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TY Thursday: Welcome Your Donors

January 12, 2017 by Dennis Fischman Leave a Comment

welcome buddy

What should you do when a donor gives to your nonprofit for the first time? The obvious answer: thank them. But take it another step, and welcome them, too.

The Donor Welcome Kit

Thanking a new donor is essential, if you’re going to make the donor feel like the hero of the story. Welcoming a new donor invites him or her to think of your story together as ongoing.

A welcome kit (also called a packet or package) tells the donor, “You matter to us. You’re not just a cash cow. We’re in this together for the long haul.”

What should go into a welcome kit?

Pamela Grow suggests:

Typically your welcome package would go beyond a mere thank you letter to include items such as photographs, surveys, a benefits brochure, even a small gift such as a bookmark. Send them in an oversized envelope marked with a bold “Welcome!”

You can download a  kit that Pamela likes, from Mercy Corps, for an example.

How do you sound welcoming?

When you’re welcoming a donor, avoid any hint of a business transaction. The welcome kit is not an item they’ve purchased. It’s not a premium, or even a gift to a customer. It’s  a warm smile and a hug, delivered through the mail.

Nancy Schwartz advises, “Imagine you’re welcoming a new member of the family, perhaps your sister’s husband to be. You want to make him feel like a part of the family.”

breadAnother way to think about it: Rebecca H. Davis says you want your new donor to feel  “like you’ve just handed them a loaf of warm, homemade bread and told them you are really glad they showed up on a cold, rainy Sunday morning.” Mmm, yummy!

How soon should you send your welcome kit?

Everything moves faster today than it did only a few years ago. You probably have heard that donors should get a thank-you letter within a week of sending their gift. Within two days of the time you receive it is even better…and if you call them on the phone within those two days (according to Tom Ahern), first-time donors who get a personal thank you within 48 hours are 4x more likely to give a second gift.

The same applies to the welcome kit: the sooner, the better.

“Mail the welcome pack out right after you receive the gift,” Nancy Schwartz advises. “Send it first class if you can swing it. Your donor has to receive it within two weeks of making their gift for full impact.”

Welcome by mail and email too

Happily, a lot of donors are giving online these days. Your nonprofit gets their gift almost instantaneously. That makes it easier for you to thank them, and then to welcome then, as soon after they donate as possible.

It also poses a problem. You may not receive the donor’s physical mailing address. At first, all you may have for them is an email address. Does that keep you from sending a welcome kit?

Don’t let it stop you. Here are three steps you can take to welcome online donors:

  1. Create a welcome series of emails. You can gradually share more information that makes your donor feel happy they decided to give.
  2. Interact online. In your welcome series, invite your donor to follow you on social media. Be sure to post content that they will like and share. Take good note of when they do, and which posts of yours grab their attention. That tells you what they really care about–and if you send them more content just like that, they will feel listened to.
  3. Ask for their mailing address. In your welcome series, tell your first-time donor why it will be worthwhile for them to get something from you through the mail. Not “we want to send you this.” Rather, “Because you care about ___, this is something you’ll want to see.”

Thanking your first-time donor is vital, but really, it’s the least you can do. Making them feel like an essential part of the cause you both care about: now, that’s really laying out the welcome mat!

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Fundraising Tuesday: 7 Reasons You Don’t Get Enough Donations

January 10, 2017 by Dennis Fischman Leave a Comment

Donations by mailFrom November through December 2016, I received fundraising appeals through the mail from more than 100 nonprofit organizations. About half the organizations sent more than one e letter to my wife and me asking for donations. I spent a morning looking through each and every one of them.

Friends, we have to do better. And we can.

If you didn’t get as many donations as you wanted to this year, here’s how to do better in 2017.

7 Reasons You’re Not Getting Enough Donations (and what you can do about it)

1) You’re starting your letter “Dear Friend.”  A third of the letters I received called me Friend or Supporter–or didn’t call me anything at all.  Wrong!

As fundraising expert Gail Perry says, “Your donor expects that you know her name and who she is, since she’s been sending you money for a while!”  Fix this by using a good database and adding a First Name mail merge field to your appeal letter.

2) You’re mainly talking about your organization. Three-quarters of the letters were in French: they said “we, we, we.” But that’s making your organization the hero of the story!

As Seth Godin has pointed out, in a good appeal letter, the donor is the hero of the story.  That’s why they give. Fix this by talking about how the donors are helping to right wrongs, save lives, or help people.

3) You’re not telling an “impact story.”  There are six types of stories that nonprofits should tell. In your appeal letter, you should tell an impact story, showing how the donors’ contribution makes a difference.  42 out of the  letters I received told just the facts, ma’am. Another 32 included a brief quotation from a client, or a general anecdote about a client, and how the agency helped them.

These letters blur on me. They all sound alike. Fix this by telling a compelling story about one person whose life is better because the donor helped.

