Does your organization have a spotty record when it comes to recognizing its donors? Could it engage its supporters on a more consistent basis?
Although many well-intentioned charities view donor relations as a priority, board and staff frequently struggle to schedule regular stewardship activities into its fundraising calendar. Usually it is a sporadic peppering of “thank you” calls and letters, social media acknowledgements and newsletter mentions after special events and appeals. Some non-profits have volunteer and stakeholder appreciation evenings.
Of course, each of these tactics are effective and important. But executing them is often disjointed.
What charities genuinely need is a structured system of annually scheduled coordinated activities that engage donors and guide them along their respective journeys. Putting one in place is a hard tedious process that should never be rushed. Patience and focus are required, and it is critical for organizations establish them at their own comfortable pace.
Even during the baby step phase, non-profits should begin conceiving and planning for the pinnacle of their stewardship system – The Thanking Season.
What is The Thanking Season?
Sure 2-3 years will pass before an organization is ready to launch it. However, it’s never too early to start preparing for what will be their primary donor relations initiative.
Basically, The Thanking Season is a period of amplified relationship-building that aims to strengthen each donor’s affinity for an organization’s mission and vision. Through a variety of activities and celebrations held over several weeks supporters become intimately acquainted with the positive impact that their generosity achieved.
The Thanking Season fosters team chemistry among board and staff, strengthens the passion and commitment of donors and safeguards future sustainability.
What Makes It So Great
The fact that anyone can play s role – regardless of their skills, experiences, interests or personalities – is the most attractive aspect of The Thanking Season. Why wouldn’t anyone want to get involved? The Season is about thanking, not asking.
Staff and volunteers who are new to a charity or inexperienced in fundraising can help first-time and casual donors discover the positive change their gits created and instill them with a proud sense of shared ownership of these results. Board members, senior staff and dedicated stakeholders can advance relations with major donors and other supporters who have exhibited extraordinary levels of passion for their organization’s work.
No matter what role one plays during The Thanking Season, by far the most important task everyone performs is LISTENING to donors of all giving levels. Listen with empathy. Be certain that each donor feels valued and appreciated for sharing their thoughts, experiences and reflections.
A successful Thanking Season is judged by how much a charity’s donors feel more organically attached to the pursuit of its mission. A passionate and committed donor base is the key to financial sustainability and future progress.
Great news! You can learn more about The Thanking Season and other strategies for building stronger donor relations for your organization by enrolling in our Virtual Donor Stewardship Boot Camp. The next 4-day session takes place on August 22nd and 23rd, and September 12th and 13th.
You can learn more by clicking here and everyone gets THREE (3) FREE HOURS of fundraising consultation for their organization just for signing up.
