Making Your Messages Stand Out is More Important than Ever

27350190733_eda43b9c77_mGetting your messages out is never easy. But in the midst of the COVID-19 outbreak, just like everything else, it’s gotten a whole lot harder.

Your nonprofit organization needs to continue communicating regularly with your donors. Information overload is an understatement right now. Besides, your donors are going through a lot. They may miss your initial message, if they’re even looking at their email and social media platforms at all.

Here are a few ways to make your messages stand out that are specific to our current situation.

Don’t ignore COVID-19 right now

Your messages need to acknowledge how the COVID-19 situation is affecting your organization and I would find it hard to believe that it’s not. This means no generic messages such as support our programs.

I’m surprised when I get irrelevant emails that haven’t taken into account what’s going on. I received a message from a B & B we’ve stayed at that had the subject line Happy First Day of Spring. They said they would be opening for the season on April 6 (I doubt that) and they were offering special deals on rooms. This went out on March 19, after our state started placing restrictions on restaurants and gatherings. I seriously hope this was something they auto-scheduled at least a week beforehand. This is a good reminder that if you have auto-scheduled messages that aren’t relevant, to cancel them or make necessary changes.

What’s your intention?

What’s the purpose of your message? What do you want your reader to do? Are you asking for a donation?  Maybe you’re thanking your donor or sharing an update.

Don’t muddle your messages with too much information. Keep it simple and stick to one call to action or type of message. 

Here are some examples of how to make a fundraising request, thank your donors, and share an update, in separate messages of course.

Your fundraising request needs to be specific and straightforward. This is an example of a need and how donors can help. Project Bread, a Massachusetts organization committed to preventing and ending hunger, had to cancel their huge walkathon that raíses over $2 million. At the same time, all schools in the state are closed, and some students rely on receiving free breakfast and lunch provided by their school. Project Bread is requesting donations to make sure these kids continue to receive meals, usually by picking them up at a certain location.

Your needs don’t just apply to the people you serve. Not everyone is able to work from home and you still need to pay rent and utilities. A local nonprofit movie theatre that’s closed sent out a note of gratitude emphasizing they’re continuing to pay their staff including hourly employees who sell and take tickets and work the concession stand.

Stay in touch with frequent updates. An organization that provides support for homeless families had to close their centers. They’re working to continue to provide food for families, as well as getting them gift cards to buy food. They’re also continuing to pay their staff.

7 Emails Your Nonprofit Can Send During the COVID-19 Outbreak

Choose the right channels

Most likely you’ll use more than one channel to communicate. Pay attention to the channels your donors are using and focus your efforts there.

Email may be the primary way you’re communicating right now and there’s a reason for that. It’s fast, easy, relatively inexpensive, and almost everyone has an email address. You can quickly get a message out to a lot of people. Also, unlike social media, it’s something you can control. You don’t have to rely on a social media algorithm to hope your message ends up in your donor’s feed.

But guess what, people are getting a huge amount of email right now from a variety of different sources. The same is true with social media. It’s easy for your messages to get lost.

While I’m a huge fan of direct mail, that may not be feasible at this time. You could also communicate by phone.

This post will primarily cover email communication, but you can apply these suggestions to other types of communication, too.

Get noticed right away

Now more than ever, a good subject line is the key to getting someone to open your email message. If your donor doesn’t bother to open it, all your work has gone to waste.

Choose something specific like Help us provide more meals to kids. You can specifically address COVID-19 like these [COVID-19] 3 ways to help from your couch and Crisis Support for Homeless Families During COVID-19. You could also choose something nice and simple like Thank You to Our Community.

Keep it short

Your next step is to get your donors to read your message. Keep them interested. With email, yours may be one of hundreds they’ll receive that day, along with whatever else is going on in their lives, which right now is a lot. 

Make it easy to read and scan

Besides sending a short message, use short paragraphs and lots of white space, too. Your messages need to be easy to read and scan (I’m doing a lot of scanning right now) in an instant. Don’t use microscopic font either.

Be personal and conversational

Write directly to your reader using clear, conversational language – no jargon. Address your message to a person – Dear Cathy and not Dear Friend. 

This is no time for vague, generic messages.

