More On Personal Touch
Yesterday we talked about the power of the Post-it note.
Today, something even more powerful … handwriting.
[Online fundraisers can tune out now.]
Here’s a paean to handwriting by copywriter Karen Zapp: Why Direct Mail — the more personal the better — Will Not Die.
Karen asks: “Would you send a sympathy card with a typed message on the inside? If you answered ‘yes,’ I’d be stunned and deeply disappointed.”
Her post gives all the reasons why handwriting is so effective. But as she says, it all adds up to this: “Handwriting communicates value – specifically, that YOU value the donor.”
Her advice: “Whether it’s adding a handwritten note onto a typed letter . . . or writing a handwritten thank-you card . . . or enclosing a handwritten note to a major donor with an article on a topic of great interest to them . . . or anything in between, you send a loud and clear message that you value the donor receiving your handwritten message.”
Amen Karen.
Tom
4 responses to “More On Personal Touch”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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I don’t think digital fundraisers should ‘look away’ at this blog post – because of the impersonal feel of digital, we need to work harder to give our communications the personal touch. Some lateral thinking required…
Yes! Thanks for this reminder. For those of us in smaller groups, this is a great way to turn our size to our advantage – we can be much more personal in our communications with donors.
Rachel, I agree! Online fundraisers shouldn’t ignore this advice, unless Tom has seen some research to the contrary.
Some online donors HATE getting mail, but for many, a handwritten thank you note is a nice way to say, “I noticed you.” An automatic email after an online gift isn’t a personal touch, and fundraisers shouldn’t be lured into thinking it is sufficient stewardship.
I think we have to work harder to convince online donors that their gift matters. In a sea of automatic acknowledgments and confirmation screens and short attention spans, the challenge is creating an enduring relationship. I think handwriting can reach online donors, too, and help expand the relationship from a transaction to an investment.
I’m so lucky to work at a small nonprofit where I get to personally sign and write a note on every single thank you letter. I’ve been told by our donors repeatedly how much they appreciate that. Simple, free, and well worth my time.