Soapbox Engage Blog

While the numbers are still being talied, early estimates from last week's #GivingTuesday suggest $400 million was raised in the United States alone. How did it go for your nonprofit? We know you’re probably now in the thick of your end-of-year/holiday fundraising campaign, but we want you to take a minute to think about how you are giving back to your donors, as they continue to give to you. How are you showing gratitude this holiday season for all that your community has done to support your mission?

As with everything else you have done this year to create smart, successful fundraising campaigns, showing thanks and giving back to your donors requires good storytelling and excellent data. Instead of using these two key elements to develop appeals, compelling copy, and determine prospects, you can apply them to showing your donors what they have helped you to achieve this year, and how the important work you’re doing would not be possible without them -- now, and in the future.

Here are a few ideas:

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1. Start the next chapter of the story, with your donor as a pivotal character.

When a donor gives to a nonprofit, they may have a general idea of what comes next, but they love it when they get a detailed account of the ending. Return to the story you started earlier in the year, and put your donor in the starring role that triggered action, and moved the plot along. How did your donors’ gifts change things for for someone or something? What has happened because of their donations?

Protip: If your email platform and database are synched, use dynamic content to make these messages super personalized.

2) Let your data really show high-level and drilldown impact.

Visualization of impact is key, so how can you use your data about gifts and the initiatives they supported to clearly illustrate to donors how they helped? Donors don’t want an annual report, but a gorgeously designed thank you infographic, card, or video can be a real keeper. Use numbers big and small and tidbits like the number of people or places impacted, names, and other facts and figures as relevant, such as time, objects, percentage changes, and more. A fun magnet or postcard with personal donor data and impact is refrigerator-worthy!

Protip: Like with your email narratives, the more personalized you can make this gift, the better.

3) Give back by inviting donors on the next part of the journey, now.

What better way to show gratitude to your community than by giving them a sneak peak at what’s ahead? Everyone likes a little bit of a spoiler, or to be in on a secret. And there’s nothing that will make your donors feel like they are part of an exclusive group than by letting them in on what’s coming in 2019. We don’t just mean a vague sentence about some lofty goals for the year ahead -- get creative! Is there a little token or gift you can send that hints at a fun or new initiative that they’ll want to participate in next year? Or can you send a teaser trailer video with some clues? For instance, if your nonprofit is planning its first ever fundraising event like a 5k, you could send an image of a blank runner’s bib or a sweatband and a chance to sign up early before the event goes public. Or if you are taking on a new big project, how can you provide early access to the campaign or some of the details?

Protip: As always, remind donors how they are an essential part of what’s ahead -- what will their role be and why do you think they should be a part of it? “Thinking of you” applies here, too, just like with gift giving.

What are some ways that you are already giving back to your donor community? Have you use any ideas like the ones above?