Get Ready to Pour on the Gratitude

You may have started working on your year-end appeal. Just as important, if not more important, is planning how you’ll thank your donors. 

Some of the themes of 2020 should be –  this is more important than ever and planning ahead.

Many organizations leave thanking their donors as a last-minute to-do item and it shows. You can’t do that this year, as well as in future years. You may have a harder time getting donations right now. If someone gives to your organization, they deserve to be showered with gratitude. 

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 do well. Don’t shortchange your donors with a lame, generic thank you.

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.

I understand that handwritten notes and phone calls may be hard to do right now. 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. 

Brighten 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 to help with this.

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

Dear Lisa,

Thank you so much for upgrading your gift to $75. We’ve been serving three times the number of people at the Northside Community Food Bank. Your generous gift will help a lot. We’re so happy you’ve been a donor these past five years.

Phone calls are another personal way to show some donor love

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 to help. This is a great thing for your board to do. You may need to do a short virtual training at first. Here’s a sample phone script.

Hi Bob, this is Diana Turner and I’m a board member at the Northside Community Food Bank. Thank you so much for your generous donation of $50 and welcome to our donor family. Your gift will help feed more local families during this difficult time. 

How to Call Donors Just to Say Thank You for Donating

Write an incredible thank you letter

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

The purpose of a thank you letter is to thank your donors. 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 obvious it’s coming from your organization. Instead, start your letter with – Thank you or You’re amazing! Here’s another example from a letter I recently received – What a great friend you are to …….

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. You can ask again another time. Keep gratitude front and center.

Write separate thank you letters for different types of donors.  Welcome new donors and welcome back your current donors. Monthly donors should also get special recognition.

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. Make it relevant to the current climate.

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, use a nice stamp, 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.

An example from an organization that did it right

I mentioned the opening line from a recent thank you letter I received. This organization, a local theatre that’s unable to do live performances until sometime next year, did a lot of things right with their letter. Starting with sending the letter right away. I was surprised to get it so quickly, although 48 hours is what’s recommended, but rarely followed.

The envelope was hand addressed and the letter included phrases like – you are providing a sense of stability and hope as we all continue to navigate through these uncharted waters, and X theatre is still here – and is still strong – because of you! The phrase because of you is a must in a thank you letter. This letter also included a handwritten note saying – Looking forward to welcoming you back……

With everything that’s going on right now, it’s crucial to do a good job of thanking your donors, both now and throughout the year. In my next post, I’ll share some ways to improve your online thank yous.

Here’s more on thanking your donors.

5 Donor Love Must-Do’s for the COVID-19 Crisis

How to Write The Best Thank-You Letter for Donations + Three Templates and Samples

A Guide to Crafting the Perfect Donation Thank-You Letter

5 Thank You Letters Donors Will Love

How to Create a Fundraising Appeal that’s Relevant in the Current Climate

September is here. It’s my favorite month and the more moderate temperatures and lower humidity are a nice respite from all the uncertainty going on in the world.

Fall is the busiest time of the year for nonprofit organizations, especially if you’re doing a year-end appeal. The current climate (pandemic, economic downturn, heightened awareness of systemic racism, having to cope with all of this, etc)  will require you to create a new, more relevant appeal, although many of the components will be the same.

Even if you’re not planning on launching your campaign until later in the fall, you should get started on your appeal now. You need to create an appeal that will stand out and resonate with your donors.

A couple of things. You must address the current climate in your appeal. Instead of the usual boring, generic letter, you need to specifically address what’s been going on since the pandemic started. 

Also, your appeal needs to be personal – both for your donors and when you write about your clients/community. Be sure to check in with your donors and wish them well.

Here are some ways to create a better, more relevant appeal.

Make a good first impression 

First, you need to get your donors to open your letter. If you can’t get them to do that, then all your hard work has gone to waste.

Perhaps you’d like to include a teaser on the outer envelope. That doesn’t mean one that says 2020 Annual Appeal. That’s not inspiring, especially now. Instead, say something like – Find out how you can help local families put food on the table.

An oversized or colored envelope can also capture your donor’s attention.

You want to be both personal and professional. If hand addressing the envelopes isn’t feasible, make sure your mailing labels look clean, are error-free, and aren’t crooked. Use stamps if you can.

Create an inviting piece of mail.

Share a compelling story

A good appeal letter should open with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’ll be helping and it needs to be relevant to the current climate. 

Here’s an example – Sarah, a single mother with three kids, was laid off earlier this year and had trouble finding enough money to buy groceries for her family. But thanks to generous donors like you, she was able to get boxes of healthy food at the Northside Community Food Bank. Sarah was embarrassed that she said to rely on a food bank to feed her family, but she is treated with respect and dignity each time she visits. 

You could also share a first-person story from a client/program recipient.

Include a photo

Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here’s more information on creating stories and photos.

Telling Your Stories in the Current Climate

How to Engage With Your Donors by Using Visual Stories

Make a prominent ask

Ask for a donation at the beginning of the next paragraph (after the story). Make sure it’s prominent and clear. Also, ask your current donors if they can give a little more right now. I know we’re in an economic downturn, but don’t be afraid to ask your donors to upgrade their gift. People want to help if they can.

Phrase your ask like this – We’re so grateful for your previous gift of $50. We’re serving three times the number of people at the food bank right now. Would you be able to help us out a little more this time with a gift of $75?

Your donors know times are tough. Also, if you’ve been doing a good job of engaging your donors throughout the year (this is so important now), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people often don’t remember what they gave before.

Be donor-centered, as well as community-centered

There’s some dichotomy right now between being donor-centered and being community-centered, but I think you can be both. What you don’t want is to be organization-centered.

Show your donors how they can help you make a difference for your clients/community and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.

