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

2. 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

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

4. 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

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

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

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

8. 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

9. 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

10. 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

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

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

13. 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

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

15. 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

16. 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.