The Art of Writing Major Donor Communications Betsy

The Art of Writing Major Donor Communications Betsy Steward Senior Consultant, Heller Fundraising Group

WHY?

Laura says: face-to-face is best $? Yes!

Written communication is necessary at each juncture of building the relationship

It’s a way to summarize, clarify, confirm… …and continue building the relationship

My goal for you today: to improve your skills in relationship-building through writing

WHY ME?

Our Tagline: Your Aspirations, Funded www. Heller. Fundraising. Group. com

Heller Fundraising Group: Our Expertise • Feasibility and/or Planning Studies • Capital Campaigns • Major Gift Programs • Training/Coaching on Major Gift solicitation

Heller Fundraising Group: Our Clients Partial list of HFG Clients. Full list available on our website.

Heller Fundraising Group: Our Team

building relationships through writing

Fundraising Relationship Stages where is your donor? IDENTIFY: a suspect QUALIFY: a prospect CULTIVATE: a donor, gift size TBD SOLICIT: a major donor STEWARD: all donors

Written Communication Options A MAJOR A DONOR A PROSPECT Warm Email A SUSPECT Cold Email Cold Letter Warm Letter Email Update Letter DONOR Email Proposal Letter POST-GIFT Thank-you: Note, Email, Letter

Today’s workshop • Emails • Proposal Letters • Handwritten Thank You Notes • Tips & tricks if time allows

Section 1: Emails

A call, a letter or an email? there’s no set formula

When an email can be the best plan • You’ve never met and have no connector • You’ve met, but only briefly • You have no other contact information • You were connected via email • You know the donor is too busy to take your call • You usually communicate via email with this donor

Best Practices for Email • Powerful, short subject line to get them to OPEN • Use their name to begin the message • Short content is best, with short paragraphs • If you know the person: Start with a friendly phrase • If you don’t know them: Connect-the-dots • Avoid confusion by writing full sentences • Only one request per email

Remember your primary goal: BUILD the RELATIONSHIP

Instead of… Our organization is so important and does such great work… Subtext: you’ve got the money, honey Try… I think you’d enjoy learning more about this because of your interest in… Subtext: I know YOU, you’re one of US

Cold Email: you’ve never met • Start by explaining why you thought they might want to hear from your org • Describe your org’s mission in ONE SENTENCE • Get right to the point: ask for a call or meeting • Make it easy for them to say YES • Include your phone # in case they want to call

Warm Email: you’ve met, briefly • Follow up within 24 hours after meeting • Don’t wait! They won’t remember you • Start with a reminder of where you met • Suggest a next step: call or meeting • Keep it short • Include your phone # in case they want to call

For ALL Emails Log the date you emailed to easily calculate follow-up timing Plan your follow-up date and set a reminder

When to Email a Major Ask • Your “ask” is time sensitive and urgent • You almost always communicate with this donor through email • You’ve tried scheduling a meeting or call • You have no other way to reach them

If you MUST solicit via email • Acknowledge: it’s unusual to ask for a major gift in an email • Explain: why you’re doing it • Consider attaching a full proposal letter • All attachments must be PDFs

the most common problem: gratitude too little or too late

Original email opening I’m so glad you’re going to be meeting with Jane and Bob. They have already made huge contributions to the effectiveness and efficiency of our development office.

Improved email opening I’m so glad you’ll be meeting with Jane and Bob. They have already made significant contributions to the effectiveness and efficiency of our development office, and it will be very helpful for them to talk with you. Thanks very much for making time for them.

OMG • DON’T use acronyms like OMG • DON’T use sarcasm • DON’T email anything you don’t want shared

QUESTIONS ABOUT EMAIL?

NETWORKING!!!! 3 minutes. Stay in this room.

Section 2: A PROPOSAL LETTER Why?

think of a proposal letter as a solicitation conversation on paper… …an ASK written down

transactional conversations in person or in writing

Elements of an In-Person Ask • Gratitude to the donor • Excitement and urgency • Passion for your mission • Compassion for people your org serves • Clarity on project, strategy, cost • Vision outlining impact of the gift • Request for a specific amount

Outline of a Proposal Letter • Gratitude; may include “ask”/foreshadowing • Background of the org • Need for/description of current project • Vision, goal, potential impact of current project • Request for a specific $$ amount • Description of its use and potential impact • Gratitude and follow-up steps

If someone suggested you write…. …mention his or her name as early as possible in the FIRST SENTENCE

Language Suggestions: professional, but share your personal commitment to your mission

Show the donor your shared commitment • Write about YOU and WE, not I and ME • Subtext should be JOIN US • Focus on helping those you serve, not your org • Highlight your vision to keep it positive • Articulate the challenge to keep it urgent • Frame it as an opportunity, not a crisis

the tone of the letter

SAMPLE START #1: mtg follow-up Thank you for meeting with me yesterday, and for your many years of generous and consistent support. You’ve made a huge difference to the homeless in our community.

