thanks a million final
TRANSCRIPT
Thanks a Million: How to Thank Your DonorsThanks a Million: How to Thank Your DonorsSo They�’ll Come Back and Give More
K A d N k f G dKatya Andresen, Network for GoodJocelyn Harmon, Care2
Why we need this call todayWhy we need this call today
• Study: 2 million donors to 50 nonprofitsStudy: 2 million donors to 50 nonprofitsaround the world.
• 70% of the nonprofits didn�’t send a followup• 70% of the nonprofits didn t send a followupemail within one month.
37% did d h k il• 37% did not send a thank you email.
eCampaigning Review StudyeCampaigning Review Study
http://www.advocacyonline.net/ecr09
AgendaAgenda
• What is gratitude?What is gratitude?
• So what and who cares?
f d h k• 4 components of a good thank you
• Learn from the best
• More resources for you
What is gratitude?What is gratitude?
�“If the only prayer you said in your whole lifeIf the only prayer you said in your whole lifewas, "thank you," that would suffice.�”
Meister Eckhart�– Meister Eckhart
�“The deepest craving of human nature is theneed to be appreciated.�”
�– William James
So what and who cares?So what and who cares?
1 SURVIVAL: The number one reason that1. SURVIVAL: The number one reason thatdonors stop supporting a nonprofit is the waythey were treated by the nonprofitthey were treated by the nonprofit.
2. SUCCESS: Your gratitude helps bond a donorto your causeto your cause.
3. DIFFERENTIATION: Most nonprofits areibl i If �’ d dterrible at it. If you�’re good, you stand out.
4. MANNERS: Saying �“thanks�” often and well issimply the right thing to do.
Think about it.Think about it.
Think about how much time a typical nonprofityp pspends on generic �“outreach,�” like newsletters, withthe purpose, at least in part, of generating newsupporters If you are so pressed for time wouldn�’tsupporters. If you are so pressed for time, wouldn tthose precious hours be better spent thanking thepeople who have taken the next step and given youp p p g ymoney, no matter how much or through whatmethod?
Ki i L MillKivi Leroux Millerwww.nonprofitmarketingguide.com
4 parts of a good thank you4 parts of a good thank you
1 Personal1. Personal
2. Tangible
3 i l3. Emotional
4. About the donor, not you!
and it�’s done FAST�…and it s done FAST
Be personalBe personal
Be personalBe personal
• Use your email marketing tool sagelyUse your email marketing tool sagely.
• Send a handwritten note.
i k h h• Pick up the phone.
• Sign it �– from a board member, ED.
• Customize, customize, customize!
The Personal TouchThe Personal TouchThe typewritten part of the note I received from Ocracoke Childreceived from Ocracoke Child Care is about as short as you can get, something close to “Thanks for the donation. We reall appreciate it This letter isreally appreciate it. This letter is your receipt.” Not much more than that and certainly not remarkable.
But the letter is still on my desk because of what fills up all the white space left under that shortwhite space left under that short official note — this drawing.
-Kivi Leroux Miller
Be tangible.Be tangible.
By http://www.flickr.com/photos/createdigitalmedia/
Be tangibleBe tangible
• Connect the thank you to the askConnect the thank you to the ask.
• Show your donors what you�’re doing withtheir investments (if they gave before sharetheir investments (if they gave before, sharetheir total giving/impact).
T ll ONE ifi f h d �’ if• Tell ONE specific story of how your donor�’s giftis making a difference.
• Invite your donor to tour your facility andmeet the people your serve.
Donors Choose: The Gold StandardDonors Choose: The Gold StandardI received hand drawn thank you cardsfrom the kids I bought a classroomfrom the kids I bought a classroommicrophone for. About 40 letters, mostwith drawings sweet, funny, heartfelt,real. They also pointed me to where onthe web I can hear their recording ofthe web I can hear their recording of"Hot Cross Buns," made with "my"microphone. If you'd like to hear themtoo, visit the link below. In terms ofemotional ROI I'd say that gift wasemotional ROI, I d say that gift wasamong the best charitable donations I'veever made.
Jeff Brooks, TrueSense
http://www.myteacherpages.com/webpages/JRoberts1/files/Taylor's%20Hot%20Cros/JRoberts1/files/Taylor s%20Hot%20Cross%20Buns.wav
Be creativeBe creative
Gratitude tag by eekim http://www.flickr.com/photos/eekim/
Be creative.Be creative.
• Use beautiful stationeryUse beautiful stationery.
• Send an e card (from Care2!).
i i h d• Write in your own hand.
• Send a photo or video of your work.
• Let your volunteers, service recipients, otherdonors speak for you.p y
Creativity in ActionCreativity in Action
http://afine2.wordpress.com/2009/12/24/best-videos-of-2009/
Make it about them, not you!Make it about them, not you!
Make it about them, not you!Make it about them, not you!
• Don�’t be a Nonprofit Narcissist!Don t be a Nonprofit Narcissist!
• Make your donors the subject of yourcommunicationscommunications.
• Give them all the credit.
• List THEIR accomplishments.
• Make them feel proud and part of somethingp p gbigger.
Haverford College AppealHaverford College Appeal
You can almost see the lineover to me. Open it up andit says, �“Haverfordians makea difference in the worldthrough their support.�” It�’sabout me, people I can help,and the difference we alland the difference we allmake. I love this appealbecause it connects to thereader literally andreader literally andemotionally.
Katya
BonusBonus
• Be positive �– Don�’t be Pollyanna but doBe positive. Don t be Pollyanna but doimbue all your communications with a senseof hopeof hope.
• Again, be timely.
Learn from the BestLearn from the Best
Learn from the bestLearn from the best
Learn from the BestLearn from the Best
Saving Shelter Pets would like to extend a heartfeltg�“thank you�” to each and every one of you who donatedand helped us to spread the word about ourparticipation in the contest We have made some newparticipation in the contest. We have made some newfriends through this experience, and reconnected withsome old ones too �– and for this we are truly grateful.
$5,186 of the 6 Degrees donations has already beenused to save over 30 dogs & puppies from death rowused to save over 30 dogs & puppies from death row,including the ones pictured below. [Adorable photosof dogs were included.]
More resourcesMore resources
• The Art of Recognizing and Thanking YourThe Art of Recognizing and Thanking YourDonors by Terry Axelrod, author of The Joy ofFundraisingFundraising
• Bring Back That (Supporter�’s) Loving Feelingby Katya Andresen in Nonprofit Marketingby Katya Andresen in Nonprofit MarketingBlog
Th Fi (Y Si l ) A f �“Th k Y �” b• The Fine (Yet Simple) Art of �“Thank You�” byJocelyn Harmon in Fundraising Success
• Kivi Leroux Miller �– posts and webinars atwww.nonprofitmarketingguide.com
