Sending an old-fashioned greeting card is one of the simplest and most effective means of donor stewardship. In this day and age when everything around us seems to be automated, a hand-written greeting card in the mailbox is a personal and welcome gift to show donors that your organization truly appreciates them. As donors age, they often outlive many of their loved ones, and your cards might be the only cards that a donor receives on certain holidays, which underscores its importance.
Donors’ birthdays give you a reason to touch base and provide valuable stewardship. Sending birthday cards to donors is a wonderful way to say thank you, and it should always be followed with a “Happy Birthday” phone call (including the song to go along with the occasion if you’re so inclined!). If your budget allows it, you might choose to send a small gift for a big birthday (e.g., one that ends in a “0”), which will make your donors feel even more special.
In November, sending donors a Thanksgiving card is a wonderful way to express your organization’s appreciation for them. You might consider sending a Thanksgiving card instead of a December holiday card because it nicely expresses thanks on a day reserved for such a sentiment.
If a donor is ill, you should of course send a get-well card expressing your genuine concern. For a touch of whimsy, you might experiment with a Valentine’s Day card or even a fun Halloween card. A half birthday card is another way to say you are thinking about them throughout the year!
Whatever the occasion, a greeting card is a point of communication that should not be overlooked. It reminds donors that you truly value their support and they are part of your organization’s family.
What creative ways do you use to stay in touch with donors and make them feel special?
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