Strengthening Donor Connection
Hello everyone,
I hope you are doing well this November. Thanksgiving will be soon upon us, but I am amazed to see how many places that already have Christmas trees out. I use to not like that so much, but over the years I have really come to like pine trees and Christmas music more than I ever have. This fall, though, we have had not only the anticipation of the fall holidays, but also the election. I am amazed at the amount of toxic communication in a time of good spirit.
The good thing is that donors are sensing it. Donors want you to communicate with them and share inspiration. We are hearing this from donors, our clients are hearing it, and others are reporting on it as well. It has been a record year regarding the donor community wanting to hear from the organizations they care about. When donors are asked why, their answers sound something like this, "When I get a newsletter from XYZ organization, I do not have to question what political agenda is behind it. I just know they are doing everything they can to make the world, our community, a better place. They are changing lives, and I am a part of that!
Remember that you make a difference, not just in what you do, but in how you communicate it. Be a light this fall by sharing your message and your impact. Let your stakeholders know they are part of the equation for change and that they are family.
The final three months of the calendar year are an important time to welcome new donors and invite repeat gifts from previous donors as well. Forty percent of charitable donations are typically made in December, according to The Fund Raising School. Some additional stats you will want to know include:
1) At least 50 percent of prior donors should repeat their gifts at the same amount.
2) As many as 15 percent of prior donors will increase if asked.
3) After making the third gift, the donor is likely to remain a consistent donor for five to seven more years.
4) Gifts made by renewal donors are five to eight times higher than gifts made by first-time donors.
5) After five years, gifts from renewal donors will provide 80 percent of the money raised each year.
Keep this in mind with the reality that your donors and volunteers want you and need your cause. They share in your values and vision. Engage, share, and give them meaningful opportunities to be a part of it and finish strong!
May God richly bless you and have a wonderful November!
Warmly,
Jamie
