It’s #Giving Tuesday Not Asking Tuesday

November 2, 2016 Ann Green donor relations, fundraising, planning building relationships, donor relations, fundraising, planning

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By now you’ve heard about #GIvingTuesday.This year it’s on November 29 and it’s billed as a global day to give back. Some people think it’s a great way to raise more revenue and find new donors. Others find it a complete waste of time.

Personally, I like the idea of a giving day and make most of my year-end donations on #GivingTuesday. On the other hand, it feels more like Asking Tuesday with a relentless stream of email messages and social media posts begging you to donate now. It forces you to spend too much time focusing on one day. Fundraising and donor relations are a year-round effort

As Fundraising Coach Mark Pittman points out, #GivingTuesday is to going to happen anyway. Is #GivingTuesday worth it? You can choose to ignore it, but if you do decide to participate, here are a few things to keep in mind.

Focus on relationship building

Never miss an opportunity to build relationships, whether you’re reaching out to new donors or following up with current ones. Keep your appeal donor-centered. Thank current donors and find a way to make a connection with potential donors.

I realize the purpose of a fundraising appeal is to ask for donations, but don’t forget to build relationships, too. Why Does Giving to Your Organization Feel Like a Transaction and Not a Relationship?

Use #GivingTuesday as a way to follow up with your donors

If you don’t want to launch a full #Giving Tuesday campaign (understandable), it can be a great opportunity to follow up with people who haven’t donated to your year-end appeal. You should be doing regular reminders, anyway.

Send email and social media messages before and on #Giving Tuesday encouraging people to donate. You can use the #Giving Tuesday logos, etc. Obviously, you’ll want to keep following up with anyone who didn’t donate on #GivingTuesday.

Show some #donorlove

Be sure to give equal weight to thanking your donors, including sending welcome packets to new donors. You don’t want this to be a one-time thing. And, Say Thank You Like You Mean It

Another idea is to scrap #GivingTuesday all together and make it Giving Thanks Tuesday instead. Try this fresh twist on Giving Tuesday We ask a lot of our donors, especially at year-end. Why not take the time to give back to them?

Of course, you could also participate in #GivingTuesday, followed by Giving Thanks Wednesday.

How did you do?

Be sure to make a plan to measure your results, whether you do a full campaign, a follow-up, or a thank you fest. Was it worth the time and effort?

I think you’ll find that any fundraising campaign will be more successful if you focus on building relationships.

Once is Not Enough,and Why You Need a Multichannel Fundraising Campaign

October 19, 2016October 20, 2016 Ann Green appeal letters, Communications, donor relations, fundraising, planning appeal, communication, communications, donor relations, email, fundraising, multi-channel, planning

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If you think you can send one fundraising appeal and then wait for the donations to pour in, you’re in for a rude awakening. Your donors are busy and may put your letter aside to handle later, and then never get to it. Or, they may not see your fundraising email in their ever growing inbox. While some donors will respond to the first appeal, most are going to need a few reminders.

You also don’t want to rely on one communication channel. Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Not to mention, election season is in full force in U.S. but, thankfully, will be over on November 8.

This is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists.

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that your appeal is underway. Make sure your donate button is in a prominent place.

Consistency is key

Your messages need to be consistent across channels. Use the same story and call to action in direct mail, email, and on your website.

Everything you send needs to look like it’s coming from the same organization.

Which channels do your donors use?

Yes, we’re talking about multichannel, but that doesn’t mean spending a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 26

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Week of October 31

Mail your appeal letters.

Week of November 7

Start sending follow-up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 14

Send another reminder. Your donors are busy and may need a gentle prompt. Keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of November 21

Send a Happy Thanksgiving message along with a friendly reminder. Share a success story in your appeal.

Week of November 28

Start making reminder calls. If time is an issue, you could just call people who have donated before. That’s probably most effective.

Also, November 29 is #GivingTuesday so you could tie that into a reminder message.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your message across without being annoying. Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove.

