Whatever You Do, Don’t Stop Fundraising

3344881392_250068bc15_wNo doubt the COVID-19 outbreak is affecting your nonprofit organization, possibly severely. You need revenue to cover both planned and unplanned expenses.

You may have already heard this over the last few weeks, but I’m going to repeat it. 

Don’t stop fundraising

Keep up with what you’ve already planned and make adjustments as needed. Here are some suggestions to help you during this time.

Look at your fundraising plan

I really hope you have a fundraising plan for 2020. If you don’t, you should put one together, even though you’re probably overwhelmed with current needs now. At the very least, put together a plan to take you through the next few months.

For those of you who already have a plan, take a look at yours. Maybe you have a spring appeal, and you should still carry that out. Maybe you have an event planned. Is this something you can postpone or do you need that expected revenue now? You may need to conduct an emergency campaign to cover additional expenses that have incurred right now. I’ll cover these in more detail below.

Goodbye generic appeals

This is not business as usual. You must specifically mention how the COVID-19 outbreak is affecting your organization. Don’t send a generic appeal like the one Jeff Brooks mentions in this post.

Fear makes bad fundraising — when it most needs to be good

If you’re already planning a spring appeal, go ahead with it. Hopefully, you haven’t pre-printed letters with no mention of the current situation. If so, you’ll need to add something to the mailing, maybe on a half sheet of paper. If your letters have already gone out, then you’ll need to reference COVID-19 in your follow-up communication.

Many organizations are launching emergency appeals. Run it like any other campaign, making it multi-channel with multiples asks. The post below lays out the components of a multichannel campaign. A couple of things I want to highlight are creating a specific donation page and trying not to send follow up appeals to people who’ve already donated to your emergency campaign.

Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

Get specific. How can your donors help the people/community you serve? Maybe you run a tutoring program that now needs to go virtual, but some kids don’t have access to computers, so you need to raise funds to get them laptops or Chromebooks. Perhaps your food pantry is seeing a higher volume right now.

Segment your appeals as much as possible. This will help give your appeals a more personal touch.

The Importance of Segmenting Your Donors

Emphasize monthly gifts. A monthly donation may be more feasible for your donors at this time. You can also ask your monthly donors to upgrade or give an additional gift. 

How Monthly Giving is a Win-Win for Your Nonprofit

Don’t be afraid to be honest with your donors. If you’re anticipating a shortfall, let them know that. Keep them apprised of your goals – you need to raise $25,000 or buy 25 laptops.

Don’t treat this like the usual year-end money grab. Send nuanced appeals that specifically tell your donors how they can help.

Reach out to your major donors

Your first contact with your major donors needs to be a check-in. See how they’re doing. Then make a plan on how to proceed. These posts offer some guidelines.

4 Ways to Engage Major Donors During the Covid-19 Crisis

Questions and Answers in a Time of Crisis

Hold a virtual event

If you have an event scheduled this spring, you’ll need to figure out your best course of action. Most likely you’re counting on that projected revenue. You could postpone it, but we still might not be able to hold an in-person event three to six months from now.

Some organizations are holding virtual events or asking people to donate to what would have been your event or walkathon. If you have a walkathon or 10K planned, you could ask participants to raise money for you. This is risky because people have a lot going on in their lives and may not want to do that right now.

WHAT TO DO IF YOUR FUNDRAISING EVENT IS CANCELLED DUE TO CORONAVIRUS

Coronavirus Impacting Your Nonprofit? Here’s What to Do

Seek other sources of support

The CARES act, recently passed by Congress, may offer some relief. 

Breaking down the CARES Act:  How the New Stimulus Bill Could Provide Relief for Social Good Organizations

U.S. Nonprofits and Suppliers: What You Need to Get an Emergency Forgivable Covid-19 Loan

Your state and local government may also offer relief packages. I know in Boston, the city has put together the Boston Resiliency Fund, which is supported by individuals, foundations, and corporations.

