How can you personalize follow-up communication for donors?

Think of your donors like a delicious pie (the yummy kind, not the charts kind). They're all amazing, but each slice has its own special flavor, right? That's where segmentation comes in. It's like grouping the chocolate shavings with the nut lovers, so everyone gets a personalized taste of your gratitude (and future fundraising goals!). Segmenting by gift size, giving frequency, or even passion gives you the power to whip up thank-you notes that truly resonate. Imagine telling the big spenders all about the specific impact their contribution made, or thanking the monthly crew for their steady stream of support. Boom! Deeper connections, happier donors, and maybe even more pie in the sky (the metaphorical kind, of course).

There's an essential element in communicating with donors. I'd sum it up in one word: relationship. It's essential to know your donors and to have a genuine interest in them. This requires empathy, hard work and listening. Everything else follows.

There is an inherent power-imbalance when CSOs come to the table with funders/donors. While majority of pointers on talking to funders revolves around WOW-ing or placating them, it's critical to approach this conversation as equals..as humans. I have personally found more success when I could create a connection with the individual I'm talking to and have my follow-ups reflect the same. We receive 100s of professionally-worded, perfectly copy-edited communications everyday. But our eyes are always drawn to an email that's meant for you - referencing an anecdote from the call, highlighting a shared love or commitment to a cause etc.! The follow-up communication is an opportunity to demonstrate you truly listened to what they had to say.

Segmentation is critical. Donors can tell when they are receiving a generic email or note that is being sent to hundreds or thousands. This doesn't make anyone feel special. Segmentation allows for inclusion of identifiers that your donors can connect to making them feel more special and allowing for the greater likelihood of an emotional connection with your organization and an action to support financially.

Write donors personalize thank you and explicitly mention to them the impact/value their donation is likely to create. Regularly share the newsletter and impact stories of the organization to keep them in the loop about how donations are being utilized (in other words ensure transparency). Share visibility material with them. Keep the social media pages updates. Give donors the opportunity to become brand ambassador of your organization. Where possible invite them to the coffee sessions.

I agree, personalizing donor communications as much as possible is valuable. Even doing personalized communications specific to the donor. For example, some may be open to phone calls or texts more than others. Video messages might go well for some. It’s all about building that relationship.

On one board, of which I am a member, board members personally call donors, introduce themselves and personally say, 'thank you'. It's an unexpected touch.

A rose by any other name might smell as sweet, but in donor relations, names carry a distinct fragrance of connection. Personalization begins with the basics—calling your donors by their names and using the pronouns they identify with. This isn't just about politeness; it's about recognition. Imagine the resonance when a donor reads, "Dear [Name]," a simple yet powerful acknowledgment that sets the tone for a relationship grounded in respect and understanding.

It is important to personalize follow up communication for donors. I would ensure that your organization is pulling from the right fields in your CRM/donor database. For example, if you had a donor that goes by "Bobby" and you address them as "Robert," they may not respond. Or if you have a donor with a PhD, they may prefer "Dear Dr. <Last_Name>" over "Hi <First_Name>." If a nonprofit addresses me as "Michael" in an email, I won't be offended, but it will give me a cue that this is a mass email and not a personalized one.

In my experience, we have organized check -in meetings with the donor (s) to keep them abreast with what is happening , changes in the operation environment, changes in targets etc , it becomes easier for them to understand and support you as you implement the project

In follow-up communications for donors, It's important to reference their past contributions, acknowledge their feedback, and express gratitude for their continued support.

Referencing a donor's engagement and history with your organization is very important. For donors that have been giving for 5, 10, 15, 20, or 25+ years, fundraisers can send personalized emails that celebrate the donor's anniversary of giving. In my experience, donors have appreciated being told how much their collective donations have impacted the organization and allowed it to grow and thrive. Ensure you are properly tracking this in your CRM, so that you can easily pull a donor anniversary report!

Effective donor relationships go beyond transactional interactions. While acknowledging past contributions and engagement is crucial, cultivating a sense of genuine connection can take it to the next level. Last time you spoke did they mention a upcoming family event or home renovation project? Asking how the event was/ how the renovations are going when you next meet shows you genuinely pay attention, acknowledges their individuality and demonstrates that they're more than just a source of support. Even remembering details like their preferred coffee order can contribute to a convivial atmosphere. Building familiarity and reinforcing the feeling of a mutually valued relationship, leading to a more fulfilling connection for both parties.

Our donors are treated like partners in our common goal to educate listeners on key environmental developments happening in Asia. When reaching out to them, I always add a funny anecdote that will make them smile and feel good about our partnership. Then of course, lay out the statistics of the benefits of their donation!

