¿Cómo se puede personalizar la comunicación de seguimiento para los donantes? (2024)

Think of your donors like a delicious pie (the yummy kind, not the charts kind). They're all amazing, but each slice has its own special flavor, right? That's where segmentation comes in. It's like grouping the chocolate shavings with the nut lovers, so everyone gets a personalized taste of your gratitude (and future fundraising goals!).Segmenting by gift size, giving frequency, or even passion gives you the power to whip up thank-you notes that truly resonate. Imagine telling the big spenders all about the specific impact their contribution made, or thanking the monthly crew for their steady stream of support. Boom! Deeper connections, happier donors, and maybe even more pie in the sky (the metaphorical kind, of course).

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There's an essential element in communicating with donors. I'd sum it up in one word: relationship. It's essential to know your donors and to have a genuine interest in them. This requires empathy, hard work and listening. Everything else follows.

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I agree, personalizing donor communications as much as possible is valuable. Even doing personalized communications specific to the donor. For example, some may be open to phone calls or texts more than others. Video messages might go well for some. It’s all about building that relationship.

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On one board, of which I am a member, board members personally call donors, introduce themselves and personally say, 'thank you'. It's an unexpected touch.

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In follow-up communications for donors, It's important to reference their past contributions, acknowledge their feedback, and express gratitude for their continued support.

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Referencing a donor's engagement and history with your organization is very important. For donors that have been giving for 5, 10, 15, 20, or 25+ years, fundraisers can send personalized emails that celebrate the donor's anniversary of giving. In my experience, donors have appreciated being told how much their collective donations have impacted the organization and allowed it to grow and thrive. Ensure you are properly tracking this in your CRM, so that you can easily pull a donor anniversary report!

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Data acquisition and communication can be FUN! Using technology to capture the attention of individual donors whether to say thank you, celebrate a milestone, or gain access to their perspective is a must. It’s also FAST, and with many supporters, time is of the essence!P.S. - I’m obsessed with Canva!

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Stop just broadcasting facts about your organization on websites, social media or email. Questions are the way to engage audience. Rather than tell donors what your organization has done, them multiple choice options in quizzes such as: .In 2023, the number of people we fed was (a) 10, (b) 100 (c) 1000 or (d) 10,000. It makes them think and they will remember the correct answer once you give it to them. Also, remember people like to have fun. Incorporate animated cartoon characters or people into multimedia images and links. Remember people give money to organizations they love, and they love organizations they spend time with.

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Tailor follow-up messages to donors by mentioning their previous support, highlighting the specific project or initiative they contributed to, and expressing appreciation for their ongoing commitment to the cause.

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Ensure you use a communication platform that tracks your email open rates. You can use open rates to determine which donors to reach out to for personal touches. If a donor is in the SYBUNT or LYBUNT category and they regularly open your emails, it might be time to have a personal outreach to the donor. They are interested in learning more and staying in touch with your organization.

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Make a sincere phone call. State how grateful you are for their support and ask if you can do anything for them. For example: How can we make our website donation page easier for you to donate? Are you getting the information you need for your tax return on our automated donation receipts? Do you need more options when making a donation, for example, setting up a recurring donation on a specific date each month?

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In my experience people want to know that their participation has dimensions. That it’s not just a transaction but their mission & legacy personified! Contributions need to have impact and give the donor a sense of purpose. Clear communications about the challenges and how the donor plays a clear role in the solution are absolutely essential! Lastly a relationship needs to be forged so you can engage the donor in ways that will be meaningful and evolve as over time. Trust & transparency are at the foundation of a relationship with donors but being inclusive in the purpose driven process of addressing some of life’s challenges can add a unique dimension to the retention you need for a long-lasting partnership!

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I challenge you to write a handwritten note, not an email, to each person you really hope to make a lasting impression upon. Watch what happens when you do.

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Remember the power of THANK YOU. While technology allows us to ensure that every communication is personal (names, pronouns, giving history), it's helpful to remember that not every communication should be an ask. Authentic gratitude, and just "thank you" goes a long way in donor relationship management...and involve your board members in this process anytime you can. Gratitude is the responsibility of the entire organization.

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Obviously, direct mail comms are going to be different than major gift outreach in terms of the level of personalization (handwritten, based on their relationship to and history with the org, etc.), but it's important to remember that ALL of your donor communications need to be personal. It's 2024 - there’s no reason, and no excuse, not to personalize names and segment by affinity, engagement, etc.

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