I try to walk three miles several times each week. I have an app on my phone that records my walks and publishes them to my Facebook page when I’m finished. Yesterday, half way through my walk, my phone battery died, and I honestly thought about stopping my walk then and heading home. After all, without the walk recorded, and published, why bother?
I quickly realized, of course, that there were other reasons why I walk, reasons that existed long before I downloaded the app. But they are longer term rewards (better health) and less visible (who’ll know?).
Is this how we treat our donors? We make our case for support, then invite them to give privately? The reasons for them to give are long-term (better healthcare, more research) and less visible (known only to your database and their accountant).
Why not offer more rewards to them for doing the right thing? We recently tested a link on a “thank you” page that lets donors post to Facebook that they just donated to our client. The post on Facebook had a unique link to a donation form, and the post-campaign report showed that four percent of all gifts to the campaign came through that link! (Most of those gifts were from new donors!) And, since this was the first time we tried it, the donors had no idea they’d be “rewarded” with a chance to post on Facebook until after they gave.
All to many “thank you” pages are dead ends. “Thank you for your gift. Now, go somewhere else on the web.” They’re great opportunities to show video of what you’re doing, but also to encourage the donor to brag about their new (or expanded) relationship with you. Give them a chance (and a reason) to like your Facebook page, follow you on Twitter. Better yet, give them a message to post or a tweet to send. Beyond the immediate
In your thank-you letter, don’t spend so much time on the tax receipt. Spend time thanking them and telling them what you’re doing with their gift. Invite them to follow along. Give them something to share with their friends.
- Add more content to your web donation “thank-you” pages that will involve the donor further.
- Add content for them to post to their social media
- Add content to your thank-you letter that invites your donors to “brag” to their friends
- Count the number of new donors from referrals, and the increase in renewal giving, that results!