At the same time, respect your clients/community by not undermining them by using terms like at-risk youth or underserved communities. They are people, after all.

Share your success and challenges

I’m sure this has been a challenging year for you. Maybe you’ve had to do things differently, but how you had to make changes to your food bank is less important than why you had to do it. You need to continue providing healthy food to families, while doing it safely.

Highlight some of your accomplishments, but you can share challenges, too. A theatre where I’m a subscriber had to shut down in March and won’t be able to open again until sometime next year. Understandably, this created a budget shortfall and they’re trying to raise $100,000 by December 31.

Show how you plan to continue your work with your donor’s help. Remember to stay donor-centered! You need your donors right now.

Personalization is more important than ever

Don’t send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members. 

The more you can segment, the better, but at the very least, you must do these two things.

Send a personalized appeal to current donors. They’re your best bet for getting donations now. Let them know how much you appreciate their support. If a donor contributed to an emergency campaign earlier in the year, be sure to thank them for that. These donors are committed to helping you through this difficult time.

Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. You can ask them to upgrade or give an additional year-end gift.

This is not the time to send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so they’ll continue to support you.

Your appeal letter should also have a personal salutation and not be addressed to Dear Friend or Dear Valued Donor. How much do you value this relationship if you can’t even use a person’s name?

This may sound like a lot of work, but if you give yourself enough time, it should be doable. Personalizing your letters can also help you raise more money.

Make it easy for your donors

Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Do this on your donation page, too.

How To Create Donation Tiers That Drive Donations

Some donors will prefer to donate online. Direct them to a user-friendly donation page on your website.

Donation Page Best Practices For Nonprofits; Tips for Great Donation Pages

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue, give you a steady source of income throughout the year, and improve donor retention. Encourage your donors to give $5, $10, or even $20 a month. This may be a more viable option for some of them. 

How Monthly Giving is a Win-Win for Your Nonprofit

Be careful and don’t send an appeal to your current monthly donors that invites them to become monthly donors. That’s one reason why they need their own appeal.

Your letter must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for keywords, but keep it tasteful. Make it easy to read and scan. Most people won’t read your letter word for word. Use a simple font and 14-point type.

It’s fine to go over a page, especially if you’re breaking up the text with a photo and short paragraphs. I know longer letters can perform better, but donors have a lot going on, so if you’re going to write a longer letter, make every word count. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Think of your letter as a conversation with a friend

You can create a better appeal if you think of your letter as a conversation with a friend. That means not using jargon like at-risk youth and underserved communities. Be specific and use everyday language. Your goal should be for your reader to understand you.

Refer to your reader as you and use you a lot more than we.

How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?

Too many editors spoil the appeal

Your entire staff doesn’t need to be involved in writing your appeal. Generally, the more people you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.

Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t send it to a committee.

If you don’t have someone on your staff who can write a good fundraising appeal, then hire a freelancer or consultant to do it.

Besides weakening the content, involving more people takes extra time.

Make a good lasting impression, too

Repeat your ask at the end of your appeal. Don’t forget to say please and thank you.

Be sure to add a PS. People often gravitate to the PS as they scan the letter, so include something that will capture their attention. Here you could emphasize monthly giving, ask if their company provides matching gifts, or thank them for being a donor.

Get your pens out

Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking someone for a previous donation or hoping a potential donor will support you. Hand sign the letters in blue ink.

This could be a tough fundraising season. That’s why you need to spend some time writing a better, more relevant appeal letter that will resonate with your donors and help bring you the donations you need. Good luck!

Read on for more advice and resources on writing a better fundraising appeal for the current climate.

10 Tips for Nonprofit Direct Mail Fundraising During COVID-19

3 Strategies Every Nonprofit Should Use for Year-End Fundraising in 2020

7 Wise COVID-19 Fundraising Templates

Image by Howard Lake

Your Donors Want to Hear from You

214409794_5c34b1f1f4_wI hope everyone is doing okay and staying safe. Please wear a mask and practice social distancing.

Summer is often a quieter time for nonprofits, although I don’t need to tell you we’re not having a normal summer. You don’t want to be too quiet and ignore your donors. In fact, this is a good time to do some relationship building.

You may be holding back because of the pandemic and economic downturn, but you actually want to communicate more with your donors right now. First, we’re looking at a tough fundraising season, but better donor engagement could help. Also, while some people may be on vacation, many are staying home this year, so it’s a good time to reach them. 

You should be communicating with your donors at least once a month, if not more. Don’t make the mistake of taking a vacation from your donor communication – never a smart 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.

Check in and send an update

Check in with your donors and see how they’re doing. Wish them well. This is especially important if you haven’t communicated with them since the COVID-19 outbreak started earlier this year (I hope that’s not the case). Even if you have been in touch more recently, send a message of kindness. Many states are seeing a rising number of COVID cases and we’re all dealing with a lot.

Send an update to let your donors know how they’re helping you make a difference for your clients/community right now. Share what’s going on whether it’s success stories, challenges, or some of each. Be authentic and specific. Don’t get trapped in jargon land.

One of my favorite ways to connect is with a postcard. I know mail is expensive, but a postcard shouldn’t cost too much. It’s also a quick way to share an update with your donors.

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. My last post was all about thanking your donors. Create a thank you plan to help you with this.

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 photo for a card or you can share your photo by email and social media. Another great way to connect is to make a thank you video.

There are so many ways to thank your donors. Spend a little time thinking of ways to show some #donorlove. 

20 Unique Donor Thank You Ideas

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 long, boring bragfests.

For the time being, I would suggest a shorter newsletter to capture your donors’ attention. You could also opt not to do an official newsletter and just stay in touch with short, engaging updates instead.

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.

