Looking back at last year's AFP International Conference while looking forward to this year's conference next month in New Orleans.
Live Blogging for AFP International Conference in San Francisco
Here we go. The crowd at the Moscone Center is primed and ready to go.
Tammy Zonker - Lead Speaker
Major Gift Strategist, Trainer & Keynote Speaker - Fundraising Transformed
Here we go. It is all starting out well we got thank you letter and a cookie. Can't get better than that. Tammy
46% retention rate on average for nonprofits. What do they want / What do they say-
54% No longer afford to give
36% Other's more deserving
15% Bad Communications
13% No Thank you
9% Don't remember making a gift
8% received no information on how their gift was used.
9% Charity doesn't need me
Knowing what donors want we could keep them and raise more money.
With that in mind, Tammy recommends looking to the self-help book 5 Languages of Love by Gary Chapman. In it, he gives five categories for doing things that show love.
1. Acts of Service
2. Words of Affirmation
3. Gifts of Appreciation
4. Physical Touch
5. Quality Time
Donor "love" is the cake, not the icing. LOVE is the Currency of lasting love.
She takes us through each of these but from a non-profit donor perspective. (She promised her slides would be posted soon, and then I'll attach them here.)
She takes us through each of the categories and show us how they would correlate to non-profits. She gives examples like:
"Acts of Love" include all forms of volunteering. This includes any hands-on opportunity to see the organization's mission in action.
"Words of Affirmation" include personalization on thank yous, handwritten notes, phone calls & board interaction. These include using sincere compliments, "Your" impact, non-monetary calls to action, and gratitude calls. Again, you can do this with handwritten notes, holiday cards, special moment cards, copies of meaningful articles with a note.
"Token of Appreciation" this one can be tricky it doesn't mean sending a set of address labels or some other premium that people may not want or need. These are tokens that are usually one-of-a-kind items created specifically for donors. It could be cards made by clients/participants or photo cards of a program that you know interest the donor.
"Quality Time" simply equals engagement. It must leave donors feels appreciated, create a better understanding of the mission, understand the "need," site visits, give them "inside" information.
You want all of your communications to be personal and show proof of impact.
These ideas can revolutionize the way you interact with donors.
Are you thoughtful in your acknowledgment process?
Every year at this time I like to remind people that this is the perfect time to review your acknowledgment process. Do you do enough? Is it possible to do too much?
First and foremost every donor should get a letter that acknowledges their gift. At a minimum, it must include the amount of the gift and a statement telling if any "goods or services" were exchanged for the gift. That isn't my rule it's the IRS's rule.
We produce seven different letters; New Gift, $.1 - $99, $100 - $249, $250 - $499, $500 - $999, $1,000 and up, Special Letters.
Every new donor gets a welcome letter that also serves as their thank you letter. Ideally, this would be two different letters, but for the sake of expediency, we combine those letters. This system works out ok because mid-level and major donors get additional contacts via phone, email or a handwritten letter.
A different letter is sent depending on the gift's level. Each letter is different and each one emphasis the donor's role in helping the organization fulfill its mission. Also the higher level donors get live signed letters. The lower levels get digital signatures on their letters. We also try and put personal notes on as many of the letters as time allows.
Donor's giving $1,000 or more get a totally different letter that is signed with the board chair's name. This one is the most personal. Finally, we have special letters these are written when a gift is exceptional, unexpected or different in some way.
We produce over 10,000 letters a year the largest number during the year-end season. We could not do this if our CRM / donor database didn't allow us to automate the process. But even if you don't have full automation you can still do a great deal with a spreadsheet and a word processor.
What else do we do? Well as I mentioned before we send personal notes and make phone calls to donors. Besides their thank you letters, donors who give at $250 to $999 get a personal phone call, and donors at the $1,000 level and above get a handwritten note and possibly a special letter.
Every individual giving program is different, but one thing that should be the same for everyone is thanking your donors.
It Occurs To Me
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