This Month — A Brandraising Twofer
That ad might garner a few gifts from people who didn't receive your appeal in print or via e-mail, too. Do it right and you might just entice a few of those visitors who Googled you, connected to your site via your social media or clicked through a link to become donors. It shouldn't cost much to create and code, and it could become a great acquisition vehicle this season.
Get ready to say thanks — fast
Haven't thought about how you'll thank your year-end donors yet? Time to sharpen your pencil and get cracking. Joanne Fritz at About.com wrote a terrific piece, "How to Write a Donation Thank You Letter That Seals the Deal" (another version can be viewed here), which offers useful tips on how your letter should be personalized, signed and produced. Fritz says your thank-you letter should go out to the donor within 48 hours of receipt of the gift.
The way you respond to and thank donors, whether they're new or have been giving to you for years, can have a profound impact on their future giving habits. Don't risk losing a potentially great new donor by sending a thank-you that's too late, badly written or lackluster.
Customize your campaign's online donation page
Got a particular headline, color or photo on your appeal designed to engage and inspire readers? Try adapting it to your website's secure donation page for the campaign by creating a masthead that looks and feels like your direct-mail or e-mail asks.
Use an easy-to-recall URL (like communitycenter.org/changing lives) in your letter that takes visitors right to the page, rather than having them start on your homepage and figuring out where to donate.
Connecting them quickly to a secure page where they can give and reinforcing the messages in the campaign piece they've already responded to might even boost their gifts. (At a minimum, it'll help ensure you don't loose them by asking them to click around your site a lot.) FS