I've talked to some brilliant and inspiring fundraisers through my work at FundRaiser. Over time, I've noticed how they emphasize certain points about the interface between effective appeal letters and using their donor database.
These people have a heart-felt connection to their donors and they want to use their donor database to convey that. They often have ways they think of their letters that help them feel their emotional connection, even through all the layers of distance, and technology. Some find this through envisioning letters as organizing tools. Others experience letters as a way touch someone who has touched them. It depends on the purpose and personality of the organization. But whatever that may be, there are some consistent ways that they use their donor databases to make that connection.
1. Segment for 'average' and 'special' attention
Use your donor database to group your mailing list into sections related to donors' connection and loyalty to your organization. For instance, you might create four groups of donors:
- Average donors - decide what this means to you, and write your letter to them. It is your basic appeal letter.
- Major donors - you decide what constitutes a 'major donation' for your group. Every organization will have their own definition for what 'major' means to them. Don't rely on your appeal letter to maintain the connection with major donors. Contact them personally and know why they are interested in supporting your organization. Your donor database is the place to keep information not only about their donation amount but about their interests and connections to your organization.
- Donors who have recently made a significant gift, for instance at least $100 in a single appeal. Add some personalization to these letters, for instance including the amount of the last donation and suggesting an upgrade donation can help engage your donors. . You may want to handwrite a comment on the letter, or send out a special mailing, issue alert or report.
- Donors who have given smaller amounts but indicated greater interest in some way. Perhaps a donor has given $30 in a single appeal, but has given several times in a year. Maybe a donor included a note with the donation, or in some other way expressed an interest that led you to think that greater cultivation could lead to greater engagement. It is always good to respond to personal notes made to you, and this can be done in the note section of FundRaiser. You may also want to send this segment special mailings to engage them further, for instance issue alerts or special reports, just as you did for donors in the grouping above.
2. Keep an eye on ROI
If you explore and keep an eye on patterns of return, you will discover what works best for your organization. Often repeat mailings bring in a worthwhile return. How many is right for your organization?
“We send out four letters a year to repeat donors and an occasional letter to lapsed donors depending on time available,” says Rachel Wallis, Development Associate for US Labor Education in the Americas. The repeat mailings are worthwhile. “Twenty percent of our donors give more than once a year in response,” she says.
3. When the donations come rolling in, have a system in place for responding with a thank you
In response to your appeals, you will have periods of time when they have more donations coming in. In between appeals, donations often come in less predictably. In either case, it is important to have systems in place to respond quickly with a thank you.
FundRaiser allows you to automate your thank you when you enter the donation. In this way, you make sure you send a thank you for every donation that comes in. You can also create different letters for diverse donations situations. Many organizations will have different ways to thank donors depending on the level of their contribution, or project that the donor is donating to.
Even when you want to send handwritten notes, the automated thank you can be very helpful.
Set up FundRaiser so that you can print out the address block, giving history, giving notes, motivation codes, and solicitor for all the donors that will receive a handwritten letter. I print that out for all the handwritten thank you’s.
Learn how FundRaiser can help with your appeal letters