Head and Heart

Easiest 7 Strategies to Get Inside Your Donor’s Head and Heart

Head and HeartHere is some wisdom gleaned from many decades of personal nonprofit work.

It derives from both my stints as an in-the-trenches development professional (five different organizations, wearing many hats, over a 30-year career), and my past decade as a coach/consultant for nonprofits of all sizes and shapes.

I will also be sharing quotes from donors Penelope Burk surveyed (also here), as these authentic testimonials provide great insight into how donors think and feel.

Finally, we’ll conclude with seven relatively easy things you can do to connect more meaningfully with your supporters so they’ll stick with you through thick and thin!

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Why Donor Wooing Requires WOWing

Woman checking out at cashier

The Unfair Exchange Bernadette Jiwa, The Story of Telling.

“That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says.

As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package.

She doesn’t announce that she’s giving us twenty per cent extra for free.
She doesn’t even invite us to notice the gesture at all.
It’s enough for her that she knows she has added value.

We think of value as a hard metric—the anticipated fair exchange of this for that.

But value can be a surprising, generous, unfair exchange.

Something that is given because we can, not because we must.“

Ah… value.

Wow, wow, WOW!

This is what all fundraising, fundamentally, is about.

A value-for-value exchange.

Yet one side of the exchange is a hard metric: The donor’s cold, hard cash.

While the other side of the exchange is something decidedly less tangible: Freely given gratitude from you and your organization.

Or at least that’s how it should work.

The Difference between ‘We Must’ and ‘We Can’ 

What does your donor love and loyalty plan look like?

Do you even have such a plan?

If the only reason you acknowledge donations is because you feel you ‘must,’ it’s likely your donors aren’t walking away from the encounter feeling much more than matter-of-fact. The transactional receipts many organizations send out are registered by the donors as “Ho, hum. Guess I’ll go file this with my tax receipts.”

This kind of exchange is fair, sure.

But it’s not generous.

WHAT ELSE DO YOU HAVE TO GIVE?

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Thank you note writing

Don’t Blow Your Post-Holiday Opportunity to Thank Your Nonprofit Supporters

Thank you note writingFor good things once a year is not enough. Why do so many of us only eat turkey once a year?  Or pumpkin pie? I’ve no idea! It’s surely not rational. These are special foods we value and take great delight in. Yet we get into a bad habit of thinking on auto pilot. If it’s not Thanksgiving, the idea of roasting a turkey or making cranberry sauce doesn’t even enter most or our heads. Why are we missing out on an opportunity for greater joy and satisfaction?

Don’t do this with your valued supporters!

It’s not rational to thank your donors only annually.  They keep you going all year long. They deserve your gratitude all year long as well.

What better time to thank supporters than today, after a holiday filled with gratitude?

Seriously, I’m not kidding. Today! (Or early next week works swell).
Thanksgiving (in the U.S.) is over. There’s a natural let-down for many.  Wouldn’t it be lovely for your donors and volunteers to get a call from their favorite charity? A call that simply expresses gratitude? 
            “Joe, how was your holiday? I just called because in thinking over the week-end about all for which I’m grateful, I realized I’m grateful for you and all you do to make our community a more caring place. I just wanted you to know how much your support is appreciated. Thanks(for)giving.”
My hunch is there’s nothing better you could do with your time today. Or early next week if you’re taking some personal (or shopping the sales?) time today.

All the “strategies” in the world can’t substitute for a genuine, personal connection that comes from the heart.

Connect!  Express your thanks! Don’t let weeks and months go by. Don’t wait until you’ve got a perfectly crafted letter, email or insert piece. That’s called procrastination, or “letting perfect be the enemy of the good.” Sometimes, timing is everything.
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Thankful for Thanksgiving

Happy Days of Thanks(for)Giving

Thankful for ThanksgivingThis Thursday folks in the United States will celebrate what I consider to be the social benefit sector holiday of the year.

So it’s time for my annual Thanks(for)Giving post!

Just think about what ‘Thanksgiving’ means.

Literally, it’s a day for giving thanks for blessings.

Who, and what, do you count among yours?

I know when we go around the table at my family Thanksgivings, saying what we’re grateful for this year, most folks respond with a people-based answer. Sure, they’re happy about the feast in front of them. But they’re most grateful for caring friends… loving family…. and for being together sharing the warmth of good company. This year the company may be in real life for the first time in a while, so the gratitude for shared connection will be stronger than ever.

But not all connections are with family and friends.

A lot of connections for nonprofit workers are with donors, volunteers, clients and co-workers.

Who are you grateful to at your organization?

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Sign: Thank You! You Are Essential

13 Top Secrets of Donor Thank You Letters Revealed

"Thank You You Are Essential" signWhat do you spend more time on? Asking or thanking?

The lion’s share of nonprofits spend more time asking. It’s a BIG mistake. Don’t get me wrong.  I’m not here to shame or blame you. Of course you have to ask. The number one reason people don’t give is they aren’t asked. And …

The number one reason donors don’t give again is they aren’t properly thanked!

You may think you have a proper thank you letter template. But, if your thank you looks like this, it’s not helping you bond with your supporters.

TYPICAL THANK YOU LETTER TEMPLATE

Dear [donor name],

Thank you for your generous donation of $[donation amount] to [nonprofit name].

Your donation is making a difference. Because of your $[amount] donation, we are able to [impact of donation].

[this paragraph usually gives a general description of what the organization does]

Thank you again for your contribution! [nonprofit name] relies on the gifts of donors like you to make a difference.

Sincerely,
[name and title]

Look familiar?

Wah, wah, wah (sad trombone).

Most thank you letters are simply boring.

