When Talking to Donors, There’s Always Room for a Story
July 2015
Donor supported organizations are always focused on solicitation, but stewardship is arguably the most integral element of their survival. Stewardship itself is so much more than making sure you thank your donors after they send a gift. It’s making sure you have a plan for how your donors hear from you throughout the year aside from “please give again”. In fact, the average donor retention rate for non-profits is only 40%!* So even when we aren’t actively fundraising—meaning, in the middle of an organized campaign—we need to continue telling meaningful stories of impact to keep the importance of our work top of mind for those that want to be engaged. So how do we develop communications that don’t have a hard ask but still encourage giving?
See also: Making Time: Proactive vs. Reactive Communications
See also: Emotional Appeals: 3 Keys to Feel-Good Cultivation
See also: The Case for Starting with “Why”
The landscape is always changing, so it’s important to find new ways to do those old to-do’s. One thing is for certain, it’s never too late to make an impact. No matter which technique you try out, make sure that your stories–both visual and written–relate back to your mission. This way, since you’ll be starting with “why”, your message is clear and consistent across the board.
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You might also enjoy:
+ How to Use Social Media to Support Your Year-End Appeal
+ Why Donor-Centered Campaigns Get Results
+ 5 Out of the Box Tactics for Thanking Your Donors
Statistic Resource:
Charityinfo.ca, “Create a Warm Welcome”, Leah Eustace, April 29, 2013