Your current grant funders, as well as your local community foundation, may be able to help. Vu Lee of NonprofitAF (a must-read blog) is asking foundations to step up by increasing their payout rate and simplifying the application process. Both are long overdue.

10 archaic and harmful funding practices we can no longer put up with

Corporations could also help by providing a donation or matching funds. Large corporations that are doing a thriving business right now should do their part. I’m looking at you, Amazon, and our household is contributing to your increasing revenue. Personally, I think Amazon should give generously to communities and nonprofits, and that includes increasing the amount they give through Amazon Smile. 

Fundraising in the future

Like everything else right now, we’re changing the way we do things. Whether it’s Congress coming together (sort of) to pass bipartisan legislation to me realizing doing yoga almost every day is helping me get through this time.

From now on let’s strive for better fundraising appeals. Ones that are more personal and specific. Some of us have realized the importance of planning ahead and having a plan in the first place.

My hope is people should help as much as they can – whether it’s an additional $25 or something in the millions.

Finally, give a round of applause to health care workers and anyone else out on the front lines – grocery store workers, Amazon employees, delivery people, postal workers, etc. Kudos to all of you!

Read on for more information about fundraising during the COVID-19 outbreak.

Fundraising Action Plan for Crisis Response

To Ask or Not to Ask – Today’s Nonprofit Coronavirus Question

7 Tips to Improve Nonprofit Donor Communication

As a nonprofit, communicating with your supporters is crucial to establishing lifelong donor relationships. Find out how you can make every message count.

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By Gerard Tonti

Donors are the backbone of any nonprofit. Their generosity funds both the daily tasks and the overall mission of the organization. And yet, many donors feel under-appreciated and are uninformed about the great things these nonprofits are doing with their donations!

If you are a nonprofit professional, it is crucial that you place a much-needed emphasis on the donors who are backing your mission. So, how can you do that? 

For one thing, take a look at your current donor communication practices. Do you adequately thank your donors for their generous gifts? Do you keep in touch with your supporters on a regular basis, rather than only to request a new donation?

If you answered no to either question, consider upping your donor communication strategy. Even if you answered yes, there is always room for improvement.

Here are 7 ways to improve your nonprofit’s communication:

  1. Personalize your messages.
  2. Encourage interaction.
  3. Segment your audience.
  4. Focus on the donor.
  5. Schedule communications.
  6. Manage donor data.
  7. Report and track metrics.

Ready to get started? Let’s jump in.

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1. Personalize your messages.

Adding a personal flair to your communication is a great way to get your donor’s attention and strengthen the connection they feel to your nonprofit, which boosts donor retention.

A few key details that really bring a personal touch to your messages include:

  • Donor’s name
  • Donation amount
  • Date of donation

This is the difference between “Thanks for the donation!” and “Thank you, [Sabrina], for your generous gift of [$100] on [January 1st, 2020].” This lets the donor know that you really appreciate this particular gift.

Consider implementing these details into customized thank-you’s for each donor. Most likely, you already send some sort of thank you message— but chances are, it might be a little bland. Thinking outside the box with your messaging leads to higher levels of engagement and a more personal response.

Consider creating a video, writing a note, mailing a personalized thank you card, or giving a shout out on social media to further show your donor appreciation. Look for opportunities to use more detailed information about your donor, such as the name of their pet or their birthday.

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2. Encourage interaction.

Donor communication does not have to (and should not) be one-sided. Ask questions or send out surveys to encourage your supporters to communicate with you. This way, you better understand your donor network and they feel more included in the organization. 

Ask questions, such as:

  • What led you to donate in the first place?
  • What attracted you to our organization?
  • What interests you most about our mission?
  • What impact do you most hope to see?
  • Could you see yourself becoming more involved?

Engaging with your donors in the digital era is especially easy. Through email and social media platforms like Facebook, Twitter, and Instagram, supporters are able to contact you in mere seconds. Let them know that you want to hear from them by inviting replies to emails and responses to social media posts. 