Segment your lists 

Personalize your messages by segmenting your mailing lists. You could invite your committed monthly donors to give an additional donation or encourage current single gift donors to upgrade to monthly giving. 

Go the extra mile when you thank your donors

Create a thank you landing page and automatically generated email that specifically references your current situation if you can. Get rid of anything that looks like a receipt. Give your donors a real heartfelt thank you.

Sending a handwritten note may not be possible right now. My suggestion is when you can send one, do that for any donors who helped you during this crisis.

Think about creating a thank you video to put on your website and share by email and social media. This could be something where your executive director gives a short thank you or update.

You could also call donors to thank them. Have your board help with that. Email them a list of donors and a script. Leaving a voicemail is fine, but people may pick up the phone since they’re home. It would be a nice gesture to reach out to some of your older donors if you can.

Be a welcome visitor

If you communicate regularly and do it well, your donors should recognize you as a reputable source and are more likely to read your messages. If all you do is blast them with generic fundraising appeals, now is a good time to change that.

Make sure people know your email is coming from your organization. In the from field, put DoGood Nonprofit or Marcy Kramer, DoGood Nonprofit. If you just put a person’s name or info@dogoodnonprofit.org, people may not know who it’s from and ignore your message.

Choose kindness

People want to help if they can. I’m amazed at how many nonprofit organizations are trying to adapt to our current situation. We are a resilient sector. Share success stories with your donors and thank them for their role in that. 

Don’t be the person who hoards toilet paper at the grocery store. Be the person who writes encouraging messages in chalk on the sidewalk or gives a generous tip to the person delivering your groceries.

Support your local nonprofits, as well as your favorite local businesses by buying gift cards if you can. Be well, stay safe, and follow your local stay at home advisories.

Coping in a Pandemic: Essential Nonprofit Philanthropic Strategies

Navigating These Uncertain Times

3461601180_b29d215979_wIt’s an understatement to say the world is going through a difficult time. I hope everyone is doing okay and staying healthy. Even though we’re practicing social distance, among other things, it’s perfectly normal to feel anxious during these uncertain times.

I had planned a post on donor newsletters, which seems trite given what’s going on. You and your nonprofit organization have a lot to worry about. Maybe you’re scrambling to figure out how everyone can effectively work from home. Maybe it’s hard to provide vital services to your clients. Maybe you’re going have to postpone or cancel upcoming events.

While we’re trying to take measures to stay healthy, the COVID-19 outbreak will most likely devastate the economy. Here in the Boston area and through the state, restaurants and businesses are closing and gatherings of more than 25 people are prohibited. Theatres and museums are closed, and I know of several organizations that have to cut back on services. One organization had to cancel a huge walkathon that raises over $2 million.

During economic downturns, the need to provide vital nonprofit services increases. We don’t know how much the economy will suffer but expect that it will.

You may not be thinking that much about your donor communication at this time, but you should be. Here are a few suggestions to help you navigate these uncertain times.

Reach out to your donors

Please don’t cut back on your donor communication right now.  Maybe you can’t send a print newsletter if everyone is working from home, but you can still communicate with your donors.

Check in with your donors. See how they’re doing and thank them for their support. Don’t ignore what’s going on. Let them know you understand this is a difficult time.

I hope you have a good CRM/database that everyone can access remotely so you can easily send messages. You should also think about calling donors who you know don’t use electronic communication.

Be honest

I tend not to like the term transparency, but if there’s ever a time to be transparent, it’s now. Be upfront with your donors about how this will affect your work. Are you cutting back on services? How will that affect the people/community you serve?

The need for donations

You may need to ask for additional donations, and that’s perfectly understandable. You’re probably familiar with the concept – ask, thank, update, repeat. In this case, I recommend thanking and updating first and then asking.

Again, be upfront and honest about what you need. This is not a situation where someone mismanaged funds or didn’t plan accordingly. A few months ago, most of us were unaware something like this could happen.

Make an appeal that’s specific and easy to understand. As with most fundraising appeals, you’ll need to send it out more than once. Email is probably your best bet right now, but you can also use social media. This video gives some great suggestions. 

How to write an Emergency E-Appeal if your organization is being affected by the Coronavirus

Your donors are going through a lot and giving to your organization may be the last thing they’re thinking about. Some donors will be perfectly willing to give an additional donation and others won’t. These donors may be cautious with their finances for a while.

