The Importance of Having a Thank You Plan

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I’ve written about the importance of having a thank you plan before, but I think we need to revisit this because many nonprofits are not doing a good job of thanking their donors. You may have every intention to, but that’s not happening. Thanking donors often takes a back seat to fundraising when you should spend equal time doing both.

A thank you plan will help. You probably have a fundraising plan and maybe a donor relations plan, but a specific thank you plan is just as important. Donor retention rates are poor and one reason is donors don’t feel appreciated. Creating a thank you plan will help you stay focused on gratitude all year round.  

Here’s what you need to include in your thank you plan.

Plan to make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it often is just a boring receipt rather than something lets me feel good about making a donation.

Open with Thank you, Jeff! 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. Put all the tax-deductible information after your message or in the automatically generated thank you email.

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.

How To Optimize Your Donation Thank You Page + Examples Of Nonprofits Who Do It Right

Plan to write a warm and personal automatic thank you email

Set up an automatic thank you email to go out after someone donates online. This email thank you is more of a reassurance to let your donor know you received her donation. You still need to thank her by mail or phone (see below).

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.

Give some thought to the email subject line, too. At the very least make sure it says Thank You and not something boring like Your Donation Receipt.

Thanking a Donor by Email: Best Practices and Examples

Plan to thank your donors by mail or phone

I’m a firm believer that every donor, no matter how much she’s given or whether she donated online, gets a thank you card or letter mailed to her or receives a phone call.

Try to thank your donors within 48 hours if you can. This shouldn’t be hard to do if you plan to carve out some time to thank your donors each day you get a donation. If you wait too long, you’re not making a good impression.

Instead of sending a generic, boring 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.

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. Make sure to get your team together well before your next fundraising campaign so you’re ready to go when the donations come in.

Here’s a sample phone script, which you can modify for a thank you note.

Hi, this is Jennifer Douglas and I’m a board member at the Lakeside Community Food Bank. 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’re seeing more people coming in right now because of cuts to food stamp programs. We really appreciate your support.

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’re incredible” or “Because of you, Jacob won’t go to bed hungry tonight.”  Create separate letters for new donors, renewing donors, and monthly donors.

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. Make sure all letters are hand signed.

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

In addition, write your thank you letter at the same time you write your appeal letter. Make sure they’re ready to go as soon as the donations come in. Don’t wait three weeks.

INFOGRAPHIC: The ULTIMATE Thank You for Nonprofits

5 Thank You Letters Donors Will Love

Plan to keep thanking your donors all year round

This is where having a thank you plan makes a difference because organizations usually send some kind of thank you letter after they receive a donation and then donor communication starts to wane after that. Thanking donors is something you must do all year round.

Use your communications calendar to incorporate ways to thank your donors. Try to 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. Try to send at least one or two gratitude messages a year by mail, since your donors will be more likely to see those.
  • 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. 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 thank you landing page, by email, and on social media.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
  • 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.

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It’s Kind of Quiet Out There

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Hello, nonprofits! What have you been doing lately? I’m asking because I haven’t heard much from you. Okay, a few of you have been sending updates, e-newsletters, action alerts, and appeals. But mostly – nothing.

I know it’s a quieter time, but that doesn’t mean you need to disappear. 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. And, since many nonprofits seem to have decided to take a break from their donor communication (not a wise decision), your message will be one of the few they’ll receive.

Your donors want to hear from you. Here are a few ways you can connect.

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. This is 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

You don’t need a reason to thank your donors. Just do it. Send them a nice thank you card or you can combine a thank you and an update. You could also make a video. There are so many ways to thank your donors. Have some fun and get creative.

10 Ways to Thank your Nonprofit Donors

Create a better newsletter

You may already keep in touch with your newsletter. Newsletters can be a great way to engage, but many of them are about as exciting as income tax forms.

A good summer project for you is to create a better newsletter that won’t bore your donors. Find some engaging stories to share. Think about what your donors want. Hint – It’s not a lot of bragging.

