Hands-On Fundraising

Donor communications | Annual Giving | Fundraising Plans

  • About
  • Blog
  • Praise
  • Services
  • Contact
You are here: Home / Blog / You talking to me?

You talking to me?

Talking horse

 

My mailbox leaves me wondering.

We’ve all been reading a lot about donor retention. Maybe so much talk it’s in danger of becoming just another buzz word.

But I think it’s critically important. And I’ve seen how powerful a really engaged donor base can be. Organizations benefit from more support, sure. But there’s also something about loyal donors that pushes the entire organization to do better work.

My experience is with smaller and medium-sized nonprofits. When I look at the big ones – via my mailbox – I have to admit to some confusion. Are the big guys taking donor retention seriously?

Smaller organizations have to take it seriously.

In a local market, there’s a limited pool of donors and potential donors. You have to do all you can to keep the ones you’ve gained connected. You also don’t have the resources to play the numbers game with acquisition. Mailing hundreds of thousands of pieces just isn’t in the budget. And you have the chance to meet and know your donors as people. The people within the organization and the people supporting it are all members of the same community.

But what are large organizations doing? A few pieces I received recently had me shaking my head and wondering. Let me show you what I mean. (I’ve blocked out names – I’m not trying to shame anyone here.)

Second notice
Is this a bill or an appeal for support?

 

Is this focused on donors and the difference they make? Or is it a ploy to scare people into opening the envelope? It might work. Obviously, I don’t have access to their results. But I wonder about their reasoning. And I wonder about its long-term effect on giving.

 

Then there are all the businesslike acknowledgments I get. Like this one. Notice how it’s all about the organization? I feel like they love – no, like – me only for my money. (But I’m comforted that my support is going to Where It’s Needed Most.)

Thank you letter July 2014
All about them?

 

Or this one from a few years ago. Note how the organization is the hero… they just want me along for the ride. The only time they get a bit personal is in the ask at the end!

Thank you letter
I’ve hidden the name, but look who’s the hero here. Hint: it’s not the donor.

 

 

Finally, there are pieces like this. Totally tone-deaf. Folks, no one but you cares about your annual appeal goal. It’s not a motivator. It doesn’t matter to your donor. It doesn’t tell me what great thing will happen if I give. No wonder they’ve got two free gifts inside.

 

Reach our appeal goals

Donor retention matters.

Donor retention is good fundraising and good sense. Treat donors like people, not ATMs. Talk to them often and sound like a person, not a machine. Ask for their thoughts. Thank them personally and promptly. Let them know they’re needed and show them how their generosity makes a difference. Ask for their help.

Share this:

  • Click to email this to a friend (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Pinterest (Opens in new window)
  • Click to print (Opens in new window)

Related

Filed Under: Blog, Donor communications, Thanks Tagged With: annual appeals, donor retention, thank you letters 10 Comments

Fundraising advice served fresh to your inbox

Get yours here:

Comments

  1. The Other Bottom Line says

    August 19, 2014 at 6:20 pm

    Mary, If your readers walk away with only, “Treat donors like people, not ATMs.” and apply it in their fundraising, they will do well!
    cheers,
    Diana

    Reply
    • Mary Cahalane says

      August 19, 2014 at 7:11 pm

      Bottom line, that’s it, right?

      Reply
  2. Sian says

    August 20, 2014 at 5:02 am

    I rarely feel supported by larger charities that I support, with the exception of Amnesty International who take the time to call every now and then.

    I would love to see some of your examples of good thank you letters!

    Reply
    • Mary Cahalane says

      August 20, 2014 at 8:28 am

      I’ll hunt around for some! I do have one – from Hole in the Wall Gang Camp. Arrived in two days, hand-signed.

      Reply
  3. myersbowman says

    August 20, 2014 at 9:13 am

    That horse looks familiar? Or maybe she just reminds me of a former boss.

    Reply
    • Mary Cahalane says

      August 20, 2014 at 9:44 am

      Ha! At least I didn’t use the other end, right?

      Reply
      • myersbowman says

        August 20, 2014 at 1:31 pm

        That’d be even more familiar!

        Reply
        • Mary Cahalane says

          August 20, 2014 at 1:32 pm

          🙂

          Reply
  4. Mary Cahalane says

    August 22, 2014 at 10:42 am

    Thanks!

    Reply

Trackbacks

  1. Fundraising Friday | August 22, 2014 | Pamela Grow says:
    August 22, 2014 at 10:27 am

    […] Mary Cahalane with You talking to me? […]

    Reply

Leave a Reply to Fundraising Friday | August 22, 2014 | Pamela Grow Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Fundraising advice served fresh to your inbox

Get yours here:

Search

Recent Posts

  • Happiness is the gift you give
  • Are you for real?
  • Why you should care about ALL your donors
  • And This Little Nonprofit Cried ‘We We We’ All The Way To Bankruptcy
  • 6 Ways to Grow Engagement for your Faith-Based Group
small divider

Recognized by:

Best Fundraising Blogs for 2019: Future Fundraising Now

Top 75 Fundraising Websites And Blogs To Follow in 2019: Feedspot

The Best Fundraising Blogs of 2019: Garecht Fundraising Associates

50 Nonprofit Blogs You Need To Follow Right Now: Wild Apricot

Work with me!

Let's talk about how I can help your organization raise more money.

Contact

  • Annual Giving
  • Donor communications
  • Fundraising plans

Copyright © 2019 · Mary Cahalane · Hands-On Fundraising · P.O. Box 183 · Plantsville, CT 06479

loading Cancel
Post was not sent - check your email addresses!
Email check failed, please try again
Sorry, your blog cannot share posts by email.