All You Need is #DonorLove

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I’ve written a couple of times recently about the lack of #DonorLove out there. This is a problem. Your donors want to feel appreciated and know their gift is helping you make a difference, and your lame, automatic thank you email doesn’t cut it. You need to do better.

Valentine’s Day is coming up and this is a perfect opportunity to thank your donors and show how much you appreciate their support.

12 Ways to Send Your Donors Love With a Valentine

A simple email to send your donors on Valentine’s Day

Maybe you would prefer not to go for a Valentine’s Day theme, but you should still do something fun and creative to show appreciation this month (and every month for that matter). The holidays are over and Punxatawny Phil saw his shadow, so for those of us who live in Northern climates, you know what that means. We could all use a little mood booster right now.

This is also a good opportunity to stay 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, then you must reach out now.

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 one of these.

Image result for Nonprofit thank you photos

 

Image result for Nonprofit thank you photos

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 are some examples of thank you videos.

HRC Thank You Video

4 Smart Ways to Use Thank You Videos in Nonprofit Fundraising

Obviously, the purpose is to thank your donors. A simple video showing a bunch of people saying thank you will do the trick. You also 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 (or a photo). This is your first opportunity to say thank you and most landing pages look like boring receipts. You can also put your thank you video on your website and share it by email and social media.

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.

Another idea – Send a small number of thank you cards every month, ensuring that each donor gets at least one card a year. Spreading it out may be easier on your budget.

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, the Smith family now has a home of their own.

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

Thank you refresher course

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.

Thanking your donors needs to be a priority

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.

Maybe you need a change of culture, and this comes from the top. Hello, Executive Directors. Getting your board, all staff, and volunteers involved in thanking your donors will make a huge difference.

Keep thinking of ways to surprise and delight your donors! Get creative.

15 Creative Ways to Thank Donors

20 Unique Donor Thank You Ideas

Nail the Nonprofit Non-Ask with these 9 ideas

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.

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.

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I Expected More

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I didn’t feel a lot of donor love after I made my year-end gifts at the end of November. I thought maybe it’s coming later. Okay, now it’s later – the middle of January. Let’s see how things are going.

How long do I have to wait for a thank you letter?

The Whiny Donor (@thewhinydonor) always shares spot on fundraising tweets, and one of her best is “Seriously. How long are you going to make me wait for that thank you letter?” I’ve been thinking the same thing over the last several weeks.

It’s recommended that organizations thank their donors within 48 hours. I made all my donations online, so technically most of these organizations did that, even though their automatically generated thank you emails weren’t laced with donor love. This is an easy fix. There’s no reason why you can’t create a warm and personal thank you email.

But you’re not off the hook. Even if someone donates online, she should get a thank you by mail or phone.

Only three organizations sent me thank you letters, and two of them came in mid-January. One was from a new organization, that due to recent events, I felt compelled to give to last year. I had been disappointed that the only thing I received from them were PayPal receipts for my monthly donation. Therefore, I was quite pleased that they welcomed me as a monthly donor and let me know that “none of our work would be possible without caring donors like you.”

The phrase better late than never applies here, but don’t wait too long. If you haven’t sent a thank you by mail do that now!  And in the future, be ready to send thank you letters/handwritten notes or make phone calls right after you receive a donation.

Naughty and nice

Thank you letters are just the beginning. You need to stay in touch throughout the year. Some organizations sent me holiday and New Year’s greetings by email. One of the holiday emails included the subject line “Celebrating Ann this season.” Several included year-end updates, one with the subject line“Here’s how we put your gift to work.” These organizations are on the nice list.

I also received a couple of holiday cards in the mail. Unfortunately, these organizations are going straight to the naughty list since they included donation envelopes with their cards. A couple of holiday emails included a donate button at the bottom of the message, but that wasn’t as obvious.

I get that you’re trying to raise money, but there are times when you should just show gratitude. Also, I had recently donated to one of the organizations that sent me a “thask”

But I just donated

Speaking of raising money, most of the communication I received from nonprofits in December were fundraising requests. I was barraged with generic fundraising appeals, even though I already gave in November or give a recurring monthly donation.

Sometimes it seems these organizations don’t know me as a donor. Do you expect me to give another gift in December even though I just gave a month earlier? If so, acknowledge my previous donation and let me know why I should give again. If I give monthly, why am I getting a request for a one-time gift? If there’s a specific need, let me know.

Again, I get that you’re trying to capitalize on year-end giving. But try not to send appeals to people who have just donated. If you can’t do that, then include a thanks to people who’ve already donated. One organization ended their appeal with “P.S. — If you’ve already made your gift, THANK YOU. We’ve had an outpouring of support and are busy processing donations.”

