communications calendar

Why Your Nonprofit Needs a Communications Calendar

Ann Green Communications, donor relations, donor-centered, planning , , ,

I always like to emphasize the importance of keeping in touch with your donors throughout the year. I hope you’re making that a priority, too.

Your donors want to hear from you and don’t just want to be blasted with fundraising appeals. The good news is that better donor communication (thank yous and updates) can help you raise more money.

Ideally, you should communicate with your donors at least once or twice a month throughout the year. That might sound impossible, but it will be a whole lot easier if you put together a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all year round.

Some of you may already have a communications calendar, which is great. Now is a good time to update yours for 2022. For the rest of you, here are some suggestions to help you get started. Even though it will take a little time to put together, it will be worth it in the end because you’ll be able to do a better job of communicating with your donors.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year (and I hope you do use direct mail), but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use several different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

Your communications calendar is a fluid document and these past 21 months are a good example of how our world is constantly changing. We’re still in a period of uncertainty, so be prepared to keep things current.

Here are some categories you can use in your communications calendar. Some items will be time-sensitive and others won’t be.

Current events/News stories

At the beginning of 2020, most of us couldn’t predict the year we were about to have. There’s still so much going on – the pandemic, economic uncertainty, supply chain issues, systemic racism, climate change. 

Many donors will expect more communication about these circumstances. Keep them apprised of how all this is affecting your clients/community.

Updates

You need to keep your donors updated on how they’re helping you make a difference. Your print and e-newsletter should be included in your communications calendar. If you don’t do a newsletter, make a plan to share updates another way – maybe by postcard, email, and/or social media. Sometimes short updates are more effective.

Share your success and challenges, especially as we continue to navigate through the current climate.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates and thank them for getting involved.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness or foster care awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into an engaging story to share with your supporters? This will be another hard winter for many people.

Keep in mind your organization’s anniversary doesn’t mean much to your donors unless you can tie that in with how they’re helping you make a difference.

Fundraising and recruitment

Be sure to add your fundraising campaigns to your communications calendar. Obviously, these campaigns are important, but you also want to show gratitude and send updates during this time without inundating your donors with too many messages. Planning ahead will help you strike this balance.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well. 

Thank your donors

Make this a priority! Find different ways to let your donors know how much you appreciate them. You can combine a thank you with an update. Do this at least once a month.

Events

Your organization may not be holding any in-person events right now, but perhaps you’ll continue to do virtual events. Besides your events, are there other events (virtual or in-person) in your community that would be of interest to your supporters? If so, you could share it on social media.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client stories (either in the first or third person) are best. Your stories need to be relevant to the ever-evolving current situations, so you may need to create some new ones.

You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Put together a story bank to help you with this.

Don’t stop communicating with your donors

As you hear about other relevant information, add it to your calendar, so you can stay connected with your donors/supporters throughout the year.

Here’s more information to help you create a communications/editorial calendar. A couple of these links also include templates.

How to Effectively Plan a Nonprofit Communications Calendar (Template Included!)

How to create and use a nonprofit editorial calendar

Get Organized With a Nonprofit Editorial Calendar

Creating the Perfect Editorial Calendar – A Cinderella Story

Keep in Touch with Your Donors Throughout the Year by Using a Communications Calendar

Ann Green Communications, donor relations, planning , , ,

I like to emphasize the importance of keeping in touch with your donors throughout the year. During the pandemic, this has become more important than ever, even though it may be harder due to everything that’s going on.

Your donors want to hear from you and don’t just want to be blasted with fundraising appeals. The good news is that better donor communication (thank yous and updates) can help you raise more money.

Ideally, you should communicate with your donors at least once or twice a month throughout the year. If that sounds impossible, it will be a whole lot easier if you put together a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all-year-round.

Some of you may already have a communications calendar, which is great. Now is a good time to update yours for the coming year. For the rest of you, here are some suggestions to help you get started. Even though it will take a little time to put together, it will be worth it in the end because you’ll be able to do a better job of communicating with your donors.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year (and I hope you do use direct mail), but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use several different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

Your communications calendar is a fluid document and this last year is a good example of how you needed to make changes, especially as the pandemic started. We’re still in unchartered territory even as the vaccines roll out, so be prepared to keep things current.

Here are some categories you can use in your communications calendar. Some items will be time-sensitive and others won’t be.

Current Events/News stories

At the beginning of 2020, most of us couldn’t predict the year we were about to have. In other years, current happenings wouldn’t dominate your communication as much as they did this year.

At the start of the pandemic, I hope you reached out to your donors to wish them well and update them on your clients/community.

