Donor Love MUST-DOs to Keep Your Donors Giving: Part Two

The Donor Attraction Letter

Wednesday, January 22, 2014

Last week I covered a few of my top donor love MUST-DOs: awesome thank you communications, new donor welcome packages, and donor-centered newsletters.
 
This week I’m wrapping up my list with a few more. Like those shared last week, these are hugely important for keeping your donors happy and giving generously over their lifetimes.
 
Donor Love MUST-DO #4:
Annual Report (aka: Gratitude Report)
 
We’re all familiar with annual reports and most nonprofit leaders see the value in sharing one with their supporters.
 
Yet, you may be thinking:
 
Are they really worth the time and resources?
 
Yes! They are.

Why?
 
Because annual reports—–now called gratitude reports by many smart nonprofits—–play a key part in giving your donors what they’re looking for:
 
Gratitude for their gifts and the opportunity to see what they’re accomplishing with their support.
 
Granted, you should be doing those things throughout the year.
 
But, also producing a gratitude report is valuable for a host of reasons. Here’s a short list:

  • You can highlight key accomplishments during the year made possible by your supporters … shining the spotlight brightly on how donors are the heroes changing lives.
  • You can use it to give special recognition to top donors while also recognizing all donors.
  • It can serve as a historical record of what you’ve accomplished, accessible over time by prospective donors.
  • You can convey financial and organizational stability by sharing key financial and programs data.
  • It can help you keep more of your current donors by making them feel good about their investment in your cause.
  • It can help you attract new donors who become inspired by the stories and impact highlighted in your report.

So, in the first quarter of a new year, publishing a gratitude report that reports on the prior year is a donor love must-do. It will help you make strong emotional deposits with your donors and serve as a terrific tool for attracting new support.
 
Donor Love MUST-DO #5:
Phone Calls
 
Phone calls are one of the most effective channels for strengthening donor relationships and raising money. Especially now in our digital age, many people are craving the personal attention and engagement that phone calls offer.
 
If you don’t have donor calls already built in to your thank you process, do this ASAP. It’s a fantastic way to show donor love while involving people beyond staff, including board members, beneficiaries, and volunteers.
 
Connecting with your donors via phone will really help you stand out. Even if you get their voicemail, donors will be truly touched that you took time out of your day to call. So, why not schedule 20-30 minutes every day to make calls to your donors?
 
Donor Love MUST-DO #6:
Face-to-Face Visits
 
Sitting across from your donor, sharing time together in person: This is the BEST way to pour on some donor love, deepen your relationship, and get to know what makes your donor passionate about your cause.
 
Using this powerful stewardship step, you’ll make strong emotional deposits and walk away armed with the knowledge you need for successful future solicitations.
 
Now, naturally, this one has limitations. You can’t meet face-to-face with all of your donors. This donor love step should be focused on your major donors/prospects.
 
Donor Love MUST-DO #7:
Lapsed Donor Communications
 
For donors who haven’t given in a while, you really need to love these folks back into your donor pool.
 
Determining how best to do this can be a challenge. Donors lapse for a variety of reasons. And the length of their lapse is a factor, among others. So, one communications approach for all lapsed donors isn’t ideal.
 
For this special group of supporters, you’ll want to develop a lapsed donor plan. In it, based on the donor’s last gift and other considerations, different communications can be used to win these donors back including heartfelt letters, personalized emails, phone calls, and in-person visits.
 
Donor Love MUST-DO #8:
“Feel Good” Communications
 
In between your solicitations throughout the year, it’s vital that you stay in front of your donors with “feel good” communications.
 
At different holidays, for special occasions, after events/campaigns, or “just because,” be sure your donor communications plan includes emails, letters, special mailings, phone calls, and events that celebrate, thank, and appreciate your donors.
 
One example that ties in to a special holiday coming up:
 
Send a “Happy Valentine’s Day” email, postcard, or mailing themed around how much your donors are loved. If you don’t have this one in the works yet for 2014, you’ve still got time to get something out!
 
Donor Love MUST-DO #9:
Social Media
 
One thing I’m enjoying and seeing more nonprofits do is thank and recognize donors, friends, and followers via social media. If you’re not in the habit of this, I hope you’ll add it to your donor love to-do list.
 
This can work tremendously well for individual and corporate supporters alike. It’s an excellent way to make your donor feel like a VIP and inspire other fans to give, too.
 
Dedicated to helping you attract and keep your donors,


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

PS: Looking for help with crafting some donor love communications? Just hit reply to let me know what you'd like to work on, or call me at 248.957.8918. I'd love to help you!

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