Donor Communications

Tom and I received a personal thank-you note from NCLR, where we give what we consider to be lots of money. (Remember, the donor decides what is a major gift!) There’s always a personal handwritten note at the bottom, even though we’ve never met the executive director. And the executive director does these regular telephone conversations with donors. Call in and you can participate – what great cultivation.

NCLR thank-you letters make me feel special; like our investment matters; like we matter, too. And that future investments will matter always.

Here’s how the letter starts: “Thank you for your generous gift. While we’ve had incredible successes in 2010, it is only honest to admit that it’s also been a difficult year — one that will stay with us, especially those of us who believe in the humanity of others.

“I am so grateful that we have each other to help through these ongoing struggles for justice and fairness. It is inspiring to all of us to have your faith and commitment.”

Here’s a really powerful: “Your support makes every victory possible and every defeat a bit easier to pick ourselves up from.”

I make every victory possible. Yes, me. I have that kind of impact and power. And my gift makes it easier to fight again after a defeat.

And how about this: “We see how difficult times are for so many who we help. Your unstinting commitment is the only way we can be here, day in and day out.” If I stop giving, it’s harder for NCLR to keep going. The fact that I keep giving – even in times that may be difficult for me – means that NCLR will be there, day in and day out. I’m pretty proud of that.

What’s in your thank-you notes?

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Nonprofits are in the business of storytelling.

Effective fund development focuses on stories – actually, one story at a time.  And biometric evidence proves it. “Our brains like stories….telling a story keeps the audience engaged.” Check it out at www.neurosciencemarketing.com.

Soliciting is about stories, too…the donor’s stories, your client stories, stories about impact and making a difference.

How about this: Your job is to tell “stories that are too good to check.” I really like that statement. Stories that are so good, so engaging, so meaningful… That there’s no need to fact check. Who cares! Thanks to Neal Conan on NPR’s “Talk of the Nation.”

Now think about this beautiful statement from Carlos Ruiz Zafón, in his novel The Angel’s Game: Everything is a tale. What we believe, what we know. What we remember, even what we dream. Everything is a story, a narrative, a sequence of events with characters communicating emotional content. We only accept as true what can be narrated.”

Everything is a story…

All of this relates to fund development  and our donors.

1. “Thank you for inviting us into your home. Stop by ours soon.” On the Chico’s catalogue that I just received in the mail. Wow. What a marvelous sentiment. It doesn’t say “trademarked.” Could we copy it? Could we at least behave like this with our donors and clients and neighbors?

2. “It isn’t brainstorming…It’s heart storming.” This from Daryl Eaton, board member of the Norfolk Land Trust, Norfolk, CT. Daryl and her fellow board members and I were talking about engaging people in conversation. And I said, “have a brainstorming session with your board about why saving the land matters.” And Daryl responded, “Since emotions are what this is all about, we should have a heart storm session, not a brainstorm session.” Oh Daryl, you are soooooo right. And that goes in my book.

3. The oddest thing about a successful case for support? It’s not about how wonderful your organization is. It’s about how good the donor will feel, if she joins the fight. (Thanks Tom Ahern.)

4. Everyone keeps saying it. But who demands that bosses and boards pay attention? To compete in our message-mad, over-communicated, straight-to-trash world, you simply cannot guess. You must come armed with skills, research, and psychological insights. (Thanks Tom.)

5. Is your fight clear so I can join up if I want to? Because if your fight isn’t big enough (and important enough to me), I won’t join. (That’s Tom again.

6. What’s your donor-centric quotient? See the Donor-Centric Pledge. Test yourself. Donor-centricity cannot be some fashionable phrase you spout. It must be your way of life.

A few blogs ago, I told you how well FASRI nurtures relationships with its donors. I told you about their solicitation of me.

Yesterday, I received a handwritten note from Louise, the admissions/development director:

“Dear Simone and Tom. Thank you again for your gift towards our challenge grant for technology – we’re getting close to halfway to our goal of $10,000 and you helped us get there! I’m enclosing this year’s Francophonie brochure, and I’ve highlighted a couple of events you might find fun. We’ll have 80 students singing in the State House on the 18th and the After School Theatre club performance at FASRI later in the month. Thanks again for your support, Tom and Simone! A bientôt, Louise”

It doesn’t get better than that. A note with an update about my gift. A brochure of what’s happening in the celebration of France here in RI. Items circled about the school and those kids. And this isn’t the only time I’ve received a note like this from Louise. Bravo! Bravo!

P.S. FASRI is a really small nonprofit organization. Louise has two jobs, admissions and development. She shares an administrative / clerical person with the Head of School. I know Louise believes in Tough Love Day. I’m sure she whines and complains periodically. Everyone I know does…periodically. I DO! Complain and whine, that is. But Louise really really really believes. She believes in honoring donors. She believes in keeping donors. She makes the time. She figures that quality fund development – just like a quality French immersion school – is an obligation and an honor and a joy. I say again, BRAVO!

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It’s pretty amazing: donor research repeatedly tells us that donors don’t know how their money is used.

Just think about that. Your donors don’t know how you spend their gifts.

What’s really amazing about this state of affairs?

— Organizations send solicitation letters asking for gifts – and presumably saying how the gift will be used.

— Organizations send newsletters with articles about what’s happening – and presumably those articles tell donors how and why their gifts matter.

So we could just blame the donor.

Damn those donors: they don’t read! Well, donors are so busy they don’t have time to read. Well, gosh, that’s not the fault of the organization.

Stop right there! Let’s be clear. Donor’s don’t know how organizations spend gifts – and that is the fault of the organizations.

It’s your job to tell donors where their money goes. Tell them over and over – in newsletters and personal updates and on your website and in your solicitation letters.

Tell the donors well and clearly and with vim and vigor. Be interestesting. Communicate effectively. Because over and over and over, donors say they just don’t know how you spend their gifts.

How to do this? Write better. Pay attention to readability. Know what your donors want to hear.

How to figure all this out? Read Tom Ahern’s e-news. Read all the blogs I keep telling you about here on this homepage, for example The Agitator, Donor Power Blog, and Seth Godin‘s blog.

Read Keep Your Donors: The Guide to Better Communications and Stronger Relationships, described on my homepage. Read all the other books by Tom Ahern, published by Emerson & Church. Read Mal Warwick and Kay Sprinkel Grace. Read Adrian Sargeant and Karla WIlliams.

Tell your donors how you spend their money – and tell them well. Cause chances are, you may not be doing that right now – or donors wouldn’t keep complaining!