Love the Ones You’re With
Showing the love to your donors can be a challenge for an organization with a tiny budget. It's a puzzle: the organization wants to attract more donors and steward the ones it has but does not have the extra funds for the sorts of activities or swag that the big non-profits provide. However, you can break that cycle with creativity and a few strategic actions.
Action 1: Showcase your Cool Things. Take a good look at your organization’s program and activities and list all the things your org does that are unique only to you. Create a Calendar of Cool Things. Invite one or two of your major donors or prospects to each Cool Thing, pairing the interests of the donor to the nature of the activity. Donors will appreciate the inside look at the actions of the organization and will delight in your attention since you will not leave their side. Be sure to have fresh coffee and some thoughtful snacks available for your valuable guest.
Action 2: Take photos. Major donors tend to be successful, popular people and also very busy, and though they would like to come to the Cool Thing you have invited them to, they cannot. What to do? Take photos of program participants or recipients (be sure to get permissions) engaged in meaningful activities as often as possible and keep them organized by date, event, and program. Email a photo or two after the Cool Thing and describe the exciting highlights. Even if you have not invited your donor to a Cool Thing, a fun picture via text or email of the beneficiaries of your program and their gift will brighten your donor’s day.
Action 3: Write handwritten notes. As old-fashioned as it may sound, I take thank you notes seriously, and every donor should receive a note with the formal acknowledgment letter. No matter the size of the gift. If you say donations of every size make a difference, then every donor should feel that their gift matters. Coach each annual fund volunteer in the art of the handwritten note. Keep a copy of each communication to avoid redundancy year to year. Say something unique to that donor in the personal note. However, as much as I love a handwritten note, time is also of the essence and many younger donors don’t open their mail. So, a text or email may be more effective and timely depending on the generation of donor.
Action 4: Pick up the phone. Shocking as that might be in an era where phone calls are not the norm, a phone call can be a meaningful gesture, particularly for your older donors. Leave a voice message or voice text if there is no answer. It’s ok, the point is to let them know you are thinking of them..
Action 5: Create meaningful experiences. It may be tempting to have one large gathering to thank all your donors at one time, but think about the experience you want them to have. You want your donors to feel enriched by their time with you, with the people they meet, and conversations they have. That way, they will become some of your most enthusiastic ambassadors. Consider asking one of your trustees to sit with your donor at an event or have a staff member give an insider’s tour of a specific program area, or inviting her to a speaker series on a topic that is of interest to your organization.
Good development directors find donors, savvy ones keep them!
The author, Jill Goodman, is a consultant working with independent school leaders to advance their school’s mission, enhance their processes, and bolster their skills.
This article was updated in 2024