You could encourage donors to give monthly. This would be easier on their finances and provide you with a consistent stream of revenue.

Encourage Monthly Giving During Uncertain Times

Donors stop giving for a variety of reasons. You can’t control their financial situation, but you can control your donor communication. Do the best you can right now, and be sure to pour on the gratitude to anyone who gives an extra donation or upgrades to monthly giving.

Going forward

This is an unprecedented situation that emphasizes the importance of planning ahead. I know it’s hard for small nonprofits with limited resources, but here a few ways to be prepared in the future.

Invest in good infrastructure, most importantly a good data management system.

Have a reserve fund. No matter how small your budget is, you want to have some money set aside in times like these. 

Provide a caring, compassionate work environment that allows people to take care of themselves as needed.

I’ll keep sharing information that’s relevant as we work through this. Here a few links that may be helpful. Take care!

Essential Advice and Resources for Nonprofits – COVID-19 / Coronavirus | Recession | Remote Work

Tips for Communicating with Donors During Uncertain Times

 

7 Tips to Improve Nonprofit Donor Communication

As a nonprofit, communicating with your supporters is crucial to establishing lifelong donor relationships. Find out how you can make every message count.

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By Gerard Tonti

Donors are the backbone of any nonprofit. Their generosity funds both the daily tasks and the overall mission of the organization. And yet, many donors feel under-appreciated and are uninformed about the great things these nonprofits are doing with their donations!

If you are a nonprofit professional, it is crucial that you place a much-needed emphasis on the donors who are backing your mission. So, how can you do that? 

For one thing, take a look at your current donor communication practices. Do you adequately thank your donors for their generous gifts? Do you keep in touch with your supporters on a regular basis, rather than only to request a new donation?

If you answered no to either question, consider upping your donor communication strategy. Even if you answered yes, there is always room for improvement.

Here are 7 ways to improve your nonprofit’s communication:

  1. Personalize your messages.
  2. Encourage interaction.
  3. Segment your audience.
  4. Focus on the donor.
  5. Schedule communications.
  6. Manage donor data.
  7. Report and track metrics.

Ready to get started? Let’s jump in.

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1. Personalize your messages.

Adding a personal flair to your communication is a great way to get your donor’s attention and strengthen the connection they feel to your nonprofit, which boosts donor retention.

A few key details that really bring a personal touch to your messages include:

  • Donor’s name
  • Donation amount
  • Date of donation

This is the difference between “Thanks for the donation!” and “Thank you, [Sabrina], for your generous gift of [$100] on [January 1st, 2020].” This lets the donor know that you really appreciate this particular gift.

Consider implementing these details into customized thank-you’s for each donor. Most likely, you already send some sort of thank you message— but chances are, it might be a little bland. Thinking outside the box with your messaging leads to higher levels of engagement and a more personal response.

Consider creating a video, writing a note, mailing a personalized thank you card, or giving a shout out on social media to further show your donor appreciation. Look for opportunities to use more detailed information about your donor, such as the name of their pet or their birthday.

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2. Encourage interaction.

Donor communication does not have to (and should not) be one-sided. Ask questions or send out surveys to encourage your supporters to communicate with you. This way, you better understand your donor network and they feel more included in the organization. 

Ask questions, such as:

  • What led you to donate in the first place?
  • What attracted you to our organization?
  • What interests you most about our mission?
  • What impact do you most hope to see?
  • Could you see yourself becoming more involved?

Engaging with your donors in the digital era is especially easy. Through email and social media platforms like Facebook, Twitter, and Instagram, supporters are able to contact you in mere seconds. Let them know that you want to hear from them by inviting replies to emails and responses to social media posts. 

Most importantly, listen to their answers. Try to implement any feedback you receive and thank your donors for their great suggestions. Be sure to respond to their online posts and questions in order to establish personal connections.

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3. Segment your audience.

Unfortunately, donor communication is not one size fits all—at least it shouldn’t be. First-time donors should not be getting the same messages as monthly recurring donors.

To establish good communication practices, it is crucial that you first segment your donors. This allows you to send targeted messages customized to a smaller group of donors who share similar qualities. 