The end of December is the busiest time of the fundraising season. Network for Good recommends sending an email reminder on December 23, 29 or 30, and 31. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year. Even though you’re trying to secure donations, don’t forget about building relationships, too.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another mailing to donors who don’t use electronic communication.

Remember, your fundraising will be more successful with multiple asks and by using multiple channels. 9 Tips for Making a Multichannel Fundraising Ask Good luck with your campaign.

Photo by Daniel Iverson

Low-Cost Fundraising: 6 Innovative Ideas

October 12, 2016October 13, 2016 Ann Green Communications, donor relations, fundraising, planning, social media building relationships, communication, donor relations, fundraising, planning, thank you

By Kerri Moore

It’s hard to raise money and it’s more difficult if you have limited resources. In this post, Kerri Moore of Booster has some low-cost fundraising ideas for you. Some don’t even involve asking for money but emphasize building relationships with the donors you already have.

Low-cost fundraising isn’t just about saving your nonprofit some extra cash.

After all, a cost can be:

The time it takes to plan and execute a fundraising campaign or event.
The labor of your staff, volunteers, and fundraising team.
Net fundraising expenses, which you can measure as cost per dollar.

This might sound paradoxical, but to keep all of your costs low, your organization will need to make an investment. 1

An investment in your donors, that is.

It’s much more expensive to acquire new donors than it is to work with the supporters you already have.

That’s why building up donor relationships is the best way to keep fundraising costs low.

Check out these six innovative ideas that focus on your nonprofit’s relationship with your donors:

Brand t-shirts and products.
Strategize with social media.
Host a thank-a-thon.
Leverage your supporters.
Host a community drive.
Appeal for recurring donations.

Let’s get started with number 1.

1. Brand t-shirts and products.

Low-cost product fundraisers are an effective way to entice donors to give without breaking your budget.

But to create long-term low-cost fundraising, you’ll need to brand your products so that donors become invested in your organization.

T-shirts are one of the most effective products, but there are plenty of options that can suit your organization’s needs, whether it be a school, church, or traditional nonprofit. 2

That said, t-shirts for your fundraising campaign allow supporters to:

Support your organization with a donation.
Promote your nonprofit by wearing the shirt and spreading the word.
Remind your supporters of your nonprofit and their connection to your cause.

That’s why it’s vital that you brand your t-shirts or products with the name of your fundraising campaign and/or your nonprofit’s name and logo.

Make your cause tangible on the shirts, so that anyone who sees them can understand your message. 3

Since t-shirts can be extremely affordable, or even free (with a cost per shirt sold, rather than an upfront charge), they’ll help keep your costs low. 4

2. Strategize with social media.

With rising print costs, communicating and advertising over mail can be a strain on your organization’s budget.

While we would never advise that you forgo print communication channels, a strong social media strategy can supplement your print efforts and diminish your donor acquisition costs.

After all, social media allows your supporters to share information about your nonprofit with their own networks. Many peer-to-peer fundraising campaigns capitalize on social media for this very reason.

Producing quality material for social media is important and the internet offers plenty of free or affordable software to help you advertise on the web. 5

Social media integration for your online fundraising platform is important, and mobile-friendly pages are a must. 6

Beyond the technical basics, how can you use social media to keep your costs low?

Spread awareness with a hashtag. A hashtag is the perfect tool to advertise your fundraising campaign, and they’re free to make! You will, however, want to take the time to choose a hashtag that encompasses your campaign. Something simple, something catchy, an alluring alliteration — all of these factors are elements of a strong hashtag.

Host a soft launch. One of the most cost-effective means of building hype for your campaign is hosting a soft launch, where your supporters and board members donate to your campaign before it’s launched to the public. A soft launch taps into social psychology. If people see that others have already donated, then they’ll be more inclined to give themselves.

Live tweet your campaign. Twitter allows you to update your followers on your fundraising campaign — for free! A social media coordinator can post live updates about your campaign. A little wit goes a long way. You could, for example, tie your campaign into current, trending topics to attract retweets and favorites.

Creating an effective social media strategy is the perfect low-cost way to advertise your campaign and connect with more supporters.

