Are You Engaging Donors or Disengaging Them?
The consequence for e-Rewards, though, is much greater. It is likely to lose some revenue because the frivolous emails have driven me to pay less attention to its communications overall.
For nonprofits, the risk is similar. Ongoing engagement can keep donors up-to-date and keep you in their minds. But to make sure your cultivation pieces cultivate instead of alienate, you have at least four challenges:
First and foremost, make the message relevant. And by relevant, I mean relevant to your financial supporters. They are not the same as your advocates, petition signers or Facebook sharers.
Second make sure it goes to the right people. You already talk differently to different segments of your file. Make sure your cultivation communications reflect those differences as well.
Third, carefully consider whether engagement is really even part of part of fundraising … or whether it's actually part of donor communications (and budget accordingly).
Fourth, don't overdo it. That motivation is really what they want from you.
When you ask donors to give, you're asking them to take an action that gives them a sense of accomplishment. If your non-ask emails become so numerous and uninvolving that they become part of the background noise in your donors' already overcrowded mailboxes, their attention will start to drift.
Remember that you’re sending these communications to donors. Your most important job is to keep them motivated to donate.
Willis believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.