Stay In Touch

Do you only talk to your donors when you want them to make an additional gift?  If so, consider extending the conversation.  Donors are more loyal when they feel that you care about the relationship, not just the bottom line.  Here are three ways to keep the conversation going.

Offer tips and tricks.  Take a tip from your realtor.  If you've continue to receive postcards even after you've purchase a home, it's not an oversight.  It's part of a growing trend of long-term customer retention that other market verticals can learn from.  

Realtors often send postcards every few months or at the change of seasons.  They might offer suggestions for improving the curb appeal of your home, tricks for spring decluttering, or ideas for winterizing your garage.

What does this have to do with home sales/  Everything.  Fully half of 18-to 24-year-olds still live at home, and at some point, will move out on their own.  Young couples expand their families and upgrade to larger homes.  People retire, change jobs, and experience other life changes.  A realtor can have a relationship with an individual, couple, or family over a lifetime.

Then there are referrals.  At some point, friends, family, and neighbors will be looking for a realtor.  When asked how they found their real estate agent, 43% of all buyers and 41% of all sellers said they were referred by a friend, neighbor, or relative (National Association of Realtors).  Realtors want to maintain that relationship so you will recommend them. 

The real estate vertical is on to something.  Are you?

Following up with declining engagement.  By using simple data mining techniques, you can determine which of your donors are engaged and reach out to those who are not.  This gives you the opportunity to re-engage lagging relationships before it's too late.

Look at the fitness club industry.  Gym owners know that is members aren't regularly attending, they are more likely to cancel their membership.  For this reason, may follow the "21-Day Rule."  If someone doesn't attend within 21 days, the gym reaches out by direct mail, email, or personal follow-up.  Others will follow up after 30 or 60 days of nonactivity.

This is a lesson all marketers should take to heart.  Once a pattern of non-engagement becomes entrenched, it's much harder to change.  Dix it before it's too late.

Send greetings at critical anniversaries.  Don't be afraid to say hello. Send personalized notes and postcards at critical anniversaries, such as birthdays or the data someone first became a donor.  Some organizations do this by email, but personalized cards and letters have more power.  There is something more touching about a beautiful personalized message that arrives in a printed envelope than "Happy Birthday!" in an 8-pt. electronic subject line.

Everyone wants to be noticed and cared about, and your donors are no different.  Love your donors beyond their monetary gift and they will love you back.  


Got something to say? Join the discussion »
    Posted @ 11/4/2016 2:38 AM by nimabigoogle
    nimabigoogle's avatar

    The famous watch equipped with Cal. 1315 self-winding omega replica movement, to bring reliable breitling Replica sturdiness and extraordinary precision. Improved version of the 1315 movement with three barrels in breitling replicas series to achieve the 5th long power. Heart of the movement area, the use of silicon springs, cartier replicas with excellent magnetic properties, allowing you to not fear the deep magnetic field and impact on life. Through the sapphire breitling replica crystal back through, the wearer can enjoy the beauty of the watch movement and sense of modern technology.

leave a reply

 [Quick Submit with Ctrl+Enter]

Remember my details
Notify me of followup comments via e-mail

  1. Re: WOW Your Donors Using These Five Keys to a Great Retail Shopping Experience

    Designed for, and originally only sold to replicas breitling pilots (which is the case of the owner of...

    -- replique montre

  2. Re: Happy Holidays from M3 Toolbox Marketing for Nonprofits

    Equipped with Nomos independent research and development of the tenth breitling replica movement: a new...

    -- caim

  3. Re: Happy New Year 2015 from M3Toolbox Marketing for Nonprofits

    Modern interpretation of the Kam Kam Nomos Ludwig neomatik champagner goedkope horloges watch,Sub-dial...

    -- goedkope horloges

  4. Re: Teamwork

    the new watch for the handmade jewelry products, with a special certificate Audemars piguet replique...

    -- audemars piguet Replicas

  5. Re: Teamwork

    Watch to steel to create Montre rolex replique the case, sleek breitling replique montre sleek, rolex...

    -- replau

  6. Re: Inside “the Best of the Best”

    Through the new Cartier replica RM68-01KongoTourbillon watch at the end of the table, you can see the...

    -- asirand

  7. Re: Data Mining Demystified

    I just recently tag heuer replicas in the past, I have described in detail this year some of the new...

    -- funsd

  8. Re: Putting 1:1 Printing to Work

    Silver-plated dial with silver-plated timing disk and blue Air max baratas pointer / embedded time scale...

    -- meritali

  9. Re: WOW Your Donors Using These Five Keys to a Great Retail Shopping Experience

    To celebrate the Tokyo Ginza boutique reinstall the opening Lange launched repliche orologi two Auburn...

    -- murferry

  10. Re: Unusual Twists on Nonprofit Fundraising

    The new Grande Classique de Longines,rolex replica rose pink, serene blue, pure white soft pink color...

    -- dsomcom