You shouldn’t stop fundraising. You won’t raise the money you need if you don’t ask. Plus, donors want to give if they can.

Remember to keep relationship building front and center at all times. Thank donors for their past support, share some updates, and show them how their gift will help you make a difference for your clients/community.

Cultivating Donor Relationships in 2020: 5 Best Practices

Keep it up 

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 haven’t been in touch lately. 

The Importance of Having a Thank You Plan

1528715736_98556a9c65_w (1)I feel like the theme of most of my posts over the last several months is this is more important than ever. This could be a tough fundraising season, but that doesn’t mean you shouldn’t do a campaign this fall.

Something that should help is 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 their donors after they receive a gift and then disappear until the next fundraising appeal.

With everything going on this year, your donors deserve heaps of gratitude. 

Thanking your donors is something you need to do throughout the year – at least once a month, if you can. 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 shouldn’t resemble Amazon check out. It should make a person feel good about making a donation.

Open with Thank you, Jen or You’re amazing! Include an engaging photo or video and a short, easy to understand description of how the donation will help your clients/community right now (reference COVID-19). 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.

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 did something great today and not anything boring like Your Donation Receipt or Donation Received. And please stop using words like transaction and processed.

How to Write a Great Donation Thank-you Email (with Examples)

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. I know it’s harder to do now, but it will be easier if you plan to carve out some time to thank your donors each day you get a donation. Remember, thanking donors should be a priority. If you wait too long, you’re not making a good impression.

Instead of sending the usual generic 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 (most likely via Zoom). 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/letter/email. 

Hi, this is Rachel Clark and I’m a board member at the Riverside Community Food Bank. I’m calling to thank you for your generous donation of $50. Thanks to you, we can continue to provide neighborhood families with healthy food. This is great. Our numbers have almost tripled over the last few months and we know that will continue, so we really appreciate your support.

You’ll stand out if you can send a thank you card. I received a couple of cards this summer, both from the same organization, which shows you what they prioritize! One was a postcard with a handwritten note. The other was a lovely card with a pre-printed personal message (addressing me by name and including a gift amount). While not as personal as a handwritten note, it may be more doable.

If you can’t send handwritten cards or call all your donors, send them a personal and heartfelt letter. If you’ve been using the same letter template for a while, it’s time to freshen it up. 

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, the Davis family can finally move into their own home. 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, 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. Remember to keep it current.

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.

How to Write The Best Thank-You Letter for Donations + Three Templates and Samples

How to write a donation thank you letter

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.

You can use your communications calendar to incorporate ways to thank your donors, but why not go one step further and create a specific thank you calendar.

Remember to 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 may not 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. And you don’t need a holiday or special occasion to thank your donors. Thank them just because….
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories, as well as how the current situations are affecting your work. Making all your communications donor-centered will help convey an attitude of gratitude. Be sure to keep thanking your donors in your newsletter and other 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.
  • Send a warm-up letter or email about a month before your next campaign (no ask). This is a great way to show appreciation BEFORE you send your appeals.
  • While open houses and tours are off the table for now, you could do something virtual to let your donors see your nonprofit up close and personal.
  • Keep thinking of other ways to thank your donors.

The post below references a donor acknowledgment plan for monthly donors with some personal ways to connect and you don’t have to come up with 12 different ideas. It’s okay to repeat some. While these are for monthly donors, and monthly donors should get their own thank yous, you can use them for other donors, too. 

Practical, Creative Ideas to Thank Monthly Donors

Creating a thank you plan will make it easier to keep showing appreciation to your donors all year round. You need your donors right now, so don’t hold back on that ever-important gratitude.

Making Smart Investments is More Important than Ever

10688617385_ce1214d44d_w (1)Nonprofit organizations will be facing some tough times ahead. During an economic downturn, the need for nonprofit services grows while some donors won’t be able to give as much, if at all.

Your first inclination may be to make cuts or continue working with a bare-bones budget with the mindset “we can’t afford this.” 

I understand you want to be cautious. But you also want to use caution before you eliminate something you think you can’t afford. It may be something you should be investing in.

This is why you need to make smart investments. It may seem counterintuitive to spend money when you have so little, but if you make the right decisions, these investments can help you raise more money.

Invest in a good CRM/database

A good CRM (Customer Relationship Management)/database is a must for a number of reasons. First, it can help you raise more money. You can segment your donors by gift amount and politely ask them to give a little more in your next appeal – $35 or $50 instead of $25.

A good database can also help you with retention, which will save you money since it costs less to keep donors than to acquire new ones. You can personalize your letters and email messages. Some CRM’s also have an email component. Otherwise, make sure to invest in a good email service provider, too.

Personalized letters and messages mean you can address your donors by name and not Dear Friend. You can welcome new donors and thank current donors for their previous support. You can send targeted mailings to lapsed donors to try to woo them back. You can send special mailings to your monthly donors. You can record any personal information, such as conversations you had with a donor and their areas of interest.

You also want a CRM that everyone on your staff can access remotely. When the pandemic hit earlier this year and most everyone was forced to work from home, organizations that could access their CRM and still communicate with their donors had a clear advantage.

Invest in the best CRM/donor database you can afford, and Excel is not a database.

Nonprofit Software

Nonprofit CRM | Complete Guide to Choosing the Best Solution

Invest in monthly giving

Monthly donations are more important than ever now. If you already have monthly donors, or any type of recurring donor, you’ve been receiving a steady stream of revenue throughout the pandemic and economic downtown.

If you don’t have a monthly giving program or you want to grow the one you have, it’s not hard to do. Plus it’s a win-win for your organization since you can raise more money and raise your retention rate as well. The retention rate for monthly donors 90%. That’s significantly higher than other retention rates. 