Most importantly, listen to their answers. Try to implement any feedback you receive and thank your donors for their great suggestions. Be sure to respond to their online posts and questions in order to establish personal connections.

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3. Segment your audience.

Unfortunately, donor communication is not one size fits all—at least it shouldn’t be. First-time donors should not be getting the same messages as monthly recurring donors.

To establish good communication practices, it is crucial that you first segment your donors. This allows you to send targeted messages customized to a smaller group of donors who share similar qualities. 

For example, you might divide your donors into these categories:

  • New donors: First-time donor messaging requires special consideration. A whopping 81% of first-time donors never give again, but you want to fight against this statistic by engaging donors right off the bat. Make sure to appreciate your new donors and their support for your cause. You want to get that second donation, also known as a golden donation.
  • Recurring donors: Recurring donations are transferred automatically on the agreed upon schedule. For instance, monthly donors have committed to an ongoing donation each month for an undefined period of time. These donors are some of your nonprofit’s most important supporters. Consistent gifts provide stability, especially outside of peak donation season, and smaller donations add up quickly.
  • Repeat donors: As opposed to recurring donations, a repeat donor is someone who has given to your organization before but has not committed to an ongoing donation agreement. Your messages to this group can encourage donors to opt for a monthly giving program.
  • Lapsed donors: These are donors who used to give to your organization but have since stopped their donations (typically defined by a lack of gifts over a 12-month period). Create a strategy to reconnect with these supporters who have already established a connection to your organization.
  • Members: If your organization is comprised of members, they tend to seek a more personal relationship, and desire frequent, ongoing communication. Click here to find out how to best manage your members. Consider sending a birthday message or telling them you miss them if their engagement starts to falter.

Depending on the specifics of your organization, you may choose to segment your donors in different ways and with different strategies. A segmented audience allows you to craft more direct and relevant messages to each individual and improves overall donor communication.

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4. Focus on the donor.

There is an important difference between corporate communication and donor communication. The distinctions may be subtle, but they are powerful. Corporate communication places a focus on your organization and what you are doing, while donor communication shifts to an emphasis on the importance of each donor

While it can be tempting to take the opportunity to brag about your nonprofit and your abundance of success stories, (and don’t worry: there’s still a time for that!) it is an excellent practice to focus on the importance of the donor. 

Experts suggest using adjectives such as kind, caring, compassionate, helpful, and generous — the key characteristics of a moral person— to describe the donor and their gift. It’s human nature; donors like to be told that they are needed and important to your cause. Focusing on the donor is a great practice for improving your donor stewardship, too!

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5. Schedule communications.

Because it is so vital to keep up your donor communications year-round, it is a good idea to implement a schedule to manage your ongoing communication. Some experts suggest at least one to two messages each month, which can get daunting and/or repetitive.

One way to do this effectively is to plan with a communications calendar (or editorial calendar) that allows you to draft out messages throughout the year. This is a great tool to keep up with your donor communication and ensure that it doesn’t fall through the cracks as a lesser priority.

A calendar is excellent for drafting time-sensitive messages, especially ones that you have access to ahead of time. A few examples include:

  • Holidays: Getting involved in holidays like Valentine’s day (“we love our donors”) and Thanksgiving (“we are so thankful for our donors”) is a great way to make use of the calendar and annual celebrations. You may also choose to recognize days or months specific to your cause, such as World Hunger Day or Human Trafficking Prevention Month.
  • National events: For example, the Presidential Election! The election effect is real when it comes to donors giving to their favorite social and political charities. Leverage this with strategic messaging to take advantage of current events (especially when they relate to your nonprofit’s cause).
  • Fundraising season: Get started with your year-end fundraising by planning messages ahead of time. You already know that Giving Tuesday and the holiday season are especially generous times for donors; get that head start in the early months of the year to maximize your impact!

