We never met in person.
But John Haydon was my friend. There’s a good possibility he was yours, too. That’s just how he was.
On March 8th, I joined a large group of his family and friends at a memorial service. It was so well suited to John – leaving people moved and sad, but also renewed by his spirit. Ready to try to live as he did.
John was fun and friendly and kind. He was also generous and smart. When I did one of my first webinars – with him – he got me through my nerves, proving both his kindness and patience. I have heard the same story from other people as well.
And that’s why I’m writing this today.
As John was fighting for his life – and living his life to the utmost every moment – he wrote a book. His last gift to the nonprofit sector, though he had already given us so much! His nonprofit legacy.
I was honored to be trusted with a draft copy. And I’m writing about that today, because today, you can get your own copy of the finished book.
If you care about your mission, you know that you also need to care about your donors. And if you want to learn how to do that well, you want to read the book.
Donor CARE – How to Keep Donors Coming Back After The First Gift
CARE is John’s acronym for Care Appreciate Reply Encourage. That sums up what we need to do if we want donors to stick around… and better, if we want donors to engage with our mission enthusiastically.
Though John’s light shines through the book, you will also find practical advice you can use today. John brings you his experience in both marketing and fundraising, and especially his expertise in digital engagement. And while I know that sometimes marketing and fundraising turn into dangerous silos, John is the antidote to that problem.
Donors and potential donors don’t classify themselves as belonging to either team. In fact, as Mark Phillips says, “She is not your donor. You are one of her charities.”
That’s if you do it right. Donors just know they deserve to be treated well at every stage of their relationship with your organization. For instance:
- Have you considered how having a one-size-fits-all donation page could be hurting your fundraising?
- Or how sending everyone the same email sends exactly the wrong message?
- Or (and please say no!) you send everyone the same thank you letter?
Don’t worry… John can help you with that.
John’s book goes on sale today. I believe it’s a book you’ll want to have. It’s also the legacy a wonderful man left us. You’ll be richer for being part of it.