guest post // 10 Personal Communication Touches Donors Actually Notice
By Diana Otero, Bloomerang
In today’s oversaturated world, generic communications no longer cut it. To make your mission and organization stand out to donors, you need to think creatively about how you recognize them and share important updates. In fact, 87% of fundraisers claim personalized communication is their most effective retention strategy.
However, that doesn’t necessarily mean you have to make large, complicated gestures to get donors’ attention. Sometimes, small personal touches are more meaningful. This guide will explore some micro-strategies you can incorporate into your overall donor communications approach to better connect with your supporters.
1. References to Past Actions
Donors who have a history of contributing to your nonprofit want to know that you remember all they’ve done to serve your mission. Generic messages that could apply to any supporter don’t engage loyal donors or demonstrate your appreciation for them.
In fundraising appeals and update emails, take the time to thank donors for their past contributions. Use a dynamic field in your nonprofit CRM to automatically insert details from past interactions. For example, when sending a fundraising appeal to fund a program a specific donor is passionate about, you may say something like:
Our park cleanup program, Project Earth, is entering its ninth year. As an avid volunteer for this initiative, you understand the importance of sustaining this program so we can keep our local parks clean and safe for everyone to enjoy.
Remember how much trash we picked up during the event at Bank Street Park last May? Let’s continue cleaning up together. Every donation and volunteer sign-up counts!
Imagine if this donor received an appeal explaining what Project Earth is. They’d probably be frustrated, considering their impact on the program. By referencing their involvement, you can frame your appeal in a more personal way that’s likely to resonate with the donor.
2. Specific Gift Quantifications
When thanking donors for their contributions, reference the specific dollar amount and translate it into its potential impact. That way, you show appreciation for donors’ unique gifts and demonstrate what those donations will allow your nonprofit to achieve.
Here’s what this may look like in practice:
Thank you so much for your generous $100 donation! Thanks to your contribution, we can now feed a family of four in the community for the next month. You’re helping us defeat hunger, one meal at a time.
Instead of just hearing their donation amount regurgitated back to them, the donor will understand exactly how they’re making a difference and be more inclined to contribute to your cause again in the future.
3. Staff Sign-Offs
Use automation to have thank-you emails come from a program staff manager, even if they’re not the one actually sending the message. Rather than receiving an email that says it’s from your development team or a generic email address associated with your organization, supporters will be able to connect these messages to a real person at your nonprofit, helping them forge a stronger connection with your organization.
4. Handwritten Annotations
Direct mail is impactful because it shows you’ve taken extra care to communicate with supporters and provides a physical reminder of your nonprofit. However, it can be time-consuming to handwrite tons of thank-you notes.
If you need to print thank-you letters, compromise by manually writing short notes on these letters. These notes can be as simple as a staff member writing “Thanks for your continued support!” on a long-time donor’s thank-you note or “Looking forward to getting to know you!” on a new supporter’s letter. That way, you add a personal touch without taking up too much of your team’s time.
5. Name Pronunciation Confirmation
Show respect for donors by asking them how to properly pronounce their names. You’ll not only demonstrate you care but also avoid future embarrassment for your team.
While knowing how to pronounce all donors’ names properly is important, it’s especially crucial to learn major donors’ names, since you’ll frequently be in touch with them.
For instance, Bloomerang’s major donor guide suggests that you “[m]eet with your [major] donors face-to-face once a year and ask for their feedback.” Rather than attempting to pronounce a donor’s name when meeting them in person for the first time, simply ask and record this information in their donor profile for your team’s reference.
6. Acquisition Channel Shoutout
You likely already send new donors a welcome email series. Consider surveying donors when they first contribute, asking where they discovered your nonprofit. Then, acknowledge their acquisition channel in one of your welcome emails.
This small inclusion shows you listen to donors and builds a strong foundation for your relationship. For example, you may acknowledge a donor who heard about your organization from a friend by saying something like:
Emily — Thanks for donating after hearing about our organization from your friend Amy! Amy is an avid donor and volunteer, so she’ll be a great resource if you have any questions about getting more involved. We can’t wait to see the impact you’ll make as part of our community!
7. SMS Check-Ins
While text-to-give campaigns can help you raise funds, consider other ways you can use SMS without asking anything of donors. For instance, you may update donors who have opted in to text marketing about the progress of a campaign they recently contributed to.
Since many people are constantly on their phones, texting is an easy way to stay in touch and keep your organization top of mind. Donors will appreciate hearing a positive update from your organization rather than constant fundraising appeals.
8. In Memoriam Follow-Up
When someone contributes a donation in someone’s memory, they clearly care deeply about that person. Follow up on the anniversary of their donation to remember their loved one and show you’re thinking of them.
This type of communication demonstrates that you care about supporters as individuals, beyond their contributions. However, be aware that some donors may be sensitive to your nonprofit discussing a loss they’ve experienced, especially if it was recent. Consider reserving this type of message for donors you know well who are likely to be receptive to it.
9. Update Postcard
If you’re in the midst of a program or project that certain donors funded, send a postcard with images of your work to give them an update. That way, you can keep donors in the loop about your initiative’s progress in a more engaging way than a typical update email.
For example, if you run an animal shelter and recently hosted a fundraising event for your animal rescue program, you may send donors a postcard with photos of recently rescued dogs to thank them for their monetary and in-kind contributions that made this work possible.
10. Email Newsletter Feedback Request
While you may send surveys after major campaigns or events, consider requesting feedback on your communications themselves, such as your newsletter. This type of feedback request allows you to tailor your communications to donors’ preferences.
For instance, let’s say the newest edition of your email newsletter features three different storytelling formats to convey donors’ impact on your beneficiaries. At the bottom of the email, you may ask donors to respond with their favorite format so you can better understand which storytelling techniques resonate with your supporters.
Don’t overlook the impact of small personal touches on donor engagement and retention. By making every supporter’s experience meaningful and unique, you can differentiate your nonprofit from other organizations and cultivate deeper relationships with supporters that continually fuel your mission.
This guest post was written by Diana Otero.
As Senior Product Marketing Manager at Bloomerang, Diana leverages her expertise in nonprofit CRM to help organizations strengthen donor relationships. She is passionate about showcasing solutions that empower For Purpose organizations to move beyond data tracking and foster genuine connections. With over a decade at Bloomerang, Diana excels at translating product capabilities into strategies that save time, fuel growth, and allow nonprofits to focus on what matters most: their mission. Her work is informed by her experience as a former nonprofit board member and ongoing volunteer work with various organizations, giving her unique insight into the challenges nonprofits face. Connect with her on LinkedIn.
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