Imagine if every handcrafted piece of direct mail you sent to your donors was tossed in the bin, unopened.
While this is certainly an extreme, the reality is more and more, not-for-profits are learning that ‘one size fits all’ mass communication is an ineffective way of engaging their donors. Understanding the different needs and expectations of your donors is paramount in maintaining long-term, meaningful relationships with them.
A recent article from Third Sector’s David Ainsworth rather provocatively questioned how not-for-profits can thank donors more wisely. Speaking from personal experience, he says “I don’t want charities to thank me for my regular direct debit gift. I think it’s a total waste of my donation (as well, often, a cynical attempt to get another tenner out of me).” The real problem is, while some donors would be on-side with David, others want to hear from the not-for-profits they support. How then, do not-for-profits meet all expectations?
The key to successful communications with your donors is frequency, consistency and, above all, exceptional messaging. While many not-for-profits understand the importance of acknowledging the financial contributions of their donors, some are simply taking the wrong approach. The easiest way for not-for-profits to engage their donors in meaningful ways is to directly ask donors what they want. Not all want to receive your annual report, and they certainly don’t want just more asks.
When was the last time you asked your donors how they’d like to hear from you?
We believe a simple thank you goes a long way. Key to thanking your donors is frequency, consistency and exceptional messaging. When thinking about your not-for-profit, you may like to ask yourself the following questions:
Frequency | How often are you reaching out to your Supporters online and offline? Are you offering them value above and beyond just an ask?
Consistency | Are you continually bringing your communications back to your cause, not just your financial objectives? Are you sharing your mission and inspiring Supporters to act?
Exceptional messaging | Are you telling a story that will incite action?
Heroix 