For example, you might divide your donors into these categories:

  • New donors: First-time donor messaging requires special consideration. A whopping 81% of first-time donors never give again, but you want to fight against this statistic by engaging donors right off the bat. Make sure to appreciate your new donors and their support for your cause. You want to get that second donation, also known as a golden donation.
  • Recurring donors: Recurring donations are transferred automatically on the agreed upon schedule. For instance, monthly donors have committed to an ongoing donation each month for an undefined period of time. These donors are some of your nonprofit’s most important supporters. Consistent gifts provide stability, especially outside of peak donation season, and smaller donations add up quickly.
  • Repeat donors: As opposed to recurring donations, a repeat donor is someone who has given to your organization before but has not committed to an ongoing donation agreement. Your messages to this group can encourage donors to opt for a monthly giving program.
  • Lapsed donors: These are donors who used to give to your organization but have since stopped their donations (typically defined by a lack of gifts over a 12-month period). Create a strategy to reconnect with these supporters who have already established a connection to your organization.
  • Members: If your organization is comprised of members, they tend to seek a more personal relationship, and desire frequent, ongoing communication. Click here to find out how to best manage your members. Consider sending a birthday message or telling them you miss them if their engagement starts to falter.

Depending on the specifics of your organization, you may choose to segment your donors in different ways and with different strategies. A segmented audience allows you to craft more direct and relevant messages to each individual and improves overall donor communication.

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4. Focus on the donor.

There is an important difference between corporate communication and donor communication. The distinctions may be subtle, but they are powerful. Corporate communication places a focus on your organization and what you are doing, while donor communication shifts to an emphasis on the importance of each donor

While it can be tempting to take the opportunity to brag about your nonprofit and your abundance of success stories, (and don’t worry: there’s still a time for that!) it is an excellent practice to focus on the importance of the donor. 

Experts suggest using adjectives such as kind, caring, compassionate, helpful, and generous — the key characteristics of a moral person— to describe the donor and their gift. It’s human nature; donors like to be told that they are needed and important to your cause. Focusing on the donor is a great practice for improving your donor stewardship, too!

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5. Schedule communications.

Because it is so vital to keep up your donor communications year-round, it is a good idea to implement a schedule to manage your ongoing communication. Some experts suggest at least one to two messages each month, which can get daunting and/or repetitive.

One way to do this effectively is to plan with a communications calendar (or editorial calendar) that allows you to draft out messages throughout the year. This is a great tool to keep up with your donor communication and ensure that it doesn’t fall through the cracks as a lesser priority.

A calendar is excellent for drafting time-sensitive messages, especially ones that you have access to ahead of time. A few examples include:

  • Holidays: Getting involved in holidays like Valentine’s day (“we love our donors”) and Thanksgiving (“we are so thankful for our donors”) is a great way to make use of the calendar and annual celebrations. You may also choose to recognize days or months specific to your cause, such as World Hunger Day or Human Trafficking Prevention Month.
  • National events: For example, the Presidential Election! The election effect is real when it comes to donors giving to their favorite social and political charities. Leverage this with strategic messaging to take advantage of current events (especially when they relate to your nonprofit’s cause).
  • Fundraising season: Get started with your year-end fundraising by planning messages ahead of time. You already know that Giving Tuesday and the holiday season are especially generous times for donors; get that head start in the early months of the year to maximize your impact!

Overall, using a calendar to plan out your communications is crucial for ensuring the best donor communication practices. Just make sure to switch things up sometimes to keep your communication fresh. 

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6. Manage donor data.

To best target your communication to specific donors, take a look at your donor data collected by your donation pages and stored in your constituent relationship management (CRM) system, also known as your donor database. When you can use that data and make actionable insights, your CRM becomes an excellent resource to understand your audience and how they want to communicate.

For example, when your donation page asks for contact information, allow your donors to select their preferred method of communication (text message, phone call, email, physical mail, etc.) or the best time to contact them (day, evening, weekends) and then honor it. Donors appreciate when you actually take their preferences into consideration— and may become frustrated when you don’t. 

Check out Salsa’s tips for keeping your data in top shape so that it becomes the most useful tool you have. Keeping your CRM data clean, organized, and updated is a great strategy for ensuring useful data for your communication practices.

