Communicate!

Helping you win loyal friends through your communications

TY Thursday: A Thank-you Letter that Donors Will Remember

by Leave a Comment

Happy 2020. How did your end-of-year appeal go in 2019?

Thanks for being awesomeThe first order of business in 2020 is to send the ideal thank-you letter.

If your letters are already in the mail, congratulations! You’ve started persuading donors they did the right thing when they gave to you–and convincing them to give again in 2020!

But maybe you’re feeling guilty because it’s the middle of January and you haven’t sent out thank-yous for those gifts you got in December?

Never fear! If you take just a little more time, you can write a thank-you letter that donors will remember and love.

Here’s what you do:

  1. Make it personal. Knowing what the donor gave, and how often they gave in the past, is just the start. Know what they like to be called. And as often as you can, say something that makes them feel seen. A Personal Letter is Better Than a Personalized One!
  2. Tell a story. If the appeal letter told a story (and I hope it did), then refer back to it. “Emily Donor, you are already helping Mary Client these ways!” If you didn’t before, tell a story now. Make the donor feel the difference they have made.
  3. Ask a question. Or two, or three: definitely not many, but just enough to help you keep on getting to know the donor. (Save the answers to your survey questions in your donor database or CRM.)

If you are saying to yourself, “Where am I going to find the time?”, think about asking your Board members to write a personal note on the letters. Many of them will prefer writing thank-you notes to any other form of fundraising.

And for your next appeal, think about the thank-you letter at the same time you think about the ask!  (If you need expert help making sure your thank-you’s and your appeals touch your donors’ hearts, drop me a line at [email protected] The initial consultation is free.)

Let’s make 2020 a great year for your nonprofit and your donors!

Are You Talking to ME, Nonprofit?

by Leave a Comment

Communications strategy begins with a simple question.  Before you write–before you start talking–before you post, tweet, blog or pin, ask yourself:

“Who are my audiences?”

Find your specific audience!

Don’t talk to the crowd. Find your specific audience!

I do mean “audiences,” plural.  At different times, you may want to get the attention of any of the following groups:

  • Members
  • Clients
  • Donors
  • Prospects
  • Elected officials
  • Regulators
  • Board members
  • Volunteers
  • People in a certain age group
  • People who participate in a certain activity
  • Residents of a certain neighborhood

You have different relationships with each of these groups, so it’s crucial to identify who you’re talking to at the time.

Different Voice for Different Audience

Would you talk with your mom the same way you talk with your boss?  Unlikely–unless you want Mom to feel hurt, or your boss to feel confused.

Then why would you talk to Board members who have sweated for your organization for years the same way that you speak to people who might just give you their first donation if you give them a good reason why?  You wouldn’t, I hope!

Figure out the specific audience or audiences you are trying to reach before you figure out what you are going to say.

When You’re Talking AND When You’re Writing

Speaking to a specific audience is just as important when you’re “speaking” in print, or in email, or on the internet.

It won’t work to say, “I’m just going to write to the general public.” There is no such thing! If you aim at everybody, there’s a good chance you’re going to reach nobody. Speak to one audience at a time. The others can listen in.

You want to do the detective work to understand as much as possible about the people who are interested in your nonprofit. Especially, you want to know what hurts them and spurs them to act.

And when you’re sending out appeal letters–as so many nonprofits are doing this time of year–look at your donor personas and write to a specific audience. (And call them what they want to be called.)

 

TY Thursday: Your Board Will Thank You for Doing This

by Leave a Comment

ty-quote1

Over here, you’ve got a pile of donations. You sent each of these donors a thank-you letter, on letterhead, signed by your Executive Director, within a week of when you received their gift. But you haven’t been in touch with any of them personally since then.

And over there, you have your Board of Directors. Several of them have said, “I love this organization. I’ll do anything for this organization–except ask for money. I’m just no good at asking.”

Do you want to make your donors feel flattered and your directors feel useful, all at the same time? Then ask your Board of Directors to start saying thanks.

Donors and Your Board, A Match Made in Heaven

Every thank-you matters, but an expression of gratitude from a Board member to a donor matters more. No matter how sincere you are, when you, a staff person at a nonprofit, says thanks, the thought crosses the donor’s mind: “I’m paying your salary.” When a member of your Board of Directors is the one thanking the donor, they have these advantages:

  • They are volunteers. They’re regular people who care about the organization enough to give their precious time.
  • They are donors themselves. When Board members make a monetary contribution, of whatever size is significant for them, they can talk with fellow donors about why the organization matters “to both of us.”
  • They are leaders. It’s impressive when someone who holds a position of authority is the one making the call. It makes the donor feel valued and honored.

Getting thanked by a Board member helps donors think, “I made a good decision when I gave.” But it helps your Board of Directors, too. It confirms their own commitment to the organization…and it gives them valuable firsthand information about how their organization is perceived.

5 Ways a Board Member Can Say “Thank You!”

Thanks in many languages

  1. Add a personal note to a thank-you letter. Especially if the donor knows the Board member, but even if they haven’t met…yet!
  2. Follow up with a phone call. Penelope Burk found that donors who got a call within 24 hours gave 39% more than those who simply received a thank-you letter…and check out Gail Perry’s story of how a thank-you call made her boyfriend a major donor for life.
  3. Throw a party. Maybe one of your Board members loves to entertain. Your staff have been meaning to hold a donor appreciation event for ages but never find the time. Ask the happy host or hostess to have the party at their place. (They will still need help inviting the donors to come, but it’s less work, for more return, than if staff do it.)
  4. Send a gift. Who’s the shop-a-holic on your Board? Ask her to pick out a small but thoughtful gift personalized to your donor, wrap it, and mail it with a note. Your donor will be surprised (and maybe make a new friend for life).
  5. Tell the world. Someone on your Board is on social media all day. Chances are you can figure out who it is–if you don’t know already! Ask that Facebook fanatic to “friend” a donor and then sing his or her praises online. Not only will you be thanking the donor all over again, you’ll be making the donor’s friends ask, “What’s that organization that loves my friend like that?”

If you ask a member of your Board of Directors to thank donors by doing something he or she likes to do anyway, you will have a happy Board, a happy donor base…and a happy result the next time you ask for money!

Yes, I’d like weekly email from Communicate!

Get more advice

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.