STOP Before You Communicate with Your Donors
By Susan Rostkoski, SCC Principal Consultant
Executive leadership, fundraising & development
There is so much advice available right now regarding how to keep donations coming in during these extraordinarily trying times. After checking in with some fundraisers whose wisdom I greatly respect and reviewing lots of articles on the topic, I found myself wanting to say STOP! — and that gave me an idea to share with you as you think about how to navigate this ever-changing new normal we all find ourselves in.
Short messages are more likely to be read, especially on social media platforms. Some research shows that anything over three paragraphs will likely be deleted or set aside to read—and then, of course, never attended to. We’ve all done it.
Turn your communication into a focused, tightly crafted gem that your donors will be delighted to open. Instead of two paragraphs, use one, then select a picture, a chart, a story, or a video.
Opt for less frequency and more regularity. What’s the difference? Frequency has to do with how many times you want to communicate. Regularity is the even spacing of messages that your donor wants.
Pay attention to major and mid-level donors (the definition of the dollar amount is whatever is appropriate to your organization) and faithful donors (those who have given annually for the past 5-7 years, regardless of amount).
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So now that you’ve STOPped to think about HOW you communicate, here are some thoughts on WHAT to communicate.
A. Even your most loyal supporters are stressed, lonely, tired, worried, and uncertain. The best message you can give them about your organization should be suffused with warmth, candor, empathy, and a sense of partnership.
B. A well-crafted message about how you continue to achieve your mission creates confidence in the donor that you are staying on task and making a difference. Even when your method of operating has changed, it’s crucial to focus on your impact on people’s lives.
C. Give your donors a peek at a positive future. Pick out one piece of upbeat news, no matter how small, to illustrate your determination in the face of challenging days, your gratitude for the ways people are supporting you, or a glimpse of a way forward that is new for your organization.
The SCC team wishes you and your team all the best as we navigate through these challenging times. If there is anything we can do to support you, please don’t hesitate to reach out.