According to the Association of Fundraising Professionals’ Fundraising Effectiveness Survey Report, 105% of donors gained by nonprofits were offset by lapsed donors. Let that sink in for a minute: for every 100 new donors that came through the door, 105 walked out. Not exactly the growth most nonprofits are looking for.
One of the best ways to improve your donor churn rate is to improve your donor communications.
Here are six of the worst donor communication mistakes, and some tips for how to avoid them:
1. The “One and Done”
Sadly for some donors, the only “communication” they receive from the nonprofits they support is a donation receipt. Others may receive a nice thank you letter, but not much else.
How to avoid: Plan a series of ongoing communications with your donors. In addition to your nonprofit newsletter, provide quarterly updates for donors on the impact of their gifts, and show what goes on behind the scenes to make it happen. Create an editorial calendar and include your donor outreach as one key component to track.
2. The “Me Me Me”
Some causes suffer from nonprofit narcissism. They mean well, but their messages are devoid of one key ingredient: the donor. People who support your work also want to feel like part of your team.
How to avoid: Instead of talking only about the work you’re doing, reframe your communications to underscore how the donor is making your work possible. Use the word “you” more than “we”, and highlight the work of individual donors and volunteers to bring these stories to life.
3. The “Broken Record”
All too often, I see organizations sharing the same updates over and over. This is great … if you want to bore your donors. Unless you’re sharing success story after success story, your donors may wonder if you’re doing anything new or making any progress.
How to avoid: This is another way an editorial calendar can help you improve your donor communications. Create a list of stories, events, announcements, and seasonal topics that are relevant to your cause—and your donors—then, plot them out on your calendar to incorporate variety in your newsletters, impact updates, and social media outreach. Stuck for ideas? Ask your donors, volunteers, and beneficiaries for their input. They have a different perspective than you and probably have some fresh suggestions. Another option: tap your board to share a short update or quote for you to use in your next message.
4. The “Word Vomit”
Are you guilty of sharing too much information? When it comes to your donor outreach, is “verbose” an understatement? If your messages feel like solid walls of text, your supporters are less likely to bother reading them—and may feel like you don’t respect their time.
How to avoid: In most cases, people scan more than they read. This means that short, skimmable text works best, especially online. Use a “tease and link” strategy in your emails if you have longer stories to share. To make your messages even more readable, cut any acronyms, jargon, or insider language that will leave donors scratching their heads.
5. The “Disconnected”
Do you ever feel like you’re talking, but no one seems to be listening? Most often, this is because you’re not communicating in a way that reflects what your donor wants to hear. This often happens when organizations aren’t in sync with why their donors give.
How to avoid: Talk to your donors to understand why they care about your issue and what prompted them to give. Ask for feedback on your communications and let your donors have a say in how they hear from you. Try segmenting your donors by how they came to your organization, their level of giving, or by the specific programs they support. Then, communicate with them based on these parameters to make your message more relevant.
6. The “Show Me the Money”
You know that relative who never calls—except when he needs something from you? Don’t be that guy. When donors only hear from you when you have an appeal, they may start to wonder what happened to the money they already gave you.
How to avoid: Implement a “share vs. ask ratio” in your organization’s communication. Plan to send a certain number of cultivation or update messages for every time you send an appeal.
Caryn Stein is a online community and digital media professional. This article was originally published on The Nonprofit Marketing Blog and has been reprinted with permission. You can follow her on Twitter @caryn74.