This is the Year to be Truly Thankful for Your Donors

Thanksgiving is coming up and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. For many, it will be a different Thanksgiving. Some people may not gather with family and friends and if they do, it will be with fewer people, while taking precautions to stay safe. 

Your donors are also special people. Many of them have gone the extra mile this year to help you during these difficult times. Don’t they deserve to be showered with gratitude?  

Even if donors cut back on their giving or haven’t given at all this year, they should still get some attention. Hopefully, they’ll give again in the future. There’s a better chance of that if you treat them well.

Showing gratitude doesn’t happen nearly as often as it should, but you need to spend just as much time thanking your donors as you do on fundraising.

Here are a few ways to thank your donors and let them know they’re special.

Wish your donors a Happy Thanksgiving

Send your donors a special Thanksgiving message. A lot of nonprofits already do this, but I think as many organizations as possible should do it this year. If you can send a card or postcard, that’s great, but an email message is also fine.

As I hope you’ve been doing for the last several months, wish your donors well. Let them know how grateful you are to have them as part of your family. Your donors will appreciate a heartfelt message right now. 

Don’t stop with Thanksgiving

Thanksgiving isn’t the only time to show some #donorlove. The holidays and New Year’s are just around the corner and that’s a good opportunity, especially for those of you outside the U.S., to express gratitude. But you don’t need a reason. Just thank your donors and do it often. 

Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.

Incorporate thanking your donors into your year-end fundraising campaign

Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?

Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday and I’ll write more about that in my next post.

Be ready to thank your donors as soon as you receive a donation

Every single donor, no matter how much they’ve given or whether they donated online, gets a thank you card/letter mailed to them or receives a phone call.

Planning ahead will help you thank your donors as soon as possible. I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.

You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers to help make phone calls, write thank you notes, or include a handwritten note on a thank you letter. Much of this can be done from home.

Do a better job of thanking your donors

Your donors deserve more than just the same, lame generic thank you letter. I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.

Get Ready to Pour on the Gratitude

How to Give Your Donors a More Personal Online Thank You Experience

The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….

Thanking your donors is not a one-time deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.

  • Send a handwritten note.
  • Create a thank you video and share it on your website, by email, and on social media.
  • Send welcome packets to your new donors.
  • Invite your donors to connect with you via email and social media. Keep them updated on your success and challenges. Making all your communications donor-centered will help convey an attitude of gratitude.
  • Thank your donors in your newsletters and other updates. Emphasize that you wouldn’t be able to do the work you do without their support.
  • Create a virtual tour or other engaging video content so your donors can see your nonprofit up close and personal.
  • Thank your donors just because they’re great.
  • Keep thinking of other ways to thank your donors.

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

9 Donor Stewardship Ideas to Keep Your Donors Feeling Connected While Practicing Social Distancing

We need more kindness right now

During these tumultuous times, we keep getting more and more divided. Wherever you live and whichever way you lean politically, we should all show more kindness towards each other. 

At the beginning of the pandemic, some people put hearts and teddy bears in their windows, along with signs of support for essential workers. That’s mostly disappeared and I’d like to see it return. I know everyone is tired of wearing masks and socially distancing, but it’s either that or you risk getting infected. Some kindness, both towards ourselves and others, will help us get through this.

In the spirit of kindness, show some gratitude to your donors and make them feel special. 

Segmenting Your Donors is More Important Than Ever

A few weeks ago I mentioned one of the themes for your fundraising and communications this year should be this is more important than ever. I don’t need to remind you we’re not living in normal times.

I know you have a lot going on and it may be tempting to send all your donors the same appeal and thank you letter. Don’t do that. 

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. 

This is why you need to segment your donors. If you don’t segment your donors and send different letters to different types of donors, you’re telling them you don’t recognize them for who they are.

Don’t worry, you don’t need to create 100 different types of letters. Four or five should be sufficient. Your appeal and thank you letter will stand out if it’s not the same old, same old.

Here are a few different types of donor groups. Feel free to add more if that’s relevant. The more you can segment, the better. Investing in a good 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. Even in a pandemic and economic downturn, it’s okay to ask donors to give a little more. They will if they can.

