Follow Up So Donors Follow Through

Happy New Year everyone!

I hope you are excited about 2018.  I know I am, and JDLA is anticipating much progress in our vision of transforming lives through philanthropy.  January and February are good months to follow up and follow through on your fourth quarter invitations to give.  The fact that individuals did not give in the fourth quarter in response to your appeal does not mean that they have no interest.  We hear from many donors in the field that they often just forget to respond to an invitation to give. They planned to follow through, but they needed follow up.  With that in mind, let’s consider a “follow up so donors can follow through” strategy.  It is really simple.    

1. Identify donors who did not respond to your fourth quarter calendar year appeal and target that group for a personalized follow-up communication.
 
2. Resend these donors an invitation to give along with a personal letter, note or phone call.  Let them know that you are thankful for their continued consideration of being a partner with you in 2018 and investing in those you serve.  Note that you are resending the invitation to invest in that partnership in case the first one was misplaced.  Consider including an insert of your board, mission, vision and the theme for the coming year.  
 
3. Keep track of donors’ responses.
 
4. Thank donors as they give.
 
This sums up the process.  Follow up, so your donors can follow through. Many organizations don’t follow up out of fear that donors will get mad.  If the donor is a transaction and your solicitation reflects that, you bet, they will get mad.  This is not because you followed up, but because you are just resending a transactional appeal to them. On the other hand, if you engage them as a relationship that matters, you engage them personally and you share an opportunity to make a difference.  That is about building a relationship, not getting checks. Good luck as you follow up, so donors can follow through!

Warmest,

Jamie