Thanksgiving is coming up and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. For many, it will be a different Thanksgiving. Some people may not gather with family and friends and if they do, it will be with fewer people, while taking precautions to stay safe.
Your donors are also special people. Many of them have gone the extra mile this year to help you during these difficult times. Don’t they deserve to be showered with gratitude?
Even if donors cut back on their giving or haven’t given at all this year, they should still get some attention. Hopefully, they’ll give again in the future. There’s a better chance of that if you treat them well.
Showing gratitude doesn’t happen nearly as often as it should, but you need to spend just as much time thanking your donors as you do on fundraising.
Here are a few ways to thank your donors and let them know they’re special.
Wish your donors a Happy Thanksgiving
Send your donors a special Thanksgiving message. A lot of nonprofits already do this, but I think as many organizations as possible should do it this year. If you can send a card or postcard, that’s great, but an email message is also fine.
As I hope you’ve been doing for the last several months, wish your donors well. Let them know how grateful you are to have them as part of your family. Your donors will appreciate a heartfelt message right now.
Don’t stop with Thanksgiving
Thanksgiving isn’t the only time to show some #donorlove. The holidays and New Year’s are just around the corner and that’s a good opportunity, especially for those of you outside the U.S., to express gratitude. But you don’t need a reason. Just thank your donors and do it often.
Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.
Incorporate thanking your donors into your year-end fundraising campaign
Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?
Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday and I’ll write more about that in my next post.
Be ready to thank your donors as soon as you receive a donation
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.
Planning ahead will help you thank your donors as soon as possible. I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.
You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers to help make phone calls, write thank you notes, or include a handwritten note on a thank you letter. Much of this can be done from home.
Do a better job of thanking your donors
Your donors deserve more than just the same, lame generic thank you letter. I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.
The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….
Thanking your donors is not a one-time deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.
Send a handwritten note.
Create a thank you video and share it on your website, by email, and on social media.
Send welcome packets to your new donors.
Invite your donors to connect with you via email and social media. Keep them updated on your success and challenges. Making all your communications donor-centered will help convey an attitude of gratitude.
Thank your donors in your newsletters and other updates. Emphasize that you wouldn’t be able to do the work you do without their support.
Create a virtual tour or other engaging video content so your donors can see your nonprofit up close and personal.
During these tumultuous times, we keep getting more and more divided. Wherever you live and whichever way you lean politically, we should all show more kindness towards each other.
At the beginning of the pandemic, some people put hearts and teddy bears in their windows, along with signs of support for essential workers. That’s mostly disappeared and I’d like to see it return. I know everyone is tired of wearing masks and socially distancing, but it’s either that or you risk getting infected. Some kindness, both towards ourselves and others, will help us get through this.
In the spirit of kindness, show some gratitude to your donors and make them feel special.
Personalization in your nonprofit’s marketing strategies is an important way to build relationships with your supporters to support long-term fundraising goals.
By Gerard Tonti
Personalized marketing is key for nonprofit success, especially when it comes to donor communications. Your supporters are much more likely to pay attention and feel appreciated when your nonprofit addresses them and their interests in your marketing initiatives. This helps build stronger relationships with them and maintain their support in the long-term.
Therefore, as you create your marketing plan, make sure your nonprofit effectively uses software to engage your audience and personalize outreach as much as possible.
Here at Salsa, we work with all sorts of nonprofit organizations, helping them manage data that makes personalized marketing possible. We’ve found some of the most successful strategies to connect with supporters through data and effective marketing include:
Address your supporter by name.
Employ preferred marketing channels.
Launch a new donor marketing campaign.
Segment supporters by giving level.
Consider the geographic location of supporters.
Keep an eye on engagement metrics.
The only way to completely personalize your marketing campaigns is to reach out to each supporter individually— every time. This is unrealistic and would use a lot of your organization’s resources and time.
Therefore, nonprofits have devised techniques to personalize their messaging in a timely manner. Each of these strategies requires the use of an effective donor database solution. Keep this in mind as you’re exploring these techniques.
Now, let’s get started!
1. Address your supporter by name.
This first tip might seem like a small detail, but it’s incredibly important to encourage your donors to actually read the messages you send to them. It’s a crucial step to establish a connection with your supporter, making it one of the foundations for effective communication.
Consider your mail and email communications. Are you more likely to read a message with a salutation of “Dear valued donor” or “Dear [your name]”? Probably the latter! As an example, look at the two samples from nonprofit thank-you messages:
Dear valued donor,
Thank you for your generous contribution to the buy-a-backpack campaign. Your gift is supporting the purchase of school supplies for hundreds of kids in the community.
Compare that first message to the following:
Thank you for your generous contribution to the buy-a-backpack campaign. Your gift of $1,000 allowed us to buy new school supplies for 100 kids in the community.
Using the supporter’s name in the introduction catches their attention and shows that the message is crafted for them rather than a mass audience.
Other details included in the message were also designed to personally address the supporter’s action, including:
Specifying the amount of the gift contributed
Communicating the impact of that specific contribution
Identifying the campaign that the supporter contributed to
By getting specific and using personal details in the messages you send supporters, you’re telling them the communication was crafted specifically for them. This establishes a more personal relationship over time.
2. Use preferred marketing channels.
There are a lot of different ways you can get in touch with your nonprofit’s supporters. However, your supporters probably check some communication channels more frequently than others.
