Beyond A Thank You Note: Building A Donor Communication Plan

Nonprofit Launch Plan Podcast for Startup, Small, and Growing Nonprofits

In this episode of the Nonprofit Launch Plan Podcast, host Matt Stockman addresses a common fear among nonprofit leaders: annoying their donors. He explains that most donors actually stop giving because they don't hear from the organization, not because they lose interest. Matt breaks down why donor communication isn't a transactional obligation, but a way to build a relationship based on trust and consistency. He shares a powerful story of a nonprofit leader who only communicated during a campaign and was essentially "ghosting" their donors. He argues that a donor's financial gift is an intimate act, a desire for a relationship with your organization.

Matt provides a practical framework to build a systematic and sincere communication rhythm that will help you grow a donor base that is loyal and engaged for the long term.

In this episode, you will learn:

• The Donor Communication Rhythm: Matt outlines a four-step framework for staying in touch with donors:

• Immediate Thank You (within 48 hours): This should be a personal touch—a phone call, a handwritten note, or a video message—that is separate from the automated gift receipt.
• Impact Follow-up (within a few weeks): Share a specific story or update on how the donor's gift was used to make a difference.
• Ongoing Rhythm (at least monthly): Integrate donors into a regular communication flow, such as a monthly newsletter or impact story email.
• Special Touches (throughout the year): Add personal touches on a donor's birthday or the anniversary of their first gift to remind them you see them as an individual.

• Pro Tips for Donor Communication: Matt offers additional advice for building strong relationships, including:
• Mix it up: Use a variety of communication methods like email, phone calls, and handwritten notes.
• Keep it donor-centered: Always make the donor the hero of the story. For example, instead of "Our nonprofit raised $10,000," say, "Because of your generosity, you helped put meals on 50 family tables".
• Don't overthink it: Sincerity beats polish every time. A heartfelt message today is better than a perfect one a month from now.
• Batch your work: Matt encourages leaders to dedicate intentional time each week to donor communication to make it a consistent habit that isn't overwhelming.

Resources Mentioned in This Episode:

• Fearless Fundraising Mini Course: A free workbook and five short videos to help you get clarity on your fundraising messaging and create a game plan. Available for free on the website, www.nonprofitlaunchplan.com.

• "From Dream to Action: Your Nonprofit Pre-Launch Checklist": A free PDF with 10 essential steps for moving from a nonprofit idea to a launch plan. Get it by emailing Matt at [email protected] or looking for it on the website.

Book A Free Call with Matt: Contact | Nonprofit Launch Plan

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Get My Free Fearless Fundraising Mini Course: Nonprofit Launch Plan | Consulting & Fundraising for Nonprofits