Individual donors are the backbone of a good fundraising program. Not just for the money they bring to your mission. But more people who care about your mission means more opportunities to grow. Donors talk to friends, and sometimes they become your new friends, too.
Start with a good data foundation
You should have a CRM that’s both flexible enough to organize your data well and easy enough to use. Often, the most expensive choice isn’t the best one for smaller organizations, and leaves holes when the one person who understands it moves on.
Good information, easily accessible, is key.
Build a good donor communication calendar.
Sending a once-a-year annual appeal is leaving relationships and money out in the cold. Do you communicate with your friends once a year? Probably not.
Start with 3 or 4 appeals a year. Add 3 or 4 donor newsletters. In between (not instead of), you can send email appeals and updates. It sounds like a lot, but for the people receiving these, it’s just enough to keep you in mind.
If you want to raise money from donors, you have to prioritize communicating with them.
Relationships matter
Asking for gifts is only the beginning. Be sure you have a system that thanks donors right away, and warmly. (Not just a receipt!)
Notice donors whose giving stands out and make time for a little more personal communication: a handwritten note, a phone call.
And care for even the more general relationships – you probably can’t talk to each donor personally. But honor every donor’s generosity in how you communicate. That includes not using AI to write your appeals and newsletters. That’s saying “we don’t really care about what we send you” loud and clear.
How to get this done?
Create a calendar. Keep expectations in line. Build in time for approvals.
Here’s what I mean: I’ve been writing appeals and newsletters for decades. I’m still learning every day. Perfection isn’t possible. So if you need to focus on one thing, focus on emotion. Appeals aren’t business letters. And newsletters aren’t marketing vehicles. When you’re writing, keep it simple. Ask directly (and specifically if you can). Make it human, not perfect. The less it looks like a mass mailing and the more personal it is, the better it will do.
Newsletters should be focused on the donor’s achievements, not on how wonderful your organization is. They don’t have to be long, either – small organization? Send a “newsy letter” instead – one page, both sides, with warm updates and lots of thanks.
Thank you letters? Write a warm – even effusive – one for each appeal and newsletter. One page is just fine. Include the amount and date – at the bottom is fine. Remember that this is a piece donors will hold on to – for their taxes. See if you can’t write something that makes them feel so good they read it again when they pull it out!
Notes and calls don’t have to be for everyone. Notice donors with larger-than-normal gifts. And donors who have increased their giving. Let them know you see them. This can be a short note or call – nothing that should take lots of time.
One person – committed to this work only – can do this. But if you pull them off this to write grants or work on the gala, your individual giving program will suffer. (I’d outsource a gala to an events specialist… Events can be a time suck and can pull staff away from their important work to talk about tablecloth colors.)
Find a good mail house if you can afford it.
Getting the mailings printed and mailed can take time. If you’re a really small shop, this is the one time you call on everyone, including volunteers, and have a stuffing party. But if you can afford it, hand it off to the experts.
Create your calendar.
The more organized you are up front, the easier it will be to get this done… and see more people giving and feeling involved. And building a bigger base of support is the goal.
With a calendar, you can use your time better. And we all need that, right?
Events and grants may bring in bigger gifts all at once, but donors are your steady source of support. Treat them well, communicate often, and you’ll build an important base of support for your organization’s mission.
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