We made it! I am sure that you all breathed a huge sigh of relief when we watched the ball drop in Times Square on New Year’s Eve from the safety of our own living rooms. 2020 – easily the most forgettable year of our lifetime – is now behind us and the boundless promise of 2021 now dominates our horizon.
Rather than suggest adopting some resolutions that would most likely die on the vine, I strongly propose taking some very straight-forward actions that will get the ball rolling towards building better relations with your donors and volunteers in 2021. One of the positive outcomes of the Pandemic was charities and organizations rediscovered the practice of thanking and interacting with the individuals and funders who support their work. Thanking our donors and volunteers, showing them the impact of their generosity and establishing a two-way dialogue with them is what strengthens their affinity for the cause. Here are four (4) simple things we can do in the short-term to accelerate this practice in the New Year:
1) Sending a “Thank You” message to random donors and volunteers.
Receiving an impromptu thanks from someone we have helped in the past is a pleasant surprise that instantly puts us in good mood regardless of how our day is going. It is even more rewarding when we learn how our contribution had such a positive impact on the lives of those we helped. Apply this approach by reviewing your organization’s donor database and volunteer roster and choose four (4) or five (5) individuals, companies, foundations or service clubs to whom you will send personalized messages expressing gratitude for their kindness.
Delivery of this message can be completed through a telephone conversation, social media private messaging, text message, email or a letter. The key is ensuring the recipient departs the experience with warmer feelings and closer connection to the pursuit of your organization’s mission.
2) Filming a personalized video message of gratitude to selected donors and volunteers.
Record and privately send a personalized heartfelt video message to specific donors and volunteers who have made significant contributions of time, talent and/or treasure since the Pandemic was declared. Our most valuable supporters are those who selflessly remained and assisted the work of our organizations during these most arduous times.
Their actions were not merely generous. They were downright heroic and should be acknowledged as such. Preparing a video from the Board Chair, Executive Director or another person of standing within the organization speaking to them and directly expressing their utmost thanks is certain to resonate with the supporter. Be sure to provide examples of how their kindness enabled the organization to navigate through some of the most uncertain periods in its history. Hammer home the point that despite having every reason to “jump ship”, they mad the courageous choice to remain and serve. Due to their brave actions, the community is in a stronger position today.
3) Deliver a message from someone served by the organization.
Having someone who has benefitted from the impact of your organization’s programs and services speak directly to those who made it possible is one of the most powerful ways of enhancing your donors’ and volunteers’ attachment to your cause. They can be a client or a family member of an individual who is now in a better place because of the altruistic investment of your supporters. The medium may be a text or video message on social media or email, yet the ideal strategy is to specify and tailor the message to specific donors and volunteers. The more intimate the connection, the more impactful it will be received.
4) Invite certain donors and volunteers to share their thoughts or advice regarding the work of your organization.
In addition to time and energy, our donors and volunteers often possess distinct untapped areas of expertise and perspectives that would benefit their organizations immensely. Approaching them to share their thoughts or request their guidance regarding your organization’s service delivery, management and operations would be an extremely prudent step.
Prior to extending this invitation, it is vital that we thank the donor or volunteer for all they have given and remind them that your organization’s achievements would not have occurred without their involvement. Communicating with them directly by telephone, email, text message or social media, explain how their insights, observations and recommendations will position your organization to serve their communities more effectively and take greater strides towards realizing its mission.
Stay well,
Mike
