I keep wondering why nonprofit leadership spends so much time and money putting on special events to raise money and so little time keeping engaged with those donors who already support them. I have written over and over how important a simple ‘thank you’ telephone call can be to a person who has recently made a contribution to your agency. I keep saying it over and over to my clients! When you get a gift, within ten days, make a ‘thank you call’. Even if you can’t get through to the donor (and many callers would just as soon get a message machine), leave a warm message.
Finally one of my client did just that. She told me she has ‘phone-a-phobia’, hates making calls, but got up the courage to call a donor who had just sent them $1000. What happened? He sent her another $1000. (I didn’t make this up). I have heard of agencies getting large unsolicited gifts after they made a call. They didn’t ask for money – just said thank you. How easy is that!
And yet in probably 95% of donations, that does not happen. Why? Because most people hate calling strangers. (Me included!)
So what do we do? Just ignore the suggestion, spend all your time planning more expensive events, and ignore the rich gold mine of funds that can be yours by giving just a little TLC to those who give you their funds.
Stop worrying how much they give. Be more concerned about the giver than the gift.
Please do this. After every special event, within ten days, call all the people, especially the strangers, who were at your event, and thank them for coming. If you have a hard time doing it at home, bring the names to your next Board and committee meeting and do it collectively. Somehow that makes it easier for some.
And when the new funds start flowing in, or people give you more money next year, it will be because of that one minute telephone call that you made because you read this blog.