Major Donor Recognition - Use National Philanthropy Day To Spotlight Your Major Donors
I'll be surprised if your nonprofit organization doesn't already have an event or recognition campaign planned on or near November 15th. Here are a couple general ideas just in case:
Major Donors (individual and corporate)
This "holiday" gives you a perfect reason to call your major donors. I mean a personal phone call from a board member, executive director, development director, or someone else in a very significant leadership position within your organization.
Simply call each major donor and share something very simple and brief. For example:
Good morning Mr. Johnson [and if you're on a first name basis then by all means, use the first name]. This is [identify caller] from [name of organization].
Today is National Philanthropy Day so I wanted to call and thank you for all your support over the past year. All of us here at [name of organization] value your generous support tremendously. THANK YOU SO MUCH!
I have one question for you, if I may. Is there anything you'd like us to do differently? In other words, are you receiving all the information about us that you want, when you want it, and in the form you want it? Anything at all you'd prefer to have done a bit differently?
After you ask this question, sit and wait. Don't say anything. Relax and give your major donor a chance to think and to take their time answering.
How they answer the question may naturally result in a bit more conversation. Just don't drag out the call. And remember, you're chatting with a very dear friend.
Volunteers
Depending upon how many you have, it may not be practical for someone in your organization to call and say "thank you for your service." So perhaps a simple thank you card sent in the mail, or an email.
Non-Major Donors
Now is a great time to make use of those email addresses you've been collecting and adding to your database throughout the year. Send a very short note of thanks to as many "regular" donors as possible.
Important: Take time to remove your major donors from this email campaign. You've communicated with them by phone - and major donors deserve a bit of red carpet personal treatment - so don't send them a mass mailing email.
And just as you did with your major donors by phone, you can also ask your regular donors if there's anything different they'd like to see from you.
My recommendation is to take advantage of National Philanthropy Day. Recognize those people who keep your nonprofit organization funded and operational throughout the year. Again, a very brief communication with the sole purpose of sharing your heartfelt thanks, and to find out if you're on target with all your other communications.
Related Tags: fundraising, volunteer, copy, nonprofit, major donor, national philanthropy day
Karen Zapp is a freelance fundraising and sales writer, and the owner of PK Scribe, LLC (http://www.PKscribe.com/). She specializes in uniquely written copy that not only touches readers at profoundly deep levels; but does so intellectually, emotionally, and personally. Her distinct delivery of this triple combination can generate high response rates for your fundraising and marketing campaigns.
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Copyright 2007 PK Scribe, LLC and Karen Zapp. All rights reserved. You may reprint this article as long as this resource box remains attached and unchanged.
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