MAINTAINING DONORS Grantsmanship and Fundraising College of Public and Community Service University of Massachusetts at Boston ©2007 William Holmes

GENERAL STRATEGIES Thanking donors immediately and appropriately Keeping donors informed and inspired Offering donors other ways to contribute Analyzing donor base Communicating frequently with donors Personal contacts with donors

THANKING DONORS Who—all except token donors When—1 to 4 days How—email, postcard, letter What—Indicates importance and documents gift Content—personal, informative, complete

THANKING DONORS CONTENT Org name Amount of donation Mention exchange of value if: Gift more than $82 and Item received not of token value Additional interesting info blurb

KEEPING DONORS INFORMED Regular appeals Special appeals Regular information Special information Give donor control Adjust mailings upon response

APPEAL LETTERS 1 Reminder of prior involvement and results Holiday tie-in, if appropriate Defined project or event Personal story or hook

APPEAL LETTERS 2 Financial challenges involved Reminder of mission and how this fits with it Request for donation of volunteering Track response and comments

APPEAL EMAIL USE Quick updates Messages directing people to website Member surveys Newsletter attachments or web links Alerts requiring action Request for volunteer help for special events

APPEAL EMAIL GUIDELINES 1 Restrict to opt-ins or allow opt-out Make subject line catchy, specific, clear Beware spam filters Encourage forwarding to wider audience if applicable, but give deadline If encourage forwarding, give organization identification

APPEAL EMAIL GUIDELINES 2 Use mild informality without sloppiness Keep messages short and readable Be ready for replies or questions Encourage link to website Don’t ask for money unless website can handle credit cards

OFFERING DONORS OTHER WAYS TO CONTRIBUTE 1 Volunteering Participate in campaigns Opting-in for emails Attending special events

OFFERING DONORS OTHER WAYS TO CONTRIBUTE 2 Attending regular events Be on advisory committee Learning more about organization

ANALYZING DONOR BASE Grouping by giving level or frequency Grouping by subject matter interests Grouping by relationship with organization Checking for giving ruts Checking for contact patterns Checking trends

COMMUNICATE FREQUENTLY WITH DONORS Milestones Reunions Minimize telemarketing Thank you calls Follow-up calls Lead letters Use answer machines

PERSONAL CONTACTS WITH DONORS Prefer personal contacts Use with bigger donors Use with new qualified appeals Use when personal touch needed Don’t bug people Always thank result of personal contact

THANK YOU EXERCISE Assume you are running an after school sports program for middle school students. “Anna Smith,” a resident of your community has donated used equipment to your program. Some of the equipment is in good condition; some in fair condition. Form groups and write a thank you letter to Ms. Smith.