It’s also easier for your donors if they’re worried about their financial situation, but still want to help. They can make small donations of $5.00 or $10.00 a month instead of giving the entire amount at once. 

Monthly giving is an investment you must make.

Invest in donor communications and that includes direct mail

Years ago, I was working at a nonprofit and our executive director said we shouldn’t do an e-newsletter anymore because we needed to concentrate on raising money.

I wish I knew then what I know now. Fundraising isn’t just about sending appeals. And to quote Tom Ahern – If you do better donor communications, you’ll have more money. 

Yet many nonprofits have a similar view. They don’t want to spend much time thanking their donors and sending newsletters and other updates, even though those types of donor communications can help you raise more money, provided you do it well. 

You don’t want to skimp on your communications budget and that includes direct mail. If you never or rarely use direct mail, you’re missing out on an effective and more personal way to communicate with your donors. Think of the enormous amount of email and social media posts you receive as opposed to postal mail. Your donors will be more likely to see your messages if you send them by mail.

Yes, direct mail is more expensive, but you don’t have to mail that often. Quality is more important than quantity but aim for three or four times a year, if you can.

Creating thank you cards and infographic postcards are a smart investment and a necessity, not a luxury. Thank you cards are a much better investment than mailing labels and other useless swag.

A few ways you can use direct mail without breaking your budget are to clean up your mailing lists to avoid costly duplicate mailings, spread thank you mailings throughout the year – perhaps sending something to a small number of donors each month, and look into special nonprofit mailing rates. You may also be able to get print materials done pro bono or do them in-house, as long as they look professional.

Shorter is better. Lengthy communication (goodbye long annual reports) will cost more and your donors are less likely to read it.

Of course, you can use email and social media, but your primary reason for communicating those ways shouldn’t be because it’s cheaper. It should be because that’s what your donors use. If your donors prefer you to communicate by mail, then you should honor their request.

You want to communicate with your donors at least once or twice a month. Use a communications calendar to help you with this.

5 Rules for a Successful Donor Communications Program

9 Best Practices for Communications That Stand Out

Nonprofit Fundraising: The Case for Direct Mail

Don’t limit yourself by saying you can’t afford certain expenses. If you invest in a good CRM/database, monthly giving, and donor communications, you should be able to raise more money.

Image by Thomas Lapperre  www.bloeise.nl.

How to Engage With Your Donors by Using Visual Stories

35835135741_c9a4a643a4_wGetting your donors’attention in the best of times is hard enough and we’re not in the best of times right now. In my last post, I wrote about the importance of telling your stories. Written stories are great, but donors may not have the time or energy to read a story right now. 

This is why you also need to use visual stories. Some people respond better to visual stimuli, anyway. Here are a few ways to tell visual stories.

Tell a story in an instant with a great photo

You can capture your donors’attention in an instant with a great photo. That doesn’t mean one of your executive director receiving an award. Use photos of your programs in action or something else that’s engaging.

Print newsletters and annual reports tend to be dominated by long-winded text. Most of your donors won’t want to read the whole thing, and long print communication isn’t in your best interest right now. But if you share some engaging photos, your donors can get a quick glance at the impact of their gift without having to slog through a bunch of tedious text.

A Postcard Annual Report is a better option, anyway. Postcards with an engaging photo are also great for thank you cards and updates. I’m a big fan of postcards because they’re a quick, less expensive way to communicate by mail.

If you use social media, you need to communicate several times a week. As your donors scroll through an endless amount of Facebook and Twitter posts, an engaging photo can pop out and get their attention.

Use photos everywhere – fundraising appeals, thank you letters/cards, newsletters, annual reports, updates, your website, and social media. Create a photo bank to help you with this.

It’s fine to use the same photos in different channels. It can help with your brand identity. Be sure to use high-quality pictures. Also, make sure your photos match your messages. If you’re writing a fundraising appeal about children who aren’t getting enough to eat each day, don’t use a picture of happy kids.

Work with your program staff to get photos and videos (more on videos below). Confidentiality issues may come up and you’ll need to get permission to use pictures of kids. It may be hard to get new photos right now. If so, I hope you already have some good ones to use.

6 Ways to Tell Your Nonprofit Story With Images

How to Create a Compelling Fundraising Story Using Images

6 Steps to Establishing a Photo Policy that Boosts Giving & Shows Respect

Highlight your work with a video

Videos are becoming a more popular way to connect. They can be used to show your programs in action, share an interview, give a behind the scenes look at your organization, or my favorite – thanking your donors. 

You can share videos that are relevant to our current situations. If you’re a museum that’s about to re-open, you can show how people can visit it safely. If you haven’t re-opened, you could give a virtual tour of some of your collections. You could also talk about how the COVID-19 outbreak or systemic racism is affecting the people/community you work with. 

I would definitely recommend a thank you video. I received a personalized video a few months ago that specifically thanked me for making a donation in addition to my monthly gifts. It was such a nice gesture. If it’s not feasible to make personalized thank you videos, you can make a general one.

How to (Easily) Thank Donors with Video

Make your videos short and high quality. Short is key. People are spending a lot more time online now, especially on Zoom. If your video is more than a couple of minutes, they may not bother to watch it.

You can use videos on your website, in an email message, on social media, and at an event (virtual for now).

The Science of Nonprofit Video Engagement: How To Use Emotion to Increase Social Sharing

5 Examples of Nonprofit Storytelling that Compel People to Give

Enhance your statistics by using infographics

A typical annual report is loaded with statistics. You want to share these, as well as your accomplishments, but you don’t want to overwhelm your donors with a lot of text.

Why not use an infographic instead of the usual laundry list of statistics and accomplishments?  

