I remember you! (kind of)

I love analyzing direct mail. I am the penultimate geek. Good news for you is that I do this so you don’t have to learn the tips and tricks that others are doing.

Like this piece.

I received this piece in September, well before I was thinking anything about Thanksgiving or holiday cards. To give you history on my relationship with this company, I ordered my daughter’s graduation announcements this past spring from this company. That’s it. I’ve never ordered from them before, I used to order from their competitor and then had a bad experience with product quality, so when it came to graduation announcements, I chose someone else to print them.

They could have sent me a coupon, an oversized postcard with a coupon or “XYZ off” on it. I would have glanced at it and thrown it in the trash. But this? This made me read it.

The envelope looked like a personal letter. I didn’t remember the name of the company I had ordered invitations from, so I was curious which made me open the envelope. (Psst…this is the first hurdle to overcome, getting your letter opened!) But they were kind enough to remind me in the very first sentence of the letter that I ordered graduation announcements from them. Of course! They knew I was a new customer and were happy to have me as a customer. And would I please order from them again using the enclosed coupon for 40%, as we near the holiday card season?

Yes. Yes I will.

Not because their products are superior. They might be, but their customer service was exemplary from the very start of this communication. Bravo!

Now I ask you, when someone donates to your organization for the first time, what do you send to them? Do you send them your standard receipt letter, and then another letter asking for a second gift?

This is where welcome packets or a welcome series comes into play. If you’ve got the resources, create a welcome packet with a personalized letter, a brochure that talks about the mission of your organization and how donations support it, and a little reply device which, if the person is so inspired by the piece, they can send in another gift. If possible, you can send in multiple steps, reminding people with everyone mailing that they donated to you and what their dollars are doing. If you don’t have a lot of resources, sending a hand-written “welcome and thank you!” note will suffice. Or, make a personal welcome thank-you call.

Tight on time? Write the copy and ask volunteers to write these letters for you. If you choose to make calls, nothing says “I matter” to a donor more than a welcome call from a board member hungry for ways to support their favorite organization.

No matter the size of your organization or the resources available, growing your donor base by welcoming each and every new donor is key to growing the future support for your mission and is worth the time.

If you like this idea, send me a message via my contact form with your postal address and I’ll send you this year’s holiday card, thanks to Simply to Impress!

Being Genuine

TY noteThis past summer the father of a good high school friend of mine passed away. He spent the last few days of his life in hospice, where he and his family received comfort and care. He passed peacefully, and the family asked that memorials be given to the hospice home in his memory.

Shortly after his passing and my donation to the hospice, I received a brief and thoughtful receipt from the hospice home, recognizing my memorial gift and explaining their mission briefly. I filed the tax receipt and thought that was the end of that.

Months later, I received a phone call from the hospice home. The woman on the phone simply thanked me for my generous gift; no solicitation for a second gift, just a thank you. It seemed odd to me to receive the call months after I had made my gift.

A few days later, I received their year-end appeal in the mail, and it all made sense then. I felt like the timing of the call was to butter me up for their year-end appeal. Had I received the phone call a few weeks after I’d made the gift, it would have felt more genuine.

I suspect that hospices, just like hospitals, have a challenging fundraising model, with a significant percentage of donors making one-time gifts in memory of a loved one and then never giving again. Turning those first-time donors into long-term committed donors is their biggest challenge and the key to their fundraising success.

A well-timed stewardship call to each first-time donor would be helpful to convert more one-time donors into committed donors. Saving up all the calls and then making them once, in advance of an appeal, feels disingenuous and almost manipulative.

I was disappointed by the way this small hospice, which is filling a great need in their community, handled this relationship. It would not take any more time or money to instead make those thank you calls in a more timely basis, and would make all the difference in how donors feel about supporting their mission.

Next post, I’ll tell you about a hospital that I think did an amazing job after receiving a memorial gift.

Are We Expecting Less from our Donors?

BFG screen captureI’m in the middle of reading “The War for Fundraising Talent” by Jason Lewis. The book is about more than just attracting and retaining talented fundraising professionals, it’s about how nonprofits are addicted to “cheap” money, to chasing a fundraising ratio and not creating deep relationships with their donors, which leads to fundraising talent looking for opportunity elsewhere.

This book was on my mind as I opened multiple emails from many organizations on March 1st announcing their participation in “Brackets for Good.” BFG is a 501c3 organization based in Indiana, whose mission is to “activate new donors and increase awareness for other nonprofit organizations through competitive, online fundraising.”

MN brackets

The competition looks like any bracket you may see this time of year, except that instead of college basketball teams they pit nonprofits against each other. Each week, whichever nonprofits raised the most money online goes on to the next week’s bracket.

This sounds good, right? Attract new donors, raise awareness, all using a smooth, online marketing machine that none of these nonprofits had to pay for.¬† It’s a win-win, even if you lose.

Yet, if the goal is to attract new donors, then why did I receive emails from the 4 or 5 organizations I currently support, asking me to get involved in Brackets for Good?

If I were to participate in this competition on a chosen charity’s behalf, I need to see where they’re at in the brackets and give just enough each week to make sure they advance to the next bracket. If I typically give a $100 donation to a nonprofit, I need to strategically choose when and how much of that $100 I’m going to give each week.

As a donor, helping a nonprofit move ahead in the brackets is not much of an incentive to give more than the $100 that they would’ve gotten anyways. Unlike Giving Tuesday or Give to the Max Day in Minnesota, nonprofits who move on are not eligible for additional grant or matching money.

Are many donors actually incentivized to give more by these contests? I would rather give more by hearing from the organization on what their goals are and why they need more, then I would feel like my gift was really doing good. Just helping them move ahead in a bracket isn’t enough of an incentive for me to give more, maybe it’s just me.

So now I’ve divvied up a single $100 gift into small amounts, trickled over several weeks, and will feel like I did my part to support a nonprofit.

According to Jason’s book, this is exactly the kind of shallow relationship nonprofits are developing with donors, what he calls “arms-reach fundraising.” Are online competitions and giving days helping or hurting fundraising in the U.S.?