Your #1 New Strategy for Donor Communications
Today’s newsletter feels like I’m giving you my deepest, darkest fundraising secret.
When I tell you I’ve raised millions of dollars with this approach, do not underestimate how serious I am.
As an aside, you should know that overall, I don’t have much of a skillset. I can’t sing. If you see me wearing something fashionable, my mom picked it out. I’m not artistic. My cooking is decent, at best. I’m average in so many ways.
But when it comes to donor outreach and donor communications, I have honed these skills to a level that I am wildly proud of.
And that’s why I hesitate to tell you my secret because it’s literally one of very few talents I possess. And I worked hard for it!
However, I know that if you take this same approach, you will raise bunches o’ money, too.
Are you ready?
The secret to my communications is: familiarity.
Yep. That’s it.
On my very first outreach to a potential donor, I am as warm as if we already know each other, even if we’ve never met.
Here are 5 examples of familiarity in an initial communication with a prospective donor via email:
John, Your name came across my desk the other day because ____
John, Your name came up in conversation the other day with ____ because ______
John, You crossed my mind recently because ____
John, You came highly recommended as someone I should connect with because _____
John, You and I were recently at the ____ event, but I never got the chance to introduce myself. I wanted to connect with you because _______
Now, you better have some darn good “because” reasons to back it up.
But if you don’t want a donor prospect to immediately delete your outreach email, you better make ‘em think y’all have something in common right away.
**If you have a mutual connection (and approval from that connection) lead with that information. Example:
Subject: Courtney Smith recommendation
John, your name came up in conversation with Courtney Smith the other day because she shared how passionate you are about expanding access to early childhood education in Volusia County. She suggested I reach out to you.
Bam! Instant familiarity!
No mutual connection? Try this:
Subject: Follow-up from Chamber Awards Event
John, You and I were recently at the Chamber’s Annual Awards event, but I never got the chance to introduce myself. I wanted to connect with you because your remarks about supporting small businesses really resonated with me.
Bam! Instant warmth. Instant familiarity.
Want another one? This one FREAKING. WORKS. PEOPLE.
Subject: Great Work Downtown - Thank You!
John, your name came across my desk the other day because of your involvement in the downtown revitalization efforts. I’ve been eagerly watching all the improvements day after day, excited for what’s to come. THANK YOU for leading the change that our downtown desperately needs!
Get it? Instant connection. And it’s about THEM. Not about YOU or your organization.
The other thing I want to make sure you recognize is that this initial email is not the place for your pitch. Hold back.
**If you open with a familiarity paragraph (like above) and then copy/paste a cold pitch that could’ve been sent to anyone, your prospect will see right through it, and you’ll have wasted an opportunity.
If you want them to know about a program or initiative you’re doing, briefly mention it in the second paragraph. And most importantly, include a one-pager about whatever the gentle pitch is about so they can read more IF they’re interested.
Hmm… this feels like it should be a “donor communications” series.
Okay, next week I’ll explain how to design a really good one-pager to include in your outreach emails.
In the meantime, try using a familiarity approach this week with someone you don’t know and see how it goes.
If done well, your email will read like a hug: complimentary, warm, and yet still professional.
**For all that’s good in this world, do not copy/paste anything into your email. Every sentence should feel fresh and written solely for that one recipient.
I’ll leave you with a full email example below. Please try something similar and report back on how it worked for you!
Subject: Great Work Downtown! - Thank You!
John, your name came across my desk the other day because of your involvement in the downtown revitalization efforts. I’ve been eagerly watching all the improvements day after day, excited for what’s to come. THANK YOU for leading the change that our downtown desperately needs!
We are working on a new initiative at Art House to expand accessible arts programming for local families in the downtown area. I thought this might be something you’d want to know about since we focus on the same area. I’ve attached a brief one-pager that outlines the project and our goals for the coming year.
If you have a few minutes to connect, I’d jump at the chance to learn more about your work and share what we’re doing here at Art House downtown.
Thank you,
Jenni
One Last Thought:
If reading this made you realize your donor outreach could use a refresh, or if you want someone to help you craft emails, one-pagers, stewardship messages, or full communication systems that actually get responses, that’s what we do every day through Jenni Craig & Co.