When a donor sees their giving history, and attendance at engagements, they feel more connected to the cause. One day, they may want to simplify their giving, choose less charities and give more, research shows they will choose the charities they feel need them. You are showing them, you can't live without them, there are essential and the relationship is long. Ask them to consider a Legacy gift! Even just the charity asking is showing appreciation. Start with asking for 10%. 10% of something... it's a start.

Data acquisition and communication can be FUN! Using technology to capture the attention of individual donors whether to say thank you, celebrate a milestone, or gain access to their perspective is a must. It’s also FAST, and with many supporters, time is of the essence! P.S. - I’m obsessed with Canva!

Stop just broadcasting facts about your organization on websites, social media or email. Questions are the way to engage audience. Rather than tell donors what your organization has done, them multiple choice options in quizzes such as: .In 2023, the number of people we fed was (a) 10, (b) 100 (c) 1000 or (d) 10,000. It makes them think and they will remember the correct answer once you give it to them. Also, remember people like to have fun. Incorporate animated cartoon characters or people into multimedia images and links. Remember people give money to organizations they love, and they love organizations they spend time with.

I have developed an app / charity platform that helps personalize communication to donors directly… It’s called Love Bigger and it’s on the App Store and on the Google play store. It allows the charities who are signed up to request items or time, schedule directly by connecting with the donor, tell their stories in video format, and to thank donors directly when an item is donated. There is much more to come once the website goes live, but that’s the start of our newly launched product. It’s available in Michigan currently, but it will be available throughout the United States during 2024, so please sign up no matter where you’re from and we will notify you when your state opens up and becomes available.

In a world inundated with information, a captivating story is the key to unlocking hearts. Supplement your follow-up communication with multimedia elements and interactive formats. Share compelling visuals that showcase the tangible outcomes of their support. Embed videos that allow donors to witness the impact firsthand. By appealing to both the visual and interactive senses, you transform your updates into an immersive experience, fostering a deeper connection.

The image/ vedio / photos of donors in an interactive mode of communication make them delight and feel proved of their contributions for good cause and aware them learn the the impact of the donation. Donors donate for a cause and change . Taking donors to the spot where their donation used make them donate more and convert them ambassadors.

Tailor follow-up messages to donors by mentioning their previous support, highlighting the specific project or initiative they contributed to, and expressing appreciation for their ongoing commitment to the cause.

Ensure you use a communication platform that tracks your email open rates. You can use open rates to determine which donors to reach out to for personal touches. If a donor is in the SYBUNT or LYBUNT category and they regularly open your emails, it might be time to have a personal outreach to the donor. They are interested in learning more and staying in touch with your organization.

I have never had problems finding supporters you can run copy past - they care about the charity or cause, and they value the fact you value their opinion. Just remember to be honest and open with them about it. And if you don't have a strong enough relationship with a few donors you can do this with... then reach out to a couple and ask if they have time for a chat asking if they have time to provide some advice... you'll be surprised at the results!

Donor friendly communication, donor friendly mode / tools of communication is part of donor nursing program. Follow up / nursing of donors play vital role in cultivating giving habits .

In the dynamic landscape of donor engagement, adaptability is the currency of relevance. Treat your communication strategy as a living organism—constantly evolving and responding to the ever-changing environment. Experiment with different messaging styles, channels, and frequencies. Analyze the data to discern what resonates most with your donors. Optimization isn't a one-time endeavor; it's a commitment to continuous refinement, ensuring your messages strike the right chords consistently.

Make a sincere phone call. State how grateful you are for their support and ask if you can do anything for them. For example: How can we make our website donation page easier for you to donate? Are you getting the information you need for your tax return on our automated donation receipts? Do you need more options when making a donation, for example, setting up a recurring donation on a specific date each month?

In my experience people want to know that their participation has dimensions. That it’s not just a transaction but their mission & legacy personified! Contributions need to have impact and give the donor a sense of purpose. Clear communications about the challenges and how the donor plays a clear role in the solution are absolutely essential! Lastly a relationship needs to be forged so you can engage the donor in ways that will be meaningful and evolve as over time. Trust & transparency are at the foundation of a relationship with donors but being inclusive in the purpose driven process of addressing some of life’s challenges can add a unique dimension to the retention you need for a long-lasting partnership!

I challenge you to write a handwritten note, not an email, to each person you really hope to make a lasting impression upon. Watch what happens when you do.

Remember the power of THANK YOU. While technology allows us to ensure that every communication is personal (names, pronouns, giving history), it's helpful to remember that not every communication should be an ask. Authentic gratitude, and just "thank you" goes a long way in donor relationship management...and involve your board members in this process anytime you can. Gratitude is the responsibility of the entire organization.

Obviously, direct mail comms are going to be different than major gift outreach in terms of the level of personalization (handwritten, based on their relationship to and history with the org, etc.), but it's important to remember that ALL of your donor communications need to be personal. It's 2024 - there’s no reason, and no excuse, not to personalize names and segment by affinity, engagement, etc.