Ah, February - The Month of Love

When we think of price we often think of cost.  But it can also be the value of something.  And, sometimes it can be both.

A local nonprofit recently lost a donor and a skilled volunteer.  All for the want of a simple thank you.  This volunteer spent her time and talent on a specific project for a local nonprofit she supports. Her work, offered pro-bono, would have cost thousands of dollars if this organization had paid for it.

She waited. “Surely,” she thought, “they will tell me they appreciate my contribution.” But sadly, they did not. In the future, this organization will have to figure out how to pay for similar projects or find another volunteer.

A friend of mine gives to all of the rescue shelters in her town.  She doesn’t give a lot, but she gives regularly.  Now in her late eighties, she may not have many more years of giving left. But, she does have a large estate—and no heirs.  She recently told me that she’s re-writing her will – with a focus on the organizations that have shown their appreciation for her small, but regular gifts.

As nonprofit professionals we often hear about taking care of, or stewarding, our donors. Stories like these demonstrate how a simple thank-you can make a profound difference in how our donors feel about their efforts to support our mission.  Saying thank you is such an easy way to enrich those relationships. And, it ensures that your donors continue to make YOUR organization the recipient of their time, talent or treasure.

The Association of Fundraising Professionals just released data from 2016 showing that again for the ninth straight year, new donor retention continues to decline.  This means that first-time donors to your organization are less likely than ever to make a second gift which will reduce your revenue significantly over the course of the year.

February is the month of love.  Valentine’s Day is traditionally set aside to tell those we love how we feel about them. Wouldn’t this be a great opportunity to let your donors know you appreciate their BIG heart? Why not pick two, three, five, ten or more donors you haven’t talked with in a while and pick up the phone? Or, cut out a paper heart from pink construction paper, write “you have a big heart” or “we love you” on it and drop it in the mail. Make it fun and joyful … and be sure to involve your Board and your staff!

Which of your donors deserves a heartfelt “thank you” today?  All of them!