It’s Time for a Thank You Plan

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Do you think you’re doing a good job of thanking your donors? Think hard about this, because there’s a good chance you’re not. You may have every intention to, but thanking donors often takes a back seat to fundraising when you should spend equal time doing both.

This is why you need a thank you plan. 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 continue to be 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 looks more like a boring receipt than something that’s going to make me feel good about making a donation.

Open with Thank you, Lisa! or You’re amazing!  Include an engaging photo 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 Create Post Donation Thank You Pages That Delight Donors

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 that 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.

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 he’s given or whether he donated online, gets a thank you card or letter mailed to him 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 roll when the donations come in.

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

Hi, this is Mike Davis and I’m a board member at the Northside 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, Tara won’t go to bed hungry tonight.”

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.

How to Craft a Killer Thank You Letter

Steal This Thank You Letter! A Sample Donor Thank You Letter for Your Non-Profit

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.

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.

Photo via One Way Stock

Don’t Be a Stranger

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I don’t know about you, but I haven’t heard much lately from the nonprofits I support. There’s been a scattering of updates, e-newsletters, action alerts, and appeals. But mostly – silence.

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

Here are some ways to show your donors that you’re not a stranger.

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. Here’s 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

Thank your donors just because. Send them a nice thank you card or you can combine a thank you and an update. Have some fun and get creative here. 15 Creative Ways to Thank Donors

Create a better newsletter

You may already keep in touch with your newsletter. Newsletters can be a great way to engage, but before you get too complacent, I have to ask you, Is Your Newsletter Boring? Many of them are, but yours doesn’t have to be.

A good summer project for you is to create a better newsletter. Find some engaging stories to share. Think about what your donors want – Hint – It’s not a lot of bragging. 3 Ways Your Nonprofit Newsletter is Killing You

The general rule for newsletters is a monthly e-newsletter and four quarterly print newsletters. I like to recommend a short (maybe two articles) e-newsletter every two weeks. Our inboxes are overflowing right now. This way you can stay in touch regularly and not bombard people with too much information at once.

Tie in current events

There’s a lot going in the world right now. Will your organization be affected by any of the Trump administration’s policies or proposed budget cuts? Share ways your donors can help – perhaps by contacting their legislators, volunteering, or making a donation.

Focus on relationship building in your appeal

If you’re doing a fundraising appeal this spring, make the main focus relationship building. Thank donors for their past support, share some updates, and show them how their gift will help you make a difference.

Invite long-term donors to join your family of monthly donors. Send a special letter to your lapsed donors letting them know you miss them and want them back.

If you also did a year-end appeal, some of your donors may be reluctant to give again so soon. You certainly can ask for more than one gift a year, but why now?  Don’t just ask for a donation. Make a compelling case and stay focused on relationship building.

Don’t lose momentum

After I made a bunch of monthly gifts last year, several organizations sent me monthly thank you letters either by mail or email. This went on for a couple of months and then it pretty much stopped. Last month I only received two thank you letters. What happened here?

It’s easy to ride on all that year-end energy, but you have to keep it up. Whether it’s thank you letters to monthly donors or e-newsletters, once you start, you can’t stop. What kind of message does that send?  Use a communications calendar to help you communicate regularly.

Your donors want to hear from you throughout the year. Don’t be a stranger.

 

You’re Lucky To Have Your Donors

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Do your donors know how lucky you feel to have them support your organization? 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.

Luck isn’t everything

Luck isn’t everything, though. You have to work at it. Donors don’t magically 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. 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. 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.

Also, I bet you can freshen up some of your stale old thank you messages.

Keep donors front and center

You can also send an update emphasizing how your donors are helping you make a difference.

Heifer International does a great job of communicating with their donors. I just received a couple of updates – one by mail, the other by email. They’re filled with donor-centered language such as:

See the progress you made possible!

Ann, An update on Your Gift to Heifer!

You are very much a part of this enterprise.

Read more inside about how your gift promotes strong bodies and minds through nutrition.

THANK YOU!

Many organizations seem to forget about the donor when they communicate. Make your messages stand out with donor-centered language

Keep building relationships

It’s always a good time to build relationships. It’s easy to get complacent right now, especially if you’re between fundraising campaigns or events. Don’t do that. Let your donors know how lucky you are to have them and keep doing that again and again.

Here are a few other themes you can use in March via The Nonprofit Marketing Guide.

 

Can Your Organization Pass the Donor-Centered Test?

