The year flew by and it's time to go back to your major donors to ask them to renew or increase their donation to your project.
Aside from a pre-Pesach call, a Rosh Hashanah gift, and your twice-a year-email update, you have a feeling that there is something more that you should have been doing.
Perhaps, some more relevant and personalized interactions would make the upcoming solicitation more comfortable for you and more successful for your organization, but you're not quite sure when you could have dedicated the time to this.
It's understandable that you'll find yourself in these situations, particularly where you're juggling so many things.
But if you really want your donors to give and give again, you have to connect with them multiple times in the year, in varied ways to make them feel special.
So what do you do? And how do you do this in the limited time you have?
We call them ‘Touch Points’.
These are the actions you’ll take that will make your donors feel appreciated and show them how they are the cause of so much good.
When it comes to communication, they could be
Cards in the mail,
Gifts, (see this past post on great gift giving)
literally anything that will make them feel great about you and your cause.
They can and should be simple and quick to roll out.
Here’s how to make this as easy as possible:
The key is to block off time each month to take the steps so the ‘touch point’ will get done.
- Come with an entire year of monthly touch points. Do this by coming up with 8-12 Touch Points for the year. See suggestions below.
- Block off enough time each month for this important task. (Usually 2- 4 hours will be ideal.)
- Look at your calendar and, based on what is already going on with your organization, insert an appropriate touchpoint from your list.
They can be simple and they may be things you do already, but by planning and scheduling, you will know that you're staying on top of this.
When the time comes for a touch point, take advantage of whatever else is already happening in your life and your organization.
It’s best if you decide at least what the specific touch point will be for the next three months at a time. But having the whole year planned out makes rolling them out much more likely.
Here are some great touch point suggestions to get your creative juices flowing.
- If you're sending out a program update via email, pull your top donors and prospects from the general list and send the message from your own email address with a personal note.
- When you come across a great article, book or meaningful something, think about which of your major donors would appreciate it and email/send it them with a personal message.
- Before the chagim, call as many as you can of your major donors. Leave a warm message if they don't answer, and if they do, ask them to share a Dvar Torah or you share one with them.
- On vacation, send a few postcards to your donors, reminding them that even though you are away, you’re thinking of them! See more summer ideas
- Have a specific program-related bit of news or success? Share it with your top donors with a nice note, even a two-liner, in an email, text, short note or call. Tell them, "here's what we're able to do because of you!"
- If you see a newspaper or a news magazine article describing a problem that you are dealing with, share it with the donors asking their opinion.
- Keep track of birthdays and anniversaries. If you can, keep a stack of cards ready and mail a nice note. If this is too much, an email or a call with good wishes is still a very powerful personal touch.
- Running a bigger than normal program or event? Decide which of your top donors would appreciate coming and invite them. The invite alone is an effective touch-point.
- Having a personal simcha? Siyum, upsherin, bris, wedding? Choose donors to invite personally, or include them in your email, sharing your good news.
Check out related posts;
You get the idea. You don't have to create the content or events. Use the content or events that are already there and just personalize them. You'll save a ton of time and stay sane!
B'Hatzlacha Raba Raba