Here are some examples. A Great Nonprofit Annual Report in a Fabulous Infographic

This is no time for a long annual report. Also, if you send out your annual report too late, it becomes irrelevant. I just received an organization’s 2019 annual report with no insert referencing COVID-19, and right now I’m not interested in what this organization did last year.

With everything changing at a rapid pace, I would recommend short quarterly or even monthly updates with infographics and other visuals instead of the typical annual report.

6 Types of Nonprofit Infographics to Boost Your Campaigns

Infographics for Nonprofits: How to Create One and Why They’re Effective

7 Tools for Creating Nonprofit Infographics

Good visuals will enhance both your print and electronic communication. Keep your donors engaged with all types of stories.

Nonprofit Visual Storytelling: Using the Power of Story to Spark Human Connection

 

 

Donor Retention Strategies: From CRMs to Annual Reports

Bloomerang_Ann Green Nonprofit_Donor Retention Strategies From CRMs to Annual Reports_Feature

By Jay Love

Nonprofit professionals have a lot on their minds. You’re probably thinking about methods to keep your staff and constituents safe during the pandemic, effective work-from-home strategies to keep everyone productive, and how to maintain programming while adhering to social distancing guidelines. 

Whatever you do, don’t stop fundraising during these difficult times. While this fundraising may look different, it should never cease entirely. You need revenue to keep your organization alive amidst a shifting economy. 

Not only that, but it’s imperative that you analyze your fundraising strategy and consider additional strategies you can take to ensure that when all of this has subsided, your organization comes out on top.

This means one of your organization’s main priorities right now should be maintaining and improving your donor retention rate.

According to Bloomerang’s donor retention guide, the average donor retention rate has been sitting between 40% and 50% for the last fifteen years. The image below shows its progression.

Bloomerang_Ann Green Nonprofit_Donor Retention ExampleYour nonprofit should aim to be above average in your donor retention now so when the pandemic ends, you’ll have developed these relationships and have an even stronger base of support. 

A higher donor retention rate translates directly to higher revenue for a few reasons. First, retaining donors is substantially less expensive than acquiring new donors. Second, donor gifts tend to increase as they develop stronger connections with your mission. Finally, donor retention leads to a more predictable revenue stream, putting it in a good position to increase steadily. 

In order to increase your nonprofit’s donor retention rate and secure additional funding, even during difficult times, we recommend the following strategies: 

  1. Make donor retention a priority. 
  2. Create strong first impressions. 
  3. Focus on engagement. 
  4. Stay transparent with supporters. 

Here at Bloomerang, we’ve helped nonprofits just like yours increase their fundraising revenue by focusing their attention on donor retention. These strategies can help you too! Let’s get started. 

Bloomerang_Ann Green Nonprofit_Donor Retention Strategies From CRMs to Annual Reports_Header 1

1. Make donor retention a priority. 

In order to effectively improve your organization’s donor retention, you must make it a priority. You simply can’t wish that it will improve, barely adjust your approach, and then expect your rates to drastically increase. Rather, you should recognize that the work you put into developing your donor retention strategies is directly correlated to the results you’ll see in your fundraising revenue. 

One of the best ways to make sure you’re making donor retention a priority is to put donor retention information front-and-center for you and your staff to see. 

To do this, you may consider the following placements: 

  • On the fundraising dashboard in your CRM. The best option is to choose a CRM (Customer Relationship Management) solution that emphasizes donor retention and its importance for your organization. This will automatically track your retention rate for your team to see. Plus, effective engagement and donation tracking within donor profiles will help drive your retention rates up. This guide can help you choose a solution that prioritizes your donor retention rates. 

Bloomerang_Ann Green Nonprofit_CRM Example

  • In regular communication documents with your team. If your team hosts regular organization-wide check-in meetings, create a standing slide in your presentation tool to update them about the current progress and status of your donor retention rate. 
  • On your office’s wall. When your team is back in the office, consider tracking your progress with a “donor retention meter” posted in a common space. This meter should show your current donor retention rate, your goal rate, and the trend line that measures your progress so far. 

If your organization sets quarterly or annual goals, consider incorporating donor retention into these goals. This will make sure your whole team is on the same page and working toward improving these metrics. 

Bloomerang_Ann Green Nonprofit_Donor Retention Strategies From CRMs to Annual Reports_Header 2

2. Create strong first impressions. 

Donor retention is all about strengthening your relationships with supporters. The beginning of that relationship is crucial for achieving your retention goals. After all, the majority of donors donate once and then never again. 

According to reports from the Fundraising Effectiveness Project, the average new donor retention rate is very low (around 20%) while repeat donor retention rates jump drastically (to over 60%). This means if your nonprofit can convince people to donate a second time, chances are they’ll keep giving in the future. That’s why the second donation is often referred to as the golden donation

Bloomerang_Ann Green Nonprofit_new vs existing donor retention comparisonTo make sure your nonprofit begins relationships with supporters on the right foot, we recommend you consider the following strategies: 

  • Streamline the donation process. Donation abandonment occurs when you’re able to get people to your donation page, but they never hit “submit” on the donation itself. This can occur when your donation process is not optimized. We recommend strategically organizing your donation page so the process is quick and easy for supporters to complete. You can do this by only asking for the information you need, ensuring everything fits on one page, and including a clear “submit” button. 
  • Send immediate appreciation. In addition to including a confirmation page after the donation is submitted, be sure your organization is following up immediately after every donation by sending a thank-you note. This will further confirm that you received the donation and show your donor that you’re grateful for their contribution. Consider sending new supporters a welcome packet or other information to greet them after their initial gift.
  • Call your new supporters. Calling new supporters personally shows them your organization cares deeply and wants to start a relationship. It’s a more personal way to thank them. In fact, our own research shows that calling donors at least once within 90 days of their first donation increases first-time donor retention by over 20%

Bloomerang_Ann Green Nonprofit_Calling First-Time Donors

As you can see, increasing the first-time donor retention rate is an effective first step to take in increasing your overall donor retention. You’re lucky to have such incredible supporters for your cause. Show them that gratitude and kick off your relationships right!