Overall, using a calendar to plan out your communications is crucial for ensuring the best donor communication practices. Just make sure to switch things up sometimes to keep your communication fresh. 

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6. Manage donor data.

To best target your communication to specific donors, take a look at your donor data collected by your donation pages and stored in your constituent relationship management (CRM) system, also known as your donor database. When you can use that data and make actionable insights, your CRM becomes an excellent resource to understand your audience and how they want to communicate.

For example, when your donation page asks for contact information, allow your donors to select their preferred method of communication (text message, phone call, email, physical mail, etc.) or the best time to contact them (day, evening, weekends) and then honor it. Donors appreciate when you actually take their preferences into consideration— and may become frustrated when you don’t. 

Check out Salsa’s tips for keeping your data in top shape so that it becomes the most useful tool you have. Keeping your CRM data clean, organized, and updated is a great strategy for ensuring useful data for your communication practices.

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7. Track and report metrics.

One of the best ways to improve your donor communication skills is to start with a better understanding of your current donor relations practices and how well they are working. Then, as you start to integrate these new ideas into your strategy, track certain metrics to read your successes and failures.

Useful metrics to track include:

  • Open rates: The percentage of recipients who opened your message.
  • Impressions: The number of times your message was viewed.
  • Conversion rates: The percentage of recipients who completed a desired action.
  • Bounce rates: The percentage of emails that never made it to an individual’s inbox.

Many CRM and communication software can provide this information, which you definitely want to take advantage of.

By collecting and analyzing this data, you can compare and contrast various communication channels with each other to determine which tactics are working well, and which could use a revamp. 

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When you implement these 7 tips and tricks into your donor communication strategy, you will begin to notice a significant improvement in your donor relationships. And with improved donor relationships, comes increased rates of donor retention!

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.

 

Let Your Donors Know How Lucky You Are to Have Them

422810636_b02ba5dfed_mIn a recent Grow Report, fundraising expert  Pamela Grow wrote about a time she had just started a new development job and the donors hadn’t been thanked for over eight months (yikes!). When she expressed concern about this to an outside consultant, the consultant replied, “In my experience, donors are lucky to get a postcard.”

Really? What nonprofit organizations should be saying is, “We’re lucky to have our donors.” And this includes all donors, even ones who give smaller gifts. Smaller gift donors often have the potential to give more. Also, don’t discount a loyal donor who’s given $25 a year for 10 years. Maybe she’s passionate about your cause, but that’s all she can afford. You don’t want to lose her.

Do your donors know how lucky you feel to have them support your organization? They should. Take time this month to let them know that and keep letting them know that throughout the year. St. Patrick’s Day is coming up so you could use that as a theme.

You need more than luck 

Luck isn’t everything, though. You have to work at it. Donors don’t magically donate, or more important, keep donating to your organization. In fact, if you ignore them or communicate poorly, they’re unlikely to donate again.

It takes more than leprechauns granting wishes. You need good donor relations and consistent, engaging communication. Donor relations should be easier than raising money, and it can be fun, too. But not only do you have to work at it, you need to make it a priority!

New beginnings

If you don’t want to use St.Patrick’s Day as a theme, spring is just around the corner (yea!). Spring is a time for new beginnings. Maybe you can share a new initiative that you were able to launch with your donors’ help.

Speaking of new beginnings, think about sending something special to your first-time donors. Let them know how much you appreciate this new relationship. If you don’t, it’s likely to be a short-term relationship. Donor retention continues to be poor for first-time donors. Don’t let these donors slip away.

Reach out to your loyal donors

While engaging with first-time donors is important, you don’t want to ignore your longer-term donors. Organizations rarely acknowledge past giving. I gave an example above about a loyal donor who’s given for 10 years.

If you have donors who’ve given for more than three years, do something special for them. Let them know you’re lucky to have them in your family of donors.