This could come from almost any nonprofit. They’re generic, not specific.They look like a form letters.

You can do a lot better, and it’s not hard.

To Retain Donors, Stand Out from the ‘Get Go’

Believe me, most donors aren’t sticking around. Your own retention rates may be better or worse than average (do you know them?), but generally only 19% of new donors give again. For ongoing donors, it’s just 45%.

The time to nip this in the bud is now.

Did you know a study from Charity Dynamics and NTEN found 21% of donors say they were never thanked at all? My hunch is some of these supporters did receive something from you, but it was so perfunctory they didn’t really take notice. Maybe you just send a receipt. Or took them to a thank you landing page; then called it a day. Or maybe they received a brief, formal email that confirmed the gift, but didn’t make them feel particularly special.

If you don’t have a killer thank you letter prepared to send to the folks you hope will be giving to you between today and the end of the year, now is the time to right this wrong.

If you thank well you’ll see retention rates increase significantly.

In fact, research from Penelope Burk, author of Donor-Centered Fundraising, found 70% of donors reported they would increase their giving if they received what they needed from you.

Brilliant, warm, authentic, personal communication stands out and leads to renewals. And this is a much less expensive strategy than new donor acquisition, which costs from $1 to $1.25 to raise a dollar. Whereas renewing a donor costs only 20 cents on the dollar.

By now you may be thinking: Sounds good, but how do we stand out? There must be some specific strategies that incline donors towards giving again, but what are they?

Today I share my top secrets with you. They’re simple and foolproof.

Ready?

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Thank you note writing

Why Prompt, Personal Thank You’s are Nonprofit Donors’ Inalienable Right

Thank you note writingIn 2018, WSJ columnist Christopher Mims observed:

“Alongside life, liberty and the pursuit of happiness, you can now add another inalienable right: two-day shipping on practically everything.”

”Everything” includes a prompt expression of gratitude when someone makes a philanthropic gift to your organization.

At least that’s what donors believe.

And you better deliver – or else.

Don’t Think Donors will Give You a Pass Because You’re Nonprofit

People have come to expect this kind of turnaround by land, air and sea. So, you better believe they expect it by internet!

Especially if they make their gift online.

And, yes, they expect it from you.

They know you have the ability to send them

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Food bank giving

The True Meaning of Giving Tuesday

Food bank givingThis year Giving Tuesday is November 29th. So, soon.

Now is a good time to think about whether or not you want to jump on the bandwagon and, if so, how. There is more than one way to slice this particular piece of pie. And, really, that’s what Giving Tuesday is – just one piece of your total annual fundraising strategy.

You don’t want to blow it out of proportion. But you probably don’t want to ignore it. Rather, plan ahead to put it into a context where it will complement your other year-end communications and fundraising strategies.

Let’s take a closer look.

What is Giving Tuesday?

I confess I’ve been a bit of an apologist for the “holiday.” I like to turn the tables by actually giving to donors, rather than asking them to give yet one more time during this busiest fundraising time of the year.

Plus, I often say if you want gifts, you must give them. What better time to do so than on giving Tuesday?

Of course, asking can also be a form of giving. So, I love appeals on this date that give people the option of giving money or supporting you in other ways.

It’s all philanthropy (aka “love of humanity”).

Key: Approach GT Strategy with a Giving Spirit

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Skyrocketing

10 Strategies to Skyrocket Major Gift Fundraising

Skyrocketing“Begin at the beginning and go on till you come to the end; then stop.” So wrote Lewis Carroll in Alice in Wonderland.

It’s the same with major donor fundraising, except you don’t ever really stop.  You just start up again. You do follow a prescribed path, however.  And here’s what it looks like:

  1. Before
  2. Ground Floor
  3. Explore
  4. Back Door
  5. Adore
  6. Mentor
  7. Ask For
  8. Implore
  9. Rapport
  10. Report

If you do this correctly, it becomes a transformational process for the donor. They want to stay connected and engaged and invested.  Which is why you don’t stop.  You follow up with “Some More.”

But first…

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Broken Heart

Important News about Relationship Fundraising: Stop Losing Donors

Broken Heart
Do you know how you may be breaking your donor’s heart? Keep it up, and they’ll break yours.

This is important.

It’s about a report that may change how you do fundraising.

It should.

Let me explain.

Unless you’ve been asleep at the wheel, by now you should know most nonprofits have been hemorrhaging donors for over a decade.

By tending to focus more on expensive, staff-intensive acquisition strategies like direct mail and special events, charities are bringing in one-time donors who never give to them again. It’s why I focus so much on donor retention strategies and exhort you to make them your priority strategy.

Why? Because otherwise all your acquisition efforts are wasted. The latest Fundraising Effectiveness Project Report  revealed an astounding 81% of first-time donors lapse. [BTW: This isn’t the report that’s going to change your modus operandi; it’s merely the rationale for the release of the report that will. Keep reading.] Of repeat donors, 39% lapse. This means, on average, charities retain only 45% of all donors. For every 100 new donors acquired, on average nonprofits lost 96 existing donors. That means you’re engaging in a whole lot of work, for a pretty miserable return on investment.

“Over 70% of people that we recruit into organizations never come back and make another gift, so we’re caught on this treadmill where we have to spend lots of money on acquisition which most nonprofits lose money on anyway, just to stand still.”

– Professor Adrian Sargeant,
Director of the Centre for Sustainable Philanthropy at Plymouth University

This is the proverbial three steps forward, two steps back – only worse!

This burn and churn strategy is killing nonprofits — and burning out the folks who work in them.

Why is it that for profits manage to retain 94% of customers, yet there’s such a huge disparity when it comes to nonprofits?

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