Thanks(for)giving

You take great pains to add a new donor to your file… And then what? It’s so important to make a donor feel welcomed and thanked! In addition to making them feel like a part of your organization, a thank-you can also serve as their tax receipt. And acknowledgement programs are not just good for donor relations, they can also benefit your organization!

Not only is it a best practice to send a follow-up thanking donors for their contributions, whether online or through the mail (or both!), sending a thank-you note also gives donors another opportunity to give. And it’s not too soon to ask—remember recency is the strongest indicator of likelihood of next action, in this case, to make another gift.

By reducing time to next gift, you’re able to upgrade donors into “multi-giver” status, grooming their giving habits before they become too solidified and tying them more closely to your organization and mission, and making them more likely to become long-term donors.

Acknowledgements also give you a great opportunity to create multichannel donors. Whether you’re including online gifts in your direct mail acknowledgments program (if you don’t already, start doing this!) or sending an email thank you to offline donors (food for thought: how often and quickly do you add emails and sync offline giving into your eCRM?), acknowledgements are an easy way to reach donors across platforms so they have multiple ways to interact with your organization. And, if they reply to an acknowledgment sent in a channel different from the channel in which they made their original gift, they have now raised their hand to receive communication through that medium as well.

It’s no surprise that multichannel donors are some of the best donors an organization can have, so it’s worthwhile to integrate acknowledgments and update your data infrastructure to allow it!

Now for some specifics:

  • To really cement a new donor’s relationship with your organization, try creating a welcome kit to acknowledge first time donors and ask for a second gift. These touchpoints, often direct mail packages, can include lots of information pertinent to new donors—brochures about programs and impact, an explanation of your monthly giving program, information about estate planning for future gifts, and even a member card! Welcome kits are a great way to show new donors that you appreciate their contribution to your organization. Welcome kits can be totally digital too—how are you sending your welcome to new donors over email? Organizations often send  a “kit” spread out over several emails, but you can also create a “supporter hub” landing page where new donors can find all that information in a single location.
  • Once donors are on your file, don’t be afraid to include an ask in your acknowledgments. Keep it soft, and make sure the focus of your copy is on saying thank you, but when given another opportunity—many donors will take you up on it and send an additional contribution!
  • No one has ever said, “stop thanking me so much”, so once you’ve made a basic program turnkey, test expanding your acknowledgments to include other channels like phone (think thank-a-thons, and prerecorded thank you messages from staff or your board) and SMS. Remember: peer-to-peer texting doesn’t require a previous opt-in, so you can text donors a short thank you and then ask them to opt-in for additional updates! (Though if you want to truly grow your SMS program, add an opt-in to your donation forms and reply devices to collect them upfront.)

Investing in an acknowledgement program is a necessity, not only for tax liability purposes and donor transparency, but also to constantly work toward building a better supporter experience and cultivating life-long relationships with your donors. Reach out to CCAH to work with us, and we’ll help you determine the best way to tell your donors Thanks(for)giving!

Brenna Holmes Selected for DMAW Board

We are very proud to announce our partner & SVP Brenna Holmes has been elected to the 2021-2022 DMAW Board of Directors. The Direct Marketing Association of Washington provides education, networking, and professional development programs to help foster a vibrant, growing, supportive, and informed direct response fundraising and marketing community.

At CCAH, Brenna became a partner this year, teaches in our “MBA” continuing education program for our staff members, and regularly speaks at conferences to help share what she’s learned with our larger direct response community.

In her eleven years here, she built our digital program from the ground up, and we know that with a position on the DMAW Board, she will bring the same energy and enthusiasm to helping shape the future of their educational programing.

Brenna is dedicated to bringing more multimedia, data savvy, and technical content to complement the already exceptional marketing and creative-based trainings that DMAW offers to its members. We could not be more proud and excited for Brenna in her newest endeavor in joining the DMAW Board, and we are excited to continue to have her expertise and dedication here at CCAH. Congratulations to Brenna Holmes!

CCAH Attends Engaging Networks Community Conference

Last week CCAH had the honor of presenting at the Engaging Networks Community Conference. This conference is an opportunity for industry leaders to have one-on-one conversations with colleagues and learn how they are innovating on the Engaging Networks platform.

CCAH attendees learned about critical strategies to ensure increased data security, innovative features exclusive to the platform, and got a sneak peek at what Engaging Networks has in store for 2020. These learnings will allow our Account and Web Developer teams to better achieve client goals by building upon the already robust donation tracking, A/B testing, personalization, and segmentation strategies.

With topics ranging from email automation to peer to peer fundraising, this conference was a great way to remind ourselves of tried and true SOPs and the importance of finding innovative techniques for our client’s success. Conferences like these are a great way for CCAH to show our community what’s working for our clients and what’s working for our company.

Brenna Holmes, Vice President of Digital Services, and Alyssa Ackerman, Senior Account Executive, co-led a session on building a recurring giving program for the future. These sessions featured omnichannel tips as well as case studies of our most successful tactics.

Check out some photos of our experience and the full-length presentation video below!