Make This the Year You Segment Your Donors

Do you send all your donors the same appeal and thank you letter? Do you also feel your appeals aren’t bringing you the donations you need?

There may be a correlation here. If you’re not segmenting your donors into different groups, you’re missing a chance to raise more money and let your donors know you recognize them for who they are.

Your donors are not the same. Some donors have given for at least five years (these donors should get a lot of attention). Some are monthly donors. Yet, nonprofit organizations fail to recognize that and send everyone a one-size-fits-all letter. 

Sometimes smaller organizations do a better job of personalization. Not that long ago, I received a generic, one-size-fits-all appeal from a large, national organization. I’m a monthly donor and they didn’t acknowledge that. In fact, the letter included a blurb encouraging people to become monthly donors. Um….

That organization missed an opportunity to do a better job of connecting with their donors. Unfortunately, they are one of many.

When you’re too big to succeed

If you’re not segmenting your donors, make this the year you start. And if you’re already segmenting your donors, kudos to you!

You may be worried about how much time this will take. Plus, you don’t think your current database can handle it and it will cost too much to get a better one. 

In reality, it may cost you more not to segment.  A good database/CRM is worth the investment. Segmenting your donors will help you with retention, which costs more than trying to find new donors. Donor stewardship/engagement is usually easier and it’s more fun.

You also don’t need to create 100 different types of letters. Four or five should be sufficient. Your appeals and thank you letters will stand out if you can personalize them and not send everyone the same generic letter.

Here are a few different types of donor groups. You may want to include others. The more you can segment, the better. Remember, investing in a good CRM/database will help you with this.

Current single gift donors

One of the biggest hurdles nonprofits face is ensuring first-time donors give a second time. If they keep giving after that, they’re showing their commitment to your organization. Don’t blow it by ignoring this.

An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. This is also a good opportunity to ask for an upgrade. Many organizations don’t do this, but it’s a good way to increase your revenue.

Your donors will be more receptive to upgrading their gifts if you’ve been doing a good job of thanking them and staying in touch throughout the year.

If these donors give again, they should get a handwritten note, phone call, or letter letting them know how much you appreciate their continued support. If they’ve upgraded their gift, be sure to acknowledge that, too. 

Potential/new single gift donors

If you’re sending an appeal to someone who’s never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you purchased?

The more you can establish a connection, the better chance you have of getting a donation.

The retention rate for first-time donors is horrible. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.

New donors should get a handwritten note, phone call, or letter welcoming them as donors. Invite them to connect with you in other ways such as signing up for your newsletter, following you on social media, or volunteering.

Then a week or so later, send them a welcome package by mail or email. Personalization is crucial with new donors.

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

New monthly donors

Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors. 

Current monthly donors

Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional gift. 

When your donors renew or upgrade their monthly gifts, they, of course, get an amazing thank you.

Current donors who become monthly donors

Your current donors who decide to become monthly donors are also showing their commitment to you. They get a handwritten note, phone call, or letter thanking them for their continued support and for joining your family of monthly donors. From now on they should get specialized appeals and other communications targeted to monthly donors. 

Segmenting your donors makes a difference

In these uncertain times, some donors may cut back on their giving. Don’t let them choose between organizations that communicate throughout the year with engaging personalized appeals, thank yous, and updates and organizations who just send generic, one-size-fits-all communications. People are also looking for a personal connection right now. 

Spending some extra time segmenting your donors and personalizing your communications will be worth it if you can raise additional revenue and boost your retention rate.

Here’s more information about segmenting your donors.

How to Segment Your Donors

Donor Segmentation: The Ultimate Guide for Nonprofits

4 Smart Donor Segmentation Strategies for Nonprofits

KEY DONOR SEGMENTS FOR A BETTER YEAR-END APPEAL

Donor Appreciation: 3 Virtual Strategies to Consider

My last post, Don’t Treat Thanking Your Donors as an Afterthought, covered thanking donors by mail or phone. This post from Salsa Labs covers a few virtual ways to say thank you, including one of my favorites – a personalized thank you video.

Most of your communication with donors has shifted to the digital space, presenting unique challenges for thanking your donors. Try these virtual strategies!

By Craig Grella

The COVID-19 pandemic has changed many facets of your nonprofit’s operations, including how you fundraise, host events, and communicate with your supporters. Although you’ve likely learned to go with the flow and embrace these new opportunities, the past year or so hasn’t been without its challenges. 

During this period of social distancing, it’s been especially hard for nonprofits like yours to communicate and feel connected to your donors. And no wonder— when you can’t see your supporters face-to-face, it can be difficult to effectively engage your donors and cultivate lasting relationships that will benefit your nonprofit far into the future. 

Luckily, the pandemic brought about more effective technology, providing your nonprofit with new ways of doing things, and you can leverage these tools in your virtual donor appreciation efforts. 

Not sure where to begin? No problem. In this guide, we’ll give you three virtual strategies you can use to strengthen your approach to donor appreciation. Here’s what we’ll cover: 

  1. Use donor data to personalize your messaging. 
  2. Learn to write thoughtful thank yous. 
  3. Surprise your donors with unique and unexpected approaches to appreciation. 

Thanking your donors is a big job for every nonprofit, and learning to do it effectively can be time-consuming. However, with the right strategies, you’ll be well on your way to crafting an excellent virtual donor thank you plan that helps you cultivate lasting relationships. 

Let’s begin by first taking a closer look at how your constituent relationship management system (CRM) can help you add a personal touch to your donor appreciation efforts. 

