I’m sure many fundraisers place thank yous in the category of ought to be done.
Perhaps some give them higher status on the basis of helping retention, or lining up the next gift.
Actually it goes even further. Here is why.
- The ‘new’ marketing is not what you say about your cause (product). It’s what others say about you – and who best to advocate about you but your current donors.
- The ‘social capital’ between any individual donor and their network will always be greater than the social capital you have between your cause and their network.
- You just don’t know who they know. In this connected world everyone knows ‘someone’.
- We all now have the tools (blogs etc), including donors to your cause, to communicate to the wider world.
- What is the one communication, done well, that will impress your existing supporters? The thank you. Yet what is the one communication so often left untouched year on year? The thank you.
That’s why I started the year with a big smile when I read a blog that someone kindly wrote after receiving a thank you letter SolarAid sent to his son. I also loved the way he tells how they chose to donate to SolarAid in the first place – they asked their friends on Facebook. And someone kindly recommended SolarAid. It’s like a ripple effect.
So now do you see?