How to Create an Engaging Newsletter Your Donors Will Want to Read

HOW TO CREATE A BETTER NON-PROFIT NEWSLETTER

Tie in current events

There’s a lot going in the world right now. Will certain policies or budget cuts affect your organization? Share ways your donors can help – perhaps by contacting their legislators, volunteering, or making a donation.

Appeals are about more than raising money

Throughout the year, I receive more fundraising appeals than any other type of communication. Most of them are transactional and generic.

An appeal can be a way to connect with your donors if you make relationship building the main focus. Thank donors for their past support, share some updates, and show them how their gift will help you make a difference.

A couple of other ways to connect and raise additional revenue are to invite current donors to join your family of monthly donors, and send a special letter to your lapsed donors letting them know you miss them and want them back.

Keep it up throughout the year

Your donors want to hear from you throughout the year. A communications calendar could be just the ticket to help you with this so your donors won’t wonder why they haven’t heard from you.

How Making Smart Investments Will Help You Raise More Money

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Those of you with a July 1 fiscal year start date are most likely working on your budget for next year. Some of you may have a calendar year budget, so you’ll be working on yours later in the year.

Whatever the case may be, putting together a budget is hard, especially if you’re a small nonprofit with limited resources. It may be tempting to create a minimalist budget with the mindset “we can’t afford this.”

But be careful. What are you saying you can’t afford? It may be something you should be investing in.

You’ve probably heard the phrase you need to spend money to make money. Here are three areas you should be investing more money in. Don’t be scared. If you do it right, these investments will help you raise more money.

Invest in a good database

I wrote a post about this a few weeks ago. Why You Need a Good Donor Database

It bears repeating because a good database can help you raise more money. You can segment your donors by amount and politely ask them to give a little more in your next appeal – $35 or $50 instead of $25.

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

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

Don’t cut corners when it comes to your donor database. You can’t afford to do that.

Invest in direct mail

If you never or rarely use direct mail, you’re missing out on an effective and more personal way to communicate with your donors. Think of the immense amount of email and social media posts you receive as opposed to postal mail. Your donors will be more likely to see your messages if you send them by mail.

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

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

Shorter is better. Lengthy communication will cost more and your donors are less likely to read it.

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

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

Invest in donor communications

Here’s some great wisdom from Tom Ahern – If you do better donor communications, you’ll have more money. This means thanking your donors and keeping in touch with them throughout the year.

Don’t skimp on your communications budget. Creating thank you cards and infographic postcards are a smart investment and a necessity, not a luxury. So is hiring at least one communications staff member. Maybe you need to reallocate your budget to cover some of these expenses. You could also look into additional sources of unrestricted funding.

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

Don’t limit yourself by saying you can’t afford certain expenses. If you invest in a good database, direct mail, and donor communications, you should be able to raise more money.

Photo by 401kcalculator – http://401kcalculator.org

How to Make Your Email Messages Stand Out

27350190733_eda43b9c77_mEmail is often the primary way nonprofits communicate with their donors and there’s a reason for that. It’s fast, easy, relatively inexpensive, and almost everyone has an email address. You can quickly get a message out to a lot of people.

Email, unlike social media, is something you can control. You don’t have to rely on a social media algorithm to hope your message ends up in your donor’s feed.

But email is not a miracle mode of communication because you’re not the only one using it. People get hundreds of emails a day plus messages from other sources such as social media. It’s information overload to the max and it’s easy for your messages to get lost in the melee.

Here’s what you need to do to make your email messages stand out.

What’s your intention?

What’s the purpose of your message? What do you want your reader to do? Maybe it’s to donate, volunteer, attend an event, or contact her legislators. Maybe you’re sharing an update.

Think from your reader’s perspective. What would she be interested in or what would make him take action?

Keep it simple and stick to one call to action.

A good subject line is crucial

A good subject line is the key to getting someone to open your email message. If he doesn’t bother to open it, all your work has gone to waste.

