Spread Grateful Cheer to Your Monthly Donors
Every weekend, I go through my mail from the week before. It’s also when I create a swipe file of direct mail packs and ideas I like. I scan in what I like and toss the rest. This past week, I had a bunch of holiday cards. Some recognized my ongoing monthly gifts; others did not.
If you have a holiday card on your direct mail production schedule, I highly recommend to include your monthly donors this time of the year. It’s a good time to say an extra thank you! After all, they’re helping you with that sustainable revenue you so appreciate, right?
If you don’t have a holiday card on your schedule, don’t despair. There’s always a new year’s card or Valentine’s Day to show your gratitude for monthly donors’ ongoing support.
And I recommend sending a simple tax letter with an overview of all gifts by the end of January 2020. You can even download a tax letter template right here.
Think of how you can spread some grateful cheer to your monthly donors. It may be something you’re already doing for your mid-level or major gift program. Just add your sustainers, if possible.
If nothing else, make a special version of your holiday email thank you with a different introduction for your monthly donors. That shouldn’t take you more than a few minutes. Trust me, it will be highly appreciated. And it does set you up in the right way to sneak in a special year-end email ask to them. Include the special intro there, and you might be pleasantly surprised by how many monthly donors will make an extra gift.
Spreading some extra holiday cheer to your monthly donors is always a good thing. It doesn’t have to take much money or time to do it, and it will pay off multifold.
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.