In these difficult times of government funding cuts finding and keeping new donors is of strategic importance for many charities who want to be around in 2011 and beyond. What's more, I believe nurturing those new donors can be a richly rewarding experience for both the donor and the charity that shows them that they are special.
A donor's involvement, contribution, effectiveness and satisfaction are deepened by that nurturing process. Strengthening relationships opens up opportunities for regular giving, major gifts and even legacies.
As always, identifying the type of donor to be nurtured is important – it won’t be everybody on your database. By using specific criteria of recency, frequency and amount donated you can identify segments of new donors who are already showing an interest in what you do. For example, someone who gave within the last 12 months, has made 2 or more gifts or one substantial first gift could be the kind of donor you want to nurture.
Here are some simple ideas for nurturing your generous donors:
1. Write warm and personalised thank you letters.
2. Respond quickly to supporters’ enquiries, questions or comments.
3. Make phone calls to donors when they send in large gifts. Every now and then call regular supporters who have given to your charity over a period of time.
In my opinion, a CEO or fundraising director should be making up to 10 courtesy calls a week to show appreciation to donors and also to keep the finger on the pulse getting their opinions about the charity's work. Think about it 2-3 short calls every day should be in your agenda.
4. Make sure you send out a newsletter at least three times a year offering feedback and information on how donor’s gifts are making a difference.
5. Establish multi-tier regular giving programmes/offerings and provide special feedback and involvement opportunities to participants in these groups.
6. When asking for a gift, always thank donors for their past generosity.
7. Ask board members to send personalised thank-you notes to major donors.
8. Offer e-mail updates and communicate with donors in ways appreciated by them.
9. Send one mailing a year with no reply device – just a letter of thanks and/or information about current projects.
10. Pray for your donors regularly that they will grow in their love and service of God through their giving and everything that they do.
Monday 22 November 2010
Wednesday 10 November 2010
Lessons from Mister Brown's visit to Haiti
Just in case you were wondering this is not Mr Brown as in the former Prime Minister of the UK. This is an Italian version of Mr Bean who has travelled to Haiti on behalf of an Italian charity and had done a fabulous video.
Mr Brown meets a group of children - teaches them a song and while they sing the group of children and Mr Brown travel across one of the areas where there is much devastation and suffering. However, the tone of the video is positive and upbeat - the key message 'There is nothing we can't do with a smile on your face - there is nothing we can't do together!'
So what makes this charity video stand out apart from the draw of a celebrity character?
First it reminds us of the hard realities of life in Haiti months after the disaster but it does so in a gentle way....Here is suffering and distraction but life goes on as the smiling and resilient faces of the children singing show...
It offers a refreshingly different perspective on a situation that has been addressed in many different angles by the press and many charities...
It tells us that live goes on... the children, the school... learning and growing,
It is fun and lighthearted while at the same time it drives an important message home - this is your opportunity to help these children and communities '
It is something that families and even children can watch and remember and be encouraged to give towards...
There are so many you tube videos out there full of facts and sad stories of communities and children who need our help... but few of them have those special elements that draw you in, make you smile and get your cheque book out... have another look at Mr Brown is back in Haiti and think about the things that might make your beneficiaries and donors smile and your charity's messages stand out from the crowd...
Mr Brown meets a group of children - teaches them a song and while they sing the group of children and Mr Brown travel across one of the areas where there is much devastation and suffering. However, the tone of the video is positive and upbeat - the key message 'There is nothing we can't do with a smile on your face - there is nothing we can't do together!'
So what makes this charity video stand out apart from the draw of a celebrity character?
First it reminds us of the hard realities of life in Haiti months after the disaster but it does so in a gentle way....Here is suffering and distraction but life goes on as the smiling and resilient faces of the children singing show...
It offers a refreshingly different perspective on a situation that has been addressed in many different angles by the press and many charities...
It tells us that live goes on... the children, the school... learning and growing,
It is fun and lighthearted while at the same time it drives an important message home - this is your opportunity to help these children and communities '
It is something that families and even children can watch and remember and be encouraged to give towards...
There are so many you tube videos out there full of facts and sad stories of communities and children who need our help... but few of them have those special elements that draw you in, make you smile and get your cheque book out... have another look at Mr Brown is back in Haiti and think about the things that might make your beneficiaries and donors smile and your charity's messages stand out from the crowd...
Subscribe to:
Posts (Atom)