are You Ready For Q4? Most of their suggestions are focused on major donors, but we should all “start every day with donor-centered purpose.”

Here is a great tool to help you with your measurement. Library of Sample Dashboard Indicators There may be other areas you want to measure now, as well.

Make sure you are still on target for this year and start planning for next year. I’ll write more about that in a few weeks.


Photo by Frank Lindecke via Flickr

How to Create an Annual Report That Won’t Bore Your Donors

Ann Green Communications, donor relations, fundraising, writing
What do you think of when you hear annual report? Are you picturing a long, boring document filled with wordy text and statistics? It doesn’t have to be like that.


You want to create an annual report that will engage your supporters and not bore them. But, before we get into how you can do that, here are few things to consider.

Does it make sense to produce an annual report? 
It might not. Nonprofit organizations aren’t required to produce an annual report, but they can be beneficial, if done well. Read on for more information to help you figure out if it makes sense for you to produce an annual report. Do Annual Reports Still Make Sense?

If you decide not to do an annual report, find another way to share accomplishments with your donors.

All your donors are not the same
You may want to consider different types of annual reports for different donor groups. Marketing expert Kivi Leroux Miller recommends an oversized postcard with photos and infographics. I think that’s great for most of your donors.

Your grant and corporate funders might want more detail, but not 20 pages. Aim for no more than four pages. Your funders are busy and don’t have a lot of time to read your annual report.

This Annual Reports Wiki includes some great examples including postcards and videos.

No matter what type of annual report you produce, here are some suggestions for creating one that won’t bore your donors.

Be donor centered. 
The purpose of an annual report is to show your donors how they are helping you make a difference for the people you serve.


Think about what your donors want (not what your board wants or what you have always done). They don’t want you to go on and on about how great your organization is. Share accomplishments like this –Thanks to you, 85% of the students in our tutoring program are reading at their grade level or above.

Make it visual
Find some engaging photos to include in your annual report. Photos can tell a story in an instant. Choose photos of people participating in an activity, such as a tutor helping her student with her reading.


Use colorful charts or graphs to highlight your financials. This is a great way to keep it simple and easy to understand.

Sprinkle in quotes and short testimonials to help break up any text. 


Tell a story
You can tell a story with words, a photo, or video. Share a success story about a person you have helped. For example, Cara used to struggle with her reading, but now reads at her grade level after weekly tutoring sessions with Amy, one of our volunteer tutors.

Be conversational
Write in the second person and use a warm, friendly tone. Ditch the jargon and passive voice.

Use everyday language such as – With your help we found affordable housing for over 100 homeless families. Now they no longer have to live in a shelter, motel, or their cars, and have a place to call home.


Break from tradition
Traditionally annual reports have included an introduction from the executive director or board chair. I find these often drone on and don’t entice you to read more. If you do include an introduction, make it brief, friendly, jargon-free, and filled with gratitude towards your donors for their support in helping you reach your goals.

Annual reports usually contain a donor list, which have pros and cons. Some donors want public recognition, but these lists take up space and most people aren’t going to read them.

You’ll have to decide if it makes sense to include one in print. You may want to include a list of donors at a certain level in your annual report and all your donors on your website. Whatever you decide, be sure to thank all your donors in this section and double and triple check that their names are spelled correctly.

Annual reports can be time consuming. Don’t let your hard work go to waste. Create an annual report that will capture your donors’ attention right away and not bore them.

Photo by Dion Gillard via Flickr

Why You Need to Plan a Multi-Channel Fundraising Campaign

Ann Green Communications, fundraising, planning
Fundraising season is here and you are probably busy getting ready for your annual appeal.


Today we have many ways to reach out to our donors – by mail, email, social media, phone calls. But your fundraising campaign will be more effective if you use a combination of these.

Some donors may respond to your direct mail piece, but donate online. Others will see your email message, but prefer to send a check. Some donors will respond to the first appeal, while others need a few reminders. This is why you need a multi-channel plan.

BEFORE YOU START

Clean up your lists
If you haven’t already done so, make sure you Clean Up and Organize Your Mailing Lists

Prepare your website
You must have a donation page that’s engaging and easy to use. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or having to hunt around on your website for the donation page.

Right before your annual appeal goes out, include a blurb on your homepage that your appeal is underway. Make sure your donate button is in a prominent place.

Here is more information on How You Can Create A Welcoming Donation Page

Consistency is key

Your messages need to be consistent across all channels. Use the same story and call to action in direct mail, email, and on your website.
Everything you send out needs to look like it’s coming from the same organization.

Which channels do your donors use?
Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed.