  1. Use donor data to personalize your messaging. 

Every donor is unique, with a different set of values, interests, and motivations that contribute to their desire to see your nonprofit succeed in accomplishing its mission. Whether they communicate it to you or not, donors want your organization to see them as individuals and value their contributions to your cause. 

Admittedly, it’s easy for nonprofit organizations to fall into the trap of picturing all of their donors in the same way and generalizing their approach to donor appreciation, especially when you’re stressed about meeting a fundraising goal. But this could have negative ramifications for your organization. 

According to an Abila donor loyalty study, “approximately 71% of donors feel more engaged with a nonprofit when they receive content that’s personalized.” This means if you’re letting personalization fall by the wayside in your donor appreciation strategies, you could be losing your donors’ interest and loyalty.

Luckily, you already have one extremely useful tool you can use to personalize your appreciation efforts — your CRM, or your donor database. 

Your CRM stores your donors’ contact information, donation and event participation history, and more. In addition to this wealth of information, you can use your CRM to track specific performance metrics like email open rate or average donation size by demographic. Metrics like these allow you to gain even more insight into your donors’ communication preferences and needs so you can effectively cater your messaging to them. Plus, you can even use your CRM to automate the thank you process so each donor gets thanked on time, every time. 

Here are three best practices for using your CRM to personalize your donor thank you efforts: 

  • Use your database to learn your donors’ names. Thank you messages always stand out and feel more genuine if they include a name. For example, if you begin a thank you email by saying, “Dear Emma,” or “Hello Kendall,” donors will feel like you really know who they are and actually care about them. Just remember to spell their names correctly! 
  • Highlight your gift amounts and the impact your donors’ gifts have on your mission. Specifically thanking your donor for a gift of $25 will be much more meaningful to that donor than simply saying something generic like, “Thank you for the donation.” Supporters are giving their hard-earned money to your cause, and you can recognize that by taking special care to acknowledge just how much your donor gave. Also, don’t forget to let them know how their gift is helping to make a difference.
  • Segment your donors to send the best thank you possible. A thank you in the form of a Facebook message might be ideal for some of your donors, but that can really rub other donors the wrong way. When you segment your donors, or divide them into groups based on shared characteristics, you can identify the communication needs and preferences of the different groups. This means you’ll have a better chance of thanking each donor the way they want to be thanked, whether that’s through a text, handwritten note, short video, or social media shoutout. 

Remember, for a donor to really feel like they’re seen and appreciated by your organization, you should make them feel like they’ve been thanked by a real person. Use your CRM to get to know your donors and send a thank you that will have a lasting impact on them. 

  1. Learn to write thoughtful thank yous. 

Writing thank you letters is an art form, one you have to learn and practice in order to do well. Let’s first walk through the components of an effective thank you that apply no matter what form your thank you takes: 

  1. Salutation: This is your greeting or opening line. Ideally, you’ll use your donor’s name to get your letter off to a personalized start. 
  1. Acknowledgment of gift amount: Like we said in the previous section, it’s important to your donor for your organization to see how much they’ve given to your cause. Show them that you appreciate their specific gift amount, whether it’s big or small. 
  1. Impact of the gift: Illustrate for your donor how your organization is using their gift to meet a larger goal, whether that’s your overall mission or a smaller, more timely campaign goal. 
  1. (Optional) Story or visual: Some nonprofits enjoy sharing specific stories or emotionally evocative images that help connect their donors with their mission on a deeper level. For example, if you run an animal shelter, you might share a picture of a family of cats you were able to rescue because of recent donations. 
  1. Invitation for further engagement: This part of your note shouldn’t come across as a sales pitch. Instead, offer your organization’s contact information and invite your donor to reach out if they’re curious about other engagement opportunities or have questions. 
  1. Closing: Make sure to end your letter with a thank you and, ideally, the name of an actual person at your organization, like your executive director or development director. This is another great way to personalize your note. 

Thank you letters are traditionally sent via direct mail, but email has simplified and quickened that process. Even in email form, your goal with a donor thank you letter is to make your donor feel valued and to open the door for further engagement in the future. The thank you note isn’t the place to ask for another donation or make the donor feel like they must do more. Instead, your message and tone should be genuine and thoughtful enough that your donor will decide on their own to engage with your organization again. 

Looking for an extra boost to get you started writing sincere thank yous? Check out Fundraising Letters’ many templates that you can adapt to suit your cause.

  1. Surprise your donors with unique and unexpected approaches to appreciation. 

Maybe you’re ready to try some more out-of-the-box methods for thanking your donors. While sending a thank you note is common for most nonprofits, there are certainly some other approaches you can try— especially in a virtual format —that will surprise and delight your donors. 

Let’s look at a few of your options: 

  • Send an appreciation video. Donors often lead busy lives and may miss your live events and programming, so why not mimic an in-person experience with an appreciation video? Put your team to work making short thank you videos for each of your donors and email them out. A verbal thank you from a staff member will go a long way in making your donor feel special. Note: If you feel this might be time consuming, you could limit it to major donors or supporters who give above a set threshold.
  • Give a shout out to your donors on social media. According to Salsa’s article on fundraising strategies, many donors loved to be publicly thanked. Why not share a picture of a group of donors at an online fundraising event or create a thank you post with a list of donor names? Donors will be excited to see their name on your organization’s page and can then share the post with their family and friends. Be sure to get their permission before publicly thanking them.
  • Send branded gifts. Donors who give to your organization are committed to your cause, so they might like to have some merchandise to rep your brand. Use an online platform to design some branded merchandise, and then mail a hat, t-shirt, stress ball, or water bottle to your donor with a physical thank-you note. 
  • Create a virtual recognition wall. You’ve likely seen a physical donor recognition wall before, and maybe your nonprofit even has one at your facility. Even though you might not be able to have donors visit a physical location to see their names on a donor wall right now, you can recreate the experience by creating a virtual “wall” on your website that showcases your donors. This will make the “wall” accessible and shareable for all your donors, leading to some extra engagement on your website as well!
  • Host a donors-only virtual concert. Donors will feel especially valued by your organization if you invite them to an exclusive event just to celebrate them. Try hosting an online concert. You can even collect song requests from your donors beforehand to make the virtual event experience even more personalized and memorable. 