After George Floyd was killed, many organizations professed their support for Black Lives Matter. I hope that was the beginning of any communication about systemic racism and not the only one.

Our world has changed a lot this past year and many donors will expect more communication about social and economic issues. Keep them apprised of how all this is affecting your clients/community.

Updates

You need to keep your donors updated on how they’re helping you make a difference. Your print and e-newsletter should be included in your communications calendar. If you don’t do a newsletter, make a plan to share updates another way – maybe by postcard, email, and/or social media. Sometimes short updates are more effective.

Share your success and challenges, especially as we continue to navigate through the current climate.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates and thank them for getting involved. Many donors will be receptive to this type of involvement.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness or domestic violence awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into an engaging story to share with your supporters? This will be an especially hard winter for many people.

Keep in mind your organization’s anniversary doesn’t mean much to your donors unless you can tie that in with how they’re helping you make a difference.

Fundraising and recruitment

Be sure to add your fundraising campaigns to your communications calendar. Obviously, these campaigns are important, but you also want to show gratitude and send updates during this time without inundating your donors with too many messages. Planning ahead will help you strike this balance.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well. 

Thank your donors

This is crucial! Find different ways to let your donors know how much you appreciate them. You can combine a thank you with an update. Do this at least once a month.

Events

Your organization may not be holding any in-person events next year, but perhaps you’ll continue to do virtual events. Besides your events, are there other events (virtual or in-person) in your community that would be of interest to your supporters? If so, you could share it on social media.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client stories (either in the first or third person) are best. Your stories need to be relevant to the current situations, so you may need to create some new ones.

You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Put together a story bank to help you with this.

Keep it up

As you hear about other relevant information, add it to your calendar, so you can stay connected with your donors/supporters throughout the year. Information will be changing quickly next year, so you’ll want to keep on top of it.

Here’s more information to help you create a communications/editorial calendar. A couple of these links also include templates.

How to create and use a nonprofit editorial calendar

Make Your Fundraising Easier with a Donor Communications Calendar

Creating the Perfect Editorial Calendar – A Cinderella Story

EDITORIAL CALENDARS – RESOURCES FOR YOU

How to Put Together a Communications Calendar

Ann Green Communications, donor relations, planning , , , ,

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In my last few posts, I’ve emphasized the importance of keeping in touch with your donors throughout the year.

Some nonprofit organizations are good at communicating with their donors, but many are not. Often the only times you hear from these organizations is when they’re asking for donations.

Raising money is only part of the fundraising equation. You also need to thank donors, keep them updated on how their gifts are helping you make a difference, and build relationships.

To do all that you need to communicate with your donors at least once or twice a month throughout the year. If that sounds impossible, it will be a whole lot easier if you put together a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all-year-round.

Some of you may already have a communications calendar, which is great. Now is a good time to update yours for the coming year. For the rest of you, here are some suggestions to help you get started. Even though it will take a little time to put together, it will be worth it in the end because you’ll be able to do a better job of communicating with your donors.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year (and I hope you do use direct mail), but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use several different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

Here are some categories you can use in your communications calendar. Some items will be time-sensitive and others won’t be.

Updates

You need to keep your donors updated on how they’re helping you make a difference. Your print and e-newsletter should be included in your communications calendar. If you don’t do a newsletter, make a plan to share updates another way – maybe by postcard, email, and/or social media. Sometimes short updates are more effective.

News stories

There’s a whole lot going on in the news these days. You won’t be able to predict news stories in advance. However, if there’s a hot item in the news that’s relevant to the work you do, that could be something to share or use as an example of how you’re helping to make a difference for the people/community you serve.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates, and thank them for getting involved.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness or foster care awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into a good story to share with your supporters?  In addition, think of creative ways to connect at other times of the year such as Valentine’s Day, spring, and back-to-school time.

Keep in mind your organization’s anniversary doesn’t mean much to donors unless you can tie that in with how they’re helping you make a difference.

Events

Does your organization hold any events? Besides your events, are there other events in your community that would be of interest to your supporters? This is a great thing to share on social media.

Fundraising and recruitment

Be sure to add your fundraising appeals to your communications calendar. Obviously, your fundraising campaigns are important, but you also want to show gratitude and send updates during this time without inundating your donors with too many messages. Planning ahead will help you strike this balance.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well.

Thank your donors

This is crucial! Find different ways to let your donors know how much you appreciate them. You can combine a thank you with an update. Do this at least once a month.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client success stories (either in the first or third person) are best. You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Create a story bank to help you with this.

Keep going

As you hear about other relevant information, add it to your calendar so you can stay connected with your donors/supporters throughout the year.