Build relationships throughout the year

Building relationships is one of the most important components of fundraising. It’s something you need to do throughout the year.

Don’t just communicate with donors when you have a fundraising campaign or an event. The in-between times are just important. Let your donors know how lucky you are to have them and keep doing that again and again.

Show some donor appreciation at least once a month. A communications calendar will help you with this.

Your donors need to know how lucky you are to have them. It’s not hard to do that, but you can’t rely on just luck. 

Get inspired by some of these ideas.

15 Creative Ways to Thank Donors

12 Ways to Inspire and Delight Your Donors…With Examples!

10 Donor Recognition Ideas for Nonprofits

 

How to Move Away From Your Generic Communication

40508943681_0fa174264e_wAre you guilty of sending all your donors the same appeal and thank you letters? In these letters, you never thank a donor for their past support or acknowledge they’re a monthly donor.

If that’s not bad enough, many of these letters use vague and impersonal language and even worse, jargon.

You can do better, and frankly, you have to do better. Generic communication isn’t going to help you keep your donors.

Move away from anything generic and create something more personal. Here’s how.

Segment your donors

Your donors aren’t the same, so they shouldn’t all get the same letter. Segment your donors into different groups as much as you can. At the very least, create different letters for new donors, repeat donors, and monthly donors. You can also personalize letters to lapsed donors, event attendees, volunteers, etc.

I emphasize segmenting your donors a lot in my posts because it’s so important. Donors like it if you recognize their past giving or anything that emphasizes this is more than a generic, one-size-fits-all message.

The Importance of Segmenting Your Donors

Beginner’s Guide to Nonprofit Donor Segmentation

And while we’re on the subject of personalization, let’s stop sending Dear Friend letters, as well. You’re not being a good friend if you don’t even use your donors’ names.

I know this will take more time, but it’s worth the investment. So is a good database to help you with this. Your donors will feel appreciated and are more likely to give again, possibly at a higher amount.

Use language your donors understand

If you use vague, generic language and jargon, you’re going to instantly bore and/or confuse your donors. Most of your donors don’t have a medical or social services background. They don’t use terms like food insecurity, at-risk populations, and underserved communities, and neither should you.

Connect with your donors by using language they’ll understand. Instead of talking about food insecurity, give an example of a family choosing between buying groceries and paying the heating bill.

What you mean by at-risk or underserved? Are high school students less likely to graduate on time? Do residents of a certain community not have good health care nearby? Is housing too expensive? Get specific, but at the same time, keep it simple.

You May Love Your Jargon, But Your Donors Don’t

How Jargon Destroys Nonprofit Fundraising & Marketing

4 Reasons to Stop Using Nonprofit Jargon

A great way to move away from generic language and jargon is to tell stories. Most people respond better to a human-interest story than a bunch of boring statistics.

Tell the Stories Your Donors Want to Hear

On the road to improvement

You may be between fundraising campaigns right now and have a little more time. If so, start segmenting the donors in your database, if you haven’t already done that. Segmenting your donors isn’t a one-time deal. Make changes if you need to. For example, some of your single-gift donors may have upgraded to monthly. If you can do this after every campaign, you should have pretty up-to-date information on your donors.

In addition, dust off those templates and freshen up your appeal letters and thank you letters. Create letter templates for different donor groups and replace your vague, generic language with something clear, conversational, and specific.

Have someone outside your organization, a friend or family member, look at your messages. Something that’s clear to you may mean nothing to others.

Move away from your generic communication with something that shows your donors how much you appreciate them by recognizing who they are and giving them engaging content they’ll relate to.

You Have Options When Creating Your Annual Report

37807079994_1c564aee84_wAre you dreading putting together your annual report?  You think it’s time-consuming, but it’s something you always do. Plus your board wants you to do it, although you’re not sure your donors actually read it.

And why would donors want to read an annual report when many of them are long, boring, and basically a demonstration of the organization patting itself on the back?