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7. Track and report metrics.

One of the best ways to improve your donor communication skills is to start with a better understanding of your current donor relations practices and how well they are working. Then, as you start to integrate these new ideas into your strategy, track certain metrics to read your successes and failures.

Useful metrics to track include:

  • Open rates: The percentage of recipients who opened your message.
  • Impressions: The number of times your message was viewed.
  • Conversion rates: The percentage of recipients who completed a desired action.
  • Bounce rates: The percentage of emails that never made it to an individual’s inbox.

Many CRM and communication software can provide this information, which you definitely want to take advantage of.

By collecting and analyzing this data, you can compare and contrast various communication channels with each other to determine which tactics are working well, and which could use a revamp. 

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When you implement these 7 tips and tricks into your donor communication strategy, you will begin to notice a significant improvement in your donor relationships. And with improved donor relationships, comes increased rates of donor retention!

Gerard Tonti is the Senior Creative Developer at Salsa Labs, the premier fundraising software company for growth-focused nonprofits. 

Gerard’s marketing focus on content creation, conversion optimization, and modern marketing technology helps him coach nonprofit development teams on digital fundraising best practices.

 

How to Move Away From Your Generic Communication

40508943681_0fa174264e_wAre you guilty of sending all your donors the same appeal and thank you letters? In these letters, you never thank a donor for their past support or acknowledge they’re a monthly donor.

If that’s not bad enough, many of these letters use vague and impersonal language and even worse, jargon.

You can do better, and frankly, you have to do better. Generic communication isn’t going to help you keep your donors.

Move away from anything generic and create something more personal. Here’s how.

Segment your donors

Your donors aren’t the same, so they shouldn’t all get the same letter. Segment your donors into different groups as much as you can. At the very least, create different letters for new donors, repeat donors, and monthly donors. You can also personalize letters to lapsed donors, event attendees, volunteers, etc.

I emphasize segmenting your donors a lot in my posts because it’s so important. Donors like it if you recognize their past giving or anything that emphasizes this is more than a generic, one-size-fits-all message.

The Importance of Segmenting Your Donors

Beginner’s Guide to Nonprofit Donor Segmentation

And while we’re on the subject of personalization, let’s stop sending Dear Friend letters, as well. You’re not being a good friend if you don’t even use your donors’ names.

I know this will take more time, but it’s worth the investment. So is a good database to help you with this. Your donors will feel appreciated and are more likely to give again, possibly at a higher amount.

Use language your donors understand

If you use vague, generic language and jargon, you’re going to instantly bore and/or confuse your donors. Most of your donors don’t have a medical or social services background. They don’t use terms like food insecurity, at-risk populations, and underserved communities, and neither should you.

Connect with your donors by using language they’ll understand. Instead of talking about food insecurity, give an example of a family choosing between buying groceries and paying the heating bill.

What you mean by at-risk or underserved? Are high school students less likely to graduate on time? Do residents of a certain community not have good health care nearby? Is housing too expensive? Get specific, but at the same time, keep it simple.

You May Love Your Jargon, But Your Donors Don’t

How Jargon Destroys Nonprofit Fundraising & Marketing

4 Reasons to Stop Using Nonprofit Jargon

A great way to move away from generic language and jargon is to tell stories. Most people respond better to a human-interest story than a bunch of boring statistics.

Tell the Stories Your Donors Want to Hear

On the road to improvement

You may be between fundraising campaigns right now and have a little more time. If so, start segmenting the donors in your database, if you haven’t already done that. Segmenting your donors isn’t a one-time deal. Make changes if you need to. For example, some of your single-gift donors may have upgraded to monthly. If you can do this after every campaign, you should have pretty up-to-date information on your donors.

In addition, dust off those templates and freshen up your appeal letters and thank you letters. Create letter templates for different donor groups and replace your vague, generic language with something clear, conversational, and specific.

Have someone outside your organization, a friend or family member, look at your messages. Something that’s clear to you may mean nothing to others.

Move away from your generic communication with something that shows your donors how much you appreciate them by recognizing who they are and giving them engaging content they’ll relate to.

Is Your Communication Donor-Centered?

