The Nonprofit FAQ

Creating connections between membership and donations

Kim Boucher, in charge of Donor Relations & Outreach Coordinator/ Coordonnatrice, relations avec les donateurs & action sociale for Physicians for Global Survival (Canada) / Médecins pour la Survie Mondiale (Canada), wrote to CharityTalk (a service of CharityChannel.com) on 9/16/03:

In my opinion if you can make your donors like 'members' and have a sense of ownership you've got it made. There are techniques and materials you can use... but above and beyond anything else I suggest keeping in mind one word - sincerity. If you truly believe that your donors are partners and an essential part of what you're doing, that should come out in all your communications and fundraising appeals. Thank them every chance you get, and find ways to show them just how important they are and the unique difference they make. Depending on how many donors you have you won't be able to do that to the same level with everyone. But if you take some simple steps you'll be able to find out some of your donors who want that kind of involvement. With them you'll want to take the time to get them know them even better.

Some quick ideas:

This should go without saying, but send a thank you letter in addition to a tax receipt for donations.
In as much as resources allows, personalize all your communications and fundraising appeals (Dear donor name, rather than Dear Friend). That costs more, but you should do it as much as possible. Depending on your technology it's just a simple merge from your database to a basic letter that can be customized with the click of the mouse.
Consider a welcome package for new donors / members. Keep it concise and relevant, with information they'll want to know. Maybe ask a few long-time donors for feedback while developing it. Give them the option of telling you their mailing schedule preferences.
As part of or instead of a welcome package, consider a 'getting to know you' survey for new donors... to find out their motivations, interests and the level of involvement & recognition they're interested in.
Pick up the phone and initiate conversations with donors... not just when asking for money. For some donors you'll want to meet with them in person.
Ask for their feedback on your programs and activities. Of course it's important for your organization to maintain a focused mandate and not let the probably diverse interests of your constituents make you lose track of that. But people do like having their opinions requested and valued.
Sometimes -- depending on the donor -- you can come right out and ask them, "We really value your involvement and want you to know how important you are to achieving our mission. How can I help to keep you as involved as you want to be?"
In some cases, if it would actually make a positive difference, invite selected donors to be part a working committee, focus group or even your board.

As most fundraisers do (I hope), donate to several organizations
yourself and look with a critical eye at how well they make your feel valued, respected and part of the team. Use this as an opportunity to find out what works and what doesn't work.

A further note from Putnam Barber, Editor of the Nonprofit FAQ:

Some organizations make a strong distinction between 'members' and 'donors.' There may be organizational reasons; for example, 'members' may be entitled to vote for officers and the board. But also, it's important to remember that some donors may actually prefer a lesser degree of involvement. The first challenge is to match communications with interests, which is why the questionnaires and phone calls described above are important. The second challenge is to develop a routine for staying in touch, while avoiding being perceived as either 'pushy' or 'absent,' with supporters who tell you they want less involvement. The suggestion to seek advice from current and newly enrolled supporters is very sensible, but often there are contradictory responses and making a judgment call is simply necessary.