Annual reports don’t have to be a negative experience for you or your donors. You have options when creating your annual report. 

First, you don’t have to do one, but you do have to share accomplishments with your donors. You might want to ditch the annual report and send short progress reports a couple of times a year or monthly e-updates instead.

If you decide to do an annual report, I encourage you to move away from the traditional multi-page one. Aim for something no longer than four pages. Shorter is better.

Here are a few things to keep in mind to help you create an annual report that won’t put your donors to sleep and make it a little easier for you to put together.

Your annual report is for your donors

Keep your donors in mind when you create your annual report and include information you know will interest them.

You may want to consider different types of annual reports for different donor groups. You could send an oversized postcard with photos and infographics or a one-to-two-page report to most of your donors. Your grant and corporate funders might want more detail, but not 20 pages. See if you can impress them with no more than four pages.

Make it a gratitude report

Donors want to feel good about giving to your nonprofit. Think of this as a gratitude report. You may want to call it that instead of an annual report.

Focus on thanking your donors for their role in helping you make a difference. Get inspired by these examples.

Oregon Zoo Gratitude Report

Power of Storytelling | The most moving gratitude report I’ve ever seen

How are you making a difference?

The theme of many annual reports is look how great we are. They are organization centered and not donor-centered.  

They also include a bunch of boring lists, such as the number of clients served. You need to share specific accomplishments that show how you’re making a difference.

Focus on the why and not the what. Something like this – Thanks to you, 85% of the students in our tutoring program have improved their math skills and now have a better chance of graduating from high school on time.

Phrases like Thanks to you and Because of you should dominate your annual report.

Tell a story

Donors love to hear about the people they’re helping. You can tell a story with words, a photo, or a video. Share a success story.

For example –  Kevin, a junior at Douglas High School, couldn’t stand math. “I don’t understand it and when am I going to actually use Geometry?” he asked. Geometry was worse than Algebra, which was” horrible.” Then Kevin started meeting weekly with Josh, one of our volunteer tutors. It was a struggle at first, but thanks to Josh’s patience and encouragement, Kevin is starting to understand math and is doing much better. Now he doesn’t dread Geometry class.

Make it visual

Your donors are busy and don’t have a lot of time to read your report. Engage them with some great photos, which can tell a story in an instant. Choose photos of people participating in an activity, such as Josh helping Kevin with his math.

Use colorful charts or infographics to highlight your financials. This is a great way to keep it simple and easy to understand. Include some quotes and short testimonials to help break up the text.

Be sure your report is easy to read. Use at least a 12-point font and black type on a white background. A colored background may be pretty, but it makes it hard to read. You can, however, add a splash of color with headings, charts, and infographics.

Write as if you’re having a conversation with a friend

Beware of using jargon. Most of your donors don’t use words like underserved or at-risk, and neither should you. Use everyday language such as – Because of you, we found affordable housing for over 100 homeless families. Now they no longer have to live in a shelter, a motel, or their cars and have a place to call home.

Write in the second person and use a warm, friendly tone. Use you much more than we.

Planning is key

One problem with annual reports is organizations send them out months after the year is over and at that point the information is outdated.

Yes, putting together an annual report can be time-consuming. One way to make it easier is to set aside a time each month to make a list of accomplishments. This way you’re not going crazy at the end of the year trying to come up with a list. You can just turn to the list you’ve been working on throughout the year.

You also want to create a story and photo bank and you can draw from those when you put together your annual report.

Of course, a shorter report or an infographic postcard will help ensure your 2019 report doesn’t arrive in your donor’s mailbox the following spring or later. Remember, you also have the option of not doing one and sending periodic short updates.

Whatever you decide, put together an annual report that’s a better experience for everyone. Read on for more information about creating a great annual, or even better –  a gratitude report.