3. Host a thank-a-thon.

If you’ve heard of walkathons, you’ll get the gist of a thank-a-thon. 7 Your fundraising team, as well as volunteers, board members, and supporters, come together for an hour or two of pure gratitude to thank people for their recent donations.

If you can’t call everyone during the thank-a-thon, call major or mid-level donors with major donor potential. Calling first-time donors often results in repeat gifts.

This fundraising strategy does not involve asking for money.

Instead, you’re building stronger donor relationships in a single, deliberate effort, which will ultimately benefit your fundraising down the road. 8

A thank-a-thon is a low-cost activity that you can modify to suit your needs.

Besides making calls, you can, for example:

Hand-write thank you notes.
Thank each social media supporter in the comments.
Have each team member hold up a sign with a donor’s name, take a picture, and post it to your campaign’s Facebook page.

The possibilities are endless.

The goal is to go beyond your typical thanking strategy to ensure that your donors feel more appreciated at your organization than they do anywhere else.

4. Leverage your supporters.

Keeping your fundraising costs low means using the resources you already have to your advantage.

You can reach out to your supporters directly, or you can perform preliminary research and make targeted appeals. 9

Here are just a few ideas of how you can leverage your supporters:

Board members can host events. A fancy, intimate event is a staple of major donor relations, but venues, food, and entertainment costs can add up quickly. A board member may be able to offer a nice property or valuable connections that can cut overhead costs. Take 10 minutes during a meeting to have each member write down three possible contributions that they could offer.

Hold a skills clinic. Everyone has talent. Your organization is probably full of people with unique skill sets. A skills clinic allows your supporters to contribute to your organization and the community, all while having fun at a unique and cost-effective event.

Promote matching gifts. Many companies offer matching gifts opportunities, where a company will match their employees’ gifts. Taking a look at your supporters’ business affiliations can indicate who’s sitting on a donation that could be doubled. You can also promote matching gifts to your entire organization so that everyone is aware of the opportunity.

Whether you’re looking for business affiliations or valuable connections, keeping an organized database of your supporters can help you identify the people with the potential to offset costs — and further your cause! 10

5. Host a community drive.

A community drive not only benefits your nonprofit, but it helps your community!

There are plenty of different ways that this type of campaign can work, but the concept is the same: supporters supply the products, and your nonprofit makes a nearly pure profit.

Here are some ideas for community drives that your organization can try:

Bottle and can drive.
Upcycled artwork.
Prom dress drive.
Used batteries.
Old cell phones.
Used book sale.

You can even turn some of these drives into an event or an auction to promote more fundraising. 11

Ultimately, your product drive should help people in your community or the environment.

The most important part of pulling off a community drive is spreading awareness so that people donate their recyclables or gently used products.

6. Appeal for recurring donations.

A fundraising campaign can reap great rewards for your nonprofit, but part of keeping your cost-to-benefit ratio in good territory means planning for long-term success.

Recurring donations are a means for donors to continue their support after your fundraising campaign ends.

Creating a strong appeal for recurring donations can encourage supporters to make more than a one-time, in-the-moment donation when they give to your campaign. 12

You can, for example, emphasize the simplicity and ease of recurring donations (especially at churches, where recurring tithes are an easy way for supporters to make their weekly contributions). 13

Or, you can craft your campaign’s focus around recurring donations. For example, you can suggest that supporters give up one $30 meal per month to feed hungry children for 30 days. Hashtag with #30for30, and you’re set for low-cost fundraising!

Are you ready to innovate your low-cost fundraising? Well, don’t forget to keep your donors in mind.

Their relationships with your nonprofit are priceless, so building strong connections is the most cost-effective fundraising you can do!

Sources

Kerri Moore is the Director of Marketing at Booster, Created by CustomInk. She and her team help create content aimed at maximizing organizers’ fundraising potential and furthering their mission to raise awareness for the cause or passion that means the most to them.

Are You Bragging Too Much?

