When you receive a donation, it's easy to think that your job as a fundraiser is complete.  The money is in the door! 
 
But that's when the donor relations part of your job begins. 

"Donor relations" is all the contact and communication you have with supporters between the times when you ask them to give.  Unfortunately, this aspect of fundraising is getting more and more neglected.  Just look at the average donor attrition rates in the U.S.  But, I digress...
 
Nothing trumps the power of sincerely and personally saying "thank you."  Plus, this is where your donors are going to start deciding whether or not they are going to make another contribution.
 
There are two primary ways to thank your donors: calls and letters.

 
Thank You Calls

As soon as a donation arrives, call and thank the person who sent it.  Nothing fancy, just short and sweet.
 

• "Hi, This is ______ from ______.  I'm calling to thank you for your contribution which we got in the mail today.  Your donation will be put to work right away and I just wanted you to hear from me personally how much your support means to us."

 
If the supporter seems engaged and wants to talk, you can have a short conversation about their connection to the organization, why they give, and what they are most interested in.  But gauge their interest level and follow their lead. 
 
The vast majority of these calls will be nothing more than a quick "thank you." 

In fact, many will be messages left on voicemail.   
 
While it's okay to have staff call, try to have a board member or other lead volunteer call.  A call from someone getting paid to do it is better than no call at all.  But, a call from a board member who's solely driven by the mission and making the call on their own time is ideal. 
 
Plus, this is a great way to get reluctant fundraisers or shy volunteers to dip their toe in the fundraising pool.
 
** Bonus tip -- If you don't have the people power to call everyone who donates, prioritize your calls in this order. 

All donors giving their very first gift must get a call.  After that, call anyone who increases their donation over what they gave last time.  Next, call those who are giving their second (or third or fourth) gift that year.  Then, decide on a cutoff point based on a dollar amount for the rest.
 
Another suggestion for those of you who can't call everyone who donates is to recruit more volunteers to help.  Set a goal for 2010 to establish a Gratitude Team willing to make "thank you" calls.
 

Thank You Letters

Hopefully, you're already writing and sending gift acknowledgements.  But making them more personal, more genuine, and more focused on your donors will have an incredible impact on your donor loyalty. 
 
Here are some strategies for improving your "thank you" letters... 

• Don't start with the traditional "thank you" or "on behalf of."  Just like with fundraising appeals, the first line is where you draw your reader in.  

• Address your donor by name (no "Dear Donor" or "Dear Friend"). 

• Have whoever is signing the letter add a handwritten note.  This is an opportunity to acknowledge past giving (how many years they've been giving, if they've already given that year) or other personal details about their connection or history with the organization.

• Reference the specific gift and what it will be used for.  Be as specific as possible about what you will be able to do because of their donation.

• Do not ask for another gift or anything else (completion of a survey, etc).  And, don't include a reply envelope -- that counts as an "ask."

• Beware the second paragraph pitfall where letters often drift into "we-speak." "We did this...," "Our programs do that..."  Remember, a thank you is all about "you" -- and "you" means your donor.

• Give your donors the contact info for a real, live person to call/email directly if they need anything at all.

• Be brief.  Two short paragraphs can be all you need.

 
** Bonus tip -- Send all letters within 24-72 hours of receiving the gift.  I recommend making it part of your daily routine.  Once it becomes a habit to do them every day, it will just happen and won't be something you have to struggle to find the time for anymore.
 
Plus, sending your letters out promptly tells donors their gift was quickly noticed and appreciated.  This sign of efficiency sends the message that the nonprofit is well run and tells donors that their gift will be used effectively. 
 
 
Big Bang for the Buck

Despite the fact that these best practices aren't any great secret, few organizations actually do it.  If you do, I promise you -- your donors will notice and remember you for it. 
 
Every day, it's becoming more and more important to stand out from the crowd.  This is one of the easiest but most meaningful ways for you to distinguish yourself.
 
I'm going to let Maya Angelou close things out this month -- "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."

Silos are for Farms: How to Make Fundraising Part of Your Organizing
(pdf link)

An article written by Tina Cincotti and featured in the current issue of the Grassroots Fundraising Journal.