Whether you go with one of these unique ideas or you use them as a stepping stone to something that will work especially well for your specific donors, be sure to think of ways you can encourage further engagement with your organization. 


Thanking donors is always a big job for nonprofit organizations, even without the challenges of COVID-era virtual communication. However, you don’t have to let those challenges stop you from connecting with your donors and cultivating meaningful relationships with them. 

As you use your CRM to personalize your messaging to become an expert in thoughtful thank you note writing and look for unique ways to show your gratitude, you’ll be able to retain your donors for years to come. 

Craig Grella is a Content Marketer at Salsa Labs, the premier software for growth-focused nonprofits that combines CRM and engagement software with embedded best practices, machine learning, and world-class education and support. In his role, he serves thousands of nonprofits and advocacy organizations across the U.S.

Craig focuses on digital strategy using email marketing, online advertising campaigns, SMS campaigns, CRM management, reporting/analytics for KPIs, and more. He’s also the founder of Think Big Campaigns, a full-service consulting firm that specializes in political consulting, digital organizing, and issue advocacy. 

Don’t Treat Thanking Your Donors as an Afterthought 

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

I highly recommend creating a thank you plan, which will help you show gratitude before, during, and after a campaign. 

Many organizations treat thanking their donors as an afterthought and it shows. You can’t do that. It will hurt your chances to get future donations. If someone gives to your organization, they deserve to be showered with appreciation. 

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

Thanking your donors is something you need to do well. Don’t shortchange your donors with a lame, generic thank you.

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

Start planning now

Don’t wait until the day after your appeal goes out. Give yourself plenty of time to plan. Write your thank you letter at the same time you write your appeal. Don’t forget that things often take longer than you think, especially now.

Figure out what you’ll be able to do. I highly recommend a handwritten note or phone call. Can you do that for all your donors? If not, maybe you’ll break it down by new donors, long-time donors, or donors who have given a certain amount.

I understand that handwritten notes and phone calls may be hard to do right now. At the very least, your donors should get a letter, even if they’ve donated online. Whatever you decide, remember to get started on the content now. 

In the past, the standard was to send out thank you letters within 48 hours. That may be harder to do now, but don’t wait too long. Make sure you’re ready to go when the donations come in. 

Make your donor’s day with a handwritten thank you note

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

Handwritten notes are great in many ways, but one advantage is you don’t have to write that much and it shouldn’t take too long. 

How to Write 3 Minute Thank You Notes

You could make thank you cards with an engaging photo or buy some nice thank you cards. Get together a team of board members, staff, and volunteers right after your appeal goes out to help with this.

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

Dear Paul,

Thank you so much for upgrading your gift to $75. We’re still seeing more people coming into the Riverside Community Food Bank. Times are tough and your generous gift will help a lot. We’re so happy you’ve been a donor these past six years.

Phone calls are another personal way to show gratitude

Calling first-time donors is known to improve retention rates. But you could also call long-term donors to make them feel special.

Again, you want to get together a team to help. This is a great thing for your board to do. You may need to do a short virtual training first. Here’s a sample phone script.

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

How to Call Donors Just to Say Thank You for Donating

Write an amazing thank you letter

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

The purpose of a thank you letter is to thank your donors. Keep that in mind at all times.  

Don’t start your letter with On behalf of X organization…. If you’re sending it on your letterhead, it should be obvious it’s coming from your organization. Instead, start your letter with – Thank you, You’re incredible!, or You did something great today!

You also don’t need to explain what your organization does. This often comes across as bragging by saying something like – As you know, X organization has been doing great work in the community for 20 years…. Someone who’s donated to your organization should already be familiar with what you do.

And, don’t ask for another gift in your thank you letter. You did that in your appeal letter. You can ask again another time. Keep gratitude front and center.

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

Your thank you letter needs to make your donors feel good about giving to your organization. Let them know how their gift is helping you make a difference. Include a brief story or example. Make it relevant to our current situations.

As with all writing, make your letter personal and conversational. Write to the donor using you much more than we, and leave out jargon and any other language your donors won’t understand. Also, you must address your donors by name – not Dear Friend.

A few other ways to make your letter stand out are to use a colored envelope or include a teaser that says Thank You!, and use a nice stamp (you can buy thank you stamps). Hand address the envelopes and include a handwritten note inside that will help make it more personal. You could also include an engaging photo in the letter.

Yes, you do need to include the tax-deductible information, but do that at the end, after you impress your donors with your letter, or include it on a separate page. It’s easiest to include this with the thank you letter or email. Then you don’t have to send it again unless your donor requests it.

Create a more personal online thank you

The thank you plan I reference above gives you advice on how to create better thank you landing pages and email acknowledgments. These often come across as transactional. You need to think of the donations you receive as the start or continuation of a relationship, not a transaction.

Remember, even though your online donors will get an electronic acknowledgment, they should still get thanked by mail or phone.

With all the uncertainty that’s going on, it’s crucial to do a good job of thanking your donors, both now and throughout the year. 