October 5, 2016October 7, 2016 Ann Green Communications, donor relations, fundraising, writing communication, donor relations, donor-centered, fundraising, writing

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Have you been to a party and ended up stuck in a conversation with someone who talks too much about herself or brags about all the wonderful things he’s done? You roll your eyes in frustration and plan your escape to the drinks table.

Imagine your donors having the same reaction when all your communications sound like one big bragfest that have nothing to do with them. Okay, maybe your appeal or newsletter won’t drive them to drink, but it may end up in the recycle bin, unread.

Yes, you want to share your accomplishments, but you don’t don’t want to sound like that boring person at the party. It’s possible to do this without bragging. Here’s how.

Be donor-centered

You don’t need to tell your donors your organization is great. They wouldn’t have given you money if they didn’t think highly of you.

Let your donors know they’re great because they helped you make a difference for the people or community you serve. Give specific examples. Because of donors like you, Jane now has a home of her own.

All your communications should be donor or audience-centered. One way to ensure this is to use the word you more than we or us. Is Your Organization Donor-Centered? Find Out by Taking This Quiz

Tell a story

Telling a story is a great way to share accomplishments. Whether it’s in the first or third person, you can give a personal account of how you’re making a difference. Remember to focus on the people you serve and keep your organization in the background. Dazzle Your Donors With a Great Story

Photos and videos featuring the people you serve is another good way to share accomplishments.

Why is what you do important

Instead of the usual laundry list you see in annual reports, such as we served over X number of students in our tutoring program, focus on why that’s important, too. Students in our tutoring program are now reading at their grade level and have a better chance of graduating from high school on time.

Instead of focusing on what you do, let your donors know why it’s important. Why you should probably trash your general brochure

Show don’t tell

Too many newsletters and annual reports ramble on about how an organization is number one in such and such, or there was a crisis and Y organization came in to solve it.

Go back to stories and examples. You can’t ignore your organization altogether, but instead of saying we were the first organization to come in and help the flood victims or we’re the number one hospital in the community, say Thanks to you, residents of the flood -ravaged town now have access to clean drinking water and can start rebuilding their homes or Thanks to you, the new outpatient clinic can serve more people in the community.

How you made a difference is more important than being first or best.

Current donors want to see the results of their gift. Potential donors may be more interested in your reputation, but they also want to see how their donation will make a difference.

A quick checklist

Before you share accomplishments in an appeal letter, thank you letter, newsletter article, social media update, annual report, etc, ask yourself these questions:

Is this donor/audience-centered?
Are we focusing on the people/community we serve?
Are we showing results?
Are we saying why this is important?
Are we bragging too much about ourselves?

Say Thank You Like You Mean It

September 27, 2016 Ann Green Communications, donor relations, fundraising, thank you letters, writing communications, donor love, donor relations, donor-centered, fundraising, thank you, writing

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Year-end fundraising season is underway and many of you may be working on your appeal letters. But have you given any thought to how you’ll thank your donors? If you’re thinking that’s something you can worry about after your appeal letters go out, you’re making a huge mistake.

Thanking donors often takes a back seat in fundraising campaigns, but it’s a crucial component that you need to start planning now. It’s often poorly done and I feel as if organizations thank their donors because someone told them they had to instead of it being something they want to do.

You can rise above the mediocrity and thank your donors like you mean it. Here’s how.

Do something special for your donors now

Do something special for your donors before you send your appeal. This could be a short thank you update you send by mail or email (mail is better). I received a couple of donor-focused updates recently. One had a big Thank You in the middle. The other opened with Your Giving in Action...

This post includes a great example. Knock it Out of the Park You could also send a postcard or give a special shout out to your donors in your newsletter, although all newsletters should be gratitude-focused anyway. Another option is to hold an open house. Why Having an Open House Makes Sense

Handwritten notes and phone calls make a huge difference

Make your donor’s day by sending a handwritten note or making a phone call. Start recruiting board members, staff, and other volunteers to help you with this. If you can’t send cards or make calls to all your donors, choose the ones you will reach out to. Calling new donors can help ensure they’ll donate again. You should also consider reaching out to long-term donors. Retention rates are still shaky, so you want to make an effort to keep your donors.

