The Value of Keeping Things Simple

8942956212_3c06d69a16_mOver the years I’ve come to find the value of keeping things simple. In a way, the COVID-19 outbreak has forced us to keep things simple since we’re limited in what we can do, especially outside the house. Instead of running back and forth from place to place, we’re staying put, although we’re spending more time online.

I realize the pandemic has also complicated our lives and brought with it a lot of stress and uncertainty. But during this time, we can find pleasure in simple things such as taking a walk, reading a novel, or baking bread (which is not keeping it simple for me since I don’t bake anything that involves yeast or rolling dough). 

Keeping it simple doesn’t have to mean a bare-bones existence. There’s a Swedish term called lagom meaning everything in moderation or not too much, not too little. Right now, this can apply to how much we read about COVID-19 – enough to know what’s going on, but not too much so it’s overwhelming. 

Keeping things simple is also important for your nonprofit organization. You’re going through a lot. You’ve had to make changes in the way you do your work. That may be providing limited contact or remote services or not be being open at all. Some of you may still be working from home, which can make your work more complicated. 

You need to raise money and communicate with your donors fairly regularly, while not taking on too much. Donors are also going through a lot, but they want to help if they can and they want to hear from you. What they don’t want is a lot of complex content.

Here are a few ways to simplify your communication without making it too difficult for you.

Keep it simple by planning ahead

If communicating regularly with your donors sounds too overwhelming, plan ahead by using a communications calendar. You should be in touch every one to two weeks right now. Fill your calendar with different ways to do that. Think ask, thank, update/engage, repeat. And as I mention below, shorter communication is the way to go.

Keep it simple by sticking to one call to action

Your communication needs to be clear. Before you send an email message or letter, ask what is your intention? Is it to ask for a donation, say thank you, or send an update.

Stick to one call to action. If you pack too much information into your message, it’s likely your donors won’t respond to any of your requests.

In your fundraising appeals, don’t bury your ask. Make it relevant to the current situation. You can start with a story, followed by a clear, polite ask. Recognize your reader. Thank previous donors and invite potential donors to be a part of your family of donors.

Your thank you email or letter should thank the donor. Simple, right? Make them feel good about giving to your organization. Welcome new donors and welcome back returning donors. You don’t need a lot of wordy text explaining what your organization does.

Keep your messages simple, yet sincere, and include a clear call to action.

5 Nonprofit Email Call-to-Actions That Inspire Action

Keep it simple with shorter, easy to read messages

If your communication is too long, most people won’t read it. This is crucial now. People are getting so much information it’s hard to take it all in.

Limit print communication, such as newsletters and annual reports, to four pages or less. Your email messages should be just a few paragraphs. On the other hand, you don’t want to be terse or say too little.

Be sure your communication is easy to read and scan. Use short paragraphs, especially for electronic communication, and include lots of white space. Don’t clutter up the page.

Keep it simple by using conversational language

I find it annoying to read an appeal letter or newsletter article that sounds like a Ph.D. thesis. Write at a sixth to eighth-grade level. That’s what most major newspapers do. This is not dumbing down. You’re being smart by ensuring your donors will understand you.

Keep out the jargon and other confusing language. Instead of saying something like We’re helping underserved communities who are experiencing food insecurity, say  – Thanks to donors like you, we can serve more families at the Eastside Community Food Bank. 

We’re seeing real people being affected by real problems in real time. Don’t diminish this with jargon and other vague language.

Use the active voice and there’s no need to get fancy by using a lot of SAT vocabulary words. Again, you want your donors to understand you.

How Jargon Destroys Nonprofit Fundraising & Marketing

Make it easier for your nonprofit and your donors by keeping things simple.

Photo by One Way Stock

 

Let Your Monthly Donors Know They Matter

49721980232_404e8b4a08_wI write about monthly donors a lot because it’s an important part of nonprofit fundraising.

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 as we continue to navigate through this economic downtown.

You may have had events planned this spring that won’t bring in the money you had hoped for. But your monthly donations should keep coming in. If you’ve been fundraising during the COVID-19 outbreak, which you should be, you may be seeing some additional revenue. Keep it up.

Of course, your monthly donors, and all donors, are so much more than the money they give. They matter and they need to know that.

