If yearly holiday appeals are the only time you contact your donors, chances are good that they aren't feeling needed or cherished. So stay in touch—very close touch. Here's how:
When you first make the ask, let your supporters know why you need them. You can ask your donors to help in any way that they can and let them know how their help will lead to the achievement of your mission.
Send Thank You Notes
Make sure your thank you letter is timely and lets donors know what they can expect from your nonprofit in the future. Consider sending a second thank you note that asks for feedback and shows your continued appreciation.
Send Regular Updates
After you've thanked your donors, send them regular updates detailing the ongoing impact of their gift. They'll be pleased to know that their donation is being put to good use and might even be inspired to give again!
Newsletters are a great way to describe what your organization has been doing. You can report on the impact of all donor contributions and help maintain your supporters' interest. Don't forget to remind your fans how important they are to you.
Repeating this cycle of communication won't annoy your supporters-it will make them feel involved in what you're doing. To learn more about staying in touch with your supporters, check out our webinar Nonprofit 911: Turn First-Time Donors Into Repeat Donors with Tom Ahern and Jay Love.