I want to show you one of the best examples of donor care that I’ve ever seen.
We typically think of a donor newsletter as the best kind of donor care. This letter shows a different — and very effective — way to show donors they matter.
In a personalised, four-page letter, here’s what it does:
- Specifically thanks the donor for his giving.
- Reminds the donor about Anna, a cancer survivor whose story was told in a letter previously sent to the donor.
- Shares an inspiring quote from a fellow donor.
- Reminds the donor how important the work he supports is.
- Describes some interesting recent research projects and thanks the donor for making them possible.
- Talks about some recent appeals that the donor gave to and thanks him for it, and updates the stories that were in the appeals.
- Tells the donor about an upcoming change in leadership.
This same content could have been expressed in a very good donor newsletter. It would be a strong newsletter indeed. But there are some advantages to putting all that good material into a letter.
- It’s much easier and less expensive to produce than a typical newsletter. If you have limited resources (who doesn’t?), this might be a much more realistic project!
- It’s more flexible than a newsletter. It can be longer or shorter as needed.
- In a way, it feels more personal than a newsletter. After all, a newsletter is a “publication.” A donor reading it is aware that many others also got the same thing. But a letter is for one person — even if the same number of people get it!
- When a letter like this is tested against a more traditional newsletter, it performs just as well, and sometimes better.
Telling donors you appreciate them and showing them that their giving matters is a key to successful fundraising. Try this way of doing that!
To find out more about how to form a meaningful connection with your donors and transform your fundraising check out Jeff Brooks’ online masterclass, Irresistible Communications for Great Nonprofits.