Make Your New Donors Feel Welcome

2504910532_2315cd5597_zAs your year-end donations come in, you may notice you have some new donors. Don’t jump for joy yet, the likelihood these donors will stick with you continues to drop. 

You’ve focused a lot of time and energy on acquiring your new donors. Now you need to work on keeping them for a long time.

Start with a special thank you

By now you should know the importance of thanking your donors as soon as possible and doing a good job of thanking them.

If someone donates online, it’s hard to tailor the thank you email specifically to new donors. But you can do that with a phone call, handwritten note, or thank you letter.

Try to call your new donors or send a handwritten note. This will make a great impression on them. Get together a group of board members, other volunteers, and staff for a thankathon.

*Make sure these are actually new donors. A good database will help you avoid any snafus.*

Create a welcome plan

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, join you on social media, and volunteer.

Your welcome package should include a warm introductory message and a few facts about your organization, but don’t brag too much. Keep it donor-centered. 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.

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.

What donors really want from you is to know how they’re helping you make a difference.

The simple secret to keeping new donors that most nonprofits forget

Are We Sure An Automated Email Welcome Series For New Donors Is A Good Idea?

How to Welcome New Donors and Keep Them Engaged

Who are your new donors?

They could be event attendees, volunteers, or newsletter subscribers. If you know, refer to that in your thank you note or phone call. If not, send a short survey with your welcome package and ask, “How did you hear about us?”

Another question to ask is whether your donors prefer print or electronic communication. Short surveys are also a good way to connect throughout the year. The more you know about your donors the easier it will be to communicate with them.

Make your current donors feel special, too

While I’ve been focusing on new donors in this post, retention rates for current donors are also declining. The biggest hurdle is getting from the first to the second gift, but don’t rest easy after that.

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.  

These valuable, long-term donors could leave at any time, so ignore them at your own peril. Make sure they get a special thank you from you.

Keep it up

You should also know you need to communicate with your donors regularly. Plan on special mailings or emails specifically targeted to new donors. Try to send something by mail if you can. It’s more personal and your donors are more likely to see it. 

Think of other ways to do something special for your new donors too, such as offering tours of your facility or holding an open house.

Of course, don’t ignore your other donors. Keep reaching out – at least once or twice a month. Show appreciation and update them on your success.

A huge factor in donor retention is a good donor relations plan that you will carry out regularly as long as your donors support you, which hopefully will be for many years.

 

Be Thankful for Your Donors

6643935221_7fb0c5195e_wThanksgiving is coming up and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. Your donors are special people and they deserve to be showered with gratitude.

This doesn’t happen nearly as often as it should. But you need to spend just as much time thanking your donors as you do on fundraising.

Here are a few ways to thank your donors and let them know they’re special.

Wish your donors a Happy Thanksgiving

Send your donors a special Thanksgiving message. 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 a photo or video. Your donors will appreciate a heartfelt message, especially when they’re being barraged with year-end appeals.

But don’t stop with Thanksgiving

Thanksgiving isn’t the only time to show some #donorlove. The holidays, New Year’s, and Valentine’s Day come to mind, but mix it up a little and find other times of the year to say thank you. In fact, you don’t even need a reason. Just thank your donors.

Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.

Incorporate thanking your donors into your year-end fundraising campaign

Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?

Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday and I’ll write more about that in my next post.

Be ready to thank your donors as soon as you receive a donation

Most of you know you need to thank your donors right away, within 48 hours if you can. This usually doesn’t happen or it’s done poorly. 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.

I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.

You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers together to make phone calls, write thank you notes, or include a handwritten note on a thank you letter.

Do a better job of thanking your donors

Your donors deserve more than just the same, lame generic thank you letter.

I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.

The Purpose of a Thank You Letter is to Thank Your Donors

How to Make Your Online Thanks Yous More Personal

The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….

Thanking your donors is not a one-time deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.

