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TY Thursday: When an Apology is a Thank You, Too

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Oops! Your nonprofit organization did something wrong to a donor.

I’m sure you didn’t mean to. Surely, you want to strengthen your relationship with that donor, not hurt her feelings nor make her angry with you. But sometimes, inadvertently, you just stumble into a bad place with your donor, and it feels awful–to both of you.

Please take a deep breath before you go on.

Offending a donor isn’t the end of the world. It doesn’t even have to be the end of the relationship. If you handle it right, you could even make that donor remember you more fondly in the future.

Yes! Oddly enough, the donor who gives you negative feedback is like the donor who gives you money.

Each  of them has shown they care what you do (or you wouldn’t have heard from them in the first place!).

Each of them is waiting to hear back from you.

Each of them is giving you an opportunity to reaffirm the relationship: by sending thanks, or by sending a heartfelt apology.

Don’t waste the opportunity!

When to offer an apology

You made a mistake

Sometimes you’ve really made a mistake, and you recognize it as soon as it’s pointed out to you. That could be:

  • Calling the donor by the wrong name.
  • Sending them a letter or email message they weren’t supposed to get.
  • Phoning someone who specifically asked, “Do not call.”
  • Interrupting them during their religious holy day.
  • Asking to speak to a person who’s recently died.

If you have done any of these (as I have!), you know the sinking feeling when a donor calls, writes, or posts on social media to point it out. But I can tell you that the feeling when you’ve healed the injury is just as deep, and more lasting.

The donor just disagrees

Sometimes you think what you’re doing is perfectly reasonable, and the donor just doesn’t see it that way.

It might be that you sent them mail and email regularly–which most people appreciate, but this donor doesn’t like. Or it might be that you asked them for money more often than they wanted.

Sometimes, it’s even something that seems like a nice gesture to you but strikes them as a waste of time or money. “Why did you send me a self-addressed stamped envelope when I’m going to go online to give anyway?” Or, “I only gave you $25 and I got a call from the Executive Director. Doesn’t he have anything better to do with her time?”

You might feel defensive when you hear this. You might want to argue with the donor, or educate them about best practices in fundraising. But don’t! An apology costs you nothing, and it may mean everything in the world to the donor.

As Mary Cahalane advises:

You can be pretty sure that when a supporter calls or writes with a complaint she needs to be heard. So don’t jump in with excuses or explanations right away. Just listen. Listen without judgement. Try to understand the real reason she’s upset.

How to make your apology

“In direct response membership development nothing says ‘I love you’ like ‘I’m sorry.'”    –Moira Kavanagh

Remember, your purpose when you respond to an upset donor is not to win an argument: it’s to win back the trust and affection that made them a donor in the first place! So, follow these three tips from Moira Kavanagh:

  1. Act quickly. (Within hours, whenever possible!)
  2. Be transparent. When you make a mistake come out and say it.
  3. Be positive. Take the opportunity to let your donors know how much you appreciate them, and remind them how important their support is to the work you’re doing together.

And remember this helpful advice from Mary Cahalane:

  • No BUTS. An apology followed by “but” is no apology at all. Ever.
  • Take responsibility. “I’m sorry you feel that way” is not an apology.
  • Promise to do better next time when you can.

That last point, “when you can,” is an important qualification to the general rule. Allison Gauss cautions us:

Your first goal should be to satisfy this person if it’s at all possible…

Your second objective in this situation is to maintain your nonprofit’s autonomy and independence. Everyone knows that the squeaky wheel gets the grease, but the time and money you put into pleasing that wheel can distract you from getting to your destination. This is why you need to balance donors’ demands and opinions with your organization’s mission and plan.

Your Apology Speaks for the Organization!

Yom KippurToday, when this post goes live, I will be celebrating the Jewish holiday of Yom Kippur, the Day of Atonement.

One of the central themes of the holiday is asking to be forgiven for the sins we have committed, deliberately or even unintentionally and unknowingly.

In the Jewish tradition, however, we do not confess our sins individually to God. For things we have done wrong to a specific person, we make an apology and try to make things right with that person.