4) You’re not including a photo. People are becoming more visually oriented, and a photo helps your appeal stand out. Yet 44 of 106 letters I received were text only! Another 27 included blurry black-and-white photos, or nice color photos that added nothing to the message.

Fix this by taking striking photos of people in action throughout the year. Then you won’t have to scramble for a picture in December.

5) You’re not letting me know you appreciate what I already gave.  This, I find really shocking: nine out of ten appeal letters used exactly the same language to me that they would use to someone who had never given them a penny! And this has gotten worse since last year–even though the software for tracking your donors has improved.

Fix this by segmenting your list, writing different letters to prospects, lapsed donors, and renewing donors, and acknowledging the date and amount of the previous gift.

6) You’re not personalizing your letters. It used to be a no-brainer for Executive Directors, Development Directors, or Board members who knew the donor to write a personal note on appeal letters. People, we are going in the wrong direction on this! 90 out of 106 letters arrived in my mailbox with no personal touches whatever–even when my wife and I have known the person sending the letter for many years.

Fix this by composing your appeals long enough in advance to add those personal notes…and doing so. (Kudos to the Davis-Putter Scholarship Fund, whose Director wrote by hand, “So grateful for your wonderful, longtime support!” You can count on a renewed gift from the Fischmans. Ditto to the Highlander Center, Community Cooks, the Jewish Labor Committee, and the Somerville Homeless Coalition.)

7) You’re neglecting the power of the postscript. When people read letters, they look at the banner, the salutation, and the first line…and then their eyes jump to the bottom of the page. I’m happy to say that 66 of the letter-writers realized that (even if their P.S. was a bit perfunctory).

As for the 40 of you who didn’t add a postscript, you skipped doing the simplest thing you can do to increase donations! Fix this. Add a postscript unless there’s a really good reason not to.

Want More Donations? Look for Tips on Tuesday

You may be wondering now, “What did our appeal letters look like?” Go back and check your letter. If you made even one of those seven mistakes, you probably left donation money on the table.

How do you write better fundraising letters? I can help.

Between now and Tax Day 2016, read this blog every Tuesday. You will get a no-nonsense, how-to, “do it today” tip on every aspect of your appeal letter, from the salutation to the P.S.

Some of them will be so easy you’ll kick yourself for not doing them before! Some will take a little work–but I will show you how to do them, step by step, with video when necessary.

Look for Tips on Tuesday beginning next week, January 17! (And if you want professional advice uniquely suited to your organizations and its donors, email [email protected].)

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The Worst End-of-Year Email of 2016

January 9, 2017 by Dennis Fischman Leave a Comment

Yes, Virginia, it is a good idea to follow up your wonderful end-of-year appeal letter with email. But not any old email will do.

Remember, the person receiving your email gets as many messages in their inbox as you do! And what do you do with the majority of those messages? You scroll past them…to find messages from people you actually want to hear from.

Remember Why You Send an End-of-Year Email

Your goal is not merely to raise money. It’s to become one of the people that they actually want to hear from. You want every message–including the “asks”–to make your donors feel happy to be on your list.

Unfortunately, I have seen too many end-of-year emails that do just the opposite.

End-of-Year Email that Might End the Relationship

The nonprofit says, “Help us meet our year-end goal.”

  • The donor thinks, “Why does that matter to me? The goal is just a number. So is the date. You may care about your goal, but why should I?”

The nonprofit says, “It’s not too late to make your tax-deductible donation in 2016.”

  • The donor thinks, “I don’t give because of the tax deduction. Sure, I’ll take it, because who wouldn’t accept a few dollars back on their taxes? But I need a reason to give to you.”

The nonprofit says, “We haven’t heard from you yet.”

  • The donor thinks, “Oh, you noticed, did you? Good. But what makes you think you can just expect me to give?”

Ending the Relationship Before It Begins

And here’s the opening line of the worst email my wife and I received in 2016.

  • Our records indicate you haven’t donated to the [name of organization] yet this year. We need you now more than ever!

Not only does this nonprofit take a stuffy tone with us (“our records show”). Not only does its email focus on what the organization needs and not what we, the donors, want to accomplish. To the best of our knowledge, Rona and I have never given to this organization before.

My more suspicious side says this nonprofit is trying to scam us into believing we just forgot to give. They’re like the magazines that tell you “It’s time to renew your subscription” when you never subscribed before. That’s ugly. Nonprofits can do better than that!

But let’s give them the benefit of the doubt. Maybe they sincerely can’t tell the difference between their longtime donors and their first-time prospects. To the donors, it doesn’t matter if the nonprofit is deceptive or incompetent. That nonprofit has lost our trust.

Want to Do Better? Let Me Help

It’s a new year, and it’s time to plan a communications strategy that will make your email the first thing your donors want to read.

Email me, [email protected], and let’s make 2017 better from the start–for you and your donors.

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