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I recently received a newsletter from an organization that focused mainly on themselves, then their clients, and then barely mentioned their donors. There’s no question this organization does good work, but their newsletter failed the donor-centered test. Unfortunately, they’re not the only guilty culprits.

The term donor-centered is pretty self-explanatory. It 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 your organization pass the donor-centered test? Take a few minutes to find out.

Fundraising Appeals

  • Are your fundraising appeals 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.
  • Are your appeals 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.
  • Are your appeals addressed to a person and not Dear Friend?
  • Are your appeals vague, impersonal, and filled with jargon your donors won’t understand?  Don’t say we’re helping underserved members of the community. A donor-centered appeal would say something like – With your support, we can help low-income families find affordable housing.
  • Do your appeals make people feel good about donating to your organization?

Thank you letters

  • Do your thank you letters 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.
  • Do your thank you letters (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.
  • Are you telling your donors the impact of their gift?  For example – Thanks to your generous donation of $50, a local 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

  • Do your newsletters 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?  BTW, 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 want you to share?
  • 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?

Always think of your donors first

Use these test questions on other donor communication such as annual reports (these are rarely donor-centered), your website, and social media posts.

How did you do?

Be sure the messages you send to your donors focuses on them and makes them feel special. Staying donor-centered can help you build relationships and keep your retention rate from plummeting.

Read on for more information on how to be donor-centered.

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

How to Create a Donor-Centered Fundraising Letter

 

Where Did All Our Donors Go?

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The ACLU saw a record number of donations come in right after the Trump administration enacted its travel ban. This spawned a discussion on the Nonprofit Happy Hour Facebook page in which someone wondered if these would be one-time donations. That’s a good question since donor retention rates are declining again. New Study Shows Donor Retention Rates Are In Decline

Yikes! This should not be happening. I hope your organization isn’t hemorrhaging donors. If you’re not sure, then you need to figure out your retention rate to see how you’re doing. A Guide to Donor Retention

Donors stop giving to organizations for a variety of reasons. Some you can’t control, such as their financial situation, but many you can, such as how you communicate with them.

If you’re wondering where did all our donors go, here are some ways to get them back or prevent them from leaving in the first place.

Reach out to your lapsed donors

Did you have a number of donors who gave in the past, but didn’t this year?  Reach out to people who haven’t donated in the last two years by phone or personalized letter.  Let them know how much you appreciate their support, that you miss them, and you want them back. Some people may have been busy in December and didn’t have time to respond to your appeals.

Personalization is the key. Don’t send some generic appeal. That’s why I recommend mail or phone, although you could follow up by email.  

Reaching out to lapsed donors could be a good way to make up for lost revenue, Disappointing year-end campaign results? Here’s how to recover.

Show your donors how you’re making a difference

As a new monthly donor to the ACLU, my response to their court petitions was, my money is going to good use. This is what you want to show your donors. The ACLU was lucky that they were able to show results on such a grand scale, but that doesn’t mean you can’t show your donors how you’re making a difference, too. A recent newsletter from a local organization whose mission is to end homelessness shows how they’re helping people “find their road home.”

Welcome new donors and keep showing the love

According to the latest Fundraising Effectiveness Project results, new donor retention is an abysmal 23%. We spend so much time trying to get people to donate and then think our work is done, when in fact in has only just begun. Your Appeal is Just The Beginning

If you haven’t already done this, send your new donors a welcome package by mail or email. But keep showing the love to all your donors

You want as many donors as possible to give again, preferably at a higher level. This won’t happen if you don’t stay in touch throughout the year.

Break through the noise.

There’s a lot going on right now. We all get so many email messages and social media posts it’s enough to make you want to turn off your computer or put your phone away.

Don’t be part of the noise. When you communicate with your donors, make it good. It’s not enough just to send a donor newsletter or post a social media update. Show gratitude and share engaging updates.

To get noticed, aim for shorter more frequent content. Send email once a week and social media posts a few times a day. Don’t forget to reach out by mail, too. But most important, share stories and updates your donors will want to read.

Shifting priorities

Social justice organizations are seeing a huge increase in donations right now. I donated to many more nonprofits at the end of the year, but still supported the ones I had in past years. Some people might not be able to do that.

Your organization may be seeing a decline in donations because of this. That means you need to work harder to keep your donors. If you follow the advice above, you’ll have a better chance of keeping your donors for a long time.

Read on for more on declining retention rates. What are the Obstacles to Improving Donor-Retention Rates?