3346775346_a98133c942_wIs your communication donor-centered?  Really, is it? Because often it’s not. You see countless examples of generic, organization-centered communication that barely acknowledges the donor.

Plain and simple, donor-centered means focusing on your donors’ needs and interests, acknowledging them in your letters and other communication, and taking into account that not all donors are the same.

Can you do that? Just to make sure, before you send your next appeal, thank you letter, or newsletter, run it through this donor-centered checklist.

Fundraising Appeals

  • Is your fundraising appeal focused too much on your organization – rambling on about how great you are? Your organization may be great, but let your donors figure that out. Your donors are the ones who are great, and they want to hear how they can help you make a difference for the people/community you serve.
  • Is your appeal segmented to the appropriate audience? Thank past donors or reference your relationship to a potential donor. Maybe they’re event attendees, volunteers, or friends of board members.
  • Is your appeal addressed to a person and not Dear Friend?
  • Is your appeal vague, impersonal, and filled with jargon your donors won’t understand? Don’t say we’re helping at-risk youth. A donor-centered appeal would say something like – With your support, we can help more students graduate from high school on time.
  • Does your appeal make people feel good about donating to your organization?

Thank you letters

  • Does your thank you letter come across as transactional and resemble a receipt? Yes, you need to acknowledge the donation is tax-deductible, etc, but most donors are more concerned about how their gift made a difference.
  • Does your thank you letter (or better yet, a handwritten note) shower your donors with love?  Start your letter with You’re amazing or Thanks to You!, and not On behalf of X organization.
  • Is your thank you letter addressed to a person and not Dear Friend?
  • Are you telling your donors the impact of their gift?  For example – Thanks to your generous donation of $50, a family can get a box of groceries at the Southside Community Food Bank.
  • Do you recognize each donor?  Is this the first time someone has donated?  If someone donated before, did she increase her gift?  Acknowledge this in your letter/note.

Newsletters

  • Does your newsletter sound self-promotional and focus on all the wonderful things your organization is doing instead of showing your donors how they’re helping you make a difference?
  • Is your newsletter written in the second person? Write to the donor and use the word you more often than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?  Keep in mind, all your donor communication should be written in the second person. It’s much more personal.
  • Does your newsletter include success stories, engaging photos, and other content your donors like to see?
  • Are you using the right channels?  Perhaps you only send an e-newsletter, but some of your donors prefer print.
  • Are you showing gratitude to your donors in your newsletter?

Remember to always think of your donors first. This applies to everyone in your organization.

No Really, What is a ‘Donor-Centric Culture’?

Use this checklist for other donor communication such as annual reports (these are rarely donor-centered), your website, email messages, and social media posts.

Make sure the messages you send to your donors focus on them and make them feel special. Staying donor-centered can help you build relationships. This is especially important as retention rates continue to decline.

Read on for more information about the importance of being donor-centered.

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

Degrees of Donor-Centricity

#1 Tip to Create a Donor-Centered Appeal Letter

 

How Monthly Giving is a Win-Win for Your Nonprofit

48257299076_b34347f77e_wA few weeks ago I wrote about ways to help you become more successful in 2020. One of those was to emphasize monthly giving. I’d like to elaborate on that some more in this post.

Monthly giving is a win-win for your nonprofit. You can raise more money and boost your retention rate. Also, once donors opt into monthly giving, it’s an easier way for them to support your organization.

You can raise more money

Monthly or recurring donations can help donors spread out their gifts. They may be apprehensive about giving a one-time gift of $50 or $100. But if you offer them the option of giving $5 or $10 a month, that may sound more reasonable.

It’s easier on their bank accounts. It can also give you a consistent stream of revenue throughout the year instead of certain times, such as when you do individual appeals and events and when grants come in.

Monthly gifts are smaller, but you can raise a lot of money with lots of small gifts. Political candidates do it all the time. Also, monthly gifts aren’t as small as you think. The average monthly gift is $24 a month.

Check out this retention rate

The retention rate for monthly donors is an impressive 90%. That’s significantly higher than other retention rates. 

One reason is that monthly gifts are ongoing. But your donors have agreed to that, so this shows they’re committed to your organization. 

Getting started

If you don’t already have a monthly giving program, make this the year you start one. It’s not as hard as you think.

