Keep the conversation going with a donor communications plan

George Bernard Shaw once said “The single biggest problem in communication is the illusion that it has taken place.” In the big picture of philanthropy, relationship building is key. And those relationships are built on effective communications.

Study after study has found that after a donor makes a gift, they want to know how their gift was used, the impact it had on the organization and other meaningful ways they can be involved with the cause. These communications are not direct asks, in fact they’re just the opposite. Do this type of communication often enough and with conviction and you’ll gain greater trust, and build greater loyalty amongst existing donors. And that’s what leads them to want to donate again and again.  

The best way to ensure you’re communicating both frequently and effectively with donors is to have a communications plan. Here are four basic components this plan should include.

1) Always say thank you. The single greatest thing you can do to improve donor retention is to say thank you. This isn’t just a tax receipt, it’s a real heart-felt thank you. A great thank you letter keeps donors engaged in the positive feelings that led them to donate in the first place. And, it shows them that they’re appreciated and that their gift matters to you.

2) Seasonal or monthly communication. This type of communication allows your donors to stay in touch with meaningful updates. It can take different forms and doesn’t need to be the same from month-to-month (or quarter-to-quarter if seasonal communication is the route you choose). Types of communication can include newsletters, impact reports, handwritten notes, personal phone calls, blog posts, etc. When planning your timeline, remember to factor in when you plan to send out direct appeal campaigns so that nothing overlaps and overwhelms your donors. Too little communication turns donors away, but so does too much.

3) Choose your communication mediums. How will you share all of this content with your donors? Will everything be in print and mailed out, or do your donors prefer digital content? Do your donors use social media? Your decision doesn’t have to be all-or-nothing and can be a mix of digital and offline communication depending on what works best for your organization’s budget, time, and resources.

4) Meaningful content. Once you have a plan for how often you intend to communicate, now you need to figure out what to say in each of those communications. These communications are not simply retellings of your day-to-day activities, they need to have clear messaging and objectives. And one of the most effective ways to share meaningful content is through storytelling.  What stories do you intend to tell, whose stories do you intend to tell, how do you intend to tell them and how will you even get those stories?

In times of crisis, donor communication is more essential than ever before. A pandemic and economic downtown means it’s far from business as usual, meaning it is just as important to stay in touch with donors and build those long-term relationships.

For more on non-profit donor communications essentials and best practices, click here to read Donorbox’s guide.