  • Send a handwritten note.
  • Create a thank you video and share it on your website, by email, and on social media.
  • Send welcome packets to your new donors.
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude.
  • Thank your donors in your newsletters and other updates. Emphasize that you wouldn’t be able to do the work you do without their support.
  • 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, show some gratitude to your donors and make them feel special. Don’t they deserve it?

The Purpose of a Thank You Letter is to Thank Your Donors

Thank youYou would think the purpose of a thank you letter is to thank your donors, but way too many of them have barely an ounce of gratitude.

As you work on your year-end appeal, you need to spend just as much time planning 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.

There are many ways to thank your donors after an appeal – by mail, phone, email, on your website, or a combination of those. The more you can do the better.

Thanking your donors is something you need to take seriously. Don’t shortchange your donors with a lame, generic thank you letter.

Here are a few ways to do a better job of thanking your donors.

Start planning now

Don’t wait until the day after your appeal goes out. Give yourself plenty of time to plan.

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 love it when a nonprofit sends a handwritten thank you note. This is a rare occurrence, so if you do this, your thank you note will stand out in your donor’s mailbox.

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. 

Think about how much your donors will appreciate this nice gesture. Here’s a sample note.

Dear Steve,

Thank you so much for upgrading your gift to $75. This will help us serve more families at the Parkside Community Food Bank. We’re so happy you’ve been a donor these past five years.

Phone calls are another personal way to say thank you

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 Linda, this is Jean Perkins and I’m a board member at Neighbors Helping Neighbors. 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 amazing letter

If it’s impossible to send handwritten notes or make phone calls, you can still impress your donors with an amazing thank you letter. Many thank you letters aren’t amazing and are mediocre at best. You’ll have an advantage if you take some time to create a great, donor-centered letter.

Remember, thank you letters are about thanking your donor. Keep that in mind at all times.  

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 incredible.

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, 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.

Your thank you letter needs to make your donors feel good about giving to your organization. Let them 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. Also, you must address your donors by name – not Dear Friend.

A few other ways to make your letter stand out are 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 impress your donors with your letter, or include it on a separate page. 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.

 5 Thank You Letters Donors Will Love

How to write a donation thank you letter

How To Write Memorable Donor Thank Yous

Free Download – Nonprofit Thank You Letter Template

With fundraising revenue and retention rates down, you can’t afford to not do a good job of thanking your donors. In my next post, I’ll share some ways to improve your online thank yous.

Photo by Marco Verch

Creating a Thank You Plan Will Help You Stay Focused on Gratitude All Year Round

2503278977_df634081d6_mHave you seen the recent posts from the Agitator blog about thanking your donors? It’s worth reading, as are all Agitator posts. They cite a study where thank you calls didn’t result in an increase in donations.

Thanks, But No Thanks

This prompted a flurry of responses, all in support of thanking your donors, including this one by Penelope Burk, whose research has shown that thank you calls can increase future donations.

Just Do It? No. In Fundraising, You Have to Do It Right

Some donors may not care if and how they get thanked, but most people want to feel appreciated. Perhaps these thank you calls didn’t make a difference since some people don’t like phone calls. These calls were made three to six months after the donation, which is way, way too long afterward. It should have been more like three to six days.

Maybe these calls were done poorly and someone was just robotically reciting from a script. Donor thank yous are often done poorly, so it may not be surprising that your generic thank you email didn’t resonate with your donors.

If you want donors to respond positively about how you thank them, then you need to do a better job of it.

This is a good time to revisit the importance of having a thank you plan. Thanking donors often takes a back seat to fundraising when you should spend equal time doing both. Many organizations just thank donors after they receive a gift and then go into hiding until the next fundraising appeal.

Thanking your donors is not a one and done deal. It’s something you need to do throughout the year. 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’s often just a boring receipt rather than something that makes a person feel good about making a donation.

Open with Thank you, Debbie or You’re amazing! Include an engaging photo or video and a short, easy to understand description of how the donation will help the people you serve. Put all the tax-deductible information after your message or in the automatically generated thank you email.

If you use a third-party giving site, you might be able to customize the landing page. If not, follow up with a personal thank you email message within 48 hours.