Here is more information to help you create a communications/editorial calendar. A couple of these links also include templates.

How to create and use a nonprofit editorial calendar

Creating the Perfect Editorial Calendar – A Cinderella Story

How to Create a Nonprofit Editorial Calendar

EDITORIAL CALENDARS – RESOURCES FOR YOU

Your Donors Want to Hear From You. A Communications Calendar Will Help.

Ann Green Communications, donor relations, donor-centered, planning , , ,

Some nonprofit organizations do a good job of communicating with their donors, but many do not. Often the only times you hear from organizations is when they’re asking for donations.

Raising money is only part of the fundraising equation. You also need to thank donors, keep them updated on how their gifts are helping you make a difference, and build relationships.

To do all that you need to communicate with your donors at least once or twice a month throughout the year. If that’s stressing you out because you don’t think you can pull that off (you can), then you need a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all-year-round.

A communications calendar will take a little work at first, but will make life easier for you in the long run. Once you have a system in place you can update it as needed.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year, but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use a number of different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

While this post is primarily about setting up a communications calendar, you also have to share high-quality content your donors will be interested in. I’ll write more about that in future posts.

Here are some categories you can use in your communications calendar. Some items will be time sensitive and others won’t be.

Updates

You need to keep your donors updated on how they’re helping you make a difference. Your print and e-newsletter should be included in your communications calendar. If you don’t do a newsletter, make a plan to share updates another way – maybe by postcard, email, or social media. Sometimes short updates are more effective.

News stories

There’s a lot going on in the news these days (a whole lot). You won’t be able to predict news stories in advance. However, if there’s a hot item in the news that’s relevant to the work you do, that could be something to share or use as an example of how you’re helping to make a difference for the people/community you serve.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates, and thank them for getting involved.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness or foster care awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into a good story to share with your supporters?  In addition, think of creative ways to connect at other times of the year such as Valentine’s Day, spring, and back-to-school time.

However, your organization’s anniversary doesn’t mean much to donors unless you can tie that in with how they’re helping you make a difference.

Events

Does your organization hold any events? Besides your events, are there other events in your community that would be of interest to your supporters? This is a great thing to share on social media.

Fundraising and recruitment

Be sure to add your fundraising appeals to your communications calendar. You want to highlight these and not inundate your donors with a lot of other information at that time.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well.

Thank your donors

This is crucial! Find different ways to let your donors know how much you appreciate them. You can combine a thank you with an update. Do this at least once a month.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client success stories (either in the first or third person) are best. You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Create a story bank to help you with this.

Keep it up

As you hear about other relevant information, add it to your calendar so you can stay connected with your donors/supporters throughout the year.

Here is more information to help you create a communications/editorial calendar, along with a couple of templates.

How to create a donor communications calendar

How to Create a Nonprofit Editorial Calendar

2018 Nonprofit Editorial Calendar Template

EDITORIAL CALENDARS – RESOURCES FOR YOU

Stay in Touch Throughout the Year by Using a Communications Calendar

Ann Green Communications, donor relations, donor retention, donor-centered, marketing, planning , , , , , ,

37251899914_2155c24033_mDonor retention continues to be a problem and one of the reasons is poor communication. Nonprofits don’t communicate with their donors enough. Sometimes the only time we hear from organizations is when they’re asking for donations.

You must communicate with your donors at least once or twice a month throughout the year. If you’re getting stressed out wondering how you’re going to pull this off, then you need a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all-year-round.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year, but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use a number of different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

While this post is primarily about setting up a communications calendar, you also have to share content your donors will be interested in. I’ll write more about that in future posts.

Here are some categories you can use in your communications calendar. Some items will be time sensitive and others won’t be.

Events

Does your organization hold any events? Besides your events, are there other events in your community that would be of interest to your supporters? This is a great thing to share on social media.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates, and thank them for getting involved.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness or mental health awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into a good story to share with your supporters?  In addition, think of creative ways to connect at other times of the year such as Valentine’s Day, spring, and back-to-school time.

News stories

There’s a lot going on in the news these days. You won’t be able to predict news stories in advance. However, if there’s a hot item in the news that’s relevant to the work you do, that could be something to share or use as an example of how you’re helping to make a difference for the people/community you serve.

Fundraising and recruitment

Be sure to add your fundraising appeals to your communications calendar. You want to highlight these and not inundate your donors with a lot of other information at that time.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well.

Thank your donors

This is crucial! Find different ways to let your donors know how much you appreciate them. Do this at least once a month.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client success stories (either in the first or third person) are best. You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Create a story bank to help you with this.