For wrongs we have done toward our own best self, toward the natural world, or toward God, we confess collectively. “We have abused, we have betrayed….”

When your nonprofit has done wrong to a donor, it is the we–the organization–that the donor resents. It is not you personally.

You are not guilty, but you are responsible–and you have the wonderful opportunity to be the voice of your organization and say, “I’m sorry. You matter so much to us. How can we make things better?”

Fundraising Tuesday: What’s Next For Digital FR? 3 Keys for the Future

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A guest post by Sarah Fergusson of Cornershop Creative

As we move into the second half of 2021, it’s starting to become clear which trends are here to stay. Digital fundraising and marketing have become necessary for most nonprofits. Even non-fundraising experts say establishing an online presence is a smart move.

Fundraising professionals might be aware of how other nonprofits have found success but be unsure if they can replicate those results without knowing why certain strategies worked. In many cases, it’s easier to point out the keys to future development after the data has been collected than navigate the cutting edge of new trends.

To help your nonprofit understand how to advance your digital fundraising campaign, this article will discuss three key trends that are likely to bring the positive change your nonprofit is looking for:

  1. Focus on moderate donors.
  2. Host online and hybrid events.
  3. Apply SEO best practices.

1. Focus on moderate donors.

Not every supporter has the capacity to become a major donor. Major donors often contribute a large percentage of a nonprofit’s donation revenue. However, this doesn’t mean you should let your other donors go neglected. Many nonprofits have improved their overall fundraising by focusing on growing their moderate donors.

Moderate donors provide what could be considered average donations to your nonprofit. Over time, these donors have the potential to increase their donations significantly by:

  • Becoming monthly donors. Many moderate donors make great candidates for your monthly giving program. For instance, a donor who gives $100 per year may not have the capacity to become a major donor who gives upwards of $1,000 annually. However, they might be able to give $10 a month, increasing your nonprofit’s yearly earnings by $20. Of course, no matter how much they’re able to give, be sure to maintain your relationships with recurring donors by thanking them regularly.


  • Donating planned gifts. While moderate donors may not be able to give in large quantities now, they might be able to do so later on in life. Planned gifts allow otherwise modest donors to make large one-time contributions to nonprofits they have a strong connection with.


  • Helping your nonprofit make connections. As Double the Donation’s prospect research guide explains, some donors may have business affiliations that your nonprofit can leverage to earn increased giving. A moderate donor may not have the capacity to make a major donation themselves, but they might be able to help your nonprofit establish an in-office giving program at their place of employment.

Use your CRM to identify your moderate donors, then reach out to them about the ways they can expand their giving potential. From there, use your prospecting tools and collected data to create a personalized donor experience. Building connections with many moderate donors can be your nonprofit’s first step towards creating a successful recurring giving, planned giving, or workplace giving program.

2. Host online and hybrid events.

While social distancing made online events a necessity, moving into the latter half of 2021, these events are still here to stay. For many of your supporters, hybrid and online events provide more opportunities for getting involved and are a welcome addition to fundraising calendars.

Online and hybrid events might lack a face-to-face component, but you can still use your technology to build connections by:

  • Live-streaming events. Make sure all of your donors can participate in your events, whether they’re attending in person or from home. Live-streaming lets your donors connect with your event right when it’s happening, no matter where they are. Plus, a live-stream chat lets them stay connected and participate in your events’ discussions and presentations.


  • Using custom software. Use hybrid and online events as a chance to get creative with how you engage donors. Get in touch with a nonprofit software developer to build custom, interactive tools that can accompany your events. For example, you might develop a unique mobile app to let donors stay in touch while on-the-go.

 

  • Tracking donor data. You can gather data on your donors from in-person and online events. However, there are a few data points unique to online gatherings. For instance, you might monitor where your donors are tuning in from to help gauge your nonprofit’s overall reach or get a sense of where your supporters are localized.

Whether online or in-person, events can also earn your nonprofit additional donations. When your event ends, ask your volunteers to check if they’re eligible for a grant. Volunteer grants are donations made by your volunteers’ employers. Most volunteer grant programs require volunteers to work a specific number of hours, so make sure to keep a log of your volunteers’ time.

