| Non-profits sometimes fear asking too often - | | | | I'm not suggesting you follow the lead of one |
| thinking they'll make people mad and they'll stop | | | | well-known animal charity. They do indeed make |
| giving altogether. While I have heard that complaint a | | | | people mad - but that's because their appeals come |
| few times, it turns out that for most of us, just the | | | | on average about every 10 days. Well, maybe not |
| opposite is true. | | | | that often, but it sure feels like it's that often! |
| According to studies done by the folks who write for | | | | Not every supporter will give every time. We all |
| Fundraising Success magazine, the real danger is in | | | | know that some days there's extra money we can |
| letting your donor's enthusiasm die before you | | | | send and other days there isn't. And we know that |
| contact them again. | | | | some of our donors have several causes they |
| Few donors stop giving if you allow them to feel | | | | support. But it's good to be on their minds on the |
| good about their gifts - if you treat them like | | | | day that generosity is flowing. |
| partners in the cause, and if you always send a thank | | | | If you have new news to share every month, or |
| you note immediately after receiving a gift. Not six | | | | even every week, do share it! Your donors are far |
| months later - not even 2 weeks later - right away. | | | | more apt to maintain their enthusiasm for your |
| And of course, you must always let people know | | | | project when they have regular updates about your |
| that their gifts are making a difference. If you write | | | | progress - and when they feel important enough for |
| about a problem, your next letter should give an | | | | you to take the time to keep them informed. |
| update about how the problem is being solved - | | | | But be careful, while every message from you should |
| thanks to their help, of course. | | | | include a way to donate, every letter should not be a |
| Another response-stimulator is choice. With the | | | | blatant appeal. You're writing to reinforce and nurture |
| computer programs we have today, sorting donors | | | | your relationship with your donors. |
| isn't as difficult as it once was. So go ahead and ask | | | | This quote from Jeff Brooks sums it up: "When you |
| your donors if they want your newsletters and | | | | motivate a donor to give, you haven't taken a tree |
| updates - or how often they'd like to hear from you. | | | | out of a forest that needs time to regrow. It's more |
| Studies show that fewer than 10% will take | | | | like you've pruned a rose bush, encouraging more and |
| advantage of the choice, but 100% will feel good | | | | better growth." |
| about having been asked. | | | | Keep encouraging that growth! |