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

Hi, this is Paul Wilson and I’m a board member at the Lakeside 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.

Write a stellar letter

If you can’t send a handwritten note or make a phone call, then take the time to write a stellar thank you letter. All donors should get this letter, even if they’ve donated online. Getting something in the mail is more personal and your donor will be more likely to see it. Email thank yous tend to be more like receipts, although they don’t have to be. More on that later.

Your letter should not include the usual, boring “On Behalf of X organization…..” Write as if you’re having a conversation with a friend and leave out vague jargon such as at-risk or underserved.

Don’t send the same letter to each donor. Recognize past gifts and upgrades, and give a specific example of how the donation will make a difference.

Something like this.

Dear Janet,

You’re amazing! Because of your generous donation of $50,we can provide a family with a week’s worth of groceries.

Thank you so much for being a longtime donor!

You can also write personal notes on the letters. Think about including an eye-catching photo as well.

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

5 Clever Ways to Improve Your Thank You Letters

4 More Clever Ways to Improve Your Thank You Letters

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

Give your donors an outstanding online experience

Many people donate online and that includes donating on a mobile device. Your landing page is your first chance to say thank you. It should be personal and not look like an Amazon shopping cart.

Open with Thank you, Diane! or You’re incredible! 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.

Speaking of the automatically generated thank you email, be sure it’s warm and personal. Make it slightly different than the thank you landing page. It only needs to be a few sentences, but make it good.

Just because your thank you email is automatically generated, doesn’t mean it needs to sound like it was written by a robot. Take time to write something nice.

Remember, you’re not done yet. Even if someone donates online she should receive a thank you card, letter, or phone call as soon as possible, preferably within 48 hours.

Here are some more ways to give your donors an outstanding online thank you.

5 ways to improve your online donation thank you page

21 Ideas For Your Nonprofit’s Donation Confirmation Page

Make your new donors feel welcome

Retention rates for first-time donors are awful. You want them to stay and your first step is to make these new donors feel welcome. Roll Out the Red Carpet for Your New Donors

Keep it up

Thanking your donors is a year-round commitment. It’s not just something you do after you get a donation. It needs to be a priority, and you need to thank your donors like you mean it.

Photo by Shih-Chieh “Ilya” Li

Is Your Website Up to Par?

August 24, 2016 Ann Green Communications, donor relations, fundraising communications, donor relations, fundraising, online donations, website, writing

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It’s hard to believe it’s almost the end of August and year-end fundraising is just round the corner. One thing you need to do before you switch from going to the beach to apple picking is to make sure your website is up to par. This means it’s up-to-date, easy to read and navigate, welcoming, and audience-centered.

How does your website fare? Use the checklist below to find out.

Home page

Your home page is often the first place a newcomer will visit. Make it an entryway to the rest of your website.

Is it free of clutter and easy to navigate and read?
Does it include an engaging photo and a small amount of text, such as a tagline or position statement?
If you’re highlighting something such as an event, is the information up-to-date, and is it the most newsworthy item you can feature?
Does it include a Donate Now button that’s prominent without being tacky?
Does it include a newsletter sign-up box and social media icons?
Does it include your organization’s contact information or a link to a Contact Us page?
Is the navigation bar easy to use?
Does it include a search feature?

Donation page

Many people donate online now. Make this a good experience for your donors. Don’t stress them out with a cumbersome and confusing donation page.

Is it easy to use?
Does it include a strong call to action with the same messages as all your other fundraising appeals?
Does it show how the donation will be used and what different amounts will fund?
Does it include an option for recurring gifts?
Does it have an engaging photo?
After someone donates, does it take the person to a thank you landing page and generate a thank you email?

The rest of your pages

Be sure to take a look at the rest of your web pages, too.