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, 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 terrible. 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 packet 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 year-end gift. 

When your donors renew or upgrade their monthly gifts, they, of course, get a super fabulous 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 communication targeted to monthly donors. 

Segmenting your donors can pay off

In this down economy, 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.

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

4 Smart Donor Segmentation Strategies for Nonprofits

11 Ways To Segment Your Donors To Improve Your Fundraising

How to Effectively Segment Your Donors and Audiences 

How to Give Your Donors a More Personal Online Thank You Experience

Many people donate online now. There’s a good reason for this. It’s usually fast and easy, or at least it should be. You may be opting for an online only year-end campaign this fall, although I do recommend mailing an appeal letter if you can.

One issue with online donations is the poor thank yous that come after your donor has given you a gift. I like to think of what happens after someone donates online as a thank you experience, which consists of a thank you landing page, thank you email, and a thank you by mail or phone, plus additional bursts of gratitude throughout the year.

Even though your thank you landing page and thank you email are automatically generated, it doesn’t mean they need to sound like they were written by a robot.

There’s a human being on the other end and they just did something great by donating to your organization. Don’t they deserve to be lavished with gratitude? Of course they do. Especially in 2020, possibly one of the worst years ever, when we’re dealing with so much and missing out on personal connections.

It’s not hard to make your online thank yous more personal. Here’s what you need to do.

Use words that convey gratitude

First, make a list of words you associate with gratitude. Did you come up with words such as transaction and processed? I hope not, although those are words I often see after I make an online gift. I cringe every time I see transaction complete or your gift was successfully processed.

Words matter and some words of gratitude include appreciate, grateful, and of course, thank you. 

Think of the donations you receive as the start or continuation of a relationship and not a transaction. 

Make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it’s usually about as engaging as an Amazon receipt. In fact, I’ve seen online shopping receipts that are more personal than some nonprofit “thank you” landing pages.

Remember to use words that convey gratitude. You could open with Thank you, Kara! or You’re amazing! Capture your donor’s attention with an engaging photo or video. You could also create a thank you word cloud. Include a short, easy to understand description of how the donation will help your clients/community during these uncertain times.

Invite donors to connect with you in other ways such as signing up to receive your newsletter, following you on social media, and volunteering.

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

Don’t let your donors think they only made a transaction.

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

Write a thank you email that your donors will appreciate

Start off by thinking of a good subject line. At the very least say Thank You! and not Donation Received. Stay away from the dreaded words processed and transaction. You want your thank you email to stand out in your donor’s overflowing inbox.

Open your message with Thank You or You’re incredible, and not the usual On Behalf of X organization. Then let your donors know how they’re helping you make a difference for your clients/community.

You want to follow the rules of writing a good thank you letter. The key word here is good. It amazes me how many thank you letters/emails don’t do a good job of saying thank you.

You won’t be able to segment much, but you should be able to distinguish between single gifts and monthly donations.

Speaking of monthly donations, many organizations send their monthly donors an email acknowledgment each month. There’s nothing wrong with that, but what’s wrong is many of these are just plain boring and usually include the same generic message each month.

Your monthly donors have made a long-term commitment to you. You can show the same commitment to them by writing a better thank you email and mixing up the content by sharing updates. This is even more important now.

You can include a donation summary or receipt with your thank you email, but that should be at the end – AFTER you pour on the gratitude. I prefer the term donation summary because it doesn’t sound as transactional.

Remember, you’re a human writing to another human. Don’t make your message sound like it was written by a robot. Write something warm and personal.

Examples of Email Thank You Letters to Online Donors

Best Fundraising Thank You Emails for Your Supporters

Don’t stop showing gratitude 

Since your thank you landing page and email are automatically generated, you can’t make them as personal as a handwritten note, phone call, or letter. That’s why you need to do at least one of those for your online donors. An online thank you is not enough. Also, your donors may not see your thank you email, but you want to make sure they feel appreciated.