Here’s more information on how you can do a better job of thanking your donors.

How to Write the Perfect Donor Thank You Letter

Thank You Letters Donors Will Love

How To Write A Thank-You Letter For Donations | A Nonprofit Guide

Donor Appreciation Letter: Everything You Need To Know To Craft The Perfect One

A Donor Thank-You Letter Template (Plus Extra Tips!)

Why You Need a Thank You Plan

Thanking your donors is just as important, if not more important than fundraising. Yet many organizations spend a lot of time putting together a fundraising campaign and treat thanking their donors as an afterthought.

We’re still in a time of uncertainty. Charitable giving has gone down over the last 20 years. The Vanishing American Donor While people were generous last year during the height of the pandemic, it’s hard to know how long that will last.

Prioritizing gratitude and donor relations will help. If you don’t do a good job of thanking your donors, as well as building relationships throughout the year, you’ll have a hard time getting people to people to donate again, which is one of the keys to your success.

This is why having a thank you plan is crucial. Many organizations just thank their donors after they receive a gift and then disappear until the next fundraising appeal. Your donors deserve better than that. 

Thanking your donors is something you need to do throughout the year – at least once a month, if you can. A thank you plan will help you stay focused on gratitude all year round.  

Here’s what you need to include in your thank you plan.

Plan to make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it shouldn’t resemble Amazon check out. It should make a person feel good about giving a donation.

Open with Thank you, Scott! or You’re incredible! Include an engaging photo or video and a short, easy to understand description of how the donation will help your clients/community right now. Put all the tax-deductible information after your message or in the automatically generated thank you email.

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

How to Create Post Donation Thank You Pages That Delight Donors

How To Optimize Your Donation Thank You Page + Examples Of Nonprofits Who Do It Right

Plan to write a warm and personal automatic thank you email

Set up an automatic thank you email to go out after someone donates online. This email thank you is more of a reassurance to let your donor know you received her donation. You still need to thank her by mail or phone.

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

Give some thought to the email subject line, too. At the very least make sure it says Thank You or You did something great today and not anything boring like Your Donation Receipt or Donation Received. And please stop using words like transaction and processed. A donation is not a transaction. It’s the start or continuation of a relationship.

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

Email Thank You Letter Examples for Donors

6 Email Examples to Thank Year-End Donors

Plan to thank your donors by mail or phone

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

Try to thank your donors within 48 hours or within a week at the latest. I know it might be hard to do that right now, but it will be easier if you plan to carve out some time to thank your donors each day you get a donation. Remember, thanking your donors should be a priority. If you wait too long, you’re not making a good impression.

Instead of sending the usual generic thank you letter, mail a handwritten card or call your donors. Making thank you calls or writing thank you notes is something your board can do. 

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

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

Hi Beth, this is Debra Carter and I’m a board member at the Westside Community Food Bank. I’m calling to thank you for your generous donation of $50. Thanks to you, we can continue to provide neighborhood families with healthy food. This is great. We’re still seeing a lot of people come in, so we really appreciate your support.

You’ll stand out if you can send a handwritten thank you card. I get a few of these a year and they tend to come from the same organizations, which shows you what they prioritize! 

If you can’t send handwritten cards or call all your donors, send them a personal and heartfelt letter. If you’ve been using the same letter template for a while, it’s time to freshen it up. Don’t start your letter with On behalf of X organization, we thank you for your donation of…. 

Open your letter with You’re amazing or Because of you, the Turner family can finally move into their own home. Create separate letters for new donors, renewing donors, and monthly donors.

Add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before, mention that. Hand sign the letters, if you can.

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

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

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

A Guide to Crafting the Perfect Donation Thank-You Letter

Thank You Letters for Donations: How To Get Them Right

Plan to keep thanking your donors all year round

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

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

Remember to try to say thank you at least once a month. Here are some ways to do that. 

  • Send cards or email messages at Thanksgiving, during the holidays, Valentine’s Day, or mix it up a little and send a note of gratitude in June or September when your donors may not be expecting it. Try to send at least one or two gratitude messages a year by mail, since your donors will be more likely to see those. And you don’t need a holiday or special occasion to thank your donors. Thank them just because….
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories, as well as how the current situations are impacting your work. Making all your communications donor-centered will help convey an attitude of gratitude. Be sure to keep thanking your donors in your newsletter and other updates. Emphasize that you wouldn’t be able to do the work you do without your donors’ support.
  • Create a thank you video and share it on your thank you landing page, by email, and on social media.
  • Send a warm-up letter or email about a month before your next campaign (no ask). This is a great way to show appreciation BEFORE you send your appeals.
  • I wouldn’t recommend an open house or tours right now, but you could do something virtual to let your donors see your nonprofit up close and personal. Even when it is safe to gather in person again, a virtual gathering or tour may be easier to pull off. 
  • Keep thinking of other ways to thank your donors.

The tactics that work best are going to differ for each organization. I would definitely send something by mail a few times a year. Email and social media may not be as successful, especially if your donors don’t use electronic communication very much. You could survey them to find out their communication preferences, as well as their interests. This will help with your engagement.

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

Why It’s Important to Keep Things Simple

Over the years I’ve realized the importance of keeping things simple. This past year we needed to keep things simple since we were limited in what we could do, especially outside the house. Instead of running back and forth from place to place, we stayed put, although we spent more time online.

Things are starting to open up, but there’s still a lot of stress and uncertainty. Even though I’m fully vaccinated, I’m not that excited about being anywhere that’s crowded. The pandemic allowed me to find pleasure in simple things such as taking a walk, reading a novel, and doing yoga, which I’m going to continue to make time for, if I can. 