How to Craft a 1-Page Nonprofit Annual Report

Donor-Centered Nonprofit Annual Reports

Best Nonprofit Annual Reports 2019

Why You Should Stop Saying “Annual Report” (And What to Call it Instead)

Photo by CreditDebitPro

Is Your Communication Donor-Centered?

3346775346_a98133c942_wIs your communication donor-centered?  Really, is it? Because often it’s not. You see countless examples of generic, organization-centered communication that barely acknowledges the donor.

Plain and simple, donor-centered means focusing on your donors’ needs and interests, acknowledging them in your letters and other communication, and taking into account that not all donors are the same.

Can you do that? Just to make sure, before you send your next appeal, thank you letter, or newsletter, run it through this donor-centered checklist.

Fundraising Appeals

  • Is your fundraising appeal focused too much on your organization – rambling on about how great you are? Your organization may be great, but let your donors figure that out. Your donors are the ones who are great, and they want to hear how they can help you make a difference for the people/community you serve.
  • Is your appeal segmented to the appropriate audience? Thank past donors or reference your relationship to a potential donor. Maybe they’re event attendees, volunteers, or friends of board members.
  • Is your appeal addressed to a person and not Dear Friend?
  • Is your appeal vague, impersonal, and filled with jargon your donors won’t understand? Don’t say we’re helping at-risk youth. A donor-centered appeal would say something like – With your support, we can help more students graduate from high school on time.
  • Does your appeal make people feel good about donating to your organization?

Thank you letters

  • Does your thank you letter come across as transactional and resemble a receipt? Yes, you need to acknowledge the donation is tax-deductible, etc, but most donors are more concerned about how their gift made a difference.
  • Does your thank you letter (or better yet, a handwritten note) shower your donors with love?  Start your letter with You’re amazing or Thanks to You!, and not On behalf of X organization.
  • Is your thank you letter addressed to a person and not Dear Friend?
  • Are you telling your donors the impact of their gift?  For example – Thanks to your generous donation of $50, a family can get a box of groceries at the Southside Community Food Bank.
  • Do you recognize each donor?  Is this the first time someone has donated?  If someone donated before, did she increase her gift?  Acknowledge this in your letter/note.

Newsletters

  • Does your newsletter sound self-promotional and focus on all the wonderful things your organization is doing instead of showing your donors how they’re helping you make a difference?
  • Is your newsletter written in the second person? Write to the donor and use the word you more often than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?  Keep in mind, all your donor communication should be written in the second person. It’s much more personal.
  • Does your newsletter include success stories, engaging photos, and other content your donors like to see?
  • Are you using the right channels?  Perhaps you only send an e-newsletter, but some of your donors prefer print.
  • Are you showing gratitude to your donors in your newsletter?

Remember to always think of your donors first. This applies to everyone in your organization.

No Really, What is a ‘Donor-Centric Culture’?

Use this checklist for other donor communication such as annual reports (these are rarely donor-centered), your website, email messages, and social media posts.

Make sure the messages you send to your donors focus on them and make them feel special. Staying donor-centered can help you build relationships. This is especially important as retention rates continue to decline.

Read on for more information about the importance of being donor-centered.

A donor-centered organization, your donors, & relationship building

Degrees of Donor-Centricity

#1 Tip to Create a Donor-Centered Appeal Letter

 

Make a Good Impression by Showing Some #DonorLove

4810189_15c7e30d55_zNot long ago while I was scrolling through my email, one message stood out. It was a thank you video from a nonprofit organization. A week or so before that I received a thank you card from another nonprofit.

Unfortunately, those are the only examples of #DonorLove from the last few weeks that I can share with you. I’d also like to tell you I received a bunch of wonderful thank yous after I made my year-end gifts, but I can’t. Most of them were automatically generated thank you emails or the usual boring form letter.

We can do better!

I don’t know where your organization stands, but if you’re like many, you’re sleepwalking through your #DonorLove practice. Thanking your donors is not a we do this after we receive a donation and then we don’t have to do anything situation. 

