As fundraisers and development professionals, we all must work toward the Big Ask. Without asking donors for gifts, it is unlikely you will receive the support needed to achieve your goals. But most appeals and solicitations are the final step of a long journey. The steps you take before are equally important. Stewarding relationships in a meaningful way must, must, must be a priority before you ask for anything.
Think of it this way: when donors see a letter or email from your organization, what do you want their reaction to be? Hopefully, it’s one of joy, anticipation and curiosity. What are the latest developments? What will happen in the future? How has our past support helped the organization grow and thrive?
If these your supporters’ reactions, you are on the right path. But if the reaction is “What do they want from me now?” – you may need to re-assess your communications and cultivation strategies. Or, you will eventually lose goodwill, burn out your donor base and potentially miss out on key funding.
While this may seem like common sense to many, during the day-to-day fundraising for a church, school or diocese, it can be easy to forget just how often you are directly asking your supporters for help. That’s why, at the Steier Group, we strongly advocate for the 8:1 rule – for every one communication asking for something, there should be at least eight communications thanking, inspiring, informing, energizing and engaging your donors.
To achieve this, it is important to plan out your communications in advance. Make sure that you know you can hit eight non-ask communications between your asks. Studies have even shown that nonprofits more active on social media have greater fundraising success.
Here are four types of communications that can steward your donors in between big asks:
Show impact: Nothing inspires a donor to keep giving more than showing them exactly how their dollars are having an impact in your community. This could be something complex like a detailed report of how you used their funds, to something simple like a quick video showing the dollars in action.
Share testimonials: If your fundraising has a direct impact on people in the community, ask them to share their story. That could be hearing from a parishioner who is excited to more easily attend Bible study because of a new, bigger gathering space or a student who received a scholarship from funds raised.
Express appreciation: As soon as you receive a donation, the first step should be to thank your donor. That should include a thank you letter but could also include a handwritten note or a phone call, depending on your relationship with the donor and the size of the gift. Additionally, you can share your appreciation for all donors in a speech during Mass or in an email newsletter. Thanking individuals and donors will create a lot of good will for your organization.
Explain your vision: Donors are much more likely to support a cause they understand and feel aligns with their mission, vision and values. So make sure to consistently share and explain the vision you have for your organization. Where do you see the organization in five years? 25 years?
Do not be afraid or reluctant to ask for support. Your organization needs it. But make sure it’s not the only communication your supporters are seeing. Using different combinations of these four types of communication methods can help you achieve the 8:1 rule while keeping your donors inspired and engaged. More importantly, when it comes time again to ask for support, your donors will be informed on the importance of the work you do and how their donation will lead to better outcomes for the community.
If you have any questions about fundraising communication or how the Steier Group can help you in your fundraising efforts, please contact me.
