Don’t Brag So Much

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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

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Your Appeal is the First Step

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I imagine many of you are beyond busy working on your year-end appeal, but if you think you can take a deep breath and relax once the letters have gone out, you can’t. Your appeal is only the first step.

In fact, what comes next is even more important, especially if you want to to keep your donors for a long time.

Do a good job of thanking your donors

In my last post, I asked Are You Thankful for Your Donors?  Take a few minutes to think about this, because most of the thank you letters I see don’t reflect that.

Make your donors feel good about their donations. A handwritten note or phone call is better than a letter, but if you only have the the means to do a letter, make it sparkle. Don’t send the same old boring, generic thank you letter. Take time to write something awesome.

Create a welcome plan for your new donors

Did you know over 75% of first-time donors don’t make a second gift (according to the Fundraising Effectiveness Report)? This is horrible and we must do a better job of keeping our donors.

One way to help ensure people will give again is to create a welcome plan, which will provide you with ways to let your new donors know how much you appreciate them.

Make your current donors feel special, too

You may think your most valuable donors are the ones who give the most money, but what about the people who have supported your organization for three, five, or even ten years? These are your valuable donors.

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

This is why segmenting your donors and personalizing their correspondence is crucial, so is a good database to help you with this. 11 Ways To Segment Your Donors To Improve Your Fundraising

Repeat donor retention rates are 60%, which is better, but still not great. The highest retention rate comes from monthly donors, which is an impressive 90%.

I highly recommend inviting your current donors to become monthly donors, especially the ones who’ve supported you for at least two years. Making the Most of Monthly Giving

Don’t skimp on your donor communication

I know you’re swamped with your year-end appeal right now, but this is not the time to scale back on your donor communication. Continue to send your newsletter and other updates. Keep them donor-centered.

Send your donors Thanksgiving and holiday greetings, either by mail or email. Intersperse your fundraising appeals with messages in which you’re not asking for donations.

Keep it up

Your first New Year’s resolution should be to communicate with your donors more. Keep reaching out to them – at least once or twice a month. Show appreciation and update them on how they’re helping you make a difference.

Think of other ways to do something special for your donors, such as offering tours of your facility or holding an open house.

You want to keep your donors for a long time and making them feel good about supporting your organization will help with this.

 

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.

 

5 Fatal Donor Communication Mistakes Nonprofits Should Avoid

Donor communication can be the key to growing your nonprofit’s community and reaching your fundraising goals. Be wary of these 5 fatal communication mistakes!

By Steve Page

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When your nonprofit’s fundraising efforts are in full swing, it can be easy to get caught up in a numbers game of trying to reach your fundraising benchmarks.

However, if your team wants to raise as much money as possible for your cause, there’s one area of your fundraising strategy that you shouldn’t disregard: your donor communications.

Having an air-tight donor communication strategy in place is one of the fundamentals of perfecting your fundraising strategy. Without optimizing how your organization connects with donors, your nonprofit could be missing out on some of your most important supporters.

Not sure if your nonprofit is making the most of how you communicate with donors? Look out for these five fatal donor communication mistakes that could derail your fundraising efforts:

  1. You don’t have a donor communication strategy in place
  2. You’re failing to communicate through diverse channels
  3. You’re discounting traditional donor communication channels
  4. You’re not thinking through your social media strategy
  5. You’re not making the most out of your email communications

Ready to learn how to overcome these common donor communication missteps? Let’s dive right in!

Bonus! Is your nonprofit looking to strengthen all areas of your fundraising strategy? Check out MobileCause’s fundraising software buyer’s guide to learn about how investing in the right online tools can help your team fundraise better, as well as improve your donor communications.

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1. You don’t have a communication strategy in place

One of the biggest mistakes nonprofit organizations make is failing to identify where and how they want to see their communication strategy grow like they would for their fundraising strategy as a whole.

It’s important that your team takes the time to develop an overarching communication strategy to shape each individual strategy from its foundation. As your team makes changes to improve the way you connect with donors, consider some of the following tactics.

Identify your communications goals.