Give some thought to it. Instead of Donate to our Spring Appeal or May 2018 Newsletter, try Find out how you can help Jason learn to read or Thanks to you, the Tyler family has a home of their own.

Better Open Rates: How to Write Killer Email Subject Lines

Short and sweet

Your next step is to get your donor to read your message. Keep her interested. Remember your email is one of hundreds your donor will receive that day, along with whatever else is going on in her life.

Make your messages short, but engaging, and get to the point right away.

Keep this in mind when you send your e-newsletter or updates. You might want to consider a two-article newsletter twice a month instead of one with four articles (and it’s unlikely your donors will read all four articles) once a month.

Make it easy to read and scan

Besides sending a short message, use short paragraphs, too. It needs to be easy to read (and scan) in an instant. Don’t use teeny tiny font either.

Be personal and conversational

Write directly to your reader using clear, conversational language – no jargon. Address your message to a person – Dear Linda and not Dear Friend.

Use an email service provider that lets you segment your lists so you can personalize your messages. For example, you’ll create different messages for current donors, potential donors, and monthly donors.

Send your message to the right audience

You may want to reach out to as many people as possible about an upcoming event, but you’ll have better luck concentrating on people who will be interested, such as past attendees. Just because email lets you communicate with a large audience, doesn’t mean you should.

Your audience isn’t everyone.

Be a welcome visitor

If you communicate regularly and do it well, your donors should recognize you as a reputable source and are more likely to read your message.

Make sure people know your message is coming from your organization. In the from field, put DoGood Nonprofit or Jennifer Smith, DoGood Nonprofit. If you just put a person’s name or info@dogoodnonprofit.org, people may not know who it’s from and ignore your message.

No spam,spam,spam

Only send email to people who have opted into your list. Otherwise, you’re spamming them. Some people will choose not to receive email from you, and that’s okay. The ones who do are interested in hearing from you. Give people the option to unsubscribe, too.

Repeat performance

If you’re using email to send a fundraising appeal or event invitation, you’ll probably have to send more than one message. Try not to send messages to people who have already responded.

Be mobile friendly

Many people read their email on a mobile device. If your message isn’t mobile friendly, you’re missing out.

Your email messages can stand out in your donor’s inbox if you give some thought to them and do it well. Here’s more information about communicating by email.

5 Ways Nonprofits can Drive More Value from the Email Channel

Email Marketing: Tips and Tactics for Nonprofits

The 5 W’s of Effective Nonprofit Email Marketing

Show Your Donors How Much You Care About Them

10867591394_a63f5c30d4_mHow much do you care about your donors? I’m sure your intentions are good and you think you care about your donors, but your donor communication doesn’t always reflect that.

Your donors showed they care about your cause by giving to your organization. You need to show your donors you care about them, too.

Here are a few ways to show your donors how much you care about them.

Do a stellar job of thanking your donors

One of your first steps is to do a good job of thanking your donors and most nonprofits fall short of anything that even resembles a stellar thank you.

If someone donates online, they should be directed to a thank you landing page that includes a prominent THANK YOU and a thank you photo or video. This is your first chance to make a good impression, so don’t blow it. After that, your donors should get an equally stellar thank you email.

Everyone who donates, even if they donate online, should get a thank you letter, handwritten note, or phone call as soon as possible, preferably within 48 hours. If you wait too long to thank your donors, it looks like you don’t care about them.

You’re also not showing a lot of #donorlove when you send one of those lame thank you letters that start with On behalf of X organization… Write something warm and personal.

Finally, thanking donors isn’t something you only do right after you receive a donation. It’s a year-round effort. Create a thank you plan to help you with this.

Don’t go AWOL

Your donors want to hear how they’re helping you make a difference. That’s why you have to stay in touch throughout the year.

You can do this with a regular newsletter (both email and print) and short updates by mail, email, and social media.

Planning ahead is a must here. If you haven’t already done so, putting together a communications calendar will be a huge help.