3. Apply SEO best practices.

Most professionals working at organizations that operate online have heard about search engine optimization and likely understand that it’s important. While most major search engines keep the specifics of what makes a page rank highly under lock and key, nonprofits can still improve their website’s organic traffic by following a few proven SEO strategies:

  • Leverage location data. Search engines take location data into account, which means that your nonprofit is more likely to come up in the search results for locals in your area. Make sure to fill out your location data and provide relevant information about where you are located to appeal to supporters who live nearby.


  • Make your website accessible. Increasing your website’s usability also increases its likelihood to rank high on a search results page. Add alternative text to your images, and make sure your links are marked by indicative text rather than generic “click heres.”


  • Target specific keywords. If you’ve ever searched for “nonprofits” or “charities,” the results have likely been for major websites such as Wikipedia and Facebook. While your nonprofit may not have much luck competing against these digital giants, you can find success by targeting keywords directly related to your nonprofit. For example, an animal shelter will likely find more success by focusing on keywords such as “[your state] no-kill animal shelters” rather than “animal shelter.”

Most nonprofit fundraising professionals can implement basic SEO best practices without being experts in web design and marketing. If your nonprofit’s leadership wants to take your digital marketing to the next level, consider seeking out a consultant.

Not every digital marketing consultant follows the same practices. Cornershop Creative’s guide to nonprofit consultants showcases the wide range of consulting options available. Compare your options and send a request for proposal before signing up with a firm.

 

Sarah Fergusson – Director of Digital Strategy at Cornershop Creative

Sarah Fergusson digital mavenSelf-described as a “non-profit junkie,” Sarah has dedicated her career to serving the needs of the non-profit sector. Her project management experience spans a variety of non-profit management disciplines including strategic planning, community engagement, capacity building, fundraising and research. She has worked both in and for the non-profit sector at the Feminist Majority Foundation, the Sadie Nash Leadership Project, and the consulting firms The Lee Institute and The Curtis Group.

With her ever expanding non-profit tool belt, Sarah joined Cornershop Creative to tap into her techie, creative side, while developing meaningful partnerships with her clients to help them more effectively achieve their goals.

Fundraising Tuesday: Online Courses and Your Nonprofit, 4 Tips for Success

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A guest post by Asaf Darash of RegPack

Effective fundraising gives donors multiple ways to get involved. While the next great supporter engagement trend might be hard to predict, there are a handful of creative opportunities nonprofits have been using to increase participation. One of these is offering online courses.

Online courses allow your nonprofit to provide supporters with valuable skills and insights in return for their generous contributions. Plus, teaching your supporters more about your nonprofit’s field can increase their investment in your cause.

Developing and marketing your courses will also give your nonprofit the opportunity to identify key internal strengths. For example, you might discover you have staff members with diverse skill sets or who are natural presenters. Or you might use this as a chance to develop resources that can be used to train future employees, in addition to your courses’ students.

Before you can start your course registration process, your nonprofit’s leadership should familiarize themselves with a few best practices for effective online courses, including:

  1. Identify your target audience.
  2. Use course registration email templates.
  3. Invest in the necessary course development tools.
  4. Scale-up your courses.

1. Identify your target audience.

Before you can market your online courses, you’ll need to understand who your audience is.

There are two ways nonprofits can identify their target audience. One option is to brainstorm potential course topics your nonprofit is equipped to teach, then determine what kinds of people would be interested in those courses. The second, more common, approach is to consider the audience your nonprofit already has, then create a course that fits their interests.

Nonprofits following the first option might consider what skills their staff is qualified to teach or what materials they already have on hand. For example, a nonprofit might develop a leadership course adapted from internal training materials.

Other nonprofits might find it useful to offer nonprofit skills development as a way to train individuals interested in entering the nonprofit sector. Nonprofits teaching courses such as nonprofit management, crowdfunding, and donor relations can provide value for your current team members and create a pool of potential new ones.

The second option, addressing an audience that’s already paying attention: Many nonprofits operate in fields that lend themselves to a broader audience than just nonprofit professionals. For example, animal shelters might run dog training programs, and community gardens can always host gardening classes either in-person or online. These courses build your relationship with loyal donors.

