Remember Me? I Donated to Your Charity Fundraiser

I’ve been on both sides of charity fundraising more times than I can count. I’ve written direct mail letters, organized banquets and events and sent out donation letters so many times that I think my friends are wary when I walk in the door for fear that I’ll hit them up for something. On the flip side, I’ve sent in a ton of donation forms, bought buckets of cookie dough and have tithed off of my earning since I was ten and earned $2 a week for an allowance.

My background is probably similar to most people working in the nonprofit world whose lives walk the balance of asking for donations and giving as much as we can to others. We sacrifice not to be acknowledged, but because we know there is a need that has to be met. However, there are always going to be needs vying for our attention and some are more successful at getting it.

Non-profit fundraising is a tricky business. You have to spend money to make money all the while showing your donors that you are wisely investing their funds. Not only that, but you have to bestow appreciation to your supporters to continue receiving a steady cash flow while simultaneously tending to the cause that requires the funds in the first place. It certainly is two distinct jobs wrapped up in the one position of CEO.

The point I’m trying to make is this: there definitely is a way to show gratitude to your supporters and there is a way to turn them off. Time and effort have to come into balance for both donor relations and client aid to succeed. For most individual contributors who send in $250 or less, a simple form letter should suffice;
under $1,000 and a nice hand written note from the CEO shows extra effort and thought; over $1,000 and I would put in a phone call from the CEO to thank the contributor. Any higher and it depends on the situation as to whether the donor wants attention or is giving for a particular project. This isn’t a set formula, but it helps to have a certain method to the madness of donor acknowledgement.

I have found that the biggest mistake that charities make concerning donor fundraising is either asking too often or asking for more than the supporter is willing to give. I think an ask should be made no more than once a quarter and that varying giving levels should be provided. If you want to send a newsletter every month or post updates on Facebook once a week, I think that is a great idea. However, it helps to cycle your donors with ask letters or e-mails so the funds are steady and the supporter won’t just throw your mail in the trash.

Fundraising via social media is a great way to keep into contact with your donors and to thank them for minor gifts, but I would use it as an outreach tool while not losing the human touch. E-mails, Facebook posts and Tweets are perfect for mass communication, but keep your relationships strong through individual acknowledgements every now and then.