A while back, Rabbi Moshe Mayerfeld, a former mentee who heads the outreach organization kii-NYC, sent me something I saved.
I came across it again recently, and the lesson is just as useful today.
This is what he wrote (lightly edited by me):
Hi Avraham,
I did something that I wanted to share. It was very “Avraham Lewis-esque”!
After learning the Daf Yomi, I texted a few donors who I thought would appreciate something I had just learned.
The Daf had a list of beautiful accolades for one who gives tzedaka.
I sent them this:
“Hello Joe, I hope you and your family are well.
I'm not sure if you're a Daf Yomi person, but I learned something today about the beautiful things Chazal say about someone who gives tzedaka.
It made me very emotional, and I feel blessed to be connected to you—someone who truly cares and loves to give. You're a real inspiration.”
The response blew me away!
People who don't usually respond and typically don't make “small talk” were clearly very moved.
So I widened the circle and sent it to another 30ish people. The response was similar!
I could totally see it in one of your emails.
Moshe
I love Reb Moshe's donor touchpoint! Here are a few of my take-homes.
Use what is happening around you as the springboard for your donor interactions. He came across something in his learning that was relevant to his donors, and he shared it with them.
Keep your eyes open for these opportunities every day.
There is also something to learn from the way he handled it. He tried the idea with a few people first. When he saw it worked, he expanded it to a larger group.
And notice how simple the touchpoint was. It was spontaneous, short and personal.
Most importantly, his touchpoint was all about the donor and not about his organization.
Don't get me wrong; his organization is doing great work, and there is a place to update your donors. But not every touchpoint needs to be about the organization. Donors appreciate being recognized and appreciated.
So, excellent job, Reb Moshe. Thank you for sharing.
If you have a fundraising success story that our mosdos Torah leaders on this list would benefit from, please share it with me.
Hatzlacha raba!
Avraham
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