Beyond A Thank You Note: Building A Donor Communication Plan
In this episode of the Nonprofit Launch Plan Podcast, host Matt Stockman addresses a common fear among nonprofit leaders: annoying their donors. He explains that most donors actually stop giving because they don't hear from the organization, not because they lose interest. Matt breaks down why donor communication isn't a transactional obligation, but a way to build a relationship based on trust and consistency. He shares a powerful story of a nonprofit leader who only communicated during a campaign and was essentially "ghosting" their donors. He argues that a donor's financial gift is an intimate act, a desire for a relationship with your organization.
Matt provides a practical framework to build a systematic and sincere communication rhythm that will help you grow a donor base that is loyal and engaged for the long term.
In this episode, you will learn:
- The Donor Communication Rhythm: Matt outlines a four-step framework for staying in touch with donors:
- Immediate Thank You (within 48 hours): This should be a personal touch—a phone call, a handwritten note, or a video message—that is separate from the automated gift receipt.
- Impact Follow-up (within a few weeks): Share a specific story or update on how the donor's gift was used to make a difference.
- Ongoing Rhythm (at least monthly): Integrate donors into a regular communication flow, such as a monthly newsletter or impact story email.
- Special Touches (throughout the year): Add personal touches on a donor's birthday or the anniversary of their first gift to remind them you see them as an individual.
- Pro Tips for Donor Communication: Matt offers additional advice for building strong relationships, including:
- Mix it up: Use a variety of communication methods like email, phone calls, and handwritten notes.
- Keep it donor-centered: Always make the donor the hero of the story. For example, instead of "Our nonprofit raised $10,000," say, "Because of your generosity, you helped put meals on 50 family tables".
- Don't overthink it: Sincerity beats polish every time. A heartfelt message today is better than a perfect one a month from now.
- Batch your work: Matt encourages leaders to dedicate intentional time each week to donor communication to make it a consistent habit that isn't overwhelming.
Resources Mentioned in This Episode:
- Fearless Fundraising Mini Course: A free workbook and five short videos to help you get clarity on your fundraising messaging and create a game plan. Available for free on the website, www.nonprofitlaunchplan.com.
- "From Dream to Action: Your Nonprofit Pre-Launch Checklist": A free PDF with 10 essential steps for moving from a nonprofit idea to a launch plan. Get it by emailing Matt at matt@nonprofitlaunchplan.com or looking for it on the website.
Book A Free Call with Matt: Contact | Nonprofit Launch Plan
Email Matt: matt@nonprofitlaunchplan.com
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Get My Free Fearless Fundraising Mini Course: Nonprofit Launch Plan | Consulting & Fundraising for Nonprofits
