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When people respond to your opportunity to make an impact through giving, the next step is to thank them. Donors give to multiple causes. An average donor will see 10-20 thank you's a year and promptly forget them all. You want to be the thanks they can't forget. The general standard is a hand-written thank-you card and a phone call. A welcome packet sent to a new donor or a small gift for a particularly impactful gift can go a long way! Develop the art of flattery in your thanks. Don't be shy about it! Tell your donor often, loud and clear, in the big type, just how great they are (because they are!) and remind them of the impact they're making. Do not include a financial ask or additional giving opportunity in your thanking process. See Annual Stewardship Plan & Timeline for how to follow-up with donors after the Year-End giving season with a THANK, SHOW, CONNECT, OFFER progression. |
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Review your data from the past 3 years. Look for:
- Donors who usually have given by this time of year but haven't.
- Reactive Givers: Those who don't give on a regular basis because they like to give more infrequently and only when asked. These donors tend to like to be the hero and give a larger lump sum toward a specific need. End-of-year appeals (vs monthly giving) tend to minister to this type of giver.
- Lapsed donors (non-current), donors who have stopped their regular recurring giving, and those who may be at risk of leaving your team. While monthly or quarterly giving might not fit with this donor's current situation, sometimes a special gift does.
- Anyone who has given a one-time gift in the past 3 years.
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