The planned giving world is inundated with so much legalese and technical jargon, a simple planned giving appeal letter usually reads like a privacy statement sent out by a credit card company. It’s enough to send a corporate lawyer straight to sleep — and those are the folks who write privacy statements! Appeal to emotion.
Acknowledging Donor Mortality
For years, these individuals have been in the background dressed up at your galas. They have introduced you and your staff to their peers and professional colleagues and have assisted at the registration tables for your events. They highlight articles in newspapers or trade journals relevant to your sector and share them with your communications and development staff. They may even go out of their way to send you marketing materials from other organizations that solicit their hard-earned dollars. But you need to acknowledge donor mortality.
Donor Testimonials: What Can You Learn From Yelp?
Burgers and marketing: Years ago, you would have hopped in the car and searched for a restaurant with a full parking lot and plenty of local license plates. Now you start surfing the internet using Yelp and TripAdvisor. So what? Did you know that your donors are doing the same thing… going online, looking for donor testimonials?
Keep the Romance Alive
How does your organization retain its donors? Do you stay in touch frequently, letting them know what’s happening in your quest to make the world a better place. Do you show them how their support is changing lives? Do you keep the bond you initially created with them strong? Do you send thank-you cards or postcards “just because?” Here’s how to really focus on donor stewardship.