SAMPLE START #1: second paragraph As we discussed, we’ve undertaken an exciting new project with the potential to make a huge difference. I hope you and George will consider supporting us with a $25, 000 gift.

SAMPLE START #2: no previous chat Thank you so much for your many years of generous and consistent support. You’ve made a huge difference to Westchester’s kids. We’ve undertaken an exciting new program, and—knowing how important our work is to you—I knew you’d want to hear about it.

SAMPLE START #3: referred by mutual friend Tom Hanks suggested I write to you, to acquaint you with the work of [org]. Tom thought you would be especially interested to learn about our [project] because of your passionate commitment to [xyz].

The Written ASK • In one or two sentences at the most • In a paragraph by itself • Bold the paragraph with the ask in it • Identify a specific amount • Clarify the timing (multi-year pledge? )

Is an ASK a question?

SAMPLE ASK #1 in a letter Please consider a generous gift of $25, 000, so we can get our promising plans off the ground and start changing lives.

SAMPLE ASK #2 in a letter Your generous gift of $75, 000 over three years would launch our ambitious vision towards reality. We hope it is something you will consider.

SAMPLE CLOSING (two paragraphs)

We so appreciate your consideration of our request. I’ll call you next week in the hopes that we can continue our conversation. As always, thank you so much for your generous compassion for our community. It means so much to all of us at [org].

OMG • DON’T send a proposal letter in response to a gift received • DON’T include a reply envelope • DON’T print on both sides • DON’T make your letter longer than 2 pages

Don’t write to your major donors as if they’re part of a group

QUESTIONS about LETTERS?

Section 3: Handwritten Thank-You Notes Possibly the most powerful tool in your

Research shows that a handwritten thank-you note sent immediately upon receipt of the gift helps ensure a repeat gift

Suggestions for Handwritten Notes • Send ASAP after you get the gift • On your org’s note cards • Brief but sincere • As personal as possible, without going overboard • Include your business card? sometimes

Who writes it? • Writer depends on relationships • Ideally: ED or Board Chair • Realistically: Do. D • Must be legible!

Tips for making it legible • Block out time for this task • Close your door • SLOW. DOWN. • Write Big

Content: Dear name, 2 -3 simple, sincere and personal lines of appreciation

How kind of you to send such a generous gift! You made my day. Thanks very much. OR We’re all so grateful for your help and kindness. Your gift means so much to all of us here.

Keep Track of Note Content

Note from King George to FDR, 1941 (on display at the D-Day Exhibit, FDR Presidential Library in Hyde Park)

QUESTIONS about NOTES?

to summarize: careful attention to small details BUILDS TRUST

Tips and Tricks

the importance of white space

Formatting: key to success or failure • Normal or wide margins, narrow • Big font: at least 12 pt, 14 pt best • Limit paragraphs to 3 sentences • Use 1. 15 spacing instead of single

1. 15 Spacing

Grade Level: keep it low Run the spell checker to see the grade level

ideal grade level = between 5 and 10… the lower, the better

Microsoft Office Grammar Checker

Grammar Resources • WEBSITES üGrammarist. com üQuickanddirtytips. com/grammar-girl üGrammarphobia. com • CURRENT BOOKS üDryer’s English by Benjamin Dryer üWords Into Type by Marjorie E. Skillin

“The difference between the right word and the ALMOST right word is the difference between lightning bolt and lightning bug. ” – Mark Twain

The Right Word: Roget’s Thesaurus

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F Brainstorm with Betsy REE ! • Free 20 -minute in-person consultation • One-on-one, or bring a colleague • White Plains Public Library Café • Nov 22, 8: 30– 10 am OR 3: 00– 4: 30 pm • Sign-up at our exhibit table during lunch • FIRST COME, FIRST SERVED

Thanks for joining me today!