You also want to keep thanking your donors throughout the year – at least once a month if you can. If it’s too hard to use mail or make phone calls right now, you can keep thanking by email, as well as social media. A personalized thank you video is another great way to show some gratitude.

You want to give your donors a thank you experience. Your thank you landing page and email acknowledgment are just the beginning. Make them engaging and personal and keep up that theme as you continue to show gratitude to your donors throughout the year.

Get Ready to Pour on the Gratitude

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

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

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

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

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

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

Start planning now

Don’t wait until the day after your appeal goes out. Give yourself plenty of time to plan. 

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

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

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

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

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

How to Write 3 Minute Thank You Notes

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

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

Dear Lisa,

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

Phone calls are another personal way to show some donor love

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

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

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

How to Call Donors Just to Say Thank You for Donating

Write an incredible thank you letter

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

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

Don’t start your letter with On behalf of X organization…. If you’re sending it on your letterhead, it should be obvious it’s coming from your organization. Instead, start your letter with – Thank you or You’re amazing! Here’s another example from a letter I recently received – What a great friend you are to …….

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

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

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

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

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

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

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

An example from an organization that did it right

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

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

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

Here’s more on thanking your donors.

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

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

A Guide to Crafting the Perfect Donation Thank-You Letter

5 Thank You Letters Donors Will Love

Do the Best that You Can

Times are tough now and there’s so much uncertainty. Everyone is feeling it. I’m sure your nonprofit organization has been dealing with many challenges over the last several months.

Even though it’s hard, you need to keep going. If you haven’t been fundraising or have done very little of it, you’ll need to unless you have a good amount of reserve funding, which many organizations don’t.

If you’re wondering whether or not you should run your fall fundraising campaign, here are a couple of things to keep in mind. You can’t raise money if you don’t ask. Also, what would happen if your organization didn’t exist?  

The need your clients/community face is still there and has most likely increased. And while social and human service organizations are vital, arts and culture organizations are also important for the community. 

We need our nonprofit organizations to succeed.

You can do this! Just do the best that you can and that may mean going smaller in some instances. 

Quality counts

You want to get started on your year-end campaign as soon as possible. Now would be good. One of the first things you should do is figure out what worked and what didn’t from past campaigns. 

I wrote about getting ready for your year-end campaign in a previous post. You want to produce quality fundraising appeals and thank you letters. Don’t use the same templates you’ve used in the past. You must address the current situations. I’ll have more on this in future posts.

It’s worth the time and effort to craft a stellar appeal because it should help you raise more money.

Segment your donors

One aspect of a good appeal letter is personalization. You must segment your donors as much as you can. At the very least, segment them by current donors, monthly donors, and people who haven’t donated before.

You’ll have the best luck with people who’ve donated before and they’re going to want to see a letter that thanks them for their past support.

Monthly donors are the backbone of many nonprofit organizations and have a retention rate of 90%. Any time you communicate with them you must recognize them as monthly donors. You can ask your monthly donors to upgrade or give an additional donation.

Donors who have supported you before deserve a great appeal letter, and thank you letter too!

Mail your letters if you can

You should try to mail your appeal letters if you can. This is a proven way to raise money. I know mail can be expensive and who knows what’s going on with the post office. Everyone may have to work remotely again later this fall. I hope that’s not the case. Do your part to keep COVID at bay.

If cost is an issue, you could just mail letters to current donors and monthly donors and send email to other donor groups. Think segmentation! 

This is a good opportunity to look at your previous fundraising campaigns. If you have people on your mailing list who have never given or haven’t given for a while, it’s probably in your best interest not to mail them a letter. For lapsed donors who haven’t given for more than three years, you could send them a targeted letter or email telling them you miss them and want them back. If that doesn’t produce results, consider moving them to an inactive file. 

Focus on donors who will be more likely to give.

An electronic campaign can work

If it’s impossible to mail your appeals, run a high-quality email campaign with lots of reminders, but not so many that you overwhelm your donors. Think quality, not quantity. Don’t make it like the onslaught of political emails I’m getting now.

Use enticing subject lines and the amazing appeal you’re going to create. Many organizations ran successful electronic campaigns in the spring when the pandemic broke out so this is something that can work. 

