I monitor and occasionally participate in forum discussions by professional fundraisers. Questions and ideas flow fast and furious as they seek solutions to everyday issues. Today it finally dawned on me how many professional fundraisers are seeking advice on how to “cultivate” and re-engage their donor stakeholders…particularly first time donors.
A savvy fellow in the US commented on the fact that at his institution, every first time donor gets a personal (yes, personal) letter from the President of his university, along with a “welcome” package that talks about the impact of giving and the major initiatives being led at the university.
How personal! And no, there is no monetary prequalifier that implies some donors get a personal letter from the President, and some don’t. They all do!
His observation led to a volley of e-commentary from many professionals who endeavor to do the same thing at their organizations, but can’t get their presidents’ attention and time to actually SIGN the letters.
Say what?
Is it just me, or is this a no-brainer? How better to connect the institution you lead (and you as a leader) to the people whose donations help you lead? Calling all presidents (executive directors, whatever you are called as the Captain of Your Ship)…sign the letters!