The most important thing you can do for a donor is also the easiest. Thank them. It sounds simple enough, but how (and how often) you say thank you can go a long way in moving the donor relationship from transactional to transformational.
However you decide to thank your donors, be sure to follow a few simple rules.
There’s a direct correlation between good stewardship programs and higher donor retention. A variety of factors influence donor retention, but regardless of how you thank your supporters, it’s important to reach out and personally acknowledge each one in a timely manner. They need to understand how much you value their gift and how it makes a difference in the big picture of your organization.
Here are some fresh ways to show your gratitude and create a transformational donor relationship.
With so much modern technology at your disposal, the phone call stands out in a sea of texts, tweets, and emails. But by reaching out with an audible thank you to high-level donors, you’re putting a voice to a name and building a sense of authenticity and trust. A phone call is still one of the most personal ways to communicate with donors. Use it in a genuine effort to get to know your high-level donors and thank them for their gift.
You can’t go wrong with a classic thank-you note to a high-level donor. It’s a tried and true tactic and an absolute must in any donor stewardship endeavor.
Rather than the typical typed variety, however, consider writing it by hand or using a handwritten font. Handwritten messages offer a more personal touch and convey a sincerity that shows how much you appreciate the donor’s support.
Other times to consider sending a handwritten note are on a first-donation anniversary, during the holiday season, or after an event.
Send a welcome package that’s warm, personal, and motivational. It should educate your donor about your organization’s mission and make them feel like part of the family. Include things like a hand-signed welcome/thank-you letter from a director or high-level staff member that details how their donation will make a difference.
Other ideas include:
Make them feel respected, appreciated, and important.
Also, consider sending a survey to begin a dialogue with your donors. Engage them in conversation by encouraging their feedback, comments, and yes, even criticism.
For those new donors, create a series of welcoming emails in an onboarding process that reaffirms their decision to give while also nurturing additional engagement. Onboarding new donors through a series of short, strategic emails can make all the difference in whether they give again in the future.
Decide on your goals for welcoming them, then determine how many messages you will send—and when. Keep the messages short, and write in the second person, like you would to a friend.
Whether sent via email or printed and mailed, newsletters are great ways to share detailed stories about how your donors make a difference. When you let donors know how they are part of a solution, it creates a feeling of worth and importance, and builds loyalty.
If you want to take it to another level, include donor names and stories in print publications that highlight varying levels of donor generosity, like your annual report.
Whether you’re creating a brand new website or updating your current one, be sure to post a stewardship section that highlights the generosity of your donors. Include a message that promotes thankfulness and shows how much you appreciate your donors and the impact they’ve made on your organization.
By posting this information in a prominent area on your website, you’ll be appealing to one-time donors and recurring donors alike. It’s a personal connection that will boost both engagement and loyalty.
For larger donors, be sure to highlight their contribution by calling out their generosity in a clear, meaningful way.
Video is taking over the internet, so it only makes sense that a general video thank-you would be a great way to show all your donors how much you appreciate their support. Videos provide the opportunity to showcase the people who’ve been affected by their generosity.
Video marketing is also a great way to promote your organization to potential donors via your website and social media channels.
As long as you’re sharing information and stories about your organization on social media channels like Facebook and Twitter, be sure to mention your donors. By tagging them in a post, they’ll know how much you appreciate their support—and the rest of the world will know about their generosity, too.
Include your donors on guest lists for upcoming social events. A cultivation event creates an opportunity for new prospects to learn more about your work. It also provides time for face-to-face conversations with your donors.
Consider turning your event into a party to learn more about your donors’ interests. Remember, this is a social occasion, so keep it light and fun. Avoid asking for a donation. Rather, find out more about their interests while sharing impactful stories about your organization.
Don't forget to make sure to respect your donor's wishes if they made their gift anonymously. Not all donors want to be in the spotlight, and thanking a donor publicly who requested their gift be made privately will damage your relationship with that donor. It never hurts to double check with a donor before listing them in your annual report or thanking them in your Facebook post.