These organizations were able to access their CRM/database remotely and you want to make sure you can do that.

If you can only do electronic thank yous right now, make them sparkle. You could make a thank you video, photo, or word cloud. And remember, thanking your donors isn’t a one and done deal. Keep thanking them throughout the year. 

Use this opportunity to see what channels your donors are using. Maybe social media makes sense for you, maybe it doesn’t. Also, consider calling some of your longer-term donors, especially if they don’t use email.

Focus on retention 

Donor retention should always be one of your top priorities – before, during, and after your appeal. Remember, your best bet for donations are your current donors.

Focusing on retention will help during the economic downturn. Some donors may not be able to give this year, but maybe they’ll be able to in the future. Keep engaging with them.

Retention: Still Your Best Strategy

Make time for what’s important and take care of yourself

I know there’s a lot going on both at your organization and in the world. Make time for what’s important, take care of yourself, and do the best that you can.

The Importance of Having a Thank You Plan

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

Something that should help is having a thank you plan. Thanking donors often takes a back seat to fundraising when you should spend equal time doing both. Many organizations just thank their donors after they receive a gift and then disappear until the next fundraising appeal.

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

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

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

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

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

Open with Thank you, Jen or You’re amazing! Include an engaging photo or video and a short, easy to understand description of how the donation will help your clients/community right now (reference COVID-19). Put all the tax-deductible information after your message or in the automatically generated thank you email.

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

How to Create Post Donation Thank You Pages That Delight Donors

Plan to write a warm and personal automatic thank you email

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

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

Give some thought to the email subject line, too. At the very least make sure it says Thank You or You did something great today and not anything boring like Your Donation Receipt or Donation Received. And please stop using words like transaction and processed.

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

Email Thank You Letter Examples for Donors

Plan to thank your donors by mail or phone

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

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

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

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

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

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

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

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

Don’t start your letter with On behalf of X organization, we thank you for your donation of…. Open the letter with You’re incredible or Because of you, the Davis family can finally move into their own home. Create separate letters for new donors, renewing donors, and monthly donors.

Add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before, mention that. Make sure all letters are hand signed.

Let your donors know how much you appreciate them and highlight what your organization is doing with their donations. Remember to keep it current.

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

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

How to write a donation thank you letter

How to Craft a Killer Thank You Letter

Plan to keep thanking your donors all year round

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

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

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

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

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

Practical, Creative Ideas to Thank Monthly Donors

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

In Praise of Postcards

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

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

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

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

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

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

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

Thank your donors

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

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

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

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

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

Share an update

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

6 Types of Nonprofit Infographics to Boost Your Campaigns

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Other ways to use postcards

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

Christmas In Your Mailbox

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

What to keep in mind

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

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

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

Fundraising Postcard Ideas

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.

 

Give Your Donors the Best Thank You Possible

44eb5-5386099858_4fe6c8bf1bI hope both you and your nonprofit organization are doing okay right now.

You may have seen an increase in giving over the last few weeks. In times of crisis, people want to do something. They want to help if they can.

I’ve seen an upswing of kindness lately. Now you need to extend that same kindness back to your donors. Give them the best thank you possible. Donors are going through a lot, but some of them took the time to give you a donation.

Thanking donors is often treated as a last-minute to-do item instead of an equally important component of fundraising. Just as you shouldn’t stop fundraising, you shouldn’t stop thanking your donors. I know it’s harder now, but you can do it.

Quality counts

Don’t worry so much about the 48-hour rule right now. Concentrate on quality. That goes for every aspect of the thank you experience – the landing page, the automatic thank you email, the additional note/letter or phone call. Don’t give your donors the same old, boring stuff.

Create an engaging thank you landing page

Just like your fundraising material, your thank you communication needs to address the current COVID-19 outbreak.

Create a landing page that addresses the current situation. Perhaps you’re conducting an emergency campaign. Even if you’re not, a huge dose of gratitude needs to pop up on your landing page. Open it with Thank you, Diane! or You’re amazing!