While the ultimate goal of your communication strategy should be to increase donations and achieve the goals of your fundraising strategy, you also need to identify tangible benchmarks to meet that are specific to donor communications, such as adding new supporters to your email list or increasing profile views on your social media pages.

Create a communications calendar.

When your team plans out a fundraising campaign, you likely create a fundraising calendar to structure how the campaign plays out. Similarly, your team should create a communications calendar that accounts for each channel of your communications with donors. This way, you can easily keep track of what each channel is responsible for and when you will communicate.

Keep your plan flexible and responsive.

Now that you’ve developed actionable goals for your overall communication strategy, periodically follow up on them throughout your fundraising calendar and see what’s working. If you’re not progressing as planned, make the necessary changes across all arms of your communication with donors.

Bonus! Thinking through your nonprofit’s communication strategy should be one of the central parts of developing your fundraising plan. Check out Aly Sterling Philanthropy’s guide to crafting your nonprofit’s fundraising plan for more tips to get ahead!

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2. You’re failing to communicate through diverse channels

When it comes to your nonprofit’s community of supporters, your team should know better than anyone that they have donors from many different walks of life.

To paint them with the same brush would be shortsighted, and your fundraising strategy likely already accounts for differences in giving capacity, age, gender, region, and more.

That being said, with supporters coming in all shapes and sizes, it’s doubly important that your donor communication strategy takes account of these differences by thoughtfully implementing multiple channels of donor communication.

Put simply, your team needs to have a targeted multichannel donor communication strategy in place if you want to effectively communicate with your supporters.

Don’t put all your eggs in one basket! Develop specific communication strategies for:

  • Social media
  • Email
  • Phone
  • Direct mail

Many of your donors will respond better to certain communication channels over others. Some may not even use a particular channel of communication and will be completely blind to any calls to action, invitations to upcoming fundraising events, or other information that might be primarily shared on that channel.

To avoid missing out on members of your donor community, you can assess the reach of campaigns on different communication channels by using A/B testing as a means of comparison.

Additionally, by carefully segmenting your lists of supporters, you can more accurately identify the demographics of your donors and volunteers. With this knowledge, you’ll have a better idea of which communication channels to prioritize and how to better approach communicating across all channels.

The next sections will show you how to communicate more effectively on specific channels.

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3. You’re discounting traditional donor communication channels

These days, when nonprofits talk about donor communication the conversation usually circles back to one thing: social media. Having an effective social media communication strategy certainly is important and your team should take the time to hone how you communicate with donors within that important medium.

However, although donors are increasingly turning to digital means of accessing and engaging with nonprofits online, that doesn’t mean your organization should completely discount more traditional communication channels.

In particular, communicating with donors via the phone and through direct mail can both be useful ways to build relationships with supporters who might not respond well to email communication or who don’t spend much time on social media.

Even better? Just because these methods have been around for a long time, that doesn’t mean they can’t be brought into the 21st century! You can easily integrate online fundraising tools and tactics into your phone and direct mail donor communication strategies.

For example, your team could set up a phonathon run by staff or volunteers. They can call potential supporters and process their donations using your online donation forms in a matter of minutes. With this method, you can access potential donors who may need assistance in completing their online donation or those who simply need an extra reminder to give.

When it comes to direct mail, you could include a QR code or the URL of your online donation form in any mail communication you have with donors. Because this communication is on paper, these supporters can keep the letter up on their fridge or desk if they’re not immediately able to donate, which serves as a more permanent reminder of your ongoing campaign.

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4. You’re not thinking through your social media strategy

In much the same way that a nonprofit might lean too heavily on social media communications to connect with donors and end up neglecting more traditional communication methods, it’s just as easy for your team to fail to think through your social media strategy entirely.

Many nonprofits seem to see social media communication as a new frontier for connecting with donors. Because of this, some organizations think that any form of social media communication will be effective and that just having an active Twitter, Facebook, or Instagram page will help boost their fundraising efforts.

Unfortunately, it’s not as simple as it appears! Effectively using social media to engage with donors should take time, research, and a strategic approach.

Your team can start this process by asking yourselves the following questions.

What are we posting about?

