Don’t Keep Your Monthly Donors Waiting
Earlier this week, I was talking with a client about their newsletter. It’s mailed to their monthly donors as a cultivation piece, with wonderful stories about how their gift has made a difference. It also goes to their active and major donors.
The communications department creates the piece, and, of course, it looks absolutely amazing! But it is probably also going to mail a week or more late.
The review process involves numerous people inside and outside of the organization. The communications director can’t even begin the design until all the i’s are dotted and the t’s are crossed. Review upon review, delays upon delays, even to create the piece.
Meanwhile, the donors are waiting to hear the next story of how their monthly gifts are making a difference. Active donors are not able to make a donation, because the newsletter is not in their mailbox.
So, as an avid Seth Godin “groupie,” let me share this little snippet from Seth Godin’s blog:
“Begin. With the humility of someone who's not sure, and the excitement of someone who knows that it's possible.”
So, can you change your mind set about “beginning the next project”? Can you handle not waiting till everything is perfect?
Because it never is.
But it’s certainly not going to do any good, if whatever it is you’re waiting to begin doesn’t reach the donors’ hands! If you expect your donor to care about your organization, and if you’re trying to convey that you truly care about the relationship with that donor, then that donor is waiting for you to begin—today!
Erica Waasdorp is one of the leading experts on monthly giving. She is the president of A Direct Solution, a company serving nonprofit organizations with fundraising and direct marketing needs, with a focus on monthly giving and appeals. She authored "Monthly Giving: The Sleeping Giant" and "Monthly Giving Made Easy." She regularly blogs and presents on fundraising, appeals and monthly giving — in person and through webinars. She is happy to answer any questions you may have about this great way of improving retention rates for your donors.
Erica has over 30 years of experience in nonprofits and direct response. She helped the nonprofits she works with raise millions of dollars through monthly giving programs. She is also very actively supports organizations with annual fund planning and execution, ranging from copywriting, creative, lists, print and mail execution.
When she’s not working or writing, Erica can be found on the golf course (she’s a straight shooter) or quietly reading a book. And if there’s an event with a live band, she and her husband, Patrick, can be found on the dance floor. She also loves watching British drama on PBS. Erica and Patrick have two step sons and a cat, Mientje.