Check in with your monthly donors

If you’ve been silent the last couple of months, your first communication with your monthly donors needs to be a check-in. Ask how they’re doing. Let them know how much you appreciate their support and give specific examples of how their continued support is helping the people/community you serve right now.

Make a request for an additional gift or upgrade

Don’t send your monthly donors a generic fundraising appeal. Recognize them as monthly donors and thank them for that. Ask for an additional gift or upgrade. An additional one-time gift may be more feasible, but it never hurts to ask for an upgrade. 

Keep in mind your appeal needs to be clear, specific, and relevant to the current situation.

Do a great job of thanking your monthly donors

Once you receive a donation, your monthly donors get an extra special thank you. Thank them specifically for their additional gift or upgrade. If they’re new donors or current single gift donors who have become monthly donors, welcome them to your family of monthly donors.

If you’re one of the organizations that send thank you emails to your monthly donors each month, could you please make them less generic by addressing how your donors’ gifts are helping right now?

Promote monthly giving

When you’re fundraising, which you know you should be doing, put monthly giving front and center. Mention it in your appeal and make it a prominent part of your donation page.

If donors are worried about their financial situation right now, giving $5.00 or $10.00 a month may be more doable.

It will help you as well. On average, monthly donors give more. Besides being able to raise more money and have a steady stream of revenue, the retention rate for monthly donors is an impressive 90%. That’s significantly higher than other retention rates.

Monthly giving is a win-win for your nonprofit organization. 

Stay in touch with your monthly donors

Send updates to your monthly donors letting them know how their gifts are helping right now. I received an email from an organization with the subject line – Ann, look what you’ve done!  

The message opened with  – The stories below showcase how your invaluable monthly support is being put to action, responding to hunger on the front lines of the COVID-19 crisis. Each story included the ever so important, because of your monthly donations or because of your monthly support.

Try to stay in touch with your donors every week or two. It can and should be something relatively short. I’ve been recommending shorter, more frequent communication over the past few weeks.

You can do this! Keeping it short will make it easier.

What happens if monthly donors stop giving

There’s been some talk lately of donors discontinuing their monthly gifts. If that happens, reach out to them by phone or email and ask why. If they’re concerned about their financial situation, let them know you understand and hope they’ll be able to support you again in the future. Thank them for supporting you in the past and stay in touch with engaging updates.

4 Tips for Avoiding Monthly Donor Churn During COVID-19 (and Beyond)

If you find out donors stopped supporting you because of poor communication or they don’t feel you’re making enough of an impact, that’s something you can change.

While some monthly donors might be discontinuing their gifts, others are stepping up and giving additional donations. It will be different for every organization so pay attention to what going on with your monthly donors.

Good News About Monthly Donors…

Pay attention to expiring credit cards

Something else you want to monitor is expiring credit cards. If you haven’t already done this, set up a system where you can flag any credit cards that are going to expire in the next month or two. Don’t rely on your donors to keep track of this, especially now.

Email or call any donors whose credit cards are in danger of expiring. Of course, thank them for being a monthly donor, and include a donation link and/or give a phone number where they can update their credit card information. You could also 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.

Your nonprofit may struggle for a while so you don’t want to miss out on these donations.

Your monthly donors made a commitment to you with their continuous support. Make the same commitment to them by letting them know they matter.

 

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.

Whatever You Do, Don’t Stop Fundraising

3344881392_250068bc15_wNo doubt the COVID-19 outbreak is affecting your nonprofit organization, possibly severely. You need revenue to cover both planned and unplanned expenses.

You may have already heard this over the last few weeks, but I’m going to repeat it. 

Don’t stop fundraising

Keep up with what you’ve already planned and make adjustments as needed. Here are some suggestions to help you during this time.

Look at your fundraising plan

I really hope you have a fundraising plan for 2020. If you don’t, you should put one together, even though you’re probably overwhelmed with current needs now. At the very least, put together a plan to take you through the next few months.

For those of you who already have a plan, take a look at yours. Maybe you have a spring appeal, and you should still carry that out. Maybe you have an event planned. Is this something you can postpone or do you need that expected revenue now? You may need to conduct an emergency campaign to cover additional expenses that have incurred right now. I’ll cover these in more detail below.