Donors come first

It’s crucial that all your communication is donor-centered. Sending a newsletter or update that just brags about your organization doesn’t show your donors you care about them.

Share content you know they’ll be interested in such as success stories and client profiles. Use language like Because of you or Thanks to you.

Your donors want to be recognized for who they are. Welcome new donors and acknowledge previous gifts. Also, your donors have names so please don’t address your letters to Dear Friend.

Little things count

It may not seem like a big deal to you to address your donors as Dear Friend instead of their names, but it matters to them.

In my last post, I stressed the importance of having a good database and to monitor your database to make sure you have accurate records. Misspelling a donor’s name and sending duplicate mailings may also not seem like a big deal, but if you can give your database the attention it needs, you’re showing your donors you care about them.

Surprise and delight your donors

How many times have you received something from a nonprofit that wowed you? Probably not that often, right? Most donor communication is rote, run of the mill stuff.

Do something that will surprise and delight your donors. Send them a handwritten note or a postcard with an engaging photo. Try to send something by mail because it’s more personal and your donors will be more likely to see it.

It doesn’t take long to write a short, heartfelt handwritten note, but it will mean the world to your donors. Get board members and volunteers to help with this.

You can also surprise and delight your donors with a thank you phone call, a thank you video, or an appreciation event.

One of the biggest components of showing your donors you care about them is gratitude. Here are some more ways to show your donors how much you care about them.

26 ways to show your donors they matter

15 Creative Ways to Thank Donors

21 IDEAS TO REFRESH YOUR DONOR STEWARDSHIP

Why You Need a Good Donor Database

14390202154_de5010e80c_mWhat type of donor database do you have, or do you even have one at all? If you’re using Excel instead of a database because it’s free, stop doing that. A spreadsheet is not a database.

Your Worst Fundraising Enemy

A good database won’t be free, but there are affordable options for small organizations.

Donation Management Software

You don’t want to limit yourself by having a database that can only hold a certain number of records or can only be used on one computer because you don’t want to pay for additional licenses.

I’m not an expert on databases, but I do know how important it is to invest in a good one.

A good database can help you raise more money

Although you’ll have to spend a little upfront, a good database will help you raise more money. You can segment your donors by the amount they give and politely ask them to give a little more in your next appeal – $35 or $50 instead of $25.

A good database can help you with retention, which will save you money since it costs less to keep donors than to acquire new ones. You can segment your mailing lists by current donors, monthly donors, lapsed donors, event attendees, etc. Donors like it when you recognize them for who they are. A personalized appeal letter will make a huge difference.

An organization that I support recently sent an appeal for a special initiative. Instead of sending a generic appeal, they specifically thanked me for being a generous donor and for my most recent gift before asking me to consider an additional gift this year. They couldn’t have done that without using a database that can segment donors.

Segmenting your donors is so important. You can welcome new donors and thank donors for their previous support. You can also send targeted mailings to lapsed donors to try to woo them back. You may be able to raise a little more money by reaching out to your lapsed donors.

Don’t cut corners when it comes to your donor database. You can’t afford to do that.

Why Your Donor Database Is Your Nonprofit’s Greatest Asset

Take good care of your donor data

Having a good database is the first step. The best database in the world won’t do you much good if you don’t take good care of your donor data.

Many nonprofits don’t pay enough attention to their donor data and leave data entry as a last minute to-do item for volunteers.

Don’t wait until right before your next mailing to clean up your donor data. I know it’s tedious, but have someone who’s familiar with your donors (your development director?) go through your mailing lists to see if you need to make any additions, changes, and deletions.

You can have volunteers do your data entry, but they need to be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records. It will also save you money if you’re not sending unnecessary mail.

It may not seem like a big deal, but you don’t want to annoy your donors. Paying more attention to your data entry shows your donors you care.

Take care of any address changes as soon as you get them. You can also run your donor list through the National Change of Address database. It may cost some money to do this, but it’s worth it if you come out with pristine data.