Are they easy to read/scan and navigate?
Do all your pages have a consistent look?
Is the content well written in a conversational style (no jargon!) and free of grammatical errors and typos?
Are your pages audience-centered? Remember, some visitors know you well and others don’t. A person visiting your volunteer page may not know much about your organization, so you’ll need to include a compelling description of what you do.
Do your pages contain a clear call to action? For example, your volunteer page should entice someone to volunteer.
Does each page have one or two photos related to its subject matter? Going back to your volunteer page, you could include a photo of volunteers interacting with clients.
Is all the content up-to-date?
Do all your links work?
Do all your pages include a Donate Now button, navigation bar, social media icons, a newsletter sign-up box, contact information, and a search feature, so your visitors don’t have to go back to the home page?
Are you using analytics to see how often people visit your pages? If you have pages that aren’t generating a lot of interest, find out why that’s happening. You may need to make the page more engaging or take it down.
Do you periodically survey your supporters to get feedback about your website?
Is your website mobile-friendly? This is crucial. 7 Steps To Ensure Your Nonprofit Has A Mobile-Friendly Website
Is there other content you should include (or take out)?

After you’ve made all your changes, have someone who isn’t as familiar with your organization (maybe a friend or family member) look at your website to see if the content is clear and it’s easy to navigate.

Your goal is to have a website that’s welcoming and audience-centered for everyone from first-time visitors to long-time donors.

Read on for more information to help you get your website up to par.

14 Best Practices for Nonprofit Websites

Best Websites of Non-Profit Organizations

10 Must-Haves For A Successful Nonprofit Website

Photo by Steve Cook

Knock it Out of the Park

August 8, 2016 Ann Green Communications, donor relations, writing communications, donor relations, donor-centered, writing

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I’ve written a lot about the importance of nonprofit organizations communicating with their donors, but that’s not enough. You have to do it well. You have to knock it out of the park. Sadly, many organizations fail at this. Their communication is okay at best and just dreadful at worst.

That’s why I was pleasantly surprised when I received an update in the mail from Heifer International, an organization that brings sustainable farming and commerce to poor areas around the world. It went beyond the usual generic, boring update.

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Here’s what I liked about it.

It came in the mail

You may balk at communicating by mail because you think you can’t afford it, but honestly, you can’t afford not to use direct mail. Mail is more personal, and your donors will be more likely to see your message. Try to mail an update to your donors at least twice a year.

Heifer sent a simple 8½ by 11 two-sided self-mailer. Even if you’re a small organization, you can do something like that. You could also do a postcard.

Don’t cut back on mailing because it costs too much or takes too much time. Imagine how you would feel if you received something like this. INTERNAL EFFICIENCIES & TRAGIC FUNDRAISING COMMUNICATION.

Read on to learn How You Can Print and Mail Without Breaking Your Budget

“It started with your gift”

This update knocked it out of the park by opening with “It started with your gift.” It went on to say, “to show you how your support creates lasting change, here are a few of the most recent updates that we’ve received from our projects that you have helped Heifer support.” Talk about donor-centered!

It said Thank You

Never miss an opportunity to thank your donors. Besides thank you letters (of course), you can show gratitude in your newsletter, updates, and even fundraising appeals.

This update said “Thank you, Ann!” in big bold letters.

It told me how I was helping to make a difference

This update gave specific examples about how bringing beehives to Honduras, goats to women farmers in Nepal, and chickens to Cambodia is making a difference for the families and communities in those countries.

I heard from the recipients

Each of the examples included quotes from the recipients so we can hear first hand how these people are earning money and feeding their families.

It was visual

If I didn’t have time to read the whole update, I could get the gist of it by seeing pictures of beekeepers and farmers.

Give your donors something special

Don’t settle for mediocre communication. Knock it out of the park by giving your donors something special and letting them know how much you appreciate them.

Fundraising consultant Pamela Grow has some great (and a few not so great) examples of donor communication – both mail and email, including a different one from Heifer International.

Photo by Alan English

Why Having an Open House Makes Sense

August 1, 2016 Ann Green Communications, donor relations, planning building relationships, communications, donor love, donor relations, donor retenion, donor-centered, planning

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If you’re stuck trying to figure out a special way to show appreciation to your donors, how about having an open house at your organization? If you can’t hold one on site, have it at a restaurant or other venue. You may be able to find someone to donate space.