Monthly donors should get separate appeals recognizing that they’re monthly donors. Only a couple of organizations acknowledged me as a monthly donor.

Fundraising is more than just raising money. It’s also about building relationships. This means framing your appeal to sound less like you’re begging for money and more like you recognize your donors for who they are.

Focus on what’s important to your donors

I mentioned before the importance of staying in touch with your donors throughout the year. I do hear from some organizations through their newsletters, updates, and advocacy alerts. All the organizations I support should be staying in touch and that’s not happening. I tend to hear from the same handful of organizations.

Just sending a newsletter or an update is not enough. You need to focus on how your donors are helping you make a difference and not on your organization. I like PetPartners and what they do, and they generally create a good newsletter. But in a recent e-newsletter, they fell into the look at how great we are trap by including this organization-centered subject line – “Pet Partners Chosen As 2017 Best Animal Therapy Nonprofit!”

Looking at other articles in the newsletter, I would have used “Meet Swoosh, a cancer therapy dog” as the email subject line to help draw me in. To their credit, three out of the four articles were about therapy dogs. I’m much more interested in hearing stories about how therapy animals are helping people. That’s what drew me to the organization in the first place.

When choosing articles for your newsletter or sharing an update, think about why someone donates to your organization. It’s usually because they care about your cause and not because you’re number one in something.

Don’t leave your donors with the feeling they should be expecting more. Let your donors know how much you appreciate them and share information that shows them how they’re helping you make a difference.

 

 

How to Do Better in 2018

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Happy New Year! I hope you had a good holiday. I just returned from my family’s annual trip to Florida. It’s quite a contrast from the frigid, wintery weather we’re having in Boston.

I also hope 2017 was a good year for your organization, and 2018 will be even better. If things didn’t go so well last year, here are a few ways to help you do better.

Evaluate and plan

Take a look back at 2017 to see what worked and what didn’t in your fundraising and communications. Incorporate what you’ve learned into your 2018 plans.

If you haven’t made fundraising and communications plans yet, do that now! Don’t go too far into the New Year without plans in place. Be sure to include donor engagement and donor retention in your fundraising plan (see the first link below for more information). Also, make sure you evaluate your progress at least once a quarter.

Nonprofit Fundraising Plan: 6 Must-Do Steps For Success

COMMUNICATION PLAN TEMPLATE

How to Integrate Your Nonprofit Fundraising Plan With Your Marketing Plan

5 FUNDRAISING SUCCESS METRICS TO START TRACKING

Figure out your retention rate

As you’re doing your year-end evaluation, figure out your donor retention rate.

A Guide to Donor Retention

If it’s low, it’s something you can fix, usually with better communication. It’s easier and less expensive to keep your current donors than to find new ones, so make retention a priority.

Why you should care about donor retention

One Thing Most Nonprofits Stink at (Donor Retention) and How You Can Change It

Get in touch with your lapsed donors

If you fell short of your year-end fundraising goal, one way to raise extra revenue is to get in touch with donors who have given in the last two years, but not this past year. Call them or send a personalized note. Let them know you miss them and want them back.

They may not have given to your year-end campaign for a variety of reasons including being too busy or not wanting to spend too much in December. The New Year could be the perfect time to reach out.

We Want You Back! A Simple Strategy for Reactivating Lapsed Donors

Start or enhance your monthly giving program

Monthly or recurring giving is also an excellent way to raise more money and boost your retention rate as well. If you don’t have a monthly giving program, start one this year. If you have one, but people aren’t taking advantage of it, work on promoting it more. Invite current donors to become monthly donors and make it a prominent option on your donation page and pledge form.

Making the Most of Monthly Giving

Do a better job of thanking your donors

I hope you thanked your donors after your year-end appeal and I hope you didn’t send one of those boring, generic letters. If you never sent a thank you letter, do that now!

Either way, the New Year is a great time to thank your donors. You want to show gratitude at least once a month. Wish your donors a Happy New Year, thank them again, and share a success story. You can do this by email or social media.

I haven’t been impressed with the thank yous I received after I made my year-end donations. You can stand out if you make a resolution to do a better job of thanking your donors this year.

Thank You 101

Stay in touch throughout the year

Your donors want to hear how they’re helping you make a difference. Don’t let them down.

It will be a whole lot easier to stay in touch with your donors if you use a communications (aka editorial) calendar. When you do communicate, remember to be donor-centered and focus on building relationships.

Stay in Touch Throughout the Year by Using a Communications Calendar

Here’s wishing you a successful 2018!

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.

 

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.