Thrill Your Donors, Grow Your Gratitude
By Kelly Belmonte
Photo by freestocks on Unsplash
Anyone who has been around the nonprofit fundraising space for a minute knows that the last two months of the calendar year are all about the appeal. For many organizations, more individual gifts are made in November and December than in all the remaining months combined. Your donors expect an appeal letter (or two or three). Some donors even schedule all of their annual giving for the last week in December. The cycle is as predictable as Black Friday and turkey on Thanksgiving and holiday music in the grocery store. But what if you could flip the script and surprise your donors with a meaningful gift for them – without breaking the bank? What if you could turn the whole topsy-turvy race for end-of-year dollars on its head and replace it with an intentional outreach that delights your most faithful friends? I know, sounds pretty good. It’s possible. But you have to plan ahead. And, first, you need to ask yourself one simple question.
What do my donors want most from me?
Every donor is different, and just like holiday shopping, there isn’t a “once size fits all” present. But there are some go-to favorites that are sure to please even the most particular of philanthropists. And like any good shopper, you will be better off if you start early.
As our “Christmas in July” gift to you, Dunleavy & Associates presents the following Top Five G.I.F.T.S. that will delight your donors:
Go Big. Give your donors the opportunity to double the impact of their donations. These kinds of significant matching gifts generally take time to develop. If you don’t already have one in the works for the end of the year, begin the outreach and cultivation process now to secure a match donor.
Insight. Let them know how their giving moved the needle on your mission. Share important stories of impact from the beneficiaries of your services. Start gathering notes now on how gifts this year have made a difference so that you can include a brief but meaningful list in your end-of-year appeal (it’s so hard to remember in December what happened in June, not to mention January!). Better yet, keep a monthly log or file of “Impact Stories” so you’ll always have a treasure trove from which to pull something compelling about your organization, any time a need arises.
Focus (on them). When was the last time you surveyed your donor base or called a donor and asked, “What can I do for you?” or “What are your philanthropy goals?” Start asking now. Really listening to your donors and getting to know them is a great gift for them, but also for you. It will provide you with incredible insight for crafting winning appeals later in the year that will truly meet them where they live. This is a great variation on the “if you want a gift, ask for advice” adage – engage your donors in the crucial conversation of how your organization is meaningful to them, and show how much you care about them, their involvement, and their interests and needs.
Thanks. This never gets old, whether it’s a handwritten thank you note from a staff member who has been impacted by the gift, or a face to face in-person eye-ball to eye-ball whole-hearted moment of appreciation. We all want to know that our acts of generosity have been seen and appreciated. A recent donor survey showed that of donors who received an above and beyond (and personal) thanks for their gifts gave 42% more 14 months later, with a 70% retention rate – great results for a very simple, no cost, hugely effective step you can take.
Simplicity. Make it easier for your supporters to make a difference. Conduct an audit of your website and online giving forms to make sure they are user-friendly and donors can get through the giving process without confusion and unnecessary clicking. Communicate clearly with your donors about alternative ways to make a difference, for example through gifts of stock, planned giving, and donor advised funds. Check your response envelopes to make sure they include the most up to date information. In the fast-twitch digital world we live in, donors have less and less personal bandwidth for a slow website with too many steps. Lack of attention to your website could cost you significant money in lost donor dollars.
One other “beyond the box” way to give back to your donors is to organize a Board Thank You Campaign. November – the month of giving thanks – is a great time to do this, but really, anytime that works for the members of the Board is fine. This activity will strengthen the ties your Board has with your donors and the fundraising effort and help your staff in a variety of ways. If you would like to find out more about your donors’ interests, learn about their experiences with your organization, capture their heartwarming stories, and build a stronger rapport with them (without asking for money), this may just be the gift you need to add to your holiday shopping list.
Whatever presents you choose to bestow upon your donors at the end of the year, the main thing to remember is that your appeal needs to be appealing. And there is nothing more appealing than words and actions that reflect your organization’s grateful and generous spirit.
If you would like to receive a Board Thank You Campaign Checklist, respond to this very brief 5-question survey
About kELLY bELMONTE
Kelly has over two decades of experience leading diverse teams of creative professionals in raising awareness, building relationships, increasing engagement, and developing resources in support of mission-focused organizations in the areas of health and wellness, education, and youth development. With Dunleavy & Associates, Kelly works alongside clients on a range of philanthropy and communications initiatives, including end-of-year appeals. Kelly holds a BA in English Literature from Gordon College and an MS in Business Management from New England College.