How to "Crush" Your #GivingTuesday and Year-End Follow-Ups.

3 Tips to Turn New Donors Into Old Friends.

#GivingTuesday is coming up fast. Year-end appeals are right behind. You’re probably hoping for a lot of new donors.

But, have you thought about what you will do with your new donors (gulp!) AFTER you get them?

If you want long-lasting bang for all the fundraising work you are putting in on these campaigns, the trick is to see your new donors less as cash registers and more as 'crushes.'

What do I mean?

Tip #1: No More Ghosting! Thank Your Donors the RIGHT Way.

Just like you wouldn’t go on a date and not call afterwards, we all know it’s a pretty jerky move to take a donor’s money and run. A thank you is, of course, the obvious move. Still, far too many organizations today send bland, formulaic thank-yous that basically feel like a blow-off.

It’s critical to remember: the donation you just received is not the end of the story. It is the BEGINNING of your beautiful relationship and you need to treat it that way.

Imagine someone you have a crush on just gave you a present. That’s what a donation is after all -- a gift. If someone you like just went to a lot of trouble to show you she cares about you, you’re going to meaningfully demonstrate that you care, too, and FAST. When you acknowledge a new donation, your thank you letters should look deep into your donors’ eyes and really tell them how much their gift meant to you – and why. Be specific. Let your donor know what you will do with the gift. For extra points: dress your thank-you nicely in photos or video. Donors will notice.

Tip #2: Fast Track The ‘Get To Know You’ Phase – Slide Into Their DMs.

So, you got a gift from your crush. Amazing. Now, would you wait three months to reach out to this new 'friend' and take the next step? Worse yet, would your next step be to ask them for money? Ugh. Now that you and your donor have begun a relationship, you have to take proactive steps to help the relationship GROW.

Social Marketing agency Design by Cosmic recommends that you construct your donor communications calendar with a three-to-one ratio, "where three out of every four external messages are about impact, and one is about next steps and asking for support.”

A great way to kick this ratio off is to prepare an automatic Welcome Series of two to three simple email messages that you send your donors during the weeks following their initial gift. (NOTE: Have this ready BEFORE your campaign ends or your appeal goes out.)

These email messages SHOULD NOT be long and involved. Instead, each should tell your donors a little more about you (highlight specific programs, etc.), should let them know how to stay in touch (newsletters, social media, etc.), or should tell them about things they can do with you (upcoming events, volunteer opportunities, etc.)

And, just as in a relationship, these emails should help you get to know your donors as well. Extend some casual invitations. Ask them to link to something on your Instagram page, or to make a “why I gave” post on twitter or facebook. Invite them to subscribe to your newsletter. The more you share, the more connected you will become.

Tip #3: Update Your Status and Let the Fun Begin!

Now you and your crush are 'together' and you’re probably telling them about all the things that are going on in your life. Would it surprise you to hear that you should be doing the same thing with your donors?

Don’t freak out. This doesn’t have to be a lot of work. Let’s face it, people have the attention spans of gnats these days, and you and your donor are friends now so you don’t have to write a treatise.

Your donors are paying to support you as you help the people, animals, or communities that they care about. They want to know how it’s going and to celebrate your achievements and milestones. Make them a genuine part of those successes and they will want to donate again.

Just as with thank you notes, though, you have to share from the heart.

Imagine you were actually having coffee with your crush. What would you tell them you were up to at work? Equally important – HOW would you tell them? You wouldn’t present a pie chart and statistics. You would tell a quick, personal story about something cool that happened at work that made you feel good about what you do. THOSE are the updates your donor wants and needs. Those are the glue that will keep your relationship strong.

The truth is, fundraising is really not that all different from love: Relationships don’t grow themselves, but if you consciously nurture your connections in small, personal ways, you move to the next level naturally. The key is to find a groove and make it a practice. You’ll be amazed at how quickly your new donors become your best friends.