Your landing page is a great place for a short thank you video from your Executive Director or Board Chair. She should specifically explain how your gift is helping the people/community you serve. For example – Thank you so much for your generous gift to the Eastside Community Food Bank. We’re seeing a huge number of people coming in right now. Your gift will help us continue to provide healthy meals for neighborhood residents.

If it’s too hard to create a video, you could include similar text with a photo of volunteers handing out food.

Here’s an example of a message I saw on a nonprofit’s landing page.

We greatly appreciate your gift to our COVID-19 Emergency Services Fund and are glad to count on the ongoing support of friends like you to help us provide vital services to men and women on their journey out of homelessness.

Make that automatically generated email sound like it’s coming from a human

The advantage of the automatically generated thank you email is you can get a message out right away. The disadvantage is it often sounds like it was written by a robot.

There’s absolutely no reason this email can’t sound warm and personal. Again, get specific such as the examples above. It’s hard to personalize these too much, but this is the initial thank you. You’ll send a more personal one later. 

You may be able to distinguish between single and monthly gifts. Speaking of monthly gifts, I often get acknowledgments every month for my monthly gifts. It’s time to stop sending the usual generic thank you email and specifically address how the current situation is affecting your organization, because I know it is.

Taking your thank yous to the next level

I like to recommend a thank you by mail, preferably a handwritten note. Communicating by mail may not be feasible if your staff is working from home. Also, I know some people are skittish about dealing with mail during the outbreak.

If you can mail handwritten notes, that’s great. If you don’t have organizational thank you cards, you could get some generic ones.

Other alternatives are thanking by phone, personalized email, and/or personalized video. This is contingent on what type of contact information you have for your donors.

Now you want to rally a team of board members, staff, and other volunteers to help with this. Most people are home right now, so they should be able to devote a few hours a week to thanking donors.

Send them phone numbers and email addresses, along with a sample script. You want to try to personalize it as much as possible. This will be more work, but it pays off in the end.

Here are a couple of sample scripts/notes.

Hi Jeff,

This is Bonnie Peterson and I’m a board member at the Eastside Community Food Bank. Thank you so much for your generous gift of $50 to our emergency fund. We’re seeing a huge number of people coming in right now. Your gift will help us continue to provide healthy meals for neighborhood residents. We really appreciate your support at this time.

If you get someone on the line, be prepared to have a conversation if they ask any questions. It’s also fine to leave a voice mail message.

Dear Laura,

Thank you so much for your generous gift of $50 in addition to your already generous monthly gifts. We really appreciate donors like you who are helping keep our food pantry stocked and operating during this difficult time for our clients.

Thank you again. We are so grateful for your support.

Sincerely,

Amy Stevens
Executive Director

Keep in mind that your donors may not notice your email message because they’re getting so many right now. It will help if you include an enticing subject line such as Thanks from Meg at Reach Out And Read!

The subject line above is from an email message I received that included a personalized video.

This is something you could do. I was pleasantly surprised to receive such a nice thank you message.

If your donors don’t notice or open your email, you’ll have another opportunity to say thank you by mail as soon as it’s possible for you to do that. 

No donation is too small

Every donor, whether she gives $5.00 or $500,000, gets an amazing thank you. People want to give, but some people can’t afford to give much right now, if at all.

Keep sending thank you messages to all your donors, whether or not they’ve given recently. You can’t say thank you enough. 

Thanking donors in the future

In the future, let’s plan to go beyond transactional receipts. Remove those words from your landing pages and thank you letters. Create thank you templates that ooze with gratitude.

Create a gratitude practice

Cultivating a gratitude practice, both at your organization and in your personal life, will help you create an attitude of gratitude.

I used to work at an organization where we began each staff meeting saying what we were thankful for, trying to ensure everyone got thanked. This is something you could do now if you’re having virtual staff meetings.

In your personal life, find a time each day to think of a few things you’re thankful for. It doesn’t have to be extravagant. Maybe you notice the azaleas blooming as you take a walk, practicing social distancing of course. Maybe it’s your family and friends. Maybe it’s chocolate.

Be well.