Welcome! Writing Thank You Letters That Inspire Future Gifts. The Voice You re Hearing. Kivi Leroux Miller
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1 Welcome! Writing Thank You Letters That Inspire Future Gifts We will begin at 1:02 pm Eastern (10:02 am Pacific) The Voice You re Hearing Kivi Leroux Miller Nonprofit Marketing Guide.com NonprofitMarketingGuide.com for CharityHowTo.com 1
2 GoToWebinar Attendee View You will see the slides here. POLL How quickly (honestly!) do you get thank you letters out? NonprofitMarketingGuide.com for CharityHowTo.com 2
3 Later I ll ask you What s the first change you plan to make to your thank you letters? You probably need to go back to the drawing board. NonprofitMarketingGuide.com for CharityHowTo.com 3
4 Get an Attitude of Gratitude. Thank Before You Bank. NonprofitMarketingGuide.com for CharityHowTo.com 4
5 WHAT S HAPPENING NOW Donor attrition between first and second gift: 65% Those saying their first gift was not as generous as it could have been: 75% Source: Penelope Burk Donor Centered Fundraising NonprofitMarketingGuide.com for CharityHowTo.com 5
6 WHAT DONORS WANT Those saying getting a prompt, meaningful thank you, and follow-up results, will ensure second gift: 80% Reporting back results is more important than individual recognition Source: Penelope Burk Donor Centered Fundraising WHAT DONORS WANT Personalized in some way (51%) Acknowledges how the gift will be used (30%) Handwritten (16%) Signed by a member of the board (13%) Source: Penelope Burk Donor Centered Fundraising NonprofitMarketingGuide.com for CharityHowTo.com 6
7 AND YET NONPROFITS ARE FAILING Thanks weeks or months later (if at all) Form letters or cheap postcards Predictable and Tired Openings On behalf of... Thank you for your gift of... NonprofitMarketingGuide.com for CharityHowTo.com 7
8 Not Specific About Uses No description of how gift is used Laundry list of all programs Downers Language is dry or depressing Emphasizing more need rather than gratitude and results Asking for money, again. NonprofitMarketingGuide.com for CharityHowTo.com 8
9 What You Should Be Doing Reassuring them that they made the right decision. Welcoming them. Praising their generosity. Qualities of a Good Thank You 1. On time 2. Personalized to donor 3. Explains how gift will be used expected impact 4. Explains what to expect next engagement 5. Personalized by sender NonprofitMarketingGuide.com for CharityHowTo.com 9
10 1. Be on time. BE ON TIME Ideally, within 48 hours. Definitely within one week. Schedule time for it. First thank you goes out in same channel as gift received NonprofitMarketingGuide.com for CharityHowTo.com 10
11 2. Personalize It. PERSONALIZED LETTERS Use their name and yours Friendly, original opening Handwrite note on letter Photos with note Client stories (or they write the letter) Press clippings with note NonprofitMarketingGuide.com for CharityHowTo.com 11
12 More Creative Openings You made my day. I have a great story to share with you. Look what you ve made possible. I am so thankful for people like you. You ve given hope to... NonprofitMarketingGuide.com for CharityHowTo.com 12
13 More Creative Openings You made my day. I have a great story to share with you. Look what you ve made possible. I am so thankful for people like you. You ve given hope to... Letters from Clients 76% of donors say getting a thank you letter from someone who benefited from the charity s work was very meaningful. Source: Penelope Burk Donor Centered Fundraising NonprofitMarketingGuide.com for CharityHowTo.com 13
14 NonprofitMarketingGuide.com for CharityHowTo.com 14
15 3. Explain how gift will be used. NonprofitMarketingGuide.com for CharityHowTo.com 15
16 How the Gift Will Be Used Quickly, but clearly describe one program Share an anecdote as an example Where need is greatest will report back NonprofitMarketingGuide.com for CharityHowTo.com 16
17 Run through your whole online giving process or else you could be sending this! NonprofitMarketingGuide.com for CharityHowTo.com 17
18 4. Add ways to engage. Ways to Engage When newsletter will arrive and what will be in it Invitation to tours, site visits Special briefings Volunteer opportunities Event invitations/save the date NonprofitMarketingGuide.com for CharityHowTo.com 18
19 NonprofitMarketingGuide.com for CharityHowTo.com 19
20 5. Personalize by sender. Personalized by Sender Signed in ink Someone with stature or someone who receives the benefits NonprofitMarketingGuide.com for CharityHowTo.com 20
21 Board Members Should Help Personal notes on letters Phone calls Handwritten, second thank-you note NonprofitMarketingGuide.com for CharityHowTo.com 21
22 Thank 2-3 Times Per Gift Immediately Follow-up Report January: Cumulative report on giving from the last year you do the math, so they don t have to! Positive and Personable! Results! Invitation To Feel Like We Are There Great Photo Credit to Donors Personable Integration More Goodness to Come! Reminder about Connection, and Other Activities NonprofitMarketingGuide.com for CharityHowTo.com 22
23 What about the IRS Language? The Nonprofit received a cash contribution of $75 on Date. No goods or services were provided by the organization in return for the contribution. Google IRS charitable receipt The Basic Outline Personal, friendly opening We will use your donation of $XX to... Anecdote about previous success or something exciting coming up I ve added you to our mailing list... Please consider participating in... (engagement) Thank you so much for your generosity... Sincerely, NonprofitMarketingGuide.com for CharityHowTo.com 23
24 My Easy Formula for This Greeting Card + Progress Report + Invitation = Powerful Thank You Letter! Let s Fix Some Real (Bad) Thank You Letters... NonprofitMarketingGuide.com for CharityHowTo.com 24
25 Dear Kivi, On behalf of the Institute, I would like to thank you for your generous donation of $25 on 12/1/2011. Your contribution makes it possible for us to help people in our community. The Institute is a 501c3 tax exempt nonprofit so your donation is applicable for IRS tax credit. Our tax exempt number is No goods or services of any value were or will be transferred to you in connection with this donation. Please keep this as a record of your donation. Sincerely, Jane Doe Director Dear Kivi, Thank you for your (donation info was here). The Center knows that solving the climate crisis is not only possible, but will underpin a new era of economic prosperity in which clean technologies and businesses take the place of polluting ones. And only when the bulk of Americans demand these solutions will meaningful policies be enacted. Therein lies the mission of the Center: to mobilize people behind solving the climate crisis. On behalf of the Center and our board, I would like to thank you for contributing to our efforts. Sincerely, Jane Doe NonprofitMarketingGuide.com for CharityHowTo.com 25
26 Some Special Cases First Time Donors Repeat Donors Event Sponsors Corporate Sponsors Foundations OK, Tell me now What s the first change you plan to make to your thank you letters? NonprofitMarketingGuide.com for CharityHowTo.com 26
27 Your Final Questions? Kivi Facebook.com/ charityhowto or nonprofitmarketingguide NonprofitMarketingGuide.com for CharityHowTo.com 27
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