The main point is that donors 1) want to be thanked, and 2) they want to know what the results were of their donation. And she stressed in every idea that the writing revolves around the donor. The word "you" or similar is everywhere.
- Write personable, friendly, thank you letters that talk about results made possible by the donor. Start with "Look what you've made possible..." or "I am so thankful for people like you..." or "you've given hope to..."
- If you have visuals to associate with your results, make a simple thank you video, like the Nature Conservancy has done.
- Donor-centered articles in your newsletter. Kivi had an example just like Julie's Rokia story. One fundraiser appeal that talked about the great hospital created by donations raised $5,000. The next one that talked about a specific patient helped by donors raised $50,000.
- Testimonials that show impact of donation.
- Dramatic storytelling (wow, what a concept!)
- Show a timeline or time lapse of progress made on a fundraising goal. Her example was a web cam on the building of a new GreenPeace ship.
- Real time dashboard of changing numbers that measure your success.
- Before and after photos.
- Behind the scenes. Charity:Water takes photos and reports on next steps.
- Special updates--the CEO schedules regular conference calls with major donors.
- Info graphics. Especially good 'cause they're shareable.
- Results of outside evaluations. They have to be translated, though, if they're particularly wonky.
- "New and improved" annual reports that are short, short, short and to the point. Postcard size, or two pages, including important numbers and revenue and expense info.
- Video annual reports. Go to YouTube and search for "nonprofit annual report 2012" or what ever year you want.
nice to see this all pulled together Shirley!
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