Nurture Your Relationships Now, to Start Motivating the Support You’ll Want in 2012

Tuesday, 8 Nov 2011

Spend a few minutes, ideally one-on-one, with colleagues in your organization to thank them for their help in making marketing a success (even if their role is very indirect).  

Thank your current supporters, of all stripes

That includes clients, board members, donors, volunteers, partners and others who help your organization move its mission forward. The more personal the better—make sure to segment your audiences (e.g. high-dollar donors, entry-level donors and prospects; or five-year or more volunteers, two- to five-year volunteers and new volunteers).

If the number of personal notes required is overwhelming, consider sending hand-signed custom holiday greeting cards to at least your Tier 1 network: Board members, loyal volunteers, donors (or at least some donors—returning, new, young or any other group that deserves special recognition). That personal (real!) signature makes all the difference.

We all want to know that our effort (be it money, time or attention) is valued. Don’t miss this natural opportunity to appreciate your supporters. And encourage colleagues to do the same—avoiding multiple thank-yous to any individual.  

Reach out to reaffirm relationships that have gone quiet in 2011

You’re likely to find a group of former supporters (don’t limit it to donors) who have gone quiet in the last six to 12 months. Now’s the time to nudge them out of hibernation, by thanking them for their prior support and sharing stories that showcase how your organization has moved your cause forward in the last year. Focus on established programs they’re likely to be familiar with rather than new funding or volunteer needs.

Select the channel that fits best with each sub-group’s habits and preferences, and—if you have the info—feature messages that have generated response in the past. I recommend a multi-part campaign (preferably multi-channel, try a mix of email and direct mail, with a call thrown in if possible for high-value supporters).