Your donor database is an important tool. You need a good one and it needs to be up-to-date and filled with accurate information about your donors. It’s well worth the investment.

 

How Well Do You Know Your Donors?

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You already have a core group of donors and other supporters, but how well do you know them? One way to get to know them better is to send short surveys asking why they donate, what issues are important to them, and how they like to communicate (by mail, email, social media, or a combination of those).

Let’s look at some of these more closely.

Why do your donors give to your organization?

Donors are not just money machines. They’re people who have a reason to support you.

Do you know why your donors give to your organization? This is very important and if you can find out, it will help you with your donor communication.

Most likely they feel a connection to your cause. After the Parkland shooting, I felt compelled to start giving to a couple of organizations that advocate for gun control. I support the American Cancer Society because way too many people I know have been affected by cancer.

The best time to find out this information is right after someone donates, especially for first-time donors. This will be easier to collect online and you could include this question on your donation form.

Of course, not everyone donates online. You could also include a short survey and a reply envelope or a link to an online survey with your thank you letter or welcome packet for new donors. (You do send those, right?)

What issues are important to them?

You also want to know what issues are important to your donors. If you’re an organization that’s working to combat hunger, you may find your donors are most interested in free, healthy school lunch programs for low-income students. Then you can share stories and updates about that initiative.

What communication channels do your donors prefer?

It’s probably more than one, but listen carefully. Don’t spend a lot of time on channels your donors aren’t using much.

Most likely email will be your biggest communication tool. You won’t use direct mail as much because of the cost, but you do need to use it at least a few times a year, especially if you find out some donors don’t use electronic communication.

The Museum of Fine Arts (MFA) in Boston recently included a link to an online survey about direct mail on one of their flyers. One question they asked was where you were more likely to go to get information – direct mail, email, website, or any combination of those.

They also asked about frequency of mailings – twice a month, once a month, or every other month. Since they’re a large organization, they can afford to mail quite often. You could also ask this question about email.

The advantage of email and direct mail is you have complete control of them, unlike social media. Speaking of social media, some of your donors may have deleted their Facebook accounts or are taking a break from it. I’m on hiatus with Facebook and I’m not sure I’m going to return since I don’t like it that much. But that’s just me. Other people love it.

What If Facebook Died Tomorrow?

This is a good opportunity to monitor your email and social media to see if people are responding to your messages. Look at the open rates, click-throughs, and likes. (I know likes don’t mean that much, but they do reflect some sort of engagement.) You may be seeing a drop on Facebook and who knows if another social media platform will have some kind of scandal. Monitor this frequently.

Other ideas to connect

You could ask your donors what’s their favorite article in an issue of your e-newsletter. You could also get feedback on your annual report. Going back to the MFA survey, they asked if you preferred flyers for a single exhibit or one that covered everything going on in one particular month. Here you could ask if people prefer your monthly e-newsletter or shorter updates.

Creating a survey

Instead of overwhelming your donors with a long survey, start with short surveys focusing on one topic at a time throughout the year. Here is more information about creating a survey.

3 Examples of Nonprofit Donor Surveys

GET TO KNOW YOUR DONORS: THE ULTIMATE GUIDE TO NONPROFIT SURVEYING

While surveys are a great way to connect, not everyone is going to respond to them. Another tactic to try is to create donor personas. You can use your database to figure out vital information and/or interview a few donors.

How to Identify your Nonprofit Donor Personas

How to Create and Use Donor Personas

Use your database

As you gather vital information about your donors, put that in your database. Your database also comes in handy because you want to segment your donors  – first-time donors, long-term donors, monthly donors, etc – so you can personalize their communication as much as possible.

Putting your work into action

Now that you’ve gotten to know your donors, think about why they give to your organization, what they would like to hear from you, and which channels are best for connecting with them. Do this before you send a fundraising letter, thank you letter, or newsletter.

If you take the time to get to know your donors, you’ll have a better chance of keeping them for a long time.