Let Your Donors Know How Much You Appreciate Them

 

16317995822_f23087f3eb_z-1Valentine’s Day is coming up and it’s a perfect opportunity to thank your donors and show how much you appreciate their support. Okay, maybe you think doing something for Valentine’s Day is hokey, but you should still do something fun and creative to show appreciation this month. The holidays are over, winter isn’t, and the world doesn’t feel like a very nice place right now, so we could all use a little pick-me-up.

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 donor love since your year-end appeal, then you definitely need to reach out now.

Here are some ideas.

Create a thank you photo

Make your donor’s day with a great photo, like one of these.

 

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 a couple that I received recently by email.

To Our Friends, With Gratitude

What You Made Possible in 2016

You’ll notice that both are short (and they need to be short), donor-centered, and show the organization’s work up close and personal.

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, Jenna won’t go to bed hungry tonight.

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.

Thank You 101

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.

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 can also look for additional sources of unrestricted funding to cover cards and postage.

Maybe you need a change of culture. 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.

20 Unique Donor Thank You Ideas

21 IDEAS TO REFRESH YOUR DONOR STEWARDSHIP

You can’t say thank you enough. Make a commitment to thank your donors at least once a month.

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

The Good, the Bad, and the Ugly in Year-End Fundraising – Part One

At the end of November, I made year-end donations to 25 organizations. Because I was worried about people who would be left behind in the new administration, 11 of these were new donations.

I wish I could tell you that all these organizations sent glowing thank you letters and have been following up with engaging updates and minimal additional requests for donations, but, alas, that is not the case.

Some organizations are doing a better job of communicating than others. Here is the good, the bad, and the ugly of what I experienced after I made my year-end donations.

Saying thank you

I made all my donations online, but only four organizations sent me thank you letters, and one sent a handwritten postcard. I’m a big believer in sending a thank you by mail or making a phone call even if someone donates online.

Two of the letters started with the dreaded “On behalf of.“ If you’re sending something on your letterhead, I already know it’s coming from your organization. The first words in your letter should be Thank you or something like You’re incredible.

One of the letters included a pre-printed Thank You! in big, bold, blue scripted letters at the top. Another opened with Welcome, and thanks so much … since I’m a new donor. These are simple things you can do to make your letters stand out.

All of the organizations sent email thank you messages. Some were generic receipts. Others opened with a story and an engaging photo.

Automatic emails won’t be personalized, which is why you should also thank by mail or phone. You can, however, still write a warm, heartfelt thank you message.

Another way to stand out is with a good email subject line. You have to include a subject line, so give some thought to it. Many of the organizations said thank you in the subject line.  One acknowledged it was a monthly gift.

A couple of good examples are Thank you, Ann and Thank you for your generosity. Some not so good examples are Donation received, Thank you.Your gift has been received (they get additional demerits for using the passive voice), and X organization Gift Acknowledgement

If you use a lame subject line, it’s less likely someone will even open your thank you email. Once they do, inspire them with opening lines such as You did something incredible, You are taking a stand for justice or You did something important.

Welcoming new donors

I made a number of first-time donations, but I’m not feeling a whole lot of new donor love. As mentioned above, I did get welcomed as a new donor and the thank you letter included links of ways to get involved.

One organization offered me a t-shirt, which I declined.  A thank you letter included contact information and a link to tell the organization why I supported them. Another invited me to take a tour of the organization, which is a great way to connect.

Otherwise, it was business as usual. Don’t fall into that trap. You need to go the extra mile to welcome new donors. With first-time donor retention rates at about 30%, you can’t afford to be complacent.

Monthly giving

This is the first time I’ve done monthly giving – approximately half of my gifts were monthly ones. I actually got more response to being a monthly donor than being a new one.

One organization gave me the name of a contact person if I needed to change anything. Another specifically sent me a story letting me know how my monthly donation is helping them make a difference.

Here’s a good example of a way to communicate your thanks to your monthly donors  –  I really can’t emphasize enough how much we appreciate our monthly donors. Your consistent support is the backbone of our program.  Another organization refers to their monthly donors as Friends for All Seasons.

A different organization sent me an email thank you acknowledgment for the second installment of my monthly gift. I assume this will be a regular occurrence, which is a great idea. You want to encourage monthly donations and ensure your donors will keep supporting you this way. Setting up an engaging thank you email to go out each month is a great start.

Stayed tuned for Part Two where I share the good, the bad, and the ugly of how these organizations are staying in touch, or not.