Email Techniques for Donor Communication

People who work in nonprofit email communication programs understand that too many emails equals increased unsubscribes, lower open rates and reduced click-throughs. However, with average nonprofit open rates at 13 percent and click-through rates at 2.1 percent, there is a good reason why nonprofits should send several emails to subscribers -- crowded inboxes.
As in-boxes become more and more crowded, the likelihood of an email being left unread is high. Thus, sending constituents multiple emails gives them several chances to take action. With multiple emails being distributed, knowing how to approach or respond with follow-up emails is crucial.
Mike Snusz, a senior consultant with Blackbaud, has five follow-up email strategies from top nonprofits to help fight against the crowded inbox.

• Related News of the Day -- When sending a follow-up email, leverage what is making news that day to add urgency.
• Progress Update -- Before asking for a donation, update constituents about the current situation and which goals have been met. This approach is a great way to grab attention, draw readers in and make another ask.
• “In Case You Didn’t See This”-- Include in an email a brief note such as, “I wanted to be sure you saw our email from Monday.” This strategy can be used to briefly explain why another email is being sent. It is a great way to get attention, or simply to explain the reason for sending another email. However, be careful to not send the wrong tone. Try to relay a casual and non-confrontational tone within the message.
• Deadline Alert -- Sending multiple emails asking for help can sometimes seem redundant to constituents. However, including a brief note stating the imminent deadline or starting the subject line with “deadline” can effectively convey the urgency of the need.
• Same Theme, Different Options -- Send emails that have the same underlying purpose, but give constituents different options and ways to help the organization.

Personal Donor Touches

Get personal

Our research at BBS & Associates [servantheart.com] indicated that any personal connection strengthens the relationship with the donor. Ministries involving personal sponsorship of a child, a missionary, a staff member, or some other human being have a distinct advantage here. Without the personal connection, donors are likelier to express a sense of “distance” from the organization, perhaps even the feeling that it’s “purely a money relationship.” So a handwritten note, a heartfelt thank-you letter, a phone call expressing appreciation — particularly a warm “welcome call” to a first-time donor or (perhaps even better) a second-time donor — can make a significant difference. You might also call a donor when she gives her largest single gift, just to say thanks. Or arrange to place an annual call to every donor, or as many calls as are feasible, expressing gratitude and perhaps sharing a brief testimony reflecting the impact of the donor’s giving — but without any hint of a request for another contribution.

(It’s always crucial, of course, for the individual making the phone call to talk to the donor as a human being, not from a mechanical-sounding script and not in a stiff reading-the-script tone of voice.)
We recommend that ministries send more handwritten appeal letters, even assuming they have to be mass-produced. Handwriting signals lower expense, yet a more personal touch.

What donors are saying…

“It’s important that you feel appreciated.”

“[A phone call] always adds a degree of sincerity that you aren’t just a number and you are appreciated for what you do.”

What are you doing with donors to “get personal”?

Moving Prospects to Partners

In his book “Tested Ways to Successful Fundraising,” George A. Brakeley, Jr. wrote that solicitation of prospects must be done in an orderly fashion with proven techniques. Your solicitation should go flawlessly, assuming the preliminary planning, scheduling, and research have been well executed well.

Brakeley, Jr. recommended these eight rules of thumb to get your efforts on the right track:

• An institution that seeks funds from all sources -- individuals, commerce and industry, foundations, and government -- has the best chance of success.
• The individuals most likely to obtain the largest possible gift from a given prospect should be assigned to solicit that prospect.
• The solicitor’s “status” should be equal, or superior, to that of the prospect. (Consideration should be given to the use of solicitation “teams.”)
• All prospects should be familiar with the organization’s case and needs before being asked to participate.
• Campaign workers must know each prospect’s giving potential.
• Most donors will give more if they know they may spread their gift over a period of years.
• Presentations should be tailored to the prospect’s known or supposed interests.
• Intimate, personal functions, arranged for small groups of potentially large donors, are far more effective than larger “special events.”

Which rule do you like?  Any you don't like?  Any additions?

From Prospect to Partner

Turning prospects into donors is the end goal for any fundraising campaign. This all starts with proper solicitation of these individuals.

In his book “Tested Ways to Successful Fundraising,” George A. Brakeley, Jr. wrote that solicitation of prospects must be done in an orderly fashion with proven techniques. Your solicitation should go flawlessly, assuming the preliminary planning, scheduling, and research have been well executed well.
Brakeley, Jr. recommended these eight rules of thumb to get your efforts on the right track:

• An institution that seeks funds from all sources -- individuals, commerce and industry, foundations, and government -- has the best chance of success.
• The individuals most likely to obtain the largest possible gift from a given prospect should be assigned to solicit that prospect.
• The solicitor’s “status” should be equal, or superior, to that of the prospect. (Consideration should be given to the use of solicitation “teams.”)
• All prospects should be familiar with the organization’s case and needs before being asked to participate.
• Campaign workers must know each prospect’s giving potential.
• Most donors will give more if they know they may spread their gift over a period of years.
• Presentations should be tailored to the prospect’s known or supposed interests.
• Intimate, personal functions, arranged for small groups of potentially large donors, are far more effective than larger “special events.”