Keep it up

As you hear about other relevant information, add it to your calendar so you can stay connected with your donors/supporters throughout the year.

Here is more information to help you create a communications/editorial calendar, along with a couple of templates.

How to Create a Nonprofit Editorial Calendar

The Power of a Donor Communications Calendar

Evergreen Editorial Calendar

Editorial Calendars – Resources for You

 

 

Don’t Be a Stranger

Ann Green Communications, donor relations, newsletter, planning , , , , ,

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I don’t know about you, but I haven’t heard much lately from the nonprofits I support. There’s been a scattering of updates, e-newsletters, action alerts, and appeals. But mostly – silence.

I know it’s quieter time, but that doesn’t mean you need to go AWOL. You should be communicating with your donors at least once a month. In fact, the period between campaigns is an excellent time to reach out. You don’t want to be a stranger. And, since many nonprofits seem to have decided to take a break from donor communication (not a wise decision), your message will be one of the few they’ll receive.

Here are some ways to show your donors that you’re not a stranger.

Share an update

Let your donors know how they’re helping you make a difference. Send something by mail if you can. Maybe a two-page update or infographic postcard. Here’s one of my favorites. Knock it Out of the Park  If it’s impossible to send something by mail right now, you can use email.

Say thank you

Thank your donors just because. Send them a nice thank you card or you can combine a thank you and an update. Have some fun and get creative here. 15 Creative Ways to Thank Donors

Create a better newsletter

You may already keep in touch with your newsletter. Newsletters can be a great way to engage, but before you get too complacent, I have to ask you, Is Your Newsletter Boring? Many of them are, but yours doesn’t have to be.

A good summer project for you is to create a better newsletter. Find some engaging stories to share. Think about what your donors want – Hint – It’s not a lot of bragging. 3 Ways Your Nonprofit Newsletter is Killing You

The general rule for newsletters is a monthly e-newsletter and four quarterly print newsletters. I like to recommend a short (maybe two articles) e-newsletter every two weeks. Our inboxes are overflowing right now. This way you can stay in touch regularly and not bombard people with too much information at once.

Tie in current events

There’s a lot going in the world right now. Will your organization be affected by any of the Trump administration’s policies or proposed budget cuts? Share ways your donors can help – perhaps by contacting their legislators, volunteering, or making a donation.

Focus on relationship building in your appeal

If you’re doing a fundraising appeal this spring, make the main focus relationship building. Thank donors for their past support, share some updates, and show them how their gift will help you make a difference.

Invite long-term donors to join your family of monthly donors. Send a special letter to your lapsed donors letting them know you miss them and want them back.

If you also did a year-end appeal, some of your donors may be reluctant to give again so soon. You certainly can ask for more than one gift a year, but why now?  Don’t just ask for a donation. Make a compelling case and stay focused on relationship building.

Don’t lose momentum

After I made a bunch of monthly gifts last year, several organizations sent me monthly thank you letters either by mail or email. This went on for a couple of months and then it pretty much stopped. Last month I only received two thank you letters. What happened here?

It’s easy to ride on all that year-end energy, but you have to keep it up. Whether it’s thank you letters to monthly donors or e-newsletters, once you start, you can’t stop. What kind of message does that send?  Use a communications calendar to help you communicate regularly.

Your donors want to hear from you throughout the year. Don’t be a stranger.

 

Why You Need a Communications Calendar

Ann Green Communications, donor relations, planning , , ,

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I hope your year-end fundraising campaign is going well. Fundraising is a year-round effort and after you’ve thanked your donors, you need to make a plan to communicate with them at least once or twice a month throughout the year.

If you’re getting stressed out wondering how you’re going to pull this off, then you need a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all-year-round.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year, but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use a number of different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

Here are some categories you can use in your communications calendar. Some items will be time sensitive and others won’t be.

Events

Does your organization hold any events? Besides your events, are there other events in your community that would be of interest to your supporters? This is a great thing to share on social media.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates, and thank them for getting involved.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into a good story to share with your supporters?  In addition, think of creative ways to connect on Valentine’s Day, spring, and back-to-school time.

News stories

You won’t be able to predict news stories in advance. However, if there’s a hot item in the news right now that’s relevant to the work you do, that could be something to share.

Fundraising and recruitment

Be sure to add your fundraising appeals to your communications calendar. You want to highlight these and not inundate your donors with a lot of other information at that time.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well.

Thank your donors

This is so important! Find different ways to let your donors know how much you appreciate them. Do this at least once a month.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client success stories are best. You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Create a story bank to help you with this.

Keep it up

As you hear about other relevant information, add it to your calendar so you can stay connected with your supporters throughout the year.