How to 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 you received her donation. You still need to thank her by mail or phone (see below).

Just because your thank you email is automatically generated, doesn’t mean it needs to sound like it was written by a robot. Write something warm and personal.

Give some thought to the email subject line, too. At the very least make sure it says Thank You or You made a difference today and not something boring like Your Donation Receipt or Donation Received. And please don’t use words like transaction and processed.

7 Best Practices for Donor Thank You Emails

Email Thank You Letter Examples for Donors

Plan to thank your donors by mail or phone

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

Try to thank your donors within 48 hours or within a week at the latest. 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. Making thank you calls or writing thank you notes is something your board can do. 

Find board members, staff, and volunteers to make phone calls or write thank you notes. Come up with sample scripts. You may also want to conduct a short training. Make sure to get your team together well before your next fundraising campaign so you’re ready to go when the donations come in.

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

Hi, this is Tanya Lewis 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, Michael won’t go to bed hungry tonight. Create separate letters for new donors, renewing donors, and monthly donors.

Add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before or attended one of your recent events, mention that. Make sure all letters are hand signed.

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

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

20 Engaging Ideas for Donation Thank You Letters

INFOGRAPHIC: The ULTIMATE Thank You for Nonprofits

How to Craft a Killer Thank You Letter

Plan to keep thanking your donors all year round

This is where having a thank you plan makes a difference because as I mentioned before – thanking your donors is something you must do all year round.

Use your communications calendar to incorporate ways to thank your donors. Try to say thank you at least once a month. Here are some ways to do that.

  • Send cards or email messages at Thanksgiving, during the holidays, Valentine’s Day, or mix it up a little and send a note of gratitude in June or September when your donors won’t be expecting it. Try to send at least one or two gratitude messages a year by mail, since your donors will be more likely to see those.
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude. Be sure to keep thanking your donors in your newsletter and social media updates. Emphasize that you wouldn’t be able to do the work you do without your donors’ support.
  • Create a thank you video and share it on your thank you landing page, by email, and on social media.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.

Keep thinking of other ways to thank your donors

Creating a thank you plan will make it easier to keep showing appreciation to your donors all year round. If you treat them well, maybe they’ll treat you well the next time you send a fundraising appeal.

Don’t Ignore Your Donors This Summer

37260748030_6285b8673f_mSummer is almost here, yea! This is often a quieter time for most nonprofits, but you don’t want to be too quiet and ignore your donors. In fact, this is a great time to do some relationship building.

You should be communicating with your donors at least once a month and that includes the summer months. Don’t make the mistake of taking a vacation from your donor communication – never a wise decision.

Here are a few ways you can connect with your donors this summer, as well as throughout the year, and build those important relationships.

Send an update

If you haven’t communicated with your donors much since your last appeal, send them an update to let them know how they’re helping you make a difference.

One of my favorite ways to connect is with a postcard. This is a donor communication win-win. A couple of weeks ago, I mentioned the importance of investing in direct mail.

I know mail is expensive, but a postcard shouldn’t cost too much. It’s also a quick way to share an update with busy donors. I recently received one that included a bunch of donor-centered phrases such as your support is helping and thanks to your support.

If it’s impossible to send something by mail right now, you can use email.

Show some #donorlove

You don’t need a reason to thank your donors. Just do it and do it often. Most organizations don’t do a good job of thanking their donors, so you’ll stand out if you do.

This is another situation where a postcard will work wonders. You can do a combo thank you and update. Go one step further and make your donor’s day with a handwritten thank you card. You could also create a thank you video.

There are so many ways to thank your donors. Have some fun and get creative.

15 Creative Ways to Thank Donors

Create a better newsletter

You may already keep in touch with your newsletter, whether it’s electronic, print, or both. In theory, newsletters can be a great way to engage, but in reality, most of them are boring bragfests.

For the summer, I would suggest a shorter newsletter to capture your donors’ attention. Also, can you jazz up your newsletter to create a better one going forward? Spend time this summer working on finding some engaging stories and photos.

