Why a donor communication plan is critical

Dayton, OH -- A national donor survey performed by Cygnus Applied Research found that 46% of donors said they stop giving because of insufficient or poor quality information about what their gifts were accomplishing (see the book Donor Centered Fundraising: How to hold on to your donors and raise much more money by Penelope Burk.)

The Cygnus research also found that donors don't make a decision to give when you mail them a solicitation. They make the decision between when they make their last gift and when you solicit them the next time. During that period, donors want three things:

(1) A prompt, personalized acknowledgement of their gift

(2) Confirmation that their gift is being put toward what they requested

(3) Measurable results that their gift accomplished its goal BEFORE they are asked for another contribution

While direct mail fundraising is important, it is only one part of a larger donor communication process -- a process that needs to create an integrated, ongoing conversation with donors. You need to create a written plan showing how, when and what you will communicate with donors.

You need to think about your direct mail solicitations, newsletters, annual reports, thank-you letters and event invitations as a single donor communication program. You can't do that without a written plan.