Q: Are we relying too much on emails to communicate with our donors?
What I hear you say.
Simply put sometimes an email isn’t the best form of communication, yet many organisations are relying on email as a quick way to communicate, but often something is lost in translation and, true communication can be lost.
As a way to keep supporters aware of what your organisation has been doing, there’s quite often no better way, especially when cost is taken into account, but a personalised message can mean a lot more to your supporters than something that can be perceived as mass produced, something for the masses.
Every donor is different some are happy to receive no updates; others have higher expectations.
Some organisations have a rule that they make a personal call to donors who contribute above a certain amount, this is great, it can show to the donor that their support is appreciated.
Other organisations are quite content to stay with what they have been doing for years … post or email a receipt that gives some updates, but nothing that show that if it weren’t for Mrs Brown, they wouldn’t have been able to do what they have done.
By personalising messages, donor retention has more certainty, picking up the phone and calling the Mrs Browns who support will have the potential further grow support.
It’s a known fact in business that were there is personal interaction customers come back; it should be no different in the charity sector.
A recent post on 101Fundrasing had some great pointers from the “business world” that are easily adapted to the non-profit/charity sector.
Is well worth a read … perhaps you’ll see how you can better engage with donors and keep them as not only donors, but as advocates for your organisation.
How often are you communicating with your donors?
Do you have a communication strategy that shows when and how you communicate with supporters?
What have you learned from picking up the phone and speaking with supporters?