My niece, Grace, is 5 years old and very special to me. She’s wise beyond her years and when she moved away from Minnesota to Florida, I was determined to keep in touch with her. I didn’t want her to forget me and I wanted to stay connected with what’s going on in her life. A year and a half later, she has taught me a few great tips for anyone we want to stay connected to, especially our donors and volunteers.

• 1. Don’t send too many emails. I’ve been told by my very precocious niece that she has “too much to do” to read all those emails.
• 2. As often as possible, include a photo in my email. Not surprisingly, Grace will NOT read or look at an email that doesn’t have a photo in it.
• 3. Only use the telephone for special meaningful conversations. Grace has been known to say, “Auntie, Why are you calling me again? You know I don’t like to talk on the telephone.” From that honest comment I learned to place my calls at times when she has something important to share OR when I have a short exciting bit of information to tell her.
• 4. Send snail mail sometimes, especially if it’s personalized. Grace gets excited when she checks the mail box and there is a fun envelope or package just for her. Come to think about it, so do I.
• 5. Ocassional in-person visits are helpful.  I visit Grace in person once or twice a year, when I was leaving on a recent visit she leaned over and whispered in my ear, “I’m gonna miss you Auntie”.
• 6. Overall, don’t try to communicate too often and keep it fun. Too much only becomes something to endure because “Mom” said so. Less is more and can cause a yearning for more information when the previous call, email or letter was so interesting.

Despite a few mishaps and too frequent communication on my part, I am happy to say, Grace and I are as connected as ever. I’m grateful for her taking time to teach me these lessons.

It’s the time of year when I receive lots of fundraising appeals via mail. I’m often asked about what to expect on the return from the mailing. It’s interesting that I’m being asked that question just about the time the mailing is going out. The better time to ask that question is immediately following when the gifts were received and we are in preparation to keep donors connected.

I just recently heard Penelope Burke speak at the Minnesota Planned Giving Conference. She’s written the book Donor Centered Fundraising based on a great deal of donor research. The following are some stats she shared with us.

Think about this information as you are receiving contributions in the coming weeks from your annual fundraising mailing:

Donor question: Once you’ve made a first contribution what would cause you to remain loyal and/or increase your giving? (Seeking retention and upward mobility.)

• 87% said whenever they give, they wish to be acknowledged promptly and in a meaningful way
  this inspires more giving!
• In the thank-you letter, include some confirmation of where the gift is going. Specific child … program or service.
• Before you ask me again … I want a meaningful report on how you used the gift. So this ties into the specifics on where the gift went that you identified in the thank-you letter.

People are very sensitive to the period between when they first give and the next appeal. Donor attrition is approximately 60% in that space.

If donors don’t get what they want or need immediately, then they move on or stop giving at all for awhile.

44% said promptness alone could inspire another gift. (Within 48 hours they should receive the personal thank-you call, and within two weeks, the letter.)

My suggestion is create the plan for keeping donors connected to you with a system that keeps them engaged and informed all year long. So, start your planning for next year’s fall annual appeal right now!