Your nonprofit’s social media profiles should be sharing a variety of relevant information with supporters, but not overwhelming them with a lot of white noise. Aim to consistently post 3-5 times each day, and vary the types of posts you share. You should share upcoming events, call supporters to action with donation requests, post impact videos, and even interact with supporters’ own posts.

Are we steering supporters toward donation tools?

Some of your supporters will only encounter your organization on social media and never venture onto your nonprofit’s main website. Because of this, it’s important to get your online donation form in front of these visitors while they’re on your social media pages. By sharing links to your forms or even embedding these forms in your Facebook page, these supporters are more likely to give.

How can we learn more about our community through social media?

What’s great about social media communication with donors is that it can tell you a lot about who you’re interacting with, their habits, and the types of engagement strategies that work with them. Track metrics such as post views, click through rates, and more by analyzing how your supporters respond to your social media strategy. Armed with this knowledge, you can tailor your approach to better serve your social media audience in the future.

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5. You’re not making the most out of your email communications

In much the same way that your team should take a dynamic approach to communicating with donors via social media, the same can apply to how your nonprofit uses email to connect with donors.

Right now, your organization may simply be using email to remind supporters about upcoming donation deadlines or the next big fundraising event. However, your email communication strategy can do so much more!

Consider some of the following ways your team can maximize email communications with your donors:

  • Enable giving through email. Just as you should enable giving through your social media pages, your team can make giving easier for supporters by directing them to your online donation form right from your email messages.
  • Pair email campaigns with text-to-donate messages. Strengthen your email campaigns with text-to-donate reminders. When you pair email calls to action with a text reminder to give, you can increase your nonprofit’s email open rate from an average of 14% to 90%!
  • Track campaigns with shortlinks and keywords. Be sure to create unique keywords and short links for each of your fundraising campaign’s donation pages. This way, by including these in your email communication with donors, you can track engagement.
  • Use email to thank your donors and send updates. Your donors need to feel appreciated and receive regular updates from you. Email is a great way to stay in touch.

Just like with social media communication, it’s important to not relegate your email strategy to simply performing one task. Make the most of your email communications by using them to both steer supporters toward donating and to learn more about your community.

Keeping in touch with donors can be daunting! Now that your nonprofit knows what missteps to look out for, it’s time to start perfecting the way you connect with your supporters.

Steve Page is a blogger, marketer, and webmaster for MobileCause, the world’s leading mobile and online fundraising platform. MobileCause helps organizations reach their goals with a full suite of mobile-friendly solutions that allow donors to connect and give to your cause from any device. When he’s not working at MobileCause, Steve can usually be found helping organizations with their websites, learning the latest marketing trends, or working on his golf game.

How to Plan a Multichannel Fundraising Campaign

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Year-end fundraising season is upon us. This is the busiest time of the year for most organizations and you need to plan carefully.

If you just send one fundraising letter and then wait for the donations to pour in, you’re in for a rude awakening. Your donors are busy and may put your letter aside to handle later, and then never get to it.

You may be thinking of bypassing direct mail altogether because it’s too expensive, and only sending email appeals. That’s a mistake. Direct mail is still very much a viable way to communicate and worth the investment.

Of course, you can also send email appeals, but you will need to plan to send more than one appeal due to the immense volume of email people receive. Some donors will respond to the first appeal, but most are going to need a few reminders.

Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Plus you’re competing with a deluge of email and social media posts from a variety of sources.

This is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists. Do you have both postal and email addresses for all your donors?

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. 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 have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

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, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 25

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How You Can Help Kids Learn to Read.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of October 30

Mail your appeal letters.

Week of November 6

Start sending 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.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal of serving more kids in our tutoring program. 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 13

Send another reminder. Your donors are busy and may need a gentle prompt. Keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

If you’re doing most of your reminders by email, remember you want your message to stand out. Sending generic weekly reminders is not enough.

Don’t Be Part of the Noise – Make Your Email Messages Stand Out

Week of November 20

Send a Happy Thanksgiving message along with a friendly reminder. Share a success story in your appeal.