Bloomerang_Ann Green Nonprofit_Donor Retention Strategies From CRMs to Annual Reports_Header 3

3. Focus on engagement. 

Nonprofits have a bad habit of treating their donors like ATMs. When you need funding for something, your donors are there to support you. Well, that’s not quite right. Your donors are happy to help support your organization when they feel engaged and connected to your cause. 

Therefore, it’s important that nonprofits focus their attention on enhancing the engagement of and experience given to your donors. After all, they’ve already given to your cause, signaling that they want to be involved. 

Focus on engaging your supporters by: 

  • Showing them they’re partners in your mission. Give your supporters an opportunity to provide input on your organization’s activities through feedback and potential (virtual) meetings. This is especially important for your major donors. It shows them they’re true partners. After all, without their generous contributions, your philanthropic activities wouldn’t be possible. 
  • Tracking supporter engagement activities. Keeping track of supporters’ engagement can help your organization see when donors are in danger of lapsing so you can prevent that from happening. It also shows the types of activities your supporters are interested in so you can personalize outreach for further involvement. For example, if a donor has attended all of your events throughout the last year, you might send a personalized invitation to your next one because you know they enjoy that type of activity. 
  • Communicating with them frequently. Frequent communication is the key to staying at the forefront of your donors’ minds. Make sure to strike the perfect balance between contacting them frequently and not overloading their inboxes. Every communication you send should include helpful information so you’re not just sending messages solely for the sake of staying in contact. 

If you’re not sure how to incorporate additional engagement activities into your fundraising strategy, a nonprofit consultant may be able to help you refine your strategy. To find a consultant who is a good fit with your nonprofit, check out listings of top firms from trusted organizations. For instance, you may reference Bloomerang’s consultant directory or Aly Sterling Philanthropy’s list of top consultants.

Bloomerang_Ann Green Nonprofit_Donor Retention Strategies From CRMs to Annual Reports_Header 4

4. Stay transparent with supporters. 

Your supporters appreciate transparency. Not only do they want to know your organization is using their contributions wisely, they also want to help truly further your mission about which you and your supporters are both passionate. 

This means you should be transparent with your supporters about the successful strategies you try as well as those that aren’t successful. When you run into troubles or setbacks, communicate these, but be sure to also provide context. For instance, if you have a negative return on a fundraising campaign, explain what went wrong and how you’ll remedy the situation going forward. 

You can use resources such as email, your tax forms, your website, and newsletters to communicate ongoing updates and campaigns with your supporters. Our favorite method for summarizing and synthesizing your financial and philanthropic information to supporters is through your annual report

Your annual report should be used to support a larger fundraising strategy while honestly communicating status and progress to supporters. 

Some of the important elements to include in your nonprofit annual report are: 

  • Financial data. Provide a graph or a visual that makes it easy for supporters to see how much of your funding went towards philanthropic initiatives, overhead expenses, and fundraising costs. 
  • Projects completed. Tell your supporters about your wins from last year. Show them the impact of their support by explaining the projects and programs you were able to implement together. 
  • Donor appreciation. Consider giving a shout-out to your top supporters in your annual report. This shows these individuals how much they mean to your cause and can drive others to give more in hopes of being featured next year. 

In addition to your annual report this year, you may consider sending a report to supporters about the impact the pandemic has had on your organization. What were the disruptions it caused? Then, be sure to explain how you’ll get back on track, as well as how supporters can help with this process. 

Transparency instills a sense of trust with your supporters. If they think you’re being dishonest in any way, they won’t trust you and will likely stop giving. Building trust through transparent communication is key to building more effective relationships with supporters. 

Donor retention stems from building strong relationships with your supporters. This is especially important during difficult times such as these. Focus your time now on building relationships and improving donor retention so when things go back to normal, your organization will come out on top. Good luck!

 Jay Love, Co-Founder and current Chief Relationship Officer at Bloomerang

Jay has served this sector for 33 years and is considered the most well-known senior statesman whose advice is sought constantly.

Prior to Bloomerang, he was the CEO and Co-Founder of eTapestry for 11 years, which at the time was the leading SaaS technology company serving the charity sector. Jay and his team grew the company to more than 10,000 nonprofit clients, charting a decade of record growth.

He is a graduate of Butler University with a B.S. in Business Administration. Over the years, he has given more than 2,500 speeches around the world for the charity sector and is often the voice of new technology for fundraisers.

In Praise of Postcards

15190799333_66b26279cc_wIf you’ve been fundraising and communicating with your donors the last couple of months, you’ve probably been doing most of it electronically. 

Electronic communication is good, but communicating by mail is better. Start thinking about communicating by mail again. If not now, sometime soon. Especially if donors contributed since the COVID-19 outbreak. They deserve to receive something nice in the mail.

Now you might say – “But mail is too expensive. So is printing something. We have a small staff. We’re just now going back to the office.” I understand all that. I know direct mail can be expensive and putting together a mailing takes more time, but it’s an investment that can help you raise more money.

One way to mail that shouldn’t cost too much is using postcards. First, you can probably do them in house. Also, if you do it well, it’s a quick, easy way to capture your donor’s attention right away. Creating a postcard will be less expensive than creating a four-page newsletter. In the best of times, donors don’t want to be overwhelmed with a lot of information.

People never get nearly as much mail as they do email. Direct mail is a proven way to communicate and engage. I’m starting to see more mail now, even from nonprofits.

Donors are more likely to see something that comes in the mail. Mail is more personal and people need connection right now.