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. Or think of Goldilocks and choose what’s “just right.” This can apply to how much information we take in about the pandemic, politics, etc. – 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’ve gone through a lot this past year. You had to make changes in the way you do your work. Maybe you’re starting to provide in-person services again and some people are back in the office. All this change has made your work more complicated. 

You need to continue to raise money and communicate fairly regularly with your donors, while not taking on too much. Donors are also navigating the changing situations, 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 donor communication without making it too difficult for you.

Keep it simple by planning ahead

If communicating regularly with your donors sounds overwhelming, plan ahead by using a communications calendar. You should be in touch every one to two weeks, if possible. Otherwise, aim for once a month. Fill your calendar with different ways to do that and update it as needed. A good rule of thumb is – ask, thank, update/engage, repeat. And as I mention below, you can keep it simple with shorter communication.

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. 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 letter or email 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.

6 Tips for Effective CTAs That Get Clicks

Keep it simple with shorter, easy to read messages

Plain and simple, if your communication is too long, most people won’t read it. 

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.

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain

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 Westside Community Food Bank. 

We’re seeing real people being affected by real problems. 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.

Let’s Try to Stop Using Jargon So Much

Keep it simple by creating a clutter-free website

Your website is still a place where people will go to get information. Make sure it’s clear and clutter-free, as well as easy to read and navigate. Don’t forget about short paragraphs and lots of white space.

One of the most important parts of your website is your donation page. It needs to be easy to use and collect enough information without overwhelming your donors. If it’s too cumbersome, they may give up and leave.

If it’s a branded page (e.g. not a third-party site like PayPal), make sure it’s consistent with your messaging and look. Don’t go too minimalistic, though. Include a short description of how a donor’s gift will help you make a difference, as well as an engaging photo.

15 Nonprofit Website Best Practices You Need to Know in 2021

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

Easier is Better

Your Donor Communications Should Be Simple & Direct

Photo by Marco Verch

How Fundraising is Like Strength Training

I’ve been doing strength training with a personal trainer for about three and a half years. My initial assessment was humbling, to say the least, and at the beginning, there were several times I wondered “Why am I doing this?”

But I’ve benefited so much. Not only am I stronger, I’ve lost weight, I’m sleeping better, my mood is better, and I have a more robust immune system. I’ve also been able to keep up with it during the pandemic, although now I’m doing it virtually.

Believe it or not, strength training has a lot in common with fundraising and when I say fundraising, I’m including the all-important stewardship and relationship-building components. Here’s what they have in common.

It’s supposed to be hard, but doable

If I ever say one of my training exercises is hard, my trainer will respond, “It’s supposed to be hard.” That said, it also needs to be doable.

What a wonderful world we’d live in if people just donated money to nonprofit organizations without us have to do anything.

Fundraising is hard. It doesn’t just happen. You have to work at it, but you also need to be realistic. I’m not lifting 100-pound weights. That would be too much for me. If you’re a small organization, trying to pull off a huge event would probably be too much for you.

How to raise money: 3 steps to creating sustainable funding for your new, young, or small nonprofit

Starting small is often the way to go

I work out twice a week and do what’s known as a circuit –  seven or eight exercises on each of the days, usually three sets of 10-12 reps each. People who are more advanced in their training might do four or five sets of two different exercises with heavier weights.

This same formula can work for your organization when you concentrate on individual gifts. Many of these will be under $100 each, but you’ll be able to get a larger number of them. You can also raise a good bit of revenue from monthly gifts, even if they’re only $5 or $10 a month.

Be patient and you’ll see results

It took about two or three months for me to see the results I mentioned above. Some of your fundraising will take even longer.

You can get smaller gifts fairly quickly. Securing major gifts and grants will take longer.  It can take up to a year to cultivate major gifts and it takes a lot of relationship building to get there. If you get approved for a grant, it can take several months to get the money and these often come with restrictions.

But if you persevere, you should see results.

Take it to the next level

If I kept doing the same exercises I started with, I wouldn’t make much progress. The same is true with fundraising.

Most appeal letters are generic,one-size fits all. You’re missing an opportunity to grow when you don’t ask donors to upgrade their single gifts or invite them to become monthly donors.

There are so many opportunities to take your fundraising to the next level. Smaller dollar donors can upgrade to mid-level donors, mid-level donors can become major donors, and major donors are potential legacy donors.

You need to stick with it

If I miss a week or two of training, it suffers. The same is true with your fundraising. If all you do is send appeals a few times a year, you won’t have much success.

You need to engage with your donors regularly – at least once or twice a month. That includes showing appreciation and sharing updates.

Moving Away from Transactional Fundraising

You need a plan

When I started strength training, my trainer designed a plan for me that we can build on and modify as needed. You need to do the same thing with your fundraising.

You shouldn’t be raising revenue without a plan in place. You also need a donor communications and thank you plan. 

You may need to make adjustments to your plans. Most likely that happened for you last year when the pandemic started. I had to make adjustments early on in my training when I tweaked my knee doing a quad exercise and had to strengthen my hamstrings, as well as do a modified version of it for a while.

How to Prepare a Nonprofit Fundraising Plan

The Importance of Having a Thank You Plan

5 ELEMENTS OF A STELLAR DONOR COMMUNICATIONS PLAN THAT BUILDS DONOR LOYALTY

The whole is greater than the sum of its parts

My workout consists of exercises for the upper body, lower body, and core. Your fundraising will also consist of different tactics, such as individual giving, major gifts, grants, events, etc.

