Are You Using Donor Names Often Enough in Your Communications?

The Donor Attraction Letter

Wednesday, April 30, 2014

“A person’s name is to him or her the sweetest and most important sound in any language.” – Dale Carnegie
 
This oft-expressed quote is one of my absolute favorites when it comes to donor communications because it rings so true.
 
Addressing your donors (and prospective donors!) by their first name when you write to them or interact in other ways is a POWERFUL way to get their attention and make them feel special, respected, important, and loved.
 
Particularly in the noisy world we live in today, using donors’ names often in your communications is an important tool in helping you stand out, make a positive impression, and get your donors giving.
 
So, settle in now for a few tips on this all-important topic that will help you connect on a deeper emotional level with your donors:
 
Use First Names in Email Subject Lines
 
Just as I’ve done in today’s email, this helps make your email feel more personal. Although people passionately differ on this, I feel it’s a nice touch, even if it’s a mass email going out to thousands. It’s especially effective for one-on-one emails, where personalization can really shine!
 
Sprinkle in Names in Email/Letter Body Copy
 
In addition to the salutation, use a person’s first name at least one other time in the body copy. I personally like to do this near the end in one of my closing sentences and, depending on the length of the email/letter, I may also find a natural spot or two to again include the person’s name. Doing this gives a much warmer, personal, friendly feel to the correspondence.
 
Use First Names at Events, Meetings, and Visits
 
Make it a point to address people at events, meetings, and visits by their first names often, not just when you’re saying “hello” for the first time.
 
For instance, let’s say you’re in a committee meeting. Rather than using the word “we” over and over to talk about something a group of you in the committee did, say the names of the folks involved every so often. Naturally, you don’t want to do this in every instance. But, referencing the names of people who’ve been contributing to something is a perfect way to bring up the energy and engagement in a meeting.
 
Use First Names on the Phone
 
During your phone conversations, use a person’s name at the beginning, end, and throughout your talk.
 
Use First Names More Than Once in Handwritten Notes
 
If you were writing a handwritten thank you note to me, in addition to “Dear Jen,” you could also close your note with something like “Thanks again, Jen, for your generous gift!”
 
Recognize Donors by Name via Social Media
 
Mentioning your donors by name in tweets on Twitter and posts on Facebook are fantastic ways to appreciate them on a big public scale. The nice thing here, too, is that a wider conversation opens up with other supporters who can share in the donor love.
 
 Use First and Last Names in Your Annual Report
 
Your annual report is another important place to use the sweet sound of your donors’ names. But, a word of caution: For couples, consider dropping the use of Mr. & Mrs. The poor wife’s name doesn’t get included, so it’s not a good way to go. Naturally, specific donor preferences on how their names should be listed need to be honored. But, in general, using a person's full name is best.
 
There really is something magical about using a person’s first name often when you’re communicating with them.
 
For your donors, it will bring them a wonderful sense of pleasure and enjoyment knowing that you care enough to use their name. And you’ll feel great knowing that you made your donors feel special and loved with this simple but very powerful gesture.
 
Dedicated to helping you attract and keep your donors,

Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter