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"What a great resource! I have received a number of similar mailings over the years, and always ended up unsubscribing — mostly because they were too much text. This was short, sweet — and useful! I can't think of someone better qualified to share this kind of advice!"

Josephine Martell
International Fund for Animal Welfare

Giving Back E-Tips

Create an Online Dialogue with Major Donors

Many nonprofits don’t look at email campaigns as a way to stay in touch with their major donors. And indeed, I would agree that sending renewal letters and special appeals by postal mail is the preferred way to communicate with your leadership circle.

However, as I mentioned previously, I’ve seen clients get good results sending email reminders as follow-ups to renewal notices sent by regular mail.

But I've just seen something I thought I’d never see from an email campaign — donors actually responding to an email with lengthy, personally written replies!

Here’s what happened: After a near-final renewal notice was sent by mail, we sent an email from the president of the nonprofit with a subject line to the effect, “Just checking to see if you’ve received my letters.” Inside, on the organization’s online letterhead was the president’s note expressing concern that the donor had not yet renewed. The email also offered the option of setting up monthly contributions as an alternative to a one-time gift in light of the tough economic environment. After reminding the donor why their active partnership was so needed to help the organization’s critical campaigns, the note asked if the donor could express their renewal intentions as soon as possible since the organization was counting on their support for the coming year.

Well, these leadership donors took this request very seriously. Four people sent back immediate replies saying they had just renewed their membership — or intended to do so very soon. Fourteen others responded by explaining how their financial situations had taken a turn for the worse. Some had lost jobs. Some had suffered significant losses in their investment portfolios. And others were experiencing difficult personal challenges — such as having a child in the hospital. All said they would certainly give again when their situations had improved.

These email messages were so heartfelt, detailed, and sincere that they deserved an immediate and gracious response from the president — instead of an impersonal autoresponder. And that’s exactly what these leadership donors received. The president’s email reply was a true expression of empathy — as well as gratitude for the donor’s past generosity. The message also gave the donor a way to continue their membership at a lower dollar level — and promised a continuation of the organization’s newsletter to help the donor stay “in the loop” and involved in the organization’s important campaigns. At the close of the letter, the donor was invited to contact the president’s office at any time to discuss other reinstatement options when the donor’s situation changed.

This president-to-donor online dialogue is an absolutely priceless way to learn about donor intentions — and to let donors know how deeply they are appreciated. It also completely dispels the myth that email is an impersonal medium. The truth is that online communications can be profoundly personal and responsive — and can help you forge a stronger relationship with your donors. But before you hit “send” on your email messages to your major donors, do be sure that you are writing to them as sincerely by email as you would by postal mail — and speaking with as much empathy and graciousness as you would if you met them in person.

If you would like to discuss how to bring your major donor communications online, contact Karen at 718-680-1627 or at kg@karengedney.com.