Goodbye generic appeals

This is not business as usual. You must specifically mention how the COVID-19 outbreak is affecting your organization. Don’t send a generic appeal like the one Jeff Brooks mentions in this post.

Fear makes bad fundraising — when it most needs to be good

If you’re already planning a spring appeal, go ahead with it. Hopefully, you haven’t pre-printed letters with no mention of the current situation. If so, you’ll need to add something to the mailing, maybe on a half sheet of paper. If your letters have already gone out, then you’ll need to reference COVID-19 in your follow-up communication.

Many organizations are launching emergency appeals. Run it like any other campaign, making it multi-channel with multiples asks. The post below lays out the components of a multichannel campaign. A couple of things I want to highlight are creating a specific donation page and trying not to send follow up appeals to people who’ve already donated to your emergency campaign.

Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

Get specific. How can your donors help the people/community you serve? Maybe you run a tutoring program that now needs to go virtual, but some kids don’t have access to computers, so you need to raise funds to get them laptops or Chromebooks. Perhaps your food pantry is seeing a higher volume right now.

Segment your appeals as much as possible. This will help give your appeals a more personal touch.

The Importance of Segmenting Your Donors

Emphasize monthly gifts. A monthly donation may be more feasible for your donors at this time. You can also ask your monthly donors to upgrade or give an additional gift. 

How Monthly Giving is a Win-Win for Your Nonprofit

Don’t be afraid to be honest with your donors. If you’re anticipating a shortfall, let them know that. Keep them apprised of your goals – you need to raise $25,000 or buy 25 laptops.

Don’t treat this like the usual year-end money grab. Send nuanced appeals that specifically tell your donors how they can help.

Reach out to your major donors

Your first contact with your major donors needs to be a check-in. See how they’re doing. Then make a plan on how to proceed. These posts offer some guidelines.

4 Ways to Engage Major Donors During the Covid-19 Crisis

Questions and Answers in a Time of Crisis

Hold a virtual event

If you have an event scheduled this spring, you’ll need to figure out your best course of action. Most likely you’re counting on that projected revenue. You could postpone it, but we still might not be able to hold an in-person event three to six months from now.

Some organizations are holding virtual events or asking people to donate to what would have been your event or walkathon. If you have a walkathon or 10K planned, you could ask participants to raise money for you. This is risky because people have a lot going on in their lives and may not want to do that right now.

WHAT TO DO IF YOUR FUNDRAISING EVENT IS CANCELLED DUE TO CORONAVIRUS

Coronavirus Impacting Your Nonprofit? Here’s What to Do

Seek other sources of support

The CARES act, recently passed by Congress, may offer some relief. 

Breaking down the CARES Act:  How the New Stimulus Bill Could Provide Relief for Social Good Organizations

U.S. Nonprofits and Suppliers: What You Need to Get an Emergency Forgivable Covid-19 Loan

Your state and local government may also offer relief packages. I know in Boston, the city has put together the Boston Resiliency Fund, which is supported by individuals, foundations, and corporations.

Your current grant funders, as well as your local community foundation, may be able to help. Vu Lee of NonprofitAF (a must-read blog) is asking foundations to step up by increasing their payout rate and simplifying the application process. Both are long overdue.

10 archaic and harmful funding practices we can no longer put up with

Corporations could also help by providing a donation or matching funds. Large corporations that are doing a thriving business right now should do their part. I’m looking at you, Amazon, and our household is contributing to your increasing revenue. Personally, I think Amazon should give generously to communities and nonprofits, and that includes increasing the amount they give through Amazon Smile. 

Fundraising in the future

Like everything else right now, we’re changing the way we do things. Whether it’s Congress coming together (sort of) to pass bipartisan legislation to me realizing doing yoga almost every day is helping me get through this time.

From now on let’s strive for better fundraising appeals. Ones that are more personal and specific. Some of us have realized the importance of planning ahead and having a plan in the first place.

My hope is people should help as much as they can – whether it’s an additional $25 or something in the millions.

Finally, give a round of applause to health care workers and anyone else out on the front lines – grocery store workers, Amazon employees, delivery people, postal workers, etc. Kudos to all of you!

Read on for more information about fundraising during the COVID-19 outbreak.

Fundraising Action Plan for Crisis Response

To Ask or Not to Ask – Today’s Nonprofit Coronavirus Question

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.