Nov 2020 AFR: 0.4%
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Ways You Can Connect with and Reassure Your Donor Friends

I received a phone call from a nonprofit I have been supporting for over 10 years. They thanked me for my support and let me know they were praying for me.

They also wanted to reassure me that their mission was unmovable and unchanged. And now, more than ever, they are doing all they can to provide for the needs of people around the world. It was an incredibly encouraging voicemail, and it comforted my heart hearing that they are not letting these uncertain times stop them from carrying out their mission with fervor and passion.

Comfort. Care. Concern. These should be your top priorities when you communicate with your donors. Some of our nonprofit friends have mentioned that for all the in-person meetings they were supposed to have with their donors, they have now decided to call them instead to check in on them and see how they are doing. Send a reassuring email that reminds your donors that you appreciate them and are in the trenches alongside them at this difficult time. You could even setup a virtual chat through Zoom, Skype, etc. You have heard it said, what it comes down to is nobody cares how much you know, until they know how much you care!

It is crucial, especially at this time, to set a tone for every marketing touch you employ. Whether through email, direct appeals, social media posts, etc., make it your aim to start off your marketing message with a tone of compassion, care and appreciation. There is nothing worse than moving forward with your marketing while pretending that nothing is going on in the world. We are all affected, and everyone is looking for signs of hope. Take a moment in your messaging to do all or some of the following:

Empathize with your donors. Let them know they are not alone during this time, and you are there for them. Take time to thank your donors and show your appreciation for the support they have given. Let them know that your organization could not function without their help. It is also very important to let your donors know that your organization is doing all it can to continue to carry out its mission. Share the tangible ways this is happening. Share stories of hope of the good going on at your organization. Let your donors also know that we are a community. We cannot get through this alone. We need to stand together. I love this quote by Helen Keller, "Alone, we can do so little; together, we can do so much." Now is the time, more than ever, to band together to continue making a difference for the causes we love most.

Bree Ermey

By Bree Ermey
Integrated Marketing - Southeast Region, Crescendo Interactive, Inc.

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