“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ? Maya Angelou
Every donor wants to feel good about his or her giving. Is your organization creating good or bad feelings?
It starts with how you communicate. Is the focus on your organization or on the donor and the impact they are having? Replace all I, We, Our and Us with You and Your. Little Sally’s new life would not have been possible without you.
Next, wow your donors with gratitude. Thank yous need to be timely (within 72 hours), creative, personal and relevant. A handwritten letter, email with a video of Sally saying thanks and a call from a board member can to make your donor feel good.
Reinforce that good feeling by showing donors the impact they are making. Donors give on emotion and later justify their gift based on the results it produced.
Your newsletters and website should focus on success stories and how the donor made those possible. Invite your donors to visit and experience that good feeling by actually seeing firsthand the impact they are having.
Help your donors join James Brown in singing “I feel good.”