Ahh summertime – the four months out of the year when people relax and rejuvenate their batteries. Families head out on vacation. Picnics are held in local parks. Florida folks tend to head to cooler climates. And charities reconnect with their donors.
Oh, did that last one throw you off? Well, let me explain.
Summertime is the best time to reach out to those donors and supporters who gave so generously at your last fundraiser or auction. That’s because your event was probably held between October and May so you’re in that ‘tween stage. The last event is a distant memory but the next event is heading for the spotlight.
It’s always important to remind your donors and supporters that the money they gave last time is being utilized successfully and frugally. Saying thank you – whether it be by spoken word or written note – is important and much appreciated by those who gave.
But it’s even more important that your donors and supporters understand the money they gave previously is being invested wisely and really changing the lives of those for whom the donation was intended.
This summertime reconnection with donors and supporters should be packaged in a three-level message. Here’s an example.
Let’s say a portion of the money raised at your last event was going toward funding reading or math tutoring sessions for students. The message you send to donors and supporters should include the following:
1) A Message From A Student. Nothing is more powerful than a grateful quote from a student who is being helped by the tutoring program because the donation is shaping his or her life for the better.
2) A Message From The Tutor. This person is not only the engineer guiding the train of knowledge, but is an eye witness to the progress of the life-enhancing, one-student classroom.
3) A Message From The Director or CEO. Yes, this is from whom donors and supporters would typically expect to receive a message. This person is important since he or she can give an overall picture of the program, explain how many students the program helped and how it made a difference in their lives. This is also a good note to include a simple sentence of “save the date” to reconfirm the date of your upcoming event.
Of course, this technique can be tailor made to reflect the charity you represent. So, even if it’s the dog days of summer, be sure to reconnect with your donors and supporters. This is the ideal time of the year to let them know their previous donation is being put to good use.
This will accomplish two things.
It will make them feel good about the money they gave and just might open their wallets a little wider or make their checks a little heavier the next time they attend your event.