- Communicate with your donors by mail and email at least 6 times a year, and ideally 10 times.
Reports, stories, requests for help all remind your donors that your organization is still in business and doing the mission that they support. don’t forget that other organizations are competing for your donor’s attention and dollar.
- For Major Donors, thank and report on your work at least 3 times between solicitations.
A common complaint by donors is that they only hear from the organization or staff member when money is needed, and rarely hear about the outcomes achieved with previous gifts. Making sure they are well thanked and reported to paves the way for the next gift.
- Have a senior staff or board member call and personally thank every first-time donor.
Even if you end up leaving a message, an immediate thank you for a first gift leaves a very positive impression. If you get in conversation make sure to ask how they heard about your organization and what made them WANT to make a gift.
- Make a personal “thank-you” call for every gift of $500 or more within 48 hours.
You may be just leaving a message but such a call confirms that the gift was received and deeply appreciated. Such immediate feedback communicates that you are organized, professional, grateful, and that you need the money for your mission. It goes a long way toward getting the next donation.
- Invite your donors to at least one event or gathering a year (and ideally two).
Events are just as much about inspiring and educating your donors as they are about raising money. With a well-scripted program, you can set the tone for future involvement. Events also give donors the opportunity to meet peers who share their passion for your organization. We always feel better about something that we know others also like.
- Regularly report to your donors about your programs and your finances.
Your donors are INVESTORS and deserve information even if things are not going well. Too many organizations hold back preferring to only share stories that illustrate individual success. Donors will not usually demand information but will increase their commitment to groups that openly share both success and challenges.
- Educate as well as solicit in all of your fundraising letters and emails
Forty percent of every appeal should educate the donor about the issue you are presenting. To motivate people to give, they need knowledge, inspiration, and hope that they can make a difference. The better informed your donors become about your issues, the more they will want to help.
- Offer regular tours
If your program works for this, offer staff or volunteer-led tours 1-2 times a month with one of those being in the evening or weekend afternoon. Frequently remind your donors that tours are available and take reservations. End such tours with a chance for the group to ask questions. Send them away with some written information. Make sure your donors know they can bring guests. Such tours communicate that your organization is open and welcoming to supporters.
- Create an annual report
Even if this is just a few pages, take the opportunity each year to summarize your organization, mission, and programs. Make sure to create a simple financial report and list your donors. Annual reports suggest professionalism, accountability, and gratitude. Fill them with photos and charts. Limit your words. Create a document that is easy to scan.
- Send a consolidated receipt to your Major Donors every January
This is a receipt detailing ALL of the gifts made by the donor in the previous year. It is a convenience as people begin preparing their taxes, another opportunity to communicate your appreciation for their support, and it reminds your donors what they did for you in the previous year. Consider inserting a separate page with your major goals for the new year listed. While you will not make a formal solicitation in this package make sure to slip in a return envelope in case someone wants to donate.
Comments? Questions? We would love to hear from you……