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Tell your board, donors thank you, personally
By June Bradham
Q. My nonprofit is trying to develop our annual giving program. We know that recognizing our donors in the right way is very important, but how would you recommend we do that?
A. Let me answer your question by first giving you some examples of ways not to thank your donors. I recently received a thank you note from a charity whose work I feel is important. It was nice to hear from them—although the thank you arrived about a week later than I imagined it would. The note, however, did not succeed in making me feel valued, appreciated or even recognized. It was actually addressed to my company even though I made the donation in my name. The non-personalized message was stock language and all the contact information was covered by a meter stamp.
When our clients are going through a campaign or even developing a fundraising strategy that will endure, we recommend some simple ways to turn donor recognition into an integral part of their fundraising:
1. Call or get a note to the donor within 48 hours.
2. Choose a handwritten note over a pre-printed postcard. Donors want to feel like special individuals—not one of the masses. At the very least, add a short handwritten thank you to the stock letter.
3. Use a stamp instead of a meter if you choose a postcard. There’s nothing like a giant red meter mark to drown out your message.
4. Keep your message brief but emotionally focused. The message should help the donor understand what impact the gift had. Instead of a general statement like “Your gift really mattered” say, “Two more children will be able to come to the camp because of your gift.” If you are specific about how they’ve helped you, they are more likely to give again and even to encourage their friends to give.
5. Personally sign every letter, never use automated signatures (no matter how many letters have to be signed).
6. Have the correct salutation: know that it is “Sally,” not Sarah.
The bottom line is donor recognition is not a minor throw-away action. It is part of your fundraising strategy and must be done with grace and thoughtfulness every time, for every donor.
Q. I am the executive director of a foundation. Most of the time, I get great support from my board but I have noticed recently that enthusiasm seems to be waning and, as we gear up for a campaign, I can’t be sure we will get the support we need from this group. How can I get them back in the game?
A. In all our work with foundations and other nonprofits, the one consistent challenge we have faced is making certain the boards are working at peak performance. Our consultants deal with questions like this all the time and, perhaps more importantly, our own statistically based research confirms that active participation by your board(s) is absolutely imperative to the success of your fundraising efforts.
Our data found that the board giving, and the committed involvement that comes as a result, is one of the most important determinants of overall fundraising success. Board giving is linked with board involvement in all aspects of the process.
But how do you ensure their participation? I recently started leading a seminar called “Supercharging Your Board” that outlines key steps. The strategies include:
1. In the same sense that you choose your board members, let them choose you too.
2. Confirm with new members and reaffirm with sitting members that they are happy to lead by example—this means time, but absolutely must include gift giving as well.
3. Find tasks for members that suit their styles and interests. This way, the special events superstars won’t get stuck making phone calls; you’ll get the best person for each job and keep your board engaged (and clear about their impact).
4. Reiterate your mission and vision often but allow your board to offer input on how each may be updated. Value their opinion—that’s why you “hired” them.
5. Know when a member can no longer work well with your team. It’s hard to say “no” to someone with good intentions but if he or she cannot deliver results or doesn’t mesh with the rest of the board, that individual should be thanked for the good effort and excused.
6. When you get your board together, invite them somewhere nice. The Four Seasons isn’t necessary but nothing deflates a board like hot wings and Mountain Dew. Treat them like the industry leaders, thought leaders and accomplished philanthropists they are and they’ll respond.
7. Thank your board, with a note, with a call, with a blurb in your newsletter or with a pat on the back. Just do not let their efforts go unappreciated.
Just as not recognizing your donors is not an option, letting the moss grow around your board is not an option either. Without them, your organization’s mission has no face and any campaign run without them will soon lose steam.
June Bradham is the president of Corporate DevelopMint, a full-service fundraising consulting firm with offices in Charleston, Greenville, Blowing Rock, N.C., and Memphis, Tenn. Send questions to cdm@corporatedevelopmint.com.
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