#DonorLove is something you need to show all year-round and with Valentine’s Day coming up, it’s a perfect opportunity to thank your donors and show how much you appreciate their support.

8 Strategies to Celebrate Nonprofit Donors on Valentine’s Day

Happy Valentine’s Day: Donor Love Infographic

Maybe you would rather not go the Valentine’s Day route, but you should still do something to show appreciation this month (and every month). The holidays are over and February can be a dreary month. Your donors would appreciate a little mood booster.

This is also a good opportunity to keep in touch with the people who gave to your year-end appeal, especially first-time donors. If you haven’t shown any #DonorLove since your year-end appeal, don’t wait much longer.

Here are a few ways you can show some #DonorLove.

Create a thank you photo

Make your donor’s day with a great photo, like this.

Image result for pictures of people holding thank you signs

You can send thank you photos via email and social media, use one to create a card, and include one on your thank you landing page.

Make a video

Videos are becoming an increasingly popular way to connect. Here’s a link to the thank you video I recently received. 

Thanks to our compassionate community!

It’s simple, yet effective, so don’t worry if you weren’t a film major. It’s not too hard to create a video.

How to Create a Donor Thank You Video

One idea for your video is to show a bunch of people saying thank you. You’ll want your video to be short, donor-centered, and show your organization’s work up close and personal.

Your thank you landing page is a perfect place to put a video. This is your first opportunity to say thank you and most landing pages are just boring receipts. You can also put your thank you video on your website and share it by email and social media.

Nonprofit Thank You Video Script

A Thank You Video to Promote Donor Retention

Send a card

A handwritten note will also brighten your donor’s day. If you don’t have the budget to send cards to everyone, send them to your most valuable donors. These may not be the ones who give you the most money. Do you have donors who have supported your organization for more than three years? How about more than five years? These are your valuable donors. Don’t take them for granted.

That said, I do think you should make every effort to send a card to ALL your donors at least once a year. You can spread it out so you mail a certain number of cards each month, ensuring all your donors get one sometime in the year. I also think it’s nice to send something during times of the year when donors might least expect it, such as May or September.

Most organizations don’t send thank you cards, so you’ll stand out if you do.

Share an update or success story

In addition to saying thank you, share a brief update or success story. Emphasize how you couldn’t have helped someone without your donor’s support. For example –Thanks to you, Jeremy won’t go to bed hungry tonight.

Phrases like Thanks to you or Because of you should dominate your newsletters and updates.

Back to basics

Make this the year you do a better job of thanking your donors. Thank your donors right away and send a thank you note/letter or make a phone call. Electronic thank yous aren’t good enough.

Be personal and conversational when you thank your donors. Don’t use jargon or other language they won’t understand. Write from the heart, but be sincere. Give specific examples of how your donors are helping you make a difference.

Make thanking your donors a priority

I’m a big proponent of communicating by mail, even if it’s only a few times a year. It’s much more personal. Yet, many nonprofits are skittish about spending too much on mailing costs.

If your budget doesn’t allow you to mail handwritten cards, is there a way you can change that? You may be able to get a print shop to donate cards. You could also look for additional sources of unrestricted funding to cover cards and postage. Think of these as essential expenses.

Maybe you need a change of culture – a culture of gratitude. This comes from the top, but you also need to get your board, all staff, and volunteers invested and involved in thanking your donors. 

You can’t say thank you enough. Make a commitment to thank your donors at least once a month. Create a thank you plan to help you with this. Planning ahead and creating systems makes a difference.

Create a system for expressing gratitude

Keep thinking of ways to show some #DonorLove. Stand out and impress your donors. 

Nonprofit Donor Thank You’s: What are You Doing to Stand Out?

20 Engaging Ideas for Donation Thank You Letters

Thanking a Donor by Email: Best Practices and Examples

You don’t even need to wait for a holiday or special occasion. Just thank your donors because they’re amazing and you wouldn’t be able to make a difference without them.