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TY Thursday: Your Donors Need to Hear “Thanks” Right Now

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It’s always a good time to say thank you to your donors. Right now, in Fall 2020, it’s the best time. Because your donors need to hear from you.

Why Donors are Worried

worriedConsider how much uncertainty we are all confronting in Fall 2020.

  • We are still facing a worldwide pandemic that has killed over 200,000 people in the U.S.–and the numbers continue to rise.
  • Flu season is upon us, too, and while the vast majority of us get our shots, the few who don’t are a danger to themselves and all of us.
  • We may see another major shutdown of businesses and public facilities.
  • Millions of people are out of work. The first stimulus package helped many of them, but not all and not enough…and we will not know about a second stimulus until after the election. Possibly after the Inauguration in 2021.
  • The world is holding its breath for the results of the election, but we don’t and can’t know ahead of time how long it will take for those results to be official and what legal or extralegal challenges they will face.

In times like these–I’m not going to say “unprecedented” because that has become a cliche–donors are worried.

People who give money like to feel they are (more cliches coming here) changing the world, making a difference, having an impact. Right now, it’s hard to feel any of those things, and easy to feel out of control.

Why Your Donors Need to Hear “Thank You”

By thanking your donors, you help restore their sense of control.

By telling them stories about people they helped, you bring it down to a human level.

By making them the hero of the story, you make them feel powerful, instead of powerless; caring, instead of careless. You make them feel good to other people–-and you make them feel good about themselves.

Thanking donors gives them the best gift they could ask for, and it makes them want to keep on giving back. Share on X

So, throughout October, on Giving Tuesday, on Thanksgiving, and any chance you get, make sure to thank your donors. You will feel better about yourself when you do! And you will build loyalty among your donors that will last beyond 2020.

TY Thursday: Who’s Communicating Well with Donors?

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Donor Communications PlanWhen a first-time donor gives to your nonprofit, do they experience buyer’s remorse? What makes them say to themselves, “Well, that was a good decision, donating to them”?

It’s always important to communicate with donors between asks. Not just first-time donors but renewals, too–especially when they give to your during a crisis.

I recently asked my Facebook friends, “Which organizations are doing an especially good job right now of letting you know what your donations are doing for people in need?” Here’s what they told me. Can you copy their good ideas?

Artisan’s Asylum is doing a FANTASTIC job (and this is an area where I am super picky). Also, Zumix.

The Welcome Project.

Cambridge Mayors Disaster Relief Fund has regular updates.

Somerville Homeless Coalition has updated the frequency of their communication and MAMAS – Mutual Aid Medford & Somerville is completely transparent about finances – have spreadsheet posted.

Give to RAICES and Physicians for Human Rights because I have had personal email exchanges with a real person. Unhitched from an organization similar to RAICES, also doing very good work, because I felt their contacts with me were too formal and organizational. Can’t document this, but felt sort of left out.

Boston Moms Demand Action (gun control) has the best outreach people I’ve ever known. They do outreach by text, and I feel like it’s my next door neighbor calling. They are just so nice.

And here’s an example not to follow:

Hi – we haven’t received any correspondence from [MA Covid-19 fund]. I hope our contributions are making a difference, but in this case, we just have to go by the philosophy of giving without expectations. We chose this charity based on recommendations from Channel 5 and Governor Baker’s wife.

We will look more closely at some of these organizations in coming weeks. For now,  though, please look at your own communications. Think about what your donors would say about their gifts to you.

Would they say they only hope they’re making a difference?

Or would they say when you get in touch (which is often), “I feel like it’s my next-door neighbor calling”?

call on mobile phone

TY Thursday: Say Thanks by Telling the Story

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Look how many donors are stepping up to help meet immediate needs during the Covid-19 crisis! I’m grateful. I’m sure your nonprofit is, too. But does your donor know what a difference she made?

It’s up to you tell her–and one of the best ways to say thank you is by sharing a story.

Here’s an excellent email from Bread of Life, sent to me by one of my friends in Melrose, MA. Make sure to read the paragraph in italics!

Transaction Date:  05/06/2020

Thank You!

Dear Serena,

Thank you for your online donation. This will help Bread of Life provide COVID-19 hunger relief services to neighbors in need.

We have seen a dramatic increase in the numbers of people needing our food pantry and evening meals. Up to 70% of those coming to our food pantry are new, many experiencing unemployment, waiting for unemployment checks. We also initiated a grocery delivery program to senior citizens, disabled residents and families with special needs. We are delivering to residents of Malden, Everett, Medford, Melrose, Stoneham, Reading, Wakefield, Revere, Winthrop and Chelsea.

A senior citizen called to say she had just received the groceries we delivered to her home. She seemed stressed and we wondered if something was wrong with the grocery order. She said “I’m sorry it’s difficult for me to speak. I’m just so overwhelmed by the kindness of Bread of Life and the kindness of the delivery driver. I’m so grateful, you wouldn’t believe.”

Thank you for supporting Bread of Life.. It is through the help and generosity of people like you that we are able to continue our work. Your compassionate support truly makes a difference!

Bread of Life.

If I were advising Bread of Life, I would make only two suggestions to improve this email:

  1. Use less “we” and more “you.” Not “We initiated a grocery delivery program” but “Your gift made it possible to deliver groceries to senior citizens, disabled residents,” etc.
  2. Take that touching story and move it toward the top of the email. If you read nothing else, and I am Bread of Life, I want you, the donor, to read that!
Thanking donors is strengthening relationships--and strengthening your nonprofit. Share on X

Can I help your organization improve its thank-you letters and emails? Email [email protected], and let’s make a time to find out!

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