If landscaping and roofing companies can send postcards, so can you. Here are a couple of ways you can use postcards.

Thank your donors

A few months ago when I was encouraging you to keep fundraising, which you should be doing, I gave you a pass on thanking your donors by mail. 

If and when it’s feasible for you to mail, you can send your donors a thank you postcard. Find an engaging photo and pour on the gratitude. If you ran an emergency campaign, thank your donors for contributing to that. Show how your donors’ gifts are helping you make a difference for the people/community you serve right now. 

You could also send your donors a thank you postcard because they’re great and you couldn’t do your work without them.

Add a handwritten personal note, too. Of course, you can also send handwritten thank you cards, but a postcard may be a little easier right now. I would opt for a thank you postcard over the usual boring form letter.

The world doesn’t feel like a very nice place right now. Use this as an opportunity to show kindness, and keep doing that as much as possible.

Share an update

A postcard can be a good way to share an update with your donors. You could make an infographic to give them a quick glance at some of your progress. Some organizations use oversize postcards for their annual report. I’m not suggesting you do your 2019 annual report this way if you haven’t done one yet. Right now, I would send something that’s relevant to what you’ve been doing over the last couple of months.

6 Types of Nonprofit Infographics to Boost Your Campaigns

10 Nonprofit Infographics That Inspire and Inform

Other ways to use postcards

You can also use a postcard for fundraising. While not as effective as a direct mail package (letter, reply envelope,etc.), it can be used as a heads up for a campaign or a reminder. If you’re worried about mailing costs, I would use a direct mail package for fundraising. And if you haven’t sent a fundraising appeal by mail in the last few months, you could be missing out.

Christmas In Your Mailbox

You can use a postcard for a Save the Date for an event. It’s likely you won’t be holding in-person events for a while, but a Save the Date postcard could draw more people to your virtual event.

What to keep in mind

Your postcard needs to capture your donor’s attention right away. It needs to be visual and not include a lot of text. The text you do include needs to be engaging, conversational, and donor-centered. Examples could include Thank You, Because of you, or Look what you helped us do.

Yes, communicating by mail costs more, but it can pay off if you create something more personal that your donors will see. Whether you’re saying thank you, sharing an update, or a combination of both, connect with your donors by sending them a postcard.

What to Use When: Letters, Postcards, Catalogs, Folded Newsletters

Fundraising Postcard Ideas

Make #GivingTuesdayNow a True Day of Giving

givtuesnow_logo_stacked Blue FINALwebYou may have heard that May 5th is #GivingTuesdayNow. It’s being billed as a day of giving and unity. 

I hope that’s the case because the year-end #GivingTuesday is more about asking and sometimes even begging. Just like everything else now, we need to change the ways we do things. This needs to be a true day of giving. Don’t make it the usual money grab. 

You may or may not be planning to participate. Don’t feel as if you need to, although you should be raising money now. If you’re not, you’ll be in trouble. Please don’t stop fundraising.

Many donors are being very generous right now. That may take a dip soon.

3 Phases of the Coronavirus Crisis and How Your Fundraising will Improve and be Stronger as You Move into the Third Phase

The post below spells out five reasons you should be fundraising now. The first one being – You won’t raise any money if you don’t ask.

5 Great Examples of Electronic Donation Solicitations During Covid-19

Perhaps you’ve participated in giving days in the past and they’ve been successful, or maybe they weren’t. Perhaps you’re planning to participate in one for the first time. Maybe you’re wondering if it’s best to just skip it, which doesn’t mean skipping out on fundraising altogether.

Should My Nonprofit Start a #GivingTuesdayNow Campaign on May 5?

#GivingTuesdayNow: The Pros and Cons of Participating

A successful giving campaign is about more than just raising a lot of money. You also want to build relationships and make your donors feel good about supporting your organization. This is often where it falls short.

Given the current situation, it’s vital that you concentrate on the gratitude and relationship building components. Don’t just blast a bunch of generic appeals.

I have a few suggestions to help make #GivingTuesdayNow more successful if you decide to participate in it and other alternatives if you don’t.

Address what’s happening now

Your fundraising appeals must address how the COVID-19 situation is affecting your organization and specifically detail how your donors can help the people/community you serve. 

Again, don’t send vague, generic appeals. The fact that it’s #GivingTuesdayNow probably won’t mean much to your donors. They need a compelling reason to donate to your organization.

Segment your donors

Segmentation is more important than ever. If donors have given in the last month or so, don’t ask them again right now. You can ask your year-end donors, but be sure to thank them for that gift.

The Importance of Segmenting Your Donors

Also, if you’re sending an appeal to your monthly donors who haven’t given an additional gift recently, recognize them as monthly donors. They can either upgrade or give an additional gift. They get their own thank you, too. 

Should You Thank Monthly Donors Who Make an Extra Gift?

Serve extra helpings of #donorlove

Your donors should be feeling the love right after they make their donation.

Make sure you have an engaging thank you landing page and thank you email for your online donors. You could even create ones especially for #GivingTuesdayNow, but don’t feel like you have to. Just make it special. Then you need to follow that with a more personalized thank you.

Give Your Donors the Best Thank You Possible

Here’s where segmentation comes into play again. Send a welcome email to new donors. Acknowledge your current donors and let them know how important their support is, especially if they’re giving additional donations.

In the past, giving days have had a transactional feel to them. That can’t happen right now. Go the extra mile and do a good job of thanking these donors – both right after they’ve made their donation and throughout the year. 

Remember to stay in touch and build relationships.

Other alternatives

If you don’t want to launch a full #GivingTuesdayNow campaign (understandable), you can use it to follow up with people who haven’t donated to your emergency or spring appeal. 

