Do you send all your donors the same appeal and thank you letter? Do you also feel your appeals aren't bringing you the donations you need?
Hmm, there may be a correlation here. If you're not segmenting your donors into different groups, you're missing a chance to raise more money and let your donors know you recognize them for who they are.
Your donors are not the same. Some donors have given for at least five years (these donors should get a lot of attention). Some are monthly donors. Yet, nonprofit organizations fail to recognize that and send everyone the same letter.
I often receive generic, one-size-fits-all communication from organizations that don't acknowledge I'm a longtime donor or recognize that I'm a monthly donor. Um, hello!
These organizations are missing opportunities to do a better job of connecting with their donors. Unfortunately, this happens way too often.
Don't you think it's time to start segmenting your donors? If you're already segmenting your donors, kudos to you!
You may be worried about how much time this will take. Plus, you don't think your current CRM/database can handle it and it will cost too much to get a better one.
In reality, it may cost you more not to segment. A good CRM/database is worth the investment. Segmenting your donors will help you with retention, which costs less than trying to find new donors.
You also don't need to create a 100 different types of letters. Four or five should be sufficient. Your appeals and thank you letters will stand out if you can personalize them and not send everyone the same generic letter.
Here are a few different types of donor groups to help get you started. Remember, investing in a good CRM/database will help you with this.
Current single gift donors
An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. This is also a good opportunity to ask for an upgrade. Many organizations don't do this, but it's a good way to increase your revenue.
Your donors will be more receptive to upgrading their gifts if you've been doing a good job of thanking them and staying in touch throughout the year.
If these donors give again, they should get a handwritten note, phone call, or letter letting them know how much you appreciate their continued support. If they've upgraded their gift, be sure to acknowledge that, too.
Potential/new single gift donors
If you're sending an appeal to someone who's never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you purchased?
The more you can establish a connection, the better chance you have of getting a donation.
The retention rate for first-time donors is horrible. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.
New donors should get a handwritten note, phone call, or letter welcoming them as donors. Invite them to connect with you in other ways such as signing up for your newsletter, following you on social media, and volunteering.
Then a week or so later, send them a welcome package by mail or email. Personalization is crucial with new donors.
One of the biggest hurdles nonprofits face is ensuring first-time donors give a second time. If they keep giving after that, they're showing their commitment to your organization. That's why the second gift is called a golden donation. Don't blow it by ignoring this.
New monthly donors
Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors.
Current monthly donors
Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional gift.
When your donors renew or upgrade their monthly gifts, they, of course, get an amazing thank you.
Current donors who become monthly donors
Your current donors who decide to become monthly donors are also showing their commitment to you. They get a handwritten note, phone call, or letter thanking them for their continued support and for joining your family of monthly donors. From now on they should get specialized appeals and other communications targeted to monthly donors.
Segment as much as you can
While I've suggested a few ways you can segment, there are many more options. You can segment by gift amount and number of years someone has been a donor. You can segment volunteers, event attendees, and non-donors. You can also use segmentation in other types of communications, such as creating a special newsletter for monthly donors (or at the very least including a cover letter for monthly donors with your newsletter) and sending handwritten thank you notes to donors who have given for over two years.
Segmenting your donors makes a difference
As we continue to navigate through uncertain times, some donors may cut back on their giving. Don't let them choose between organizations that communicate throughout the year with engaging personalized appeals, thank yous, and updates and organizations that just send generic, one-size-fits-all communications. People like personal connection.
Spending some extra time segmenting your donors and personalizing your communications will be worth it if you can raise additional revenue and boost your retention rate.
In a future post, I'll highlight specific ways segmenting your donors can help you raise more money.
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