Monthly donors (aka regular givers) are incredibly valuable to your charity, so it’s critical to roll out the welcome mat and make them feel like cherished members of your family. That starts with exceptional stewardship right from the beginning of the relationship.
Stewardship starts by having a rock-solid gift-fulfillment process. By managing this pivotal detail, you show from day one that you care about the donor’s gift and are trustworthy and well-organised.
Next you should do everything in your power to make sure the donor is thanked as soon as possible, and in the most personal way. A thank you telephone call within 48 hours of the gift is the gold standard. It’s also a fantastic way to verify donor details. (But this call shouldn’t replace a written thank you…you literally cannot say thank you too much or too often).
Then, within a week, send an emotionally engaging and personal New Donor Welcome Package (NDWP) by post (even for online donors). While you should have an NDWP for all of your new donors, make sure the package for your monthly donors is a little more special. You can start simply by investing time in a live signature and a handwritten note.
Finally, send an email follow-up a week or so after the first gift has been processed so you can check-in with your new monthly donor. Ask them if they’ve received the NDWP and have any questions. You’ll reinforce that you genuinely care and it’s also a nice way to lead them into your monthly donor communications schedule for the balance of the year.
The ultimate goal for your welcome process is to make your new donor feel like they’ve made a good investment with their commitment to a monthly gift for your organisation.
Do you need some help creating chemistry with monthly donors? Email or call David (toll-free in North America on 1-800-991-3318 x101 or on our New Zealand freephone 0800 995 054) today for free, no obligation advice.
You’re working hard on your Thanksgiving and Holiday solicitations, right?
Perfect! After all, you are about to head into the busiest fundraising season for virtually every charity in Canada. And this is the best time to bring in money for your organization through the mail, phone, online and with personal asks.
But hang on for just a second.
I want you to promise me one thing… You see, in such a whirlwind season, a normally healthy donor relationship can start to feel unwell.
So, promise me you will take the time to get a stewardship booster shot!
Here are three quick, affordable and easy ways you can make sure you inoculate your fundraising program against donor fatigue and burnout.
- Send a donor newsletter in the fall. – it’s not too late. Aim to drop it in mid-October, in between your Thanksgiving appeal and your holiday solicitation. A short simple, single sheet of 8.5×11 with 2 to 3 short articles and a few pictures will do the trick. Pop it in the mail, take it on a visit, send it by email. Make sure your donor has a quick update on what’s going on at your organization and tell them how their gifts are making that work possible.
- Polish up your thank you letter. Write a fresh and personal thank you for all the gifts you receive in the fall. Make sure your donors feel well-thanked before heading into an intense solicitation cycle. Your well-crafted and sincere thank you will make you stand out in the crowded holiday asking season
- Send a “We Love You” email in early December. Have your Executive Director/CEO (or another respected leader at your charity) send a warm email at the beginning of December. It should be very short, with a simple message thanking the donor for their generosity throughout 2012. It should gush a little (but make sure it is genuine) but still be short. No ask, just love.
No matter how you do it, please set aside some time to find opportunities to inject stewardship into your busy schedule.
It’s a good way to keep your donor relationships healthy. And healthy donor relationships always mean you could have the holiday best fundraising season ever!
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