A good way to start is to invite your current donors to become monthly donors. Your best bet for monthly donors are people who’ve given at least twice. These are donors who have shown a commitment to you. 

That doesn’t mean you can’t ask first-time donors. This could be a good way to connect with donors from your most recent campaign. And if you haven’t officially welcomed your new year-end donors, do that now. 

Are you missing this key fundraising “system?”

Make monthly giving the go-to option

Make monthly giving front and center in all your campaigns. It should be an easy option on your donation page. Include it on your pledge form and make it a prominent part of your appeal, maybe as a PS.

I can speak from personal experience that once I started giving monthly, that’s the way I wanted to give to all organizations. Your donors would probably agree.

A handful of organizations don’t offer a monthly giving option, which is a mistake. Some have a minimum donation, which I would also not recommend, if possible. If you do have a minimum, make it $5 a month instead of $10. 

If your reason to have a minimum donation amount is to save money, is that happening if your minimum deters someone from giving at all? You often have to invest a little to raise more money.

Show some #donorlove

You need to do a good job of thanking your monthly donors. Go the extra mile and segment your monthly donors into new monthly donors, current monthly donors, and current donors who become monthly donors, which I explain more in the post below. 

The Importance of Segmenting Your Donors

This way you can personalize their thank you letters to make them feel special. Be sure to mail a thank you letter, or even better, send a handwritten note. An email acknowledgment is not enough.

Many organizations send a monthly acknowledgment email or letter, and most are just okay. Some are basically only receipts. And while it’s helpful to know the organization received your donation, you’re not practicing good stewardship if that’s all you do.

You could spruce up these monthly acknowledgments, both by not making them sound like they were written by a robot and by providing some donor-centered updates.

One thing you should do is send your donors an annual summary of their monthly gifts. This is extremely helpful for people who itemize deductions. Make this letter more than just a receipt. Thank your donors and let them know how their monthly donations are helping you make a difference.

Reach out at least once a month

Besides showing #donorlove, here are some other ways to reach out to your monthly donors.

You could create a special newsletter for monthly donors or include a cover letter referencing monthly donors. If that’s too much, you could give a shout out to your monthly donors and include information on how to become a monthly donor in your newsletter.

Hold an open house for monthly donors. Even if they don’t attend, they’ll appreciate the invitation. You could also offer tours, either at a specific time or on request.

Include a list of your monthly donors in a newsletter, annual report, or on your website. Donor lists are just one of many ways to show appreciation and not the only one, so do much more than just that. Of course, honor any donor’s wish to remain anonymous.

Thank yous, newsletters, and updates are not a one-time time deal. Keep it up throughout the year. Many nonprofits start out communicating regularly with their monthly donors and then disappear after a couple of months.  

The Holy Grail of Fundraising

These donors made a commitment to you by giving every month. Make the same commitment to them by reaching out at least once a month. Create a special section in your communications calendar specifically for monthly donors to help with this.

Be accommodating

I highly recommend a contact person for your monthly donors in case they need to update their credit card information or make a change to their gift, hopefully, an upgrade. Include this information in their welcome letter.

Another way to help out your monthly donors is to let them know when their credit cards are about to expire. Don’t rely on your donors to remember this, because most likely they won’t.

Set up a system where you can flag credit cards that will expire in the next month or two. Then send these donors a friendly reminder email or letter. This will help you, as well, so you can keep receiving a steady stream of donations.

You could encourage donors to give via an electronic funds transfer from their bank account instead. Then neither you nor your donors need to worry about credit cards expiring.

Once a monthly donor, always a monthly donor

Once someone becomes a monthly donor, you must always recognize them as such. You most certainly should send fundraising appeals to monthly donors, but not the same ones you send to other donors.

I think the best way to raise additional money from monthly donors is to ask them to upgrade their monthly gift. Be as specific as possible. For example – We’re so happy you’re part of our family of monthly donors and are grateful for your gift of $5.00 a month. Could you help us out a little more this time with a gift of $7.00 or even $10.00 a month?

You can also ask monthly donors for an additional gift during one of your fundraising campaigns, but you MUST recognize they’re monthly donors – We really appreciate your gift of $10 a month. Could you help us out a little more right now with an additional gift? We want to expand our tutoring program to three more high schools.