Maybe you’ll decide to bypass it altogether. Keep in mind other organizations will be participating. I don’t know how many, but your messages could be competing with a lot of appeals. 

You have an opportunity to stand out here by keeping your fundraising campaign focused on gratitude and relationship building. You want to ramp up your donor communication so people don’t think you’re only asking them for money.

I think you’ll find your #GivingTuesdayNow campaign, or any fundraising campaign, will be more successful if you focus on making it a true day of giving, which means giving back to your donors.

Giving comes in many shapes and sizes. Give back to your community, if you can. You can also give to yourself. What you need now? Maybe it’s a Zoom gathering with friends or some solitude. Keep staying safe and be well.

How to do a Better Job of Donor Engagement

1411805770_c4776a4e8a_wDonor engagement is always important, and it’s especially important right now. Your inclination may be to do less when you actually should be doing more.

Donor Communications: Now is the time for MORE communications, not less

I’d put your more formal newsletter on hold right now and send short updates instead. This will help you stay in touch more often. Aim for once a week, if you can, or every other week. I’ve been advocating for shorter, more frequent updates for a while and now is a good time to start doing this.

In the best of times, nonprofit organizations don’t do a very good job with their donor engagement. Both by not communicating enough and/or sending something that’s uninspiring.

The fact that you have a donor newsletter doesn’t mean you’re engaging with people. Most newsletters are boring and organization-centered. Often they contain articles that don’t interest your donors. That needs to change.

Here are a few ways to do a better job with your donor engagement – both now and in the future.

Relevance rules

Your updates must be relevant to the current COVID-19 situation. Otherwise, it’s beyond clueless. Try to send updates in which you aren’t asking for donations. You can still do fundraising in separate messages. In fact, you should still be fundraising. Share success stories if you can.

HOW TO BE RELEVANT NOW (AND WHAT NOT TO SAY)

Some organizations are sharing their 2019 annual reports. Doing this now emphasizes how quickly an annual report becomes out of date. If you had sent it in January or February, it would have been more relevant. 

Perhaps your annual report was already in the works, so if you feel you must share it now, you have to reference the current situation.

Should we send our scheduled appeal/newsletter/annual report in the midst of COVID-19?

Remember that an annual report is for your donors, and do you think your donors are that interested in what you did last year?

Your donors are interested in what you’re doing NOW. 

Being donor-centered is key

After all, it’s donor engagement, not organizational engagement. Think about what your donors want to hear. Most likely it’s how you’re making difference for the people/community you serve during this time of crisis. Let your donors know how they’re helping you with this.

I realize nonprofits have gone to great lengths to change the way they do things. That’s great, but don’t brag about your organization. Maybe you run a community dinner every Thursday and now you have to serve boxed to-go meals. Instead of patting yourself on the back explaining how you were able to pull this off, say something like – Thanks to donors like you, we are able to continue providing much-needed healthy dinners to people in the community.

Focus on your mission

Why you’re doing something is more important than how or what. If your homeless shelter has to take on extra measures to keep it clean, emphasize the importance of the health and safety of your clients, many of whom are at greater risk of getting COVID-19. You want to continue to provide them with a safe place where they will be treated with dignity and respect.

If you decide to do your usual monthly e-newsletter, don’t give it the subject line April Newsletter. A better subject line would be – Find out how you’re helping families continue to put food on the table.

All stories/articles should pertain to the current situation. You can thank your major funders, in fact, you should thank all your donors, but bring your focus back to your mission. 

Find ways to stay in touch

It shouldn’t be that hard to find something to share. Remember, shorter is better. Maybe just one subject consisting of a few paragraphs. Your donors don’t want something that’s going to require too much attention. You could also go the visual route by including a photo or video.

An organization that works with immigrants and refugees had a group of people make masks for health care workers and posted a picture of the colorful masks they made.

Museums are offering virtual tours. Some theatres are showing videos of performances. If you’re an environmental organization, you could share nature photos or videos. If you work with animals, pictures of our furry friends are always welcome.

You could send an advocacy alert. These are a great way to engage without asking for a donation. One organization is asking people to contact their federal legislators to make it easier for people to get food stamps, which would reduce the burden on food banks.

Maybe you could use some volunteer help. In my last post, I mentioned getting volunteers to help with thank you calls or personalized emails. Perhaps you have other projects for virtual volunteers. Give a shout-out to any volunteers who are helping you right now.

This is a good time to revise your communications calendar to help you plan ways to stay in touch during this time.

HEARTBEATS AND REMARKABLES OF NONPROFIT COMMUNICATIONS

Use the right channels

Most likely you’ll communicate by email and social media. Monitor what channels your donors are using. If only a handful of people are on Instagram, don’t use it much. Pay attention to their engagement and track open rates, click-throughs, likes, comments, etc. Of course, people may miss your electronic messages, which is one of the reasons you should communicate regularly.

Send something by mail if you can. You could also use the phone if you’ve established a connection with people that way. Maybe they gave a donation to help you get laptops for your tutoring programs. You can let them know that the kids and their tutors are meeting via Zoom so they can continue their weekly reading time.

Be sure to keep your website up to date, too. It needs to address the current situation on your home page, donation page, and other sections that include updates.

Pay attention to your donor retention 

Good donor engagement often leads to good donor retention. As the economy worsens, it will be harder for some people to give this year, but hopefully, they’ll give again when they can.

They may give less or cut back on organizations they donate to. Don’t let yours be one of them. They might decide between the organization that sends handwritten notes or the one that just blasts generic fundraising appeals.

The need for nonprofits will grow for a while. You’ll need your donors and keeping them engaged will help you get through the tough times ahead.

Donor Preservation in the Pandemic

Stay safe, wear a mask when you’re out in public, be well, and practice random or not so random acts of kindness as much as possible.