ThanksforGiving
It’s that time to be Thankful to Your Donors. It is also the time of year when most nonprofit organizations rush to get those LYBUNTS …donors who gave…Last Year But Unfortunately Not This Year to renew their gifts. In this Blog we offer some suggestions for doing just that.
Remember…It’s Not About You – It’s About Your Donors
Update your website with a ThanksforGiving theme. Keep in mind your donors enabled your organization to meet its mission thus far this year.
Show prospects who have already given the Faces of Philanthropy in your Honor Roll thus far this year. Display pictures of a cross section of donors.
Showcase your Mission and how it is helping those affected in these tough times. Post photos of the smiling faces of those you have helped.
Add a page to your website – Look Who Is Talking About Us, testimonials from community leaders about your effectiveness in meeting your mission.
Demonstrate the consequences of not meeting your giving goal and how that affects your mission.
Encourage pledges if prospects can’t make a year-end cash gift and allow them to give on their terms. Most prospects feel all your organization wants is cash now. Yes, you need it, but give donors the option to pledge now and pay later, when their financial situation improves.
Divide and Conquer
Split your LYBUNTS into three categories as follows:
Send a renewal reminder to donors under $100 via an eye catching post card on where to send a check or how to give online at your website.
Send a first class letter to those who gave $100 to $999, a personal salutation and P.S. note signed by a board member or another person the donor will know.
Meet in person with LYBUNTS of $1,000 or more and ask in person. Enlist a team of volunteers to get this done.
When Making the Ask (From my book: Take the Fear Out of Asking for Major Gifts)
Change your mindset from asking to inviting your major gift prospect to come along for the ride, make a difference, by helping your organization meet its mission.
Take a donor or board member with you when extending the invitation to give. One of you makes the case, as noted below, the other answers objections as they come up.
Give the prospect a sense of urgency. Why is his/her gift needed NOW?
Engage the prospect when you meet with him/her. Don’t skip the social amenities. Thank the prospect for seeing/meeting with you and promise to be brief and to the point.
Present your case to the prospect by answering these four key questions every donor deserves to have answered by your organization:
Where we have been…
Where we are today…
Where we are going in the future…
And what philanthropic investments/gifts are needed to get there NOW
Then stop talking. Listen and be prepared to answer any objections.
Overcome Objections to Giving Now
“I am waiting for the economy to turn around before I give. Times are tough right now.”
I couldn’t agree with you more. Times are tough, we see it in the demand for our programs and services, our numbers have never been higher. For example…
“I can’t afford to give now.”
I understand, many others have told us this as well. Will you consider a pledge which you can pay in 2010?
“I have so many requests sitting on my desk — why should I give to your organization?”
We are very effective at what we do. We stretch the dollar. We are well run. We keep costs down.
“I think I will wait until 2010 to give, see what happens.”
That’s fine if you don’t need or want the tax deduction for your gift THIS year. Most of our donors are glad we are reminding them to make their gift now so they can take the deduction this year.
“I am not sure my gift will make a difference.”
I can assure you it does in two ways. First, it helps us meet our mission to….
And second, it inspires others to give, as people notice who supports us and that in turn encourages their friends/peers to give as well.
Happy ThanksforGiving
Jim Donovan
P.S. This Holiday Season give the gift that raises Major Gifts. Purchase and save $5: Take the Fear Out of Asking for Major Gifts for $25 inclusive of shipping by Priority Mail and send your check to Donovan Management, Inc. P.O. Box 471438 Lake Monroe, FL 32747-1438 or email your order to dmimgt@aol.com and we will invoice you. Click here to read more about the book.
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Comments
Dear Jim,
Thank you very much for this, and for everything you have done to help us.
I´m also going to share it with all the right people who have been helping with these things…
Until soon, all best wishes,
Ambassador Oscar de Rojas
Former Director of the UN’s Financing for Development Office
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