The Perfect Thank You
If I might please interrupt your reading of “What to learn from the Kony video” articles for a few moments …
For a fundraising lesson.
Here, from Charity:Water, is a terrific example of the way ‘Thank You” needs to be expressed to your donors. Click the screen shot (or here) to view the video and see its website context.
To me, this video is the fundraising equivalent of the Kony advocacy video.
Does it get any better than this?!
1. Raise the money for as specific a purpose as you can, making clear what the donor will help accomplish.
2. Do with the money what you promised the donor.
3. Record the result (video is great, but any measurement is good).
4. Put that result in front of your donor as powerfully as you can.
5. Mention the match that was achieved … and its compounding of the benefit to the people in need.
5. Graciously accept the repeat gift!
6. Repeat cycle.
Tom
P.S. And while you’re at it, watch the video about their 250 personal thank you videos.
2 responses to “The Perfect Thank You”
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 aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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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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It is, I agree, an object lesson in how to say thank you. It’s got enthusiasm, clarity and a reason to keep talking both of their successes and continued challenges.
Mind you drilling for fresh water is a great case for support! None the less, all credit to the organisation and their individual video makers.
Amen especially to #2. When your cause is close to a donors heart, it isn’t that difficult to as or for them to give. But not fulfilling your promise to do with the donation what you promised to do is such a deal breaker.