Here is more information to help you create a communications/editorial calendar, along with a couple of templates.

Evergreen Editorial Calendar

2017 Nonprofit Editorial Calendar Template

Editorial Calendars – Resources for You

Why Editorial Calendars Help Nonprofits

Make Spring Relationship Building Season

Ann Green Communications, donor relations, fundraising, planning , , , , , ,

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This may or may not be a busy time for your organization. Some organizations do fundraising appeals or hold events in the spring. Others don’t. Either way, you should make spring relationship building season.

Of course, relationship building needs to be a year-round effort.  Donor relations is an important, but often overlooked, component of fundraising.  It’s easier and less expensive to keep your current donors.  Retention rates are getting better, but we still have a long way to go.

Put relationship building front and center this spring.

Find ways to build relationships in your spring fundraising campaign

Before you send your spring fundraising appeal, send your donors an update to let them know how they’re helping you make a difference.  This is especially important if this is not your only fundraising campaign of the year. You don’t want your donors to think the only time they hear from you is when you’re asking for money.

Be sure to segment your donors and personalize your appeal letters and thank you letters. Send welcome packets to new donors and shower your current donors with love.  Make a plan to stay in touch throughout the year.

Don’t miss out on opportunities to build relationships with your event attendees

When you hold an event, give your attendees an opportunity to sign up for your mailing list. Then call or send thank you notes afterwards.  Recruit volunteers and board members to help you with this.

Besides thanking people for attending your event, let them know how much money you raised, and share specific ways their support is helping you make a difference. Then invite these supporters to connect in other ways such as signing up to receive your newsletter or volunteering.

The same thing applies if you hold a charity run or walkathon.  These events often generate new donors. Someone might donate to your 10K because her friend is running in it.  Thank everyone who donated and invite them to be a part of your community.

Stay in touch. Event attendees can be potential individual donors if you give them a good reason to continue to support you.

Keep building relationships

Even if you aren’t planning a spring fundraising drive or event, this is a good time to continue to build relationships.  Plan to mail a thank you post card or short update.  Mail is generally better than email, because your donors are more likely to see your message, but if your budget doesn’t allow it, send something by email.

Practice your ABC’s – Always be connecting

Ideally, you should keep touch with your donors every one to two weeks.  You can do this with newsletters, updates, thank you messages, advocacy alerts, and surveys.  You’ll have a better chance of building relationships if you stay donor-centered and use channels your donors prefer.

If this sounds too stressful, use a communications calendar to help you stay connected and build relationships. Stay Connected Throughout the Year by Using a Communications Calendar

Never miss an opportunity to build relationships with your donors.

What’s Important to You – Cash, or Relationships with Donors?

Stay Connected Throughout the Year by Using a Communications Calendar

Ann Green Communications, marketing, planning

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Donor retention continues to lag. One reason is people feel they only hear from the nonprofits they support when the organizations are asking for money.

You need to communicate with your donors throughout the year.  If you’re feeling stressed about how you’re going to pull this off, then you need a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all year round.

This is not just a job for your marketing department. All departments need to work together.  Figure out what information you need to share and when to share it.  You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year, but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use a number of different channels when you send out a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks.  You’ll keep adding to your communications calendar throughout the year.

Keep all your communication audience-centered and emphasize how you are making a difference for the people you serve and in the community.

Here are some categories you can use in your communications calendar. Some items will be time sensitive and others won’t be.

Events
Does your organization hold any events? Besides your events, are there other events in your community that would be of interest to your supporters? This is a great thing to share on social media.

Legislation
Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates, and thank them for getting involved.

Time of year
Is there something going on during a particular month that is pertinent to your organization? Perhaps it’s homelessness awareness month or your organization was founded in March 1985.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into your mission?

News stories
You won’t be able to predict news stories in advance. However, if there’s a hot item in the news right now that’s relevant to the work you do, that could be something to share.

Fundraising and recruitment

Be sure to add your fundraising appeals to your communications calendar. You want to highlight these and not inundate your donors with a lot of other information at that time.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well.

Thank your donors
Figure out different ways to let your donors know how much you appreciate them. Do this at least once a month.

Ongoing content
If you’re making a difference, you have stories to tell. Share a story at least once a month. Client success stories are best. You could also profile a board member, volunteer, donor, or staff member.  Be sure to highlight what drew them to your organization.

Keep it up
As you hear about other relevant information, add it to your calendar, so you can stay connected with your supporters throughout the year.

Here is more information to help you create a communications/editorial calendar.

Take Charge of Your Communications with LightBox Collaborative’s 2015 Editorial Calendar

Editorial Calendars – Resources for You