Invite other supporters, too

You could just have an event for donors, but why not invite other supporters such as event attendees, email subscribers, and social media followers, as well? This could be a great way to convert these supporters into donors. Encourage your donors to bring a friend.

Coordinate it with your year-end appeal

Depending on your resources, you may only be able to hold one open house a year. If you can hold more, that’s great.

A good time to have your open house is before you launch your year-end appeal, so you could hold one sometime between mid-September and early November.

Another option is spring if you have an appeal then, or you could make it a thank you event.

Winter is tricky unless you’re fortunate to live someplace where it doesn’t snow. And summer’s not good since most people are off in vacationland.

Whenever you decide to hold your open house, don’t ask for money at this event.

Keep it informal

No three-course dinners and speeches that put you to sleep. Hold a gathering where your supporters can drop in after work, and serve something to eat and drink. You may be able to get food and beverages donated or find a sponsor.

Have a brief program. You could show a video and/or let a client share his/her story. Your executive director or board chair should thank your guests and share some accomplishments and plans for the future. Again, keep it brief. You don’t want anyone fleeing the room.

Create some photo displays and have literature available. You could also show a video on a laptop. Offer tours, if that makes sense. 7 Tips to Create an Amazing Donor Cultivation Tour

Let your donors and other supporters see the heart and soul of your organization.

Get your board involved

You must have a good turnout from your board. Encourage board members to invite friends and other potential prospects.

Make everyone feel welcome

Don’t hide in the corner or spend all your time talking to your co-workers. Your staff and board need to mingle with your guests and make them feel welcome.

You may want to go over your organization’s talking points and brush up on your elevator pitches, so everyone is prepared to talk about what you do and answer questions.

How to Get Everyone in your Organization on the Same Page

The Big Mistake That’s Hurting Your Nonprofit (and How to Fix It)

Don’t forget about the follow-up

Anyone who has taken time out of her/his busy schedule to attend your open house needs to be showered with love. Nonprofits often do a poor job of following up after an event and miss out on a great opportunity to build relationships.

Collect names and addresses of people who attended and send a thank you note right away. This is a good project for your board. Don’t ask for money (that comes later).

When you do send your next appeal, include a sentence that says, “It was great to see you at our open house.”

Not all your donors will attend your open house, but will appreciate the invitation. Donors and other supporters who do come are showing you they’re interested in your organization. Keep them interested! This will help ensure they’ll continue to support you. That’s why having an open house makes sense.

Don’t Take a Vacation from Your Donor Communication

July 22, 2016July 26, 2016 Ann Green Communications, donor relations, writing communications, donor relations, donor-centered, writing

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Summer is vacation time. You and other members of your staff may have a fun vacation planned. I recently came back from a wonderful trip to Spain.

Even though this might be a slower time, don’t hold back on your donor communication. Yes, your donors are also taking vacations, but they still want to hear how they’re helping you make a difference.

Here are some tips to help you stay in touch this summer.

Keep it short

Our attention spans wane even more when it’s hot. There’s no need for a lot of long-winded text. Send a thank you or infographic update postcard instead.

Another way to get your donors’ attention in an instant is with a photo. Create a thank you photo to share on email and social media. You could create a short video, too.

Capture Your Donors’ Attention in an Instant by Using Visual Stories

Lighten up

If you’re a reader, you gravitate towards lighter fare in the summer. My favorite beach reads are mysteries.

Fundraiser Shannon Doolittle has some fun and creative ideas to stay in touch with your donors this summer. Maybe you can think of others.

Fun, sun and donor love

Meet your donors where they are

You’ll make it easier for everyone if you communicate by channels your donors use. That might be direct mail, email, social media, or a combination of those. Don’t spend time and effort communicating via channels your donors don’t use.

Is it time for a newsletter makeover?

If you already send a regular newsletter,that’s great. What’s not great is if your newsletter is just plain boring, as many are.

Take a look at yours. How can you make it better? Use your “downtime” this summer to give your newsletter a makeover.

Keep it donor-centered, Focus on sharing success stories and don’t forget to thank your donors for helping you make a difference.