Week of November 27

Start making reminder calls, along with your electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective.

Also, November 28 is #GivingTuesday so you could tie that into a reminder message.

December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your message across without being annoying. Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove.

The end of December is the busiest time of the fundraising season. Network for Good recommends sending an email reminder on December 23, 29 or 30, 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.

Even though you’re trying to secure donations, don’t forget about building relationships, too.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who don’t use electronic communication.

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising.

How to Make a Multichannel Fundraising Ask: the Basics

Channeling Real Human Beings in Multichannel Fundraising

 

 

Give Your New Donors a Warm Welcome

 

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After you send your year-end appeal, you’ll most likely gain some brand new donors, which is good news. The bad news is over 70% of these first-time donors won’t make a second gift.

Don’t let that happen to you. Nonprofit organizations don’t spend enough time trying to keep their current donors. You want to pay attention to your retention because it’s easier and less expensive to keep your current donors rather than finding new ones.

As you work on your year-end appeal, put together a welcome plan and be ready to shower your new donors with love as soon as their gifts come in.

Give your new donors an extra special thank you

Research by fundraising expert Penelope Burk states that first-time donors who receive a thank you call are more likely to donate again and give at a higher level the next year. Get a group of board members, staff (especially your executive director), and volunteers to call your new donors, or send them a handwritten thank you card.

If you can’t make phone calls or send a handwritten note, send a thank you letter that specifically recognizes that someone is a new donor.

*Make sure these are actually new donors. A good database will help you avoid any embarrassment.*

Send a welcome package

A week or two after the initial thank you, send a welcome package. You can do this by mail, email, or a combination of both.

Welcome your new donors. Thank them again and show them other ways they can connect with you. Invite them to subscribe to your newsletter and join you on social media. Your welcome package can include a warm introductory message and a brochure or fact sheet.

Send seperate welcome packets to one-time donors and new monthly donors. You could invite new one-time donors to become monthly donors. For monthly donors, send different messages to brand new donors and existing donors who’ve become monthly donors.

How to Welcome New Donors and Keep Them Engaged

What does a new donor welcome pack look like?

Bring-’Em-Close Welcome Packs

Get to know your new donors

Get to know your new donors better. Include a short survey with your welcome packet to find out how they heard about you, what issues are important to them, and if they prefer print or electronic communication. You could also direct people to your website for more information about your organization.

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

Give your donors the gift of appreciation

I don’t recommend sending unsolicited swag. 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. You want donors who care about your work, not getting a free coffee mug.

Instead of spending your resources securing premiums, invest in creating thank you cards or making a welcome video.

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

Stay in touch

Don’t let the welcome packet be the last time your donors hear from you until your next appeal. Use a communications calendar to help you plan to stay in touch throughout the year.

Donors stop giving for a variety of reasons, some of which you can’t control. One that you can control is poor or nonexistant communication. Making your new donors feel welcome and staying in touch throughout the year will help you keep your donors.

Here is more information on the importance of treating new donors well.

3 Ways to Make a Lasting Impression with First-Time Donors

10 ways you may be chasing away new donors

Thank You 101

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Many of you may be working on your year-end appeal, which is great, but have you given any thought to how you’ll thank your donors? Thanking your donors after an appeal (and throughout the year) is equally important, yet many organizations leave this as a last minute to-do item and it shows.

You can stand out by taking the time to give your donors a great thank you experience. In my last post, I wrote about Appeal Letter Writing 101. Now let’s continue to get back to basics with Thank You 101.

Start planning now

There are many ways to thank your donors after an appeal – by mail, phone, email, on your website, or a combination of those. Figure out what you’ll be able to do. I highly recommend a handwritten note or phone call. Can you do that for all your donors? If not, maybe you’ll break it down by new donors, long-time donors, or donors who have given a certain amount.

At the very least, your donors should get a letter, even if they’ve donated online. Whatever you decide, get started on the content now.

Make your donor’s day with a handwritten thank you note

I’m a big fan of handwritten thank you notes. They will stand out in your donor’s mailbox. How often do you get a handwritten card?  

