What Would Your Donors Say?

If a friend of your donor asked, “Hey, what do those guys do anyway?” Would their answer match your mission statement? Would there be any resemblance? Ok, let’s say the donor nailed that one. Now, how about your top programs or your impact. Is your donor kept up to date on your progress and priorities enough to explain to the friend, with enthusiasm “oh, it’s very important work this group is doing. You should join me at the next event. I’ll forward you this interesting email I got yesterday. These good folks make sure ____________.”

The key to the questions above is linked to the health and stability of your organization. I’ll touch on just one aspect. Your major donor communications.

There are some organizations that depend on a handful of major investors that they meet with and provide updates at least once per year. While others don’t have the manpower for very many personal donor meetings. They are built on mass marketing appeals through direct mail or email programs. I’ve found that often their donors may give simply out of kindness and respect. Or they may just have a reflexive reaction to give their pocket money when they see a five-alert mailer.

These efforts are all fine and good. Just not enough to maximize the full fundraising potential needed to advance your mission. And you may not have the capacity to assign a staff person to every high-level donor.

A consistent, high-touch communication plan is often the missing piece. What does this look like? Get your calendar out.

Now plan to touch base with your high-dollar donors at least once per month through the mail. Two to four times per month with an email, twice per year with a call. And once per year with a meeting.

Your high-level donors may receive your mass appeals. No problem, unless, of course, they’ve asked to be removed. I’m talking about something else, something special. A communication that makes them stop, and think. A platform to share your vision, the steps you are taking to advance it, updates on your progress, and a way for the donor to join you.

Let us know if you need help drafting such a communication and even better, build your calendar of high-touch moves.