Shorter is always better, especially in the summer. Send a two-page print newsletter instead of a four-page one and stick to one or two updates in your e-newsletter.

Is Your Newsletter Putting Your Donors to Sleep?

Plan for staff vacations

If the staff who are responsible for sending email updates and social media posts go on vacation, that doesn’t mean your communication comes to a screeching halt. Have someone else fill in so you don’t miss a beat.

Keep it up

Stay in touch with your donors so they have a good feeling about you come appeal time. Keep retention in mind. You want your donors to give again and you can help ensure this with good communication and by building relationships.

Read on to find out how other organizations are communicating this summer. Get Your People Out of the Heat & Into Action

Image by David Smith

Are You Ready for Your Year-End Appeal?

July 11, 2016 Ann Green appeal letters, Communications, donor relations, fundraising, planning communications, donor relations, donor-centered, fundraising, planning, year-end appeal

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You may think fall is a long way off. We just celebrated Independence Day in the U.S. and temperatures are creeping into the 90’s.

Don’t let that deceive you. September will be here before you know it. Fall is a busy time, especially if you’re doing a year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue. Get a jump start on your appeal and start planning it now. Use this checklist to help you get started. Of course, you can use this for fundraising campaigns at any time of the year.

How much money do you need to raise?

You may have already set a goal in your 2016 fundraising plan (at least I hope you did) and perhaps you need to revise that goal. If you haven’t set a goal, determine how much money you need to raise before you start your campaign.

Do you have a plan?

Put together a plan for your appeal that includes a timeline, task list, and the different channels you will use. Make it as detailed as possible.

When do you want to send your appeal? At the beginning of November? Figure out what you need to get done and how long it will take. You may need to recruit extra volunteers or get your materials to a mail house.

Do you have a good story and photo to share?

Find a good story for your year-end appeal. You’ll want some engaging photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

Dazzle Your Donors With a Great Story

Capture Your Donors’ Attention in an Instant by Using Visual Stories

How did your donors help you make a difference?

Your appeal letter should highlight some of the year’s accomplishments and state what you plan to do next year. For example, let’s say you run a tutoring program. Let your donors know how with their help 80% of the students in your program are now reading at or above their grade level. Next year you’d like to expand to four more schools.

Focus on the people you serve and show how your donors are helping you make a difference.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date. Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled. Also, segment your lists – current donors, lapsed donors, event attendees, etc.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until the end of October to check your supply of letterhead and envelopes. Make sure you have enough. Perhaps you want to produce a special outer envelope. You may also want to create some thank you cards.

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of last year’s gift.

Stamps are more personal, so you might want to find some nice ones to use.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials. Highlight your year-end appeal on your homepage and include a prominent Donate Now button.

Elements of Donation Page Design

19 Ways to Raise More Money From Donation Pages

While you are at it, check your website for out-of-date information and broken links.

Is Your Website in Good Shape?

How does a donation help the people you serve?

Create a set of giving levels and let your donors know how their gift will help.

Using Giving Levels to Drive Donations

Do you have an incentive to entice donors to give a larger gift?

Instead of premiums, see if you can find a major donor who will match any upgrades. I know of an organization that used this as an incentive to get new donors.

Boost Your Fundraising Results With a Match From a Major Donor

Do you offer a monthly or recurring giving option?

Monthly or recurring giving is another way to get a larger gift. Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

How will you thank your donors?

Don’t skimp on this. Spend as much time on your thank you letter/note as you do on your appeal letter. You need to thank your donors, and thank them well, as soon as you receive their gifts.

Handwritten notes and phone calls are much better than a pre-printed letter. Create or buy some thank you cards (see above) and start recruiting board members and volunteers to make thank you calls or write notes.

Give Your Donors a Great Thank You Experience

Are you showing the love?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication. Keep engaging your donors and other supporters (who may become donors) by sharing success stories and gratitude. Pour on the appreciation and create a thank you video or hold an informal open house.

How are you getting ready for your year-end appeal?

Photo by James Stoneking

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