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TY Thursday: Welcome New Donors

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Why is it so important to welcome new donors? The first time a person gives to your nonprofit, she is waiting to see how you will respond.

If you say thanks and then forget about her, she is likely to do the same to you.

In fact, she may even experience donor’s remorse, the philanthropy equivalent of buyer’s remorse: “Why did I give that money to that organization? What was I thinking?”

But if you thank her in multiple ways, she will know why she gave. And one of the best ways to say thank you is to recognize a first-time donor, as personally as you can, and to welcome her onboard.

Here’s a Great Example of a Welcome Packet

My wife and I recently made a first-time donation to BAGLY, the Boston Alliance of Lesbian Gay Bisexual Transgender Queer Youth. Here are some of the ways they made us feel welcome, right from the start.

The envelope they sent the welcome packet in was more of a greeting card size than a business size. It had a live stamp. And someone had written our address and the return address by hand, in purple ink.

The letter inside called us by name. It said “Thank you for joining us,” recognizing the first-time gift. It told us about a new program our donation would help launch this year, to help LGBTQ+ youth avoid homelessness. And it offered us ways to get involved, from emailing the Director of Development to following them on TikTok.

As if that weren’t enough, the packet included:

  1. A personally written postcard that said “Welcome to the BAGLY family. Thank you for donating!”
  2. Another card specifying the mental health services the organization offers to LGBTQ+ youth.
  3. One of the best answers I’ve ever seen to “What does this organization actually do?” Look at the flyer below.

BAGLY welcome flyer

There is no chance that a donor who receives this welcome packet will ask, “Who is this organization again? Why did I give them money?”

Instead, they will say, “Wow, I knew they were worthwhile but I didn’t know all that about them! I’m glad I gave! Now, what’s this TikTok thing?”

What will first-time donors say to themselves about your nonprofit? Send them an excellent welcome packet to make sure it’s something great.

 

TY Thursday: Because of You

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My friend Joan reads this blog religiously, and she’s always on the lookout for nonprofits that are taking my advice. Here’s a thank-you email that Joan has shared with us all.

It’s not an ideal thank-you.

  • The “On behalf of” opening line is a waste of words.
  • The sentence that includes both donors and people who included the organization in their prayers shows that they don’t know which group she belongs to–they haven’t segmented their list.
  • And as Joan notes, the idea that she has made this particular nonprofit “a priority” is a sign that they don’t know her very well yet.

Four things make this TY stand out:

  1. The From: line is personal. It’s a message from a particular person, not an organization or, even worse, an auto-answering program.
  2. The photo is personal. It puts a face to the name, so Joan can picture Ralph McCloud saying the words that follow, directly to her.
  3. The salutation is personal. It says “Dear Joan,” not “Dear Friend.”
  4. The message is personal. “What a blessing you are to us” is the kind of thing one Catholic would say to another. By repeating that message in the Subject line, in the photo, and in the body of the email, Catholic Mobilizing Network emphasizes what Joan and Ralph and CMN have in common.

Over all, the message has a recurring motif: “Because of you.”

CMN is working hard to make Joan the hero of the story. In your thank-you letters and emails, are you telling your donors “because of you”?

Blessing you are to us

Dear Joan,

On behalf of Catholic Mobilizing Network’s Board of Directors, I want to say thank you.

Whether you supported CMN financially this Christmas season, or included us in your intentions and prayers, it is because of you that CMN is able to thrive in its mission to end the death penalty and promote restorative justice.

What a blessing you are to us.

We live in a time where it seems like human dignity is under attack on many fronts. As a community of believers, we are called to respond with justice and mercy. But this can be a challenging commission, especially when our time, energy, and financial capacity are all stretched thin.

I know there are a lot of worthy causes out there; that is why I am grateful that you have made CMN a priority in your end-of-year giving.

Your support of CMN affirms your bold commitment to upholding the human dignity of all people — including even those who might have caused or suffered great harm.

Because of you, CMN is able to pursue a criminal legal system that values life, hope, and healing. And for that, I am deeply grateful.

Thank you,

Ralph McCloud, Treasurer
CMN Board of Directors

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

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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!

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