How You Can Create a Better Nonprofit Newsletter

Tie in current events

There’s a lot going in the world right now. Will certain policies or budget cuts affect your organization? Many states are working on their budget for the next fiscal year.

Share ways your donors can help – perhaps by contacting their legislators, volunteering, or making a donation.

Advocacy alerts can be a great way for people to engage with your organization. Be sure to thank participants and keep them updated on any outcomes.

Focus more on relationship building in your fundraising appeals

A fundraising appeal can be a way to connect with your donors if you make relationship building the main focus. This rarely happens because most appeals are transactional and generic.

Whether you have an appeal planned soon or later in the year, keep relationship building front and center. Thank donors for their past support, share some updates, and show them how their gift will help you make a difference.

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

Building meaningful relationships with Donors: What it takes

Keep it up throughout the year

Your donors want to hear from you this summer and throughout the year. A communications calendar will be a huge help with this so your donors won’t wonder why you’re ignoring them.

 

How You Can Stay Donor-Centered

379714893_a11931e4a0_mMany nonprofits don’t seem to understand what it means to be donor-centered. I think it’s fairly obvious. 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.

I guess it’s not obvious enough because you see countless examples of generic, organization-centered communication that barely acknowledges the donor.

Your communication suffers if it’s not donor-centered, but you can change that. 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. Send separate appeal letters to monthly donors.
  • 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 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.
  • 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 Thanks to you! or You’re incredible 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 family can get a box of groceries at the Northside 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?  Did he upgrade to monthly giving? 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? Think about nixing the letter from your CEO unless you can guarantee it’s donor-centered.
  • 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 like to see? Lead with a story because donors love to read about the people they’re helping.
  • 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 this checklist for other donor communication such as annual reports (these are rarely donor-centered), your website, 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 plunge.

Read on for more information about staying donor-centered.

Lots of donor-centric sentences for you to steal

Creating a Donor-Centered Appeal Letter: A Makeover!

Donor-Centered Storytelling Boosts Fundraising. Period.

It Takes More Than Luck to Keep Your Donors

422810636_b02ba5dfed_m.jpgDonor retention rates continue to be poor, especially for first-time donors. Donors don’t keep magically donating to your organization and you can’t hope you’ll get lucky and they’ll donate again. You need more than luck to keep your donors.

Pay attention to your donor retention

Many organizations spend all this time and energy on acquiring donors, concentrating more on volume and don’t seem to be concerned that they’re churning through different donors year after year.

If you don’t know your retention rate, figure that out now. A Guide to Donor Retention  If you ’re losing donors, it’s most likely because you’re either not communicating enough or communicating poorly. Fortunately, this is something you can fix, but it will take more than leprechauns granting wishes. If you want to keep reaching that pot of gold at the end of the rainbow, you’ll need to work at it.

When figuring out your retention rate, you’ll find you have some lapsed donors. Take some time to reach out and let them know you miss them and want them back.

You need good donor relations

Donor relations should be easier than raising money, and it can be fun, too. Make it a priority, as well as something you do throughout the year.

The biggest hurdle is getting your first-time donors to donate again, so do something special for your new donors like sending them a welcome packet.

That said, don’t take your longer-term donors for granted. Send them a welcome back letter. I’ve donated to several organizations for a number of years, and it bothers me when they don’t acknowledge that.

Donor loyalty is also important

Your goal should be to have high-quality donors who will support you for a long time. Who has supported you for three, five, or even ten years? Go the extra mile for these loyal donors. This takes more work, but it will pay off in the long run. You don’t want to lose these valuable donors.

Keep building relationships

You may be between fundraising campaigns or events. It’s easy to get complacent right now, but don’t do that. You need to work on building relationships. Let your donors know how much you appreciate them and keep doing that again and again.

It takes more than luck to keep your donors. You need to show appreciation and stay in touch throughout the year. You could reach out now by using a St. Patrick’s Day or spring theme, or get inspired by one of the ideas in the links below.

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

The K.I.S.S. Method For Donor Retention Is Best For Most Nonprofits

Get Ready to Show Some #DonorLove