And as I mentioned before, and I’ll mention again since many organizations ignore this, your fundraising also needs a gratitude and relationship-building component.

Fundraising, like strength training, takes a lot of hard work, but you should see results if you keep building and stick with it.

Photo via www.ptpioneer.com

Make Time for Some Spring Cleaning

Spring is officially here and depending on where you live, it may or may not feel like it. Here in Boston, we’re starting to see the beginning of warmer weather.

I’ve been hearing a lot about spring cleaning lately. I know, groan. Some people took on a bunch of cleaning and decluttering projects during the pandemic. I wasn’t one of them. It was too much to deal with, although I did shred two years of financial documents recently. 

I know I should do more. As much as I dislike cleaning and organizing, I’m happy once it gets done. Often getting started is the hardest part.

Your nonprofit organization may have put off some version of your own spring cleaning and decluttering. You were just trying to run your organization during a tumultuous year.

Make time to take on these so-called cumbersome tasks. Just think how happy you’ll be once you tackle them. You’ll also make some much-needed improvements to your infrastructure and donor communication.

Here are a few suggestions to help you get started.

Clean up your mailing lists and database

Has it been a while since you’ve updated your mailing lists? Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? This is a good time to clean up and update both your direct mail and email mailing lists.

Don’t wait until right before your next mailing to clean up your donor data. And, if you didn’t communicate by mail over the last year, then you really need to do some what is known as data hygiene.

Even though it’s tedious, have someone who’s familiar with your donors (your development director?) go through your mailing lists and database/CRM (customer relationship management) to see if you need to make any additions, changes, and deletions.

Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.

Your donor database is an important tool and it needs to be up-to-date and filled with accurate information about your donors.

CLEAN UP YOUR ACT: DONOR DATA MANAGEMENT FOR NONPROFITS

7 strategies for keeping your nonprofit donor database clean

Run your donor list through the National Change of Address database. It may cost some money to do this, but it’s worth it if you come out with squeaky clean data. Do this at least once a year.

Also, if you haven’t already done this, segment your donors into different groups – new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.

Segmenting Your Donors is More Important Than Ever

You might also want to move some lapsed donors who haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve never gotten in touch with any lapsed donors from 2020, you could reach out to them now.

Do the same thing with your email list. It doesn’t make sense to send email to people who don’t respond to it. Give these people a chance to re-engage, and if they’re not even opening your emails, move them to an inactive file.

Spring cleaning for your email list(s)

Maybe you need a better CRM/database. If you’re using a spreadsheet to store your donor records, then you need an actual database. Get the best one you can afford.

Fundraising Software Advice

Spring is about bringing in the new, and a better database would be a wise investment. It can help you raise more money. Organizations with good databases were able to quickly launch an emergency fundraising campaign when the pandemic hit.

Freshen up your messages

Now that you’ve cleaned up your mailing lists and segmented your donors, it’s time to freshen up your messages. As I mentioned in my last post, your donor communication needs to reference the current situations. When it doesn’t, it leads me to wonder if you’re using a template from way back when. 

It’s important for you to update your fundraising and thank you letter templates. If you’re still using vague jargon, such as at risk or underserved, you’re undermining your clients/community. Your donors look at the news every day and see people lined up at food banks or countless examples of discrimination. You can’t ignore this by hiding behind your jargon. Over the last year, we’ve seen a lot of authenticity. Bring that into your donor communication.

This post From Jargon to Generosity references a fundraising letter that opens with “Your gift of as little as $44 can provide quality resources for a child at the children’s home.” What do quality resources mean? Is it healthy food, a warm bed at night, a safe environment with a compassionate staff? Be specific and use language your donors will understand. 

Your thank you letters need to actually thank your donors, not brag about your organization. Make sure your automatically generated thank you emails and landing pages don’t look like boring receipts. Create separate templates for new donors, current donors, and monthly donors.

The Importance of Having a Thank You Plan 

Don’t put it off too long

I know you have a lot going on, but you need to tackle these projects sooner rather than later. Just like the clutter and dust in your home won’t disappear on their own, the longer you ignore it, the worse it gets. 

Take on these spring cleaning projects as soon as you can. You’ll be happy once they’re done. Your donors will also be happy if they don’t get duplicate mailings and a fundraising letter laced with jargon, but do receive a personalized appeal and a stellar thank you letter.

Some Lessons for Nonprofits After Doing my Taxes

I just finished tallying our 2020 donations for our taxes. Always a fun task. Going through all the donation letters and emails triggered a few insights I’d like to share.

Sending a yearly donation summary is very helpful

Most of the gifts I make are monthly donations, and organizations that sent a summary of all those gifts made it so much easier for me. I made some additional contributions when the pandemic started and those were also included.

You may not need to send a summary if someone just made one gift. Your thank you letter can include the important tax information, but there’s no guarantee your donor will keep that.

My suggestion is to send all donors a yearly summary of their gifts the following January. Send it by mail, if you can. This is also an opportunity to reach out. Make it more than just a receipt. Thank your donors and let them know how their gift helped your clients/community during the past year. Some organizations send two pages – one is a thank you letter and the other is a list of all the donations.

Did you forget about me?

I make a spreadsheet of all our donations. I’ll copy the one from the previous year and make changes as needed.

While I was doing this, I discovered I never gave to an organization that I had the previous two years. I forgot about them, but they also forgot about me.

My speculation is they never sent me an appeal. If they sent one by mail, I would have noticed it and made a point to donate again. If it came by email, who knows since I get so much of it.

