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Showing posts from June, 2015

Donor Communication Series: Planning for Planned Giving Donors

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This first of three installments in the 2015 Summer Donor Communication Series concentrates on how to recognize planned giving potential for your current and prospective donors. Every donor has the capability to become a planned giving donor. The key is successfully communicating your message to build that connection. But how do you organize these donors into a meaningful segmentation of your database?

American Fundraising Professionals (AFP) presents a Planned Giving Prospect Matrix to aid in targeting your message to the right donors:


Affinity is the measure of brand loyalty and passion for your mission. Individuals with high affinity enjoy your relationship and are always willing to strengthen it. Finding the wealth of donors is the easy place to start. Measuring a donor’s brand loyalty and willingness to give starts with an examination of a donor’s giving patters, such as gift amounts and frequency of gifts.

Segmenting donors into this matrix will allow you to start building the ri…

Mastering Donor Centricity

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Donor centricity means focusing on what your donors want most and how they think. It is your decision to change your communication style to stop language that is all about your agency and begin concentrating your messages about how wonderful and important your donors are to your mission. Below is a short list, and by all means not all of the ways to master donor centricity:

1. Timely Response. Make the time between donation and receipt as short as possible. The longer it takes the more likely your donor is to think that their donation is unimportant.
2. Appreciative and Relevant Acknowledgements. Your thank you notes need to be ‘love letters’ and should include language that mirrors the theme of your ‘ask’ message. It should be personalized specifically for your donor. This will encourage your donor to give again in the future.
3. Inspire Through Newsletters. Use your newsletter to connect your donors back to why they are supporting you first, and then continue to let your donors know …

Happy Birthday Alpha Dog!

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