October 23
Give your supporters a heads up by email and social media. Let them know that your annual appeal is underway and they should receive a letter from you soon. Encourage them to donate online right now. This means your donation page needs to be ready to serve your donors.

Week of October 28
Mail out your appeal letter.

Week of November 4
Send out follow up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

A big thank you to all of you who have donated to our annual appeal. We are more than half way to our goal. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address). 

Week of November 11
Send out another reminder. It’s a busy time of year and some people might need a gentle prompt. 

Week of November 18
Start making reminder calls. If time is an issue, you could just call people who have donated before. That’s probably most effective.

Week of November 25
Send a Happy Thanksgiving greeting along with a friendly reminder. Share a success story in your appeal.

Week of December 2
December 3 is Giving Tuesday so you could tie that into your reminder. 

The rest of December and beyond
Keep sending reminders throughout December. It’s tricky because you want to get your message across without annoying your supporters.
Continue to send out your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals.

Network for Good recommends sending a fundraising email on December 27, 29, and 31. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. 

Also, keep track of how many donors come through each channel.

We live in a multi-channel world. Take time now to plan your strategy in order to boost your fundraising results.

Here is more information to help you with your multi-channel fundraising.



Image by Daniel Iverson via Flickr



Let’s Do a Better Job of Thanking Donors

Ann Green donor relations, fundraising, writing
Nonprofits invest a lot of time and energy in their annual appeal, but thanking donors seems like an afterthought.

You need to spend as much time thanking your donors as you do on your annual appeal letter.

I recently received a thank you letter that was a case study of what not to do. It was sent three months after I made the donation, it was addressed to Dear Friends, and it included vague, impersonal language like “X organization serves individuals who are often the most disinenfranchised members of their communities.”  Arrgh!

Here are some suggestions on how to do a better job of thanking your donors.

Thank your donors right away
Thank your donors within 48 hours.  It’s possible to do this, but you’ll need a commitment from your staff and board.  Here is more information.  3 Secrets to Getting Your Donor Thank You Out in 48 Hours 

One size doesn’t fit all
What type of relationship do you have with your donor?  Is she a new donor, repeat donor, volunteer, etc?  Acknowledge that when you thank her. A Fundraiser’s Guide to Effective Gift Acknowledgment
Make it personal
Let’s all take a vow to keep jargon and impersonal language out of our thank you letters.  Be conversational and friendly.  Let your donor know how much you appreciate him.

Show how your donor is helping you make a difference
Share a success story and show what her gift will fund.

Give your donors a call

Calling your donors to say thank you is an easy, yet effective way, to show appreciation.

This is a great job for your board. The executive director or other staff and volunteers can make calls, too. Make sure you find people who are comfortable making phone calls and don’t sound as if they are reading from a script. You want callers who are willing to engage in a conversation with donors.

Come up with script and a spreadsheet to record notes. You may want to conduct a little mini-orientation to get your callers pumped up and give them an opportunity to practice. Here is a sample script.


Hi, this is Susan Jones and I’m a board member at the Westside Community Food Pantry. I’m calling to thank you for your generous donation of $50. Thanks to you, we can provide a family with a week’s worth of groceries. This is great. We are seeing more people use our food pantry right now because of cuts to food stamp programs. We really appreciate your support.

It’s fine to leave a message, but be sure to provide a call back number in case the donor wants to talk with someone.

Not only is calling your donors an effective way to say thank you, it can help you keep your donors and raise more money in the future.

Seven Tips for Making Better Donor Thank You Calls
Donor Thank You Calls: Everything You Need To Know
Send a handwritten note

A few handwritten sentences on a nice card is going to make much more of an impact than a printed thank you letter. Think about creating a thank you card or postcard with an engaging photo on the front. 

Since you will only be able to write a few sentences – make them count. Use a warm, conversational tone. Try something like this.

Dear Lisa,

You’re amazing! Your generous contribution of $50 will help us meet our goal of expanding our tutoring program to serve more students.

Your support makes a difference. 85% of the students in our program are now reading at their grade level or above. 

This shouldn’t take you that much time and it is time well spent. You can put together a team of staff, board members, and other volunteers to write the notes. You could also have clients write notes. Make sure to find people with legible handwriting.

Sending a handwritten note shows your donor how much you appreciate them.

The Power of a Handwritten Note

Why Direct Mail – the more personal the better – Will Not Die

Just because your thank you letters are generated by a computer doesn’t mean they need to sound like one
If you can’t make calls or send a handwritten note to all your donors, send a heartfelt, personal printed letter, and include a short handwritten message.  Give it the human touch. 