Using the channels your supporters pay the closest attention to is a great way to boost supporter engagement with your organization.
How can you figure out which channels your supporters prefer? There are two primary ways:
Ask them. This is the easiest way to figure out your supporters’ preferences. Send them a survey and ask key questions about what messages they like the most and how they’d prefer to receive those messages.
Analyze marketing results. The other way you can discover your supporters’ preferences is by analyzing their past engagement metrics with various platforms. If you find that a supporter tends to open and click through your emails more often than other platforms, you should continue using email.
Some of the channels you may consider analyzing and asking your supporters about include:
After you’ve discovered the most effective and desired channels among your supporters, you can start integrating those channels into your marketing plan.
Keep in mind, however, that the most effective way to communicate with supporters is through a multi-channel marketing approach. This means your organization will use a few separate channels to touch base with each of your supporters. For instance, you may use social media for frequent updates, direct mail to inform supporters about new campaigns, and phone calls to show your appreciation to donors after they contribute.
3. Create a marketing campaign for new donors.
Many nonprofits tend to focus heavily on donor acquisition. In reality, it’s a good strategy to put more emphasis on retaining those supporters you already have. Retaining donors is a more cost-effective strategy with a higher chance of increasing your secured revenue.
Specifically, the best way to increase your donor retention rate is to make sure your new donors feel welcomed and appreciated by your nonprofit.
We suggest creating a new donor marketing campaign to accomplish this goal. An easy way to do this? Develop a drip campaign with information that will intrigue this audience. It looks like this:
Develop templates and email drafts of information that new supporters will appreciate and engage with. Make sure these emails stand out and differ from one another. For example, you might send supporters a one-pager about the need for your mission, a summary of the upcoming events or virtual opportunities offered by your organization, and updates from your most recent program, all in separate emails.
Create a donor segment of new supporters. You can set up automatic emails to send to this group of supporters using effective marketing tools. Be careful not to send the messages too frequently as to not desensitize the supporters to seeing your name in their inbox, but send them frequently enough to keep you in the front of their minds. Once or twice a week should suffice.
Provide the next step to drive engagement further for this group of supporters. For example, you might ask them to sign up for your newsletter, make a second gift, or register for your upcoming (virtual) event. Be sure to include this as an eye-catching call-to-action in your email communications.
To make this possible, your nonprofit needs both fundraising and marketing software that will work well together. Salsa’s fundraising software offers an example of a solution that has features such as rich donor profiles and a seamless integration between fundraising and marketing to help nonprofits create these useful campaigns.
4. Segment supporters by giving level.
While you undoubtedly appreciate all of your supporters, some have a greater capacity to give and the ability to drive your mission further.
That’s why as you personalize your communications, it’s important to recognize the donors with the greatest potential lifetime value so you can focus your efforts on developing a connection and relationship with them.
Major donors and major prospects should have the most personalized interactions with your organization. You may go above and beyond with these supporters by:
Setting up in-person or video meetings with them
Asking them for their opinions on your latest campaign
Giving advanced notice about major campaigns
Calling them more frequently with updates
Segmenting your donors by giving level gives your organization a better understanding of who your major prospects and donors are so you can specialize your outreach to them and make stronger connections.
5. Consider the geographic location of supporters.
One characteristic that you should consider as you personalize your communications with supporters is where they live. This has been historically important for event planning as nonprofits send specialized invitations to their supporters who live in the area where an event will occur.
Throughout the COVID-19 pandemic and stay-at-home orders, nonprofits have realized that geographic location is a less significant factor when hosting virtual fundraising events. Handbid’s virtual event guide explains how to host these and reiterates how they can unleash greater event potential by removing geographic restrictions to attendance.
However, this doesn’t mean you should stop considering the geographic location of your supporters.
Geographic location is important for communicating impact to your donors. For example, imagine you’re a donor contributing to a nonprofit that helps provide school supplies for kids. You might feel an even greater connection to this cause if you know your contributions are helping kids in your own community.
Drawing on the ties that supporters have to their own communities helps them feel like they’re truly making a difference that they can see in their everyday lives.
6. Keep an eye on engagement metrics.
After you’ve incorporated personalization strategies into your nonprofit’s marketing plan, be sure to keep an eye on the success metrics to see how they’re performing. Consider tracking the difference in the metrics before and after you implemented personalization strategies to ensure your communication is actually improving and you’re further engaging your audience.
Some key performance metrics that you can keep an eye on include:
Email open rates
Email click-through rates
Event attendance metrics
Survey response rates
Donor retention rates
As these metrics increase and improve, your fundraising efforts should also show signs of improvement. Keep an eye on all of your metrics in your nonprofit’s CRM software. If your donor database integrates seamlessly with your marketing and fundraising solutions (like Salsa’s Smart Engagement Technology), you should be able to easily track and measure success metrics. If you want to learn more about choosing and implementing software that makes this possible, check out this handy guide.
Personalized marketing is key for your nonprofit’s increased donor engagement and retention strategies. It’s important to develop relationships and encourage a greater connection between donors and your organization. Use these six helpful strategies to get started with your organization’s personalized marketing. Good luck!
Gerard Tonti is the Senior Creative Developer at Salsa Labs, the premier fundraising software company for growth-focused nonprofits.
Gerard’s marketing focus on content creation, conversion optimization, and modern marketing technology helps him coach nonprofit development teams on digital fundraising best practices.