2. Use course registration email templates.

When students sign up for your courses, they’ll need basic information about what to expect. Writing unique emails for every aspect of your courses can be time-consuming. By using course registration email templates, you’ll save your team time and have a message ready for almost every occasion.

Here are a few core elements your registration email template should include:

  • Contact details. Make sure your students can get in contact with someone on your team. Send messages through an email that students can reply to and include additional contact information such as a phone number or other email address in your signature.


  • Linked calls to action. Encourage your students to take a specific action after receiving an email. Provide links that can take students directly to the form or page they need to complete their registration, finalize their payment, review the course calendar, or take other next steps. Effective calls to action can also drive donations for your fundraising emails, directing your supporters straight to your giving page.


  • Relevant information and reminders. From registration due dates to zoom links, you’ll need to communicate a lot of information to your courses’ attendees. Customize your email templates to include a section that summarizes the email’s most important reminders.


  • An FAQ. It’s normal for students, especially first time participants, to have questions about taking a course online. You can reduce repetitive back and forths with students by compiling these common questions and writing standard answers to include in your registration email.

Once you’ve created an initial template, you can customize it for all your courses. The right online registration software can be set to automatically send personalized emails, saving your team time and energy.

3. Invest in the necessary course development tools.

Like any online program, you’ll need the right software supporting you. For online courses, you’ll need tools that can help you develop, sell, and run the course. Here is a more in-depth look into the software you’ll need for your team to complete each of these steps:

  • Develop. Designing a course can be as simple or complex as you make it. Compare course builders to understand how they use software templates to facilitate student learning. You might also discover new kinds of course types. For example, Artisan’s guide to microlearning explains how nonprofits can create shorter courses that delve deep into one subject, which can be helpful for nonprofits with a narrow field of expertise.


  • Sell. Your courses are a way to help your nonprofit raise funds, so make sure you have a way to collect course payments. Invest in a payment processor that can handle both one-time and recurring payments. Then, you can easily host both individual lectures and recurring classes.


  • Run. Determine how your students will access your course. Some nonprofits might use basic conferencing software like Zoom for live courses, while others might build content libraries to host multiple recorded webinars for asynchronous learners.

Remember that you’ll also need to find new content to add to your course. While you can create many of your lessons yourself, consider reaching out to online course developers or using free and downloadable resources. Then curate the content to match your courses’ learning objectives.

4. Scale-up your courses.

Once you have established your online courses, you can increase your attendance and revenue by scaling up your marketing efforts. Regpack’s guide to selling online courses offers a few strategies nonprofits can use for their marketing campaigns, including:

  • Offer multiple training paths. Instead of designing one course that everyone follows from beginning to end, consider creating branching paths that delve deeper into specific topics based on your students’ interests.


  • Create subscriptions. You can increase your customer retention rates by setting up subscription billing plans for your courses. You can even create tiered course membership, allowing customers different levels of access to courses based on their plan. Use your course presentation software to display all of your courses and allow users to select the specific ones they want for a one-time payment or sign up for a subscription, allowing them to regularly add new courses.


  • Ask for student input. If you’re ever unsure what your audience wants from a course, just ask them. At the end of your courses, provide a section for student feedback. Doing so shows that your nonprofit cares about the quality of your courses and can help your team brainstorm new courses to develop.


  • Use your reporting tools. Your course management software should come with reporting tools. Gather data based on survey results, attendance reports, and payment trends. Then, use this information to make data-driven decisions about the future of your courses.

Remember that the best way to improve your courses’ marketability is creating valuable content. Well-designed courses with unique insights will inspire learners to continue exploring and signing up for classes. Your scaling-up strategies should take note of your courses’ strengths and leverage them to attract further attention.

Asaf Darash, Regpack coursesAsaf Darash, Founder and CEO of Regpack, has extensive experience as an entrepreneur and investor. Asaf has built 3 successful companies to date, all with an exit plan or that have stayed in profitability and are still functional.

Asaf specializes in product development for the web, team building and in bringing a company from concept to an actualized unit that is profitable.

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