Let your donors know you are saying thank you because you want to, not because you have to.  

Also, even though your online donors will receive an automatic thank you email, they should still get something in the mail or a phone call.

You can use the samples above for printed letters, as well.

When thanking your donors, remember to thank them right away, make it warm and personal, and show them how they are helping you make a difference.

More inspiration to help you thank your donors.

How “Wow!” Experiences Create Lifetime Donors

Beyond Formulas: Thanking Donors and Volunteers

Photo by Clever Cupcakes via Flickr

Annual Appeal Letter 101

Ann Green fundraising, writing


You want to create an annual appeal letter that captures your donors’ attention right away and convinces them to donate. Sounds simple, but it’s not. Here are some ways to ensure a successful letter.

First impressions count
First, you need to get your donor to open your letter. Give some thought to the outside envelope. You could include a teaser. 

You want to be both personal and professional. If hand addressing the envelopes is not feasible, make sure your mailing labels look clean, are typo-free, and aren’t crooked. Use stamps if you can.

Create an inviting piece of mail.

Start with a story
Start your letter with a compelling story. Focus on a person or family and not on your organization. 


Rosie’s Place, a nonprofit that helps poor and homeless women in Boston, recently sent an appeal letter in which a client told her story in the first person. That’s another option.

Your donors want to hear about the people they are helping.

Use a photo
Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here is more information on creating stories and photos.

Do You Have Good Stories To Tell?

You gotta ask
Ask for a donation at the beginning of the next paragraph (after the story).

Ask for a little more
Also, ask donors if they can give a little more this year.

Phrase your ask like this – We are so grateful for your previous gift of $50.  Could you help us out a little more this time with a gift of $75?

If you have been doing a good job of engaging your donors throughout the year, they shouldn’t mind if you ask for a larger gift.

BTW, including the amount of the donor’s previous gift is helpful since people often don’t remember what they gave before.  Be sure the information is correct so you avoid a mistake like this. Let’s Help A Nonprofit Radio Listener

It’s all about the donor
It’s not about your organization. Show how are you are making a difference and how much you appreciate your donor’s role in that.
Make your donor feel good about supporting your nonprofit.

What’s going on?
Highlight a few accomplishments from the year and show how you plan to continue your good work with your donor’s help.

Make it personal
Send separate letters to people who have donated before and thank them for supporting you. You can also tailor letters to other groups such as people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members. Remember, 


Your letter should have a personal salutation and not be addressed to Dear Friend.

Make it easy to give 
Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Here’s an example. About Countdown to Summer


In addition, include a link to a user-friendly donation page on your website. Even if donors receive a letter, they will often donate online.

Offer a monthly giving option
Monthly gifts can generate more revenue. Encourage your donors to give $10 or $20 a month. If they do, you are getting gifts over $100 each!

Make it easy to read
Use short paragraphs and bulleted lists. Use bold or color for key words, but keep it tasteful. Make it easy to read and scan. Use a simple font and keep in mind that 14 point is the new 12.

It’s fine to go over a page, especially if you are breaking up the text with a photo and short paragraphs. But don’t write a novel. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Be conversational
Use a conversational tone and keep out terms like disenfranchised individuals and underserved communities. Use everyday language.


Refer to your reader as you and write as if you are talking to a friend. Keep it personal.

Too many editors spoil the appeal
Your entire staff shouldn’t need to be involved in creating the letter. Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t go overboard. 

Not only does involving more people take extra time, it usually weakens the content. Keep it fresh.


All’s well that ends well
Repeat your ask at the end of the letter. Don’t forget to say please and thank you.

Add a PS
People often gravitate to the PS as they scan the letter. Here you could emphasize monthly giving or ask if their company provides matching gifts.


Get your pens out
Include a short handwritten note. Make it relevant to each donor, such as thanking her for a previous donation or letting him know it was nice to see him at a recent event.

Hand sign the letters in blue ink.

Are you ready?
Send out an annual appeal letter that will capture your donors’ attention and bring you the donations you need. Good luck!

Need some more inspiration? Read on.

[INFOGRAPHIC] How To Write An Annual Fundraising Appeal Letter
8 Tips for Writing a Fundraising Letter
How to Write a Fundraising Letter That Wins Back Lapsed Donors 
8 Steps to Writing Successful Fundraising Appeals
Photo by Lenore Edman via Flickr

Make Your New Donors Feel Welcome

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

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

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

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

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

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

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

Here is what you can do for your new donors.

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

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

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

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

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

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

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

Remember to thank your donors within 48 hours.

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

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

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

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

One Size Doesn’t Fit All

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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