Imagine that you could raise significantly more money without additional staff or an exorbitant amount of board time.

What’s the best way to inspire upgraded gifts from your donors?

Good news. It’s easier than you might think.

When I was an executive director years ago, and desperate, I would turn to the outside.

I was good at events and managed to make them more lucrative. I wrote more grants, and pressured board members to give up the names of friends and family – the wrong way to do it.

But there was a high cost. A horrible return on investment and one burned out ED. Not to mention unhappy board members.

Now we know that looking for new donors is not effective.

Research studies show that it takes 7-12% more effort, time and money to bring in a new donor than it does to raise more from a current donor.

Master fundraising expert and researcher Roger Craver reports:

You have less than 2% chance of a gift from a brand new donor who doesn’t know you.

You’ve got a 20-40% chance of a gift from a lapsed donor, and a 60-70% chance of a gift from an active donor.

Now that you know that the real money is with your current donors, what’s next…

BREAKING NEWS just in from donor communications expert Tom Ahern’s e-news…

“A client of ours recently told me a story that I want to share with you.

A letter came into their office. On the outside of the letter was a squiggly handwritten address – you could tell immediately it was from an elderly person.

I can imagine the effort it took to write out that simple address.

Inside the letter was a check for $500.

And there was a handwritten note that said,

“I just had to send this to you, I’ve been giving for many years and I just cannot miss a year.

When I first started giving to your organization there was little hope, but you keep reminding me through your letters that there have been so many breakthroughs that hope is just around the corner.

Thank you for that, I needed to hear it.”

This note written by a 95-year-old woman, a donor who has been giving for over two decades. ***Tip: baby boomer and older women give more than men.

So to be able to provide a message of hope to a donor who has been supporting you is not only closing the loop on a donor’s gift, but it’s giving them a bit of fresh air.”

How to get 40% more from your current donors – this year 

1.  Personalize your solicitation letters – more than you do now

Whether your have a fancy database or an excel spreadsheet, you can do better.

Pick one new idea you can handle and add on next year.

The most important groups to pay attention to: lapsed donors, first time donors, and loyal donors – those who have give 3+ years consecutively.

Take note:  first time givers: omg!  80% of first time donors don’t make a second gift because they don’t feel valued or the organization has had little contact with them since their last gift.

PAY ATTENTION to them!

Ideas to use in your next direct mail appeal:

• Learn how to write about things like hope. Donor communications is highly specialized. Being a good writer isn’t enough. Get trained! It’s your job and it matters. 

• Hand write a note on the letter letting them know you’ve accomplished a lot this last year and that their gift really made a difference. You hope they’ll renew their gift this year, (prioritize lapsed donors)

• For your top 5, or 10 or 20, personalize the first paragraph of the letter manually.

“Joanne, it was great to see you at the farmer’s market yesterday. You’ve been so important to ___ and I hope you and Sam will continue your support.”

“Mrs Sweet Woman, you’ve given to ___for 5 years now which makes you one of our most loyal and important donors…”

• Create 2 or 3 or 4 batches of letters to mailmerge for the above groups. Don’t say thanks for your support last year if they didn’t give last year just to make your letter work for the whole group.

• Make sure that the highest ranking person, or whoever has the most influence signs the letters. And board members and/or the ED write the notes.

• If your organization serves children, get the kids to draw little pictures on the outside of the envelope.

These are just a few ideas. Anything you can do to make it special will make a difference.

2. Call your donors to thank them within 48 hours

Speed matters.

The best possible thing you can do is pick up the phone immediately and call the donor. Your energy will shine through.

“You just opened the mail and got their check…”

It’s best to have a board member make the call, but if there’s not a system in place yet, make it yourself.

More from Roger Craver:

“The mere act of phone calling – even if you leave a message – hugely impacts your donor’s future gifts!”

It’s really up to you and your organization – whether you get the most out of your fundraising program.

YOU and your organization directly determine whether donors stay or leave you!

You’re much more in control of how much money your donors give you . . . than you think!

Is there someone you can pick up the phone and call right now?

Need help getting your board fully engaged and active with fundraising? This free guide should help. Sign up and you can download immediately.