Handwritten notes are great in many ways, but one advantage is you don’t have to write that much and it shouldn’t take too long. How to Write 3 Minute Thank You Notes

You could make thank you cards with an engaging photo or buy some nice thank you cards. Get together a team of board members, staff, and volunteers right after your appeal goes out and have a thank you party. Your donors will love it. Here’s a sample note.

Dear Lisa,

Thank you so much for upgrading your gift to $50. This will help us serve more students in our afterschool program. We’re so happy you’ve been a donor these past three years.

Phone calls make a difference, too

Another more personal way to thank your donors is with a phone call. Calling first-time donors is known to improve retention rates. But you could also call long-term donors to make them feel special.

Again, you want to get a team together for a thankathon. This is a great thing for your board to do. You may need to do a short training first. 6 Keys to Rock Thank You Calls and Retain More Donors Here’s a sample phone script.

Hi Steve, this Jennifer Collins and I’m a board member at Helping Hand. Thank you so much for your donation of $50 and welcome to our donor family. Your gift will help us purchase winter coats for homeless children.

Write an awesome letter

If it’s impossible to send handwritten notes or make phone calls, you can still impress your donors with an awesome thank you letter. Many thank you letters are mediocre at best, so you’ll have an advantage if you take some time to create a great, donor-centered letter.

This sounds obvious, but thank you letters are about thanking the donor. Don’t start your letter with On behalf of X organization. If you’re sending it on your letterhead, it should be apparent it’s coming from your organization. Instead, start your letter with Thank you or You just did something amazing.

You also don’t need to explain what your organization does. This is usually done in a braggy way by saying something like As you know, X organization has been doing great work in the community for 20 years. Someone who’s donated to your organization should already be familiar with what you do.

And my biggest pet peeve – Don’t ask for another gift in your thank you letter. You did that in your appeal letter. Nothing diminishes that feel good moment by being asked to give more money again so soon. Remember, you’re supposed to be thanking your donors.

You’ll notice the examples I gave above were personalized – welcoming new donors and recognizing previous gifts and upgrades. You need to do that, too. Send different letters to new donors, renewing donors, donors who’ve upgraded their gifts, and monthly donors. And you must address your donors by name – not Dear Friend.

Let your donors know how their gift is helping you make a difference. Include a brief story or example.

As with all writing, make your letter personal and conversational. Write to the donor using you much more than we, and leave out jargon and any other language your donors won’t understand.

A few other ways to make your letter stand out is to use a colored envelope or include a teaser that says Thank You!  If you can hand address the envelopes and include a handwritten note inside, that will help make it more personal.  You could also include an engaging photo in the letter.

Yes, you do need to include the tax-deductible information, but do that at the end after you wow your donors with your letter. It’s easiest to include this with the thank you letter or email. Then you don’t have to send it again unless your donor requests it.

How to Craft a Killer Thank You Letter

5 Thank You Letters Donors Will Love

Make a good impression with your thank you landing page

Many people donate online. Make this a good experience for your donors.

Your landing page is your first chance to say thank you and it’s usually about as exciting as a Home Depot receipt.

Open with Thank you, Kevin! or You’re amazing!  Include an engaging photo or video and a short, easy to understand description of how the donation will help the people you serve.

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

5 Thank You Page Best Practices for Any Nonprofit

The thank you email needs to impress your donors, too

Start off by putting Thank You! or You Just Did Something Incredible! in the subject line. This will make your message stand out in your donor’s ever-growing inbox.

Follow the examples above and make it all about gratitude. Just because your thank you email is automatically generated, doesn’t mean it needs to sound like it was written by a robot. Write something warm and personal.

Thanking a Donor by Email: Best Practices and Examples

Thank your donors as soon as possible

Show your donors how much you appreciate their gift by thanking them as soon as possible, within 48 hours if you can. You can do this if you have your thank letters/scripts and team ready to go before your appeal goes out. Then each day you get a donation, send out notes/letters or make phone calls. The highest volume will be right after your appeal goes out. Be ready!

I highly recommend putting together a thank you plan, which covers some of the things mentioned in this post as well as the equally important thanking your donors all year round.