Fundraising Fireworks - Donor Cultivation With Seasonal Themes
The 4th of July is personal injury law Sacramento very important holiday here in the United States. And it’s also an ideal solution to keep your donor cultivation tactics going strong during the hot days of summer. Or as a solution to your creative blues for summertime fundraising.
What do I mean? The 4th can be the theme for the next message to your donors.
Industry statistics and studies - along with your own personal experience, I expect - show that most money for nonprofits and charities is raised in the last few months of the calendar year. People are in the giving spirit. And although there may be some who toss a little more into the pot for tax purposes, this isn’t the motivator for the vast majority.
So you certainly ought to be sending out letters and emails to your donor house file - and maintain acquisition efforts - during this time period.
But don’t let everything screech to a halt during the summer months. Yes, some of the plant life and vegetation wilts and turns brown in the heat of summer. Still, this is no reason to let the same thing happen to your prospecting, fundraising or donor cultivation efforts.
You worked hard and invested considerable money to acquire your donors. Now you must work even harder to keep them. Donor cultivation - the focus of this article - will help you do just that.
Donors need to hear from you on a regular basis. If not…you’ll be forgotten. Your house file and your revenues will die.
Another charity organization that also resonates with your donors’ interests will enter the picture. They’ll be getting those precious donations instead of you. There’s lots of competition for donor dollars, especially in tougher economic times.
Another point to remember is this: Every message - direct mail, email, whatever - doesn’t have to include a request for money. How would you feel if every time a friend contacted you she hit you up for cash?
Donor cultivation includes some messages without an “ask.” Think of it as writing to a friend, “Just keeping in touch to let you know…”
Just send an update with a success story from your mission. Mention - in donor-centered copy - how their financial gift made all this possible. And antidepressants say “thank you!”
Now you may be asking yourself, “What does all this have to do with the 4th of July?” Simple. It’s the perfect excuse to contact your donors.
Zip off an email with a spirited “HAPPY 4TH OF JULY!” Share a few words about our nation’s history. Maybe something about how passionate patriots were about the cause for freedom and independence. Then segue into your mission. Say how the dedication and support of donors “like you make it possible to continue another important cause [insert a short phrase on what you do or what you’re highlighting].”
Next you can give a specific example by telling a great success story. Remember, even within the story it must have donor-centered copy. It must also be emotional (this doesn’t always mean tear-jerking), interesting, detailed and compelling.
You could do the same thing with a postcard. Have an interesting photo and headline on the front. Then your “Happy 4th of July” greeting followed by your story on the back.
Because of its low cost and speed, the email could go out to everyone. For the postcard you may want to segment your file. Part of your fundraising strategy ought to be focusing 80% of your efforts on the 20% of your file that generates the vast majority of your revenue. In other words, to keep costs down and to maximize results, you could send the postcard to a select portion of your house file.
Donor cultivation is a critical, no…it’s an essential part of your overall fundraising strategy. Proper cultivation of your donors to build and strengthen the relationship with your nonprofit will yield greater results. You’ll retain donors longer and they’ll be more generous.
Need more ideas or guidelines? You’ll find many more ideas on theme related fundraising letters and campaigns in the Periodic News, January 2008 post on my website (Go to the home page, left side near the top for the link to Periodic News). And there’s a wealth of tips, ideas and techniques within the Newsletter Archive (Resource section) on my website.
My name is Karen Zapp and I’m freelance fundraising and sales copywriter ( http://www.PKscribe.com ). I specialize in uniquely written copy that not only touches readers at profoundly deep levels, but does so intellectually, emotionally and personally. I also publish a FREE monthly newsletter for fundraising professionals designed to make your job a bit easier: “Karen’s Fundraising Tips.”
Copyright 2008 PK Scribe, LLC and Karen Zapp. All rights reserved. You may reprint this article as long as this resource box remains attached and unchanged. Thank you.