I also don’t remember this organization communicating in other ways, such as showing gratitude and sharing updates.

I’ve now set up a monthly donation for this organization, so I won’t have to do anything until the credit card expires.

If you don’t even bother to send an appeal letter (and you should send at least one by mail for each campaign), you can’t expect your donors to always remember to give. Running a multichannel campaign with scheduled reminders will help. But you do need to ask, as well as communicate in other ways. 

Don’t let your donors forget about you.

No monthly donor hiccups last year

In past years, I noticed my monthly donations sometimes stopped getting charged to my credit card. Most likely it was because the organization changed their donation platform.

I’m happy to report that this year none of them mysteriously stopped charging. A few organizations did change their donation platforms, but contacted me ahead of time so I could switch to the new system.

If you’re planning to change your donation platform, be sure to give your donors a heads up so you don’t lose any donations. And, be sure to flag expiring credit cards, as well.

Pay attention to what’s going on with your monthly donors. These are some of your most valuable donors.

Donor communication is a mixed bag

It’s not surprising that some organizations do a better job of communicating with their donors than others. A few knock it out of the park, but most range from okay to nonexistent.

If you use PayPal for your monthly donations, they send a receipt each month. In some cases, that’s the only time I hear about that gift. Are you letting PayPal do your work for you?

Other organizations do send their own automated monthly gift receipts and that’s about it. I’ve mentioned before that these can be helpful, but don’t count as a legitimate thank you or any type of donor communication.

Besides monthly donations, I gave some additional donations last year to emergency campaigns when the pandemic started. Some organizations noticed, some didn’t – typical. One organization thanked me by sending a personalized video. Others sent handwritten thank you cards, as well as some pre-printed ones, but they were cards I received in the mail! 

It’s often the same few organizations that go the extra mile, so the rest of you need to step up.

Always remember that better donor communication will help you raise more money. 

Photo via www.audio-luci-store.it

How to Engage Donors to Keep Them Giving Year After Year

By Korrin Bishop

As you know, it takes staff time, resources, and diligence to attract new donors to your nonprofit. With the upfront investment you put into cultivating donor relationships, you might be wondering how you can turn those first-time donors into supporters who give to your mission each year. 

Engaging one-time donors to become recurring donors has a lot of value. One study found that monthly donors give 42% more in a year than one-time donors, and another showed they were worth over 52% more in their first year of giving.

So, if you’re looking to up your engagement game to keep donors giving year after year, you’re taking a great step for your organization. In this article, we’ll cover nine ideas to help with your engagement planning.

1. Send a Timely Thank You

One of the most important steps in building relationships with your donors is the thank you. When a donor gives to your nonprofit, make sure to acknowledge their gift with a phone call or email within 24 hours. This shows them you noticed their effort and value their support.

If this is a one-time donation (rather than a recurring monthly donation), follow up with a thank you letter and tax receipt within 72 hours of the gift, as well. This both demonstrates that your nonprofit is organized and able to get your donors the documentation they need and is also another chance to say thank you and let them know you appreciate their gift.

2. Send a Welcome Package

After a donor’s first gift, you have a chance to make them feel not just like someone who gave your organization some money, but rather, a valued member of your philanthropic community. Following their first gift, send a welcome package to tell them a little more about your work, what their gift will allow you to do, and how grateful you are that they’re joining your mission.

Your welcome package can be physical or digital. If you mail your welcome package, you can include a signed thank you card, a brochure about your work, a copy of your last annual report, and even some branded swag like an awareness bracelet, pen, or hat. 

If you email your welcome package, consider adding a personal video message. You can also include imagery that captures the emotion of your mission, links to your social media pages where your new donors can continue to follow your work, and some key takeaways about the impact their gift will have.

3. Make Use of Surveys

As you’ve probably noticed, not all donors like to be engaged in the same ways. Some prefer emails, others like texts, and some still like good old-fashioned snail mail. Donors may also have different interests in how they want to continue to support your nonprofit. Some may be interested in your major fundraising events, while others may be more attracted to volunteer opportunities.

Surveys are a great way to show your new donors that you care about how they want to engage with you and that you’re being proactive to learn what works best for them. You can ask them what attracted them to your organization in the first place, whether they have any special interests related to your mission, and what their communication preferences are.

Surveys help you get to know your donors better and meet them where they are.

4. Make Use of Donor Data

Many of us can’t remember the details of every one of our organization’s supporters off the top of our head, so if that resonates with you, you’re in good company! Keeping track of all your interactions with each donor in a customer relationship management (CRM) system can help you better connect with each individual. 

You can collect information in your CRM on how much a donor has given in the past, their birthday, whether they’ve attended any of your events or volunteered their time, if they’re a member of any local associations or businesses that could make good partners for your nonprofit, and more. This donor data will help you create more meaningful communications and deepen your relationships.

5. Regularly Show Impact

Donors want to know that when they give money to your organization, you are using it well. They want to know their gift is really making an impact. You can help engage them in your mission by highlighting this impact on a regular basis.

There are several channels you can consider for sharing your work. You can send an annual report to summarize your impact over the course of the year and monthly newsletters to show what you’re accomplishing each month. Staying active on social media is also a great way to announce your nonprofit’s big updates, highlight testimonials from your beneficiaries, and even give shoutouts to your donors who make things possible.

6. Encourage Recurring Donations

Donors who give monthly, even if it’s a small amount, tend to stay donors for a longer time. To encourage monthly giving, incorporate an option on your donation form that supporters can check to make their gift automatically repeat each month.

If a supporter makes a one-time gift, consider ways to let them know about your recurring donor option. You may also want to give your recurring donor community its own name and branding or message it as being a part of the “family.” 

