Earlier this year, I wrote about using down time in the summer to dig into donor data. This exercise can help you get the full picture of your fundraising efforts to date, and will draw your attention to increased, decreased, and lapsed donors. As we approach year-end crunch time, re-engaging with members of your community who have not yet given this year will be critical to your success. How can you effectively draw them back into your work?
Personalized Outreach and Gatherings
A good first step is to evaluate your donor communications, especially email. I’ve previously shared my thoughts on how to write emails that donors will actually read, and you can use these tips to craft succinct and effective messages with an eye toward personalization. Inboxes are inundated with requests for support; a few small changes can help your updates stand out.
Beyond your communications, think about personalized invitations to smaller, more intimate events that have the potential to inspire donors to re-engage. If your organization uses volunteers, consider a volunteer opportunity for a select group of supporters. Perhaps volunteers can serve as greeters at a Fall “welcome back” event. This can be a powerful way to see impact on the ground. If volunteering isn’t possible, is there another personal way for you to build community with donors?
It’s been my recent experience that people are hungry for personal connection and meaningful gatherings. I am noticing that event attendance is high and there is active participation in meetings I attend.
Communicating Results and Impact
While you may be thinking regularly about your overall communications strategy, I find that development offices can get bogged down in the schedule and deliverables. This is understandable, but regular and prompt communication is key to success. When we are pressed for time and know that we need to get the next piece out, sometimes the quality of our content can suffer. Or, the content can become a bit rote and stale, which can lead to disengagement.
It’s a good idea to review your regular communications such as e-newsletters, appeal letters, and other donor pieces with a focus on how you’re sharing results with your supporters. This is a great opportunity for creativity. Can you share impactful photos or videos? Can you add a personal note to the top of the email that contains the annual report? These personal touches, or a powerful story, are warmer than a straightforward recounting of services or outputs. Executed correctly, they can create a familial feeling and remind donors why they initially gave to your cause.
Next month, I’ll be sharing more specific thoughts about long-term lapsed donors, and why this group can contain some of your best prospects.