4 Steps To More Effective Donor Communications

envelope-postit-note-header

Did you know that approximately 71% of new donors only give once?

In order to ensure you retain those hard-earned new donors, effective donor communications is key. Here are four easy first steps:

1. Give donors the information they want

Keep it simple. According to the Camber Collective’s Money for Good report, donors want clearer communication citing that 49% of donors don’t know how nonprofits use their money, 34% feel hassled, and 20% are unsure who benefits from the work they’re funding.

You can increase donor retention by simply and clearly communicating how your donors’ money is being utilized, and what impact their donations are making. While donors report  they don’t know how their money is being used, what they’re really saying is they don’t know if or how they are making a difference.

Creating communications that are clear, accurate, and impact-oriented are simple ways to demonstrate your ability to understand and provide the information your donors need. These type of regular communications will build trust with your donors and set the stage for larger gifts.

2. Segment donors and tailor your communications

No two donors are the same. Some make one gift per year; others give each month. Some prefer electronic communications, while others prefer mail. This is where segmentation comes in. Knowing and responding to your donors based on their preferences makes them feel understood and appreciated.

Different ways to segment your donors include their giving level, giving frequency and communication preferences. Personalizing these communications can result in an increase in their effectiveness.

3. Connect with donors on an emotional level

Once you tell your donors what you’re doing, tell them WHY you’re doing it. Communicating both the what and the why results in messaging that appeals to both ‘heads and hearts.’

Creating an emotional connection feels less pushy in solicitations, and allows donors to see how their gifts are contributing to the organization’s cause.

Remember, your donors chose your organization because they relate to your mission. Let them know how their donations are helping you fulfill that mission.

4. Say thank you

Did you know that 13 percent of donors stop donating because they were never thanked? Donors want to know they’re appreciated. It’s important to always send a personalized thank you to communicate to your donors that they are valued.

You must send a personalized thank you to every donor promptly. And you should do it every time you receive a donation. If the donation is larger than normal, or otherwise out of the ordinary, make your thank you exceptional as well. Pick up the phone and call the donor. Send a handwritten note instead of the usual customized template. Invite the donor to coffee.

But it’s not enough to thank them. You must incorporate points one through three above: give them the information they need (clearly communicate how their donation is being used and the impact it will have), be sure the message is tailored (reflecting your understanding of them), and make an emotional connection.

In the end, it’s important to remember that you are building relationships with your donors. Invest time in crafting your communications. From the first thank you, through your newsletters, solicitations, website, social media and more, apply these tactics and retain and grow your donor support.

As part of Bloomerang’s Content Donation Program, $100 was donated to Camp Arcadia.

Megan Confer
Megan Confer is as an account manager at Prosper for Purpose, where she serves as the primary contact for clients, managing their day-to-day needs and ensuring projects remain effective and efficient. She has experience with both B2B and B2C clients in a variety of industries on marketing strategy, branding, social media, public relations and media relations needs. Her passion to support brands with socially conscious missions and visions is what drew her to Prosper for Purpose. Megan graduated from Kent State University with her Bachelor’s degree in Public Relations and a minor in Marketing.
Megan Confer
Megan Confer

Latest posts by Megan Confer (see all)

By |2017-06-10T18:08:49-04:00December 8th, 2016|Donor Communications|

Leave A Comment