You can also highlight the benefits of a monthly gift for both your donor and your organization. 

Your donor won’t have to remember to keep returning to your website to give, and they’ll also have the option to donate as much or as little as they want every month. If they can’t afford to make a large one-time gift, you can remind them that just ten dollars a month over the course of a year will add up to a $120 gift. Emphasize the ease of a recurring donation.

You can also let donors know how recurring gifts create a sustainable, reliable funding stream for your mission so that even in uncertain times, you’re able to rely on your recurring donor family to keep making an impact.

Recurring donors should get their own special thank you, and remember to keep showing gratitude and sharing updates throughout the year.

7. Don’t Ask Them to Give Too Often

Have you ever had an organization or an individual only get in touch with you when they want something? If you have, you probably know how icky or irritating the situation can feel. You may have even found yourself pulling away from the dynamic. Relationships are give and take, so when one person is constantly asking for more but not connecting in other ways, it can be a real turnoff. 

Asking for donations too often will discourage people from wanting to give to and support your organization. Most of your communications should be about showing the impact of your donors’gifts. By demonstrating what you’re able to do with their donations, you’re building the case for why they should give again without even needing to ask.

8. Get Them Involved in Other Ways

While monetary donations are critical for nonprofits, they’re not the only way supporters can be involved with your mission. A great way to engage one-time donors is to get them involved with your organization in a variety of ways. You can invite them to attend your events, share volunteer opportunities with them, participate in a peer-to-peer campaign, and ask them to help spread the word about your nonprofit to their friends and family via social media or other channels.

As donors engage with your nonprofit in new ways, their commitment to your work grows. They’re able to interact with your mission and get a hands-on experience that they’ll likely remember more than a donation envelope.

9. Surprise & Delight

When someone you care about gives you flowers or writes you a note on your birthday, it can feel really nice. But, sometimes it’s even nicer to get those flowers or notes completely out of the blue! People enjoy knowing that others are thinking about them and value them, especially when they don’t expect it.

You can show your donors some love by letting them know you’re thinking of them when they don’t expect it. Rather than only saying thank you right after a gift or a volunteer shift, consider sending them a simple handwritten card in the mail on a random day throughout the year. This heartfelt approach will work wonders! 

Engage Your Donors to Keep Them Committed to Your Mission and Giving Each Year

Each new donor to your organization is an opportunity to build a lifelong relationship. Using the tips above, you can engage your donors in a way that keeps them involved with your mission and coming back to donate year after year.

Korrin Bishop is a freelance writer and editor who specializes in the nonprofit world. She studied Nonprofit Administration at the University of Oregon, serves as the pro bono Development Director for Sundress Academy for the Arts, and has been involved with nonprofit work spanning audits, volunteering, communications, fundraising, and more. You can learn about her work at: www.korrinbishop.com.

On the Road to Better Donor Communication

With all that’s gone on this year, if you’re still sending generic, organization-centered communication, you’re doing a huge disservice.

I know there has been some conflict about donor-centered vs community-centered, and I think we can have both. What you don’t want is to be organization-centered. You can’t communicate with your donors without focusing on them. This is true for any type of audience. Also, donor-centricity leads to community.

Think Twice Before You Throw the Baby Out With the Bathwater | Donor-Centered vs Community-Centered

We’re also seeing real people with real problems. Your vague, generic communication that uses demeaning terms such as at-risk and underserved needs to end.

It’s harder to fundraise now, but you need to still do it. You’ll be more successful if you make some of these improvements to your donor communications.

Fundraising Appeals

  • Your fundraising appeal shouldn’t be 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 your clients/community.
  • Segment your appeal 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.
  • Address your appeal to a person and not Dear Friend.
  • Don’t use vague, impersonal language and jargon your donors won’t understand. Instead of saying we’re helping at-risk youth, say something like – With your support, our tutoring program can help more students graduate from high school on time. It’s been challenging this past year as many schools switched to remote learning.
  • Your appeal should make people feel good about donating to your organization.

Thank you letters

  • Your thank you letter shouldn’t come across as transactional and resemble a receipt. This is one of my huge pet peeves right now. Yes, you need to acknowledge the donation is tax-deductible, etc, but most donors are more concerned about how their gift made a difference.
  • Your thank you letter (or better yet, a handwritten note) needs to pour on the appreciation. Start your letter with You’re amazing or Thanks to You!, and not On behalf of X organization.
  • Address your thank you letter to a person and not Dear Friend.
  • Tell 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 Eastside Community Food Bank. This is crucial now since we’ve seen triple the number of people in the past year.
  • 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

  • Your newsletter shouldn’t sound self-promotional and focus on all the wonderful things your organization is doing. Since the pandemic, I’ve seen organizations patting themselves on the back because of all the changes they needed to make to their programs. What’s most important is how this is affecting your clients/community. Yes, you may have changed the protocols at your homeless shelter, but that’s because you needed to continue to offer a safe place to those who need it.  
  • Write your newsletter 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.
  • Include stories about clients, engaging photos, and other content your donors like to see. Remember, donors want to see the impact of their gift.
  • Use the right channels. Perhaps you only send an e-newsletter, but some of your donors prefer print.
  • Show gratitude to your donors/supporters in your newsletter.

These suggestions for improvement can be used for other types of donor communication such as annual reports, your website, email messages, and social media posts.

Better donor communication can help you build relationships. This is especially important now when your goals should be donor retention and sustaining long-term donors.

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Nonprofit Communication Best Practices To Make Communications More Impactful