Should I Be Offering My Members More Than a Thank You for Their Donations?
We will get down to the point: Expressing gratitude might be the most important thing you can do for your members following their donation, but is it enough? Maybe in the past, thanking members was overlooked, but in today’s world, members have choices and crave connection. For this blog, we won’t delve too deeply into the “why” organizations need member donations but instead the points of “what” organizations should do after a member donation is received.
The typical organization’s to-do list includes recruiting members to join a like-minded community. As mentioned above, numerous options, causes, and groups aim to serve more people than ever before, making member/donor retention a high priority.
What Should I Do After a Donation?
- After receiving any donation, it is important to express gratitude by immediately sending a strategically written letter or email that appeals to the donor’s emotions and logic. A rule of thumb is to spend as much time writing a thank you to them as you do in writing to them asking for a donation.
- Following this, it is beneficial to continue thanking the donor 30-90 days later with personalized videos and phone calls. This approach helps build your organization’s membership core with solid relationships with the goal of loyalty.
- Consider additional strategies to thank your members, such as sending personalized discounts for restaurants or travel. This can be done through email or, even better, through their membership app.
What Should I Avoid?
- You should avoid sending a thank-you message that also requests additional donations immediately following it, as this may come across as in poor taste and could discourage members from making further contributions. According to a recent study, nearly 50% of members/donors reported that an inspirational thank-you letter in response to initial gifts is what inspired them to give again.
- Donor fatigue is real and should be avoided. Some examples of donor fatigue include a false sense of urgency, aggressive campaigns, and asking too frequently.
Loyal members will contribute more significantly and spread the word about your organization’s work. This, in turn, will attract more members, enabling you to make a more substantial impact, reach more people, and achieve more for the common good. If your organization wants to boost your member/donor loyalty, take a look at our white label-ready platform. YCS Group specializes in digital consumer benefits that can be customized to fit your needs.
