Creating a Donor Communications Plan
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This document discusses creating an effective donor communications plan to strengthen relationships with donors and keep them engaged. It recommends sending genuine thank you letters within 72 hours of gifts, publishing donor-centered newsletter articles 4-12 times per year, distributing digestible annual reports, sending special event invitations a few times per year, and being active on social media several times per week. The goal is to understand donors and communicate in a way that is relevant to their lives so the nonprofit becomes their favorite cause.
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Creating a Donor Communications Plan
- 1. Creating a Donor Communications Plan: How to Become Their Favorite Nonprofit Kivi Leroux Miller President, Nonprofit Marketing Guide.com
- 3. Donor Attrition Rate Between First and Second Gift 55-65% http://www.flickr.com/photos/mountainash/5082502256 Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
- 4. Loss of Regular or Sustaining Givers from One Year to the Next 30% Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy http://www.flickr.com/photos/tenaciousme/6860901697
- 5. First Gifts Not as Generous as They Could Have Been 75% http://www.flickr.com/photos/alancleaver/4279482716 Source: Cygnus Donor Survey
- 6. How do we keep the love alive? http://www.flickr.com/photos/ideaablaze/4681998874
- 7. Source: Network for Good’s Online Giving Index: http://www.onlinegivingstudy.org/quarterlyindex Why do people give so much in December? Hint: It’s not really about the tax deduction.
- 9. How They Feel Predicts Behavior • I am a committed (nonprofit) donor. • I feel a sense of loyalty to (nonprofit). • (Nonprofit) is my favorite charitable organization. Based on research by
- 10. They want to feel appreciated. http://www.flickr.com/photos/ganatlguard/8289339879
- 11. They want to feel included.
- 12. They want to feel in the know.
- 13. They want to know – from you – that they matter. http://www.flickr.com/photos/strike/425845828
- 14. When you get it right, here’s how this works.
- 15. You create communications that are relevant to their lives. You understand your donors’ inner angels. 1 2 http://www.flickr.com/photos/epsos/8067736728
- 16. You create opportunities for people to connect and engage. You become a favorite organization. 3 4 http://www.flickr.com/photos/stickergiant/8046982406
- 17. People say Yes! when you ask them. You get what you need to achieve your mission! 6 5 http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958 Win!
- 18. Favorite Charities Get More Half of donors give 2/3rds of their annual donations to a single favorite charity.
- 19. 5 Essential Tools in Your Donor Communications Plan Not Including Appeals or One-on-One Communications Like Phone Calls
- 20. 1 Genuine Thank You Letters Within 72 hours of each gift & at multiple milestones each year
- 21. Here’s One Approach . . . Greeting Card + Progress Report + Invitation = Awesome Thank You Letter Kivi’s Formula for Thank You Letter Success
- 23. Positive and Personable! Results! Invitation To Feel Like We Are There Credit to Donors Personable Integration More Goodness to Come! Great Photo Reminder about Connection, and Other Activities
- 24. 2 Donor-Centered Newsletter Articles 4-12 times a year in print and/or monthly or twice a month in email
- 25. “Spine care” raised $5,000. “Zawadi” raised $50,000. Thank you, Tom Ahern, for the example. Ten fold increase from one edition of the newsletter to the next, simply by switching from corporate storytelling to donor-centered storytelling.
- 26. A Good Donor Newsletter Format . . .
- 27. 3 Digestable Annual Reports End of year, or very beginning of new year
- 30. 4 Special Invitations A few times a year
- 33. 5 Social Media Several times a week, or daily
- 36. It’s hard to get there with a communications strategy like this.
- 37. It’s much easier if you attract people to you with substance and style that feels relevant.