If you send the usual generic appeal, imagine your donor saying –  “I already give you $10 a month and you don’t seem to know that.”

But if you let those committed, monthly donors know you think they’re special, they’ll be more likely to upgrade or give an additional gift.

Don’t miss out on this proven way to raise more money, boost donor retention rates, and provide an easier giving option for your donors. Read on for more about monthly giving.

Planning Your Monthly Giving Strategy For The Year: A Step-By-Step Guide

Quick Tips to Create a Great Monthly Giving Program

How to start a monthly giving program for your small nonprofit

Vector Art by Epic Top 10

Looking at the New Year with 20/20 Vision

49309556946_7d4841c90f_wHappy New Year, everyone! Wow, it’s 2020, and I couldn’t resist the 20/20 pun. Not only are we entering a new year, we’re also entering a new decade.

Many people use the New Year to make changes and improvements in their lives. You can do the same for your nonprofit organization. 

As with personal resolutions, you want to set realistic goals that you can stick with over time. Going back to the 20/20 theme, you want to set these goals and make these plans with clear vision.

Here are a few ways to help you ensure success in 2020.

You must have fundraising and communications plans

One key to success is good planning. 

If you haven’t made fundraising and communications plans yet, do that now! Don’t go too far into the New Year without plans in place.

Take a look back at 2019 to see what worked and what didn’t in your fundraising and communications. Incorporate what you’ve learned into your 2020 plans.

Be sure to include donor engagement and donor retention in your fundraising plan.

If you didn’t have a concrete plan last year and you weren’t as successful as you would have liked, that may be why.

Write your annual fundraising plan with these 6 steps

Here’s a Sample Fundraising Plan for Your Non-Profit

Do’s and Don’ts for Your Annual Fundraising Plan

12 (Amazingly Easy) Step by Step Fundraising Plan Templates

Build a Better Nonprofit Marketing Plan: Here’s How

How to Integrate Your Nonprofit Fundraising Plan With Your Marketing Plan

Measure your progress

Make sure you evaluate your progress at least once a quarter. It will be easier to stay successful if you can continually measure your progress and make any necessary changes before it’s too late.

20 KPIs For Your Nonprofit To Track

Pay attention to your donor retention

Make this a priority. You’ll have more success if you work to keep the donors you already have instead of focusing on getting new ones.

First, if you don’t already know it, figure out your retention rate. Do this after every fundraising campaign.

A Guide to Donor Retention

If it’s low, it’s something you can fix, usually with better communication. Donor retention is a huge problem for nonprofits. Your goal should be to have donors who support you for a long time.

It’s easier and less expensive to keep your current donors than to find new ones, so, once again, make donor retention a priority.

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

3 Concrete Strategies to Address The Donor Retention Crisis

Also, the New Year is a good time to get in touch with any lapsed donors, especially ones who gave a year ago. They may just need a gentle reminder. 

Emphasize monthly giving 

Staying on the retention theme, the retention rate for monthly donors is 90%. Work on starting or growing your monthly giving program so you can have a bunch of highly committed donors. A good way to start is to invite your current donors to become monthly donors.

Incorporating Monthly Giving Into Your Fundraising

How to start a monthly giving program for your small nonprofit

20 Monthly Giving Intentions for 2020

Make building relationships a priority 

You may think the most important component of fundraising is raising money. While that’s important, so is building relationships with your donors. 

It’s hard to raise money year after year if you don’t build a good relationship with your donors. Every single interaction with your donors needs to focus on building relationships. That includes fundraising appeals. It’s possible to raise money and build relationships at the same time.

Good relationships with your donors will help you with retention.

Build Relationships With Your Donors Every Step of the Way

Build Loyal Donor Relationships in 3 Easy Steps

Show some gratitude, too

A big part of building relationships is showing gratitude to your donors. Many nonprofits do a poor job with this. 

You need to start by sending a heartfelt thank you immediately after you receive a donation and then find ways to thank your donors throughout the year. Put together a thank you plan to help with this.

Nonprofit Donor Thank You’s: What are You Doing to Stand Out?

Start the New Year off by making fundraising and communications plans. Then monitor your progress, pay attention to your retention rates, and work on building relationships with your donors. 

Best of luck for a successful 2020.