Another year end come and gone, and with it some hits and misses in appeals and thank yous…
First, the face palms:
1. A weak call to action.
“We hope you will consider a renewed gift.” (What, exactly is a renewed gift? Nah, won’t consider it.)
“We hope you will join us in our mission…” (how exciting…)
“As we approach the end of the year, I am writing to ask you to consider making a 2015 donation…” (just because it’s the year end isn’t a compelling reason to give)
“I hope you will help us to achieve the same amount this year.” (Whether you achieve a certain goal with no talk of impact is meaningless.)
These were taken from the first three randomly chosen letters in the pile of appeals! (And yes, one letter contributed two of these…)
2. Not paying attention to good customer service or donor preferences.
Sending a double-sided letter in French and English. (How about finding out which language we prefer?)
Sending an appeal that references a time I spent overseas with an organization, when in fact I participated in their Canadian program.
No personalization, just a brochure and pledge card to an existing donor (Gee, I feel special…)
Not receiving a thank you letter for gifts made on CanadaHelps.org. (A receipt is just a transaction, not a thank you.)
3. Not talking about real impact.
Bragging about the organization. (So what?)
Presenting a solved problem (You don’t need my donation? Ok.)
Slaying me with statistics. (How will my $50 help 3 million refugees?)
And now the high fives:
1. Making the donor the hero.
“You make me proud.” (Ok, you’ve got my attention!)
“People like you understand the power of good food.” (I’m nodding my head yes!)
“For us to continue to be the “keeper of your memories” we need your help now.” (Yes, I want you to continue to keep my memories.)
“Because of you, young people get to experience the power of live theatre, and begin to see it from the inside…” (I did that? I’m awesome!)
“You did this.” (Yes I did…from Justin Trudeau!)
2. Using stories to show impact.
“Sometimes I’m worried about everything here,” says one gardner. “We are new here and have to think about how to do everything. But here, I can just garden.” (Food Matters Manitoba, talking about newcomers to Canada.)
“It was two weeks before Christmas – a time when most people are thinking about last-minute shopping, gift wrapping, and family gatherings. But at that time three years ago, all I could think about was staying alive.” (St. Boniface Hospital Foundation heart patient.)
“I learned that I can’t let anyone hold me back,” says Haydee. “I need to go this way for the babies’ sake, for my own sake, because this is how I want to live.” (‘M’ Program participant, Career Trek.)
3. Sincere thank yous
Two thank you calls received from board chairs of two arts and culture organizations – much appreciated.
Personalized thank you letter from an executive director, including a handwritten note.
4. Clear calls to action.
“Please make your most generous donation today – $50, $75, $100 or whatever you can make by going online at (website) and click on the Donate Now button.” (No guessing there, I know just what to do.)
“Please join me and donate. Everything helps, $50, $100, $200 or whatever you can give.” (From a letter written by a board chair.)
Communication really matters, whether it’s good or bad. And with the Fundraising Effectiveness Report telling us that for every 100 donors gained in 2014, 103 were lost through attrition, good communication is key.
Are you communicating in a way that donors say yes?
Julie Mikuska.
P.S. For opinions from a donor on her experience donating to various charities, follow The Whiny Donor on Twitter @thewhinydonor.
(This article originally appeared in our January 2016 e-newletter. Subscribe here.)
