The 10 vital rules of thanking, pleasing and keeping donors
- Mon, August 06 2012
- Filed under: Fundraising essentials
1. KNOW YOUR DONOR: Capture information on how your donors gave and what appeal they are supporting. Did they give in response to a special appeal or at an event? Were they asked to donate by one of your donor champions who was running a race to raise money for your cause? You need these details to properly thank and cultivate them.
2. ALWAYS THANK YOUR DONORS: Always. No exceptions.
3. THANK THEM EARLY: You should thank your donors within a few days of their gift.
4. THANK THEM OFTEN: Thank your donors several times, over time, and keep reporting back on the difference they have made.
5. THANK THEM ACCURATELY: Make sure you have correctly spelled the donor’s name, stated the amount and date of the donation, included appropriate language for tax deductions and carefully note if the gift was made in honor of someone else.
6. EXPRESS GRATITUDE: Say how pleased and thankful you were to get the donation.
7. FOCUS ON EMOTION: Tell a short, wonderful story or use a specific example that shows what the donor is making possible. This is important so all donors feel great – and donors new to your cause grasp what it really means. You want to tug at the heartstrings and bring your mission to life. Some fun ideas: Take photos of your work and slip one of those into a mailed card. Have a beneficiary write the thank-you email.
8. GIVE THE DONOR CREDIT: Your communications to your donors should use the word “you” a lot more than the word “we.” Give your donors credit for what you do in every piece of outreach. Be constantly on the lookout for ways to recognize your donors – in your annual report, on your website and at your events.
9. BE SPECIFIC ABOUT IMPACT: Make very clear how you will use the money and tie that impact back to the solicitation that was sent. If you sent an appeal to save puppies, talk about how many puppies you will save!
10. MAKE IT PERSONAL: In addition to addressing the donor by name, you want to sign the appeal from a real person. No “dear friend” or “dear supporter” salutations and no nameless signatories! We recommend you get creative with who “signs” your electronic and mailed letters – a board member, a volunteer, a beneficiary can add significance to your acknowledgement.
I wrote the above list for Network for Good’s premium training program. It’s a subscription service. If you are interested, learn more here.
Comments
This is a great list, Katya. Thank you! #11—Open your letter with something unique to grab your reader’s attention. Stand out by avoiding formulaic first lines that start with, “Thank you for your recent gift of…” And “On behalf of…, I’d like to thank you for…”
We recommend you get creative with who “signs” your electronic and mailed letters – a board member, a volunteer, a beneficiary can add significance to your acknowledgement.
Your “rules” are certainly appropriate and refreshing to see. I would simply urge folks also to make a concerted effort to allow their thanking to sustain their brand, to be their “face” of philanthropy, to be uniquely their own. Donor Recognition with stories and testimonials, whether online or a within plaque/display hung on a wall, are 24/7 communicators. Consider every viewer as a prospective donor. If that’s done, the impact of the message will improve.