| by Terry Axelrod, Founder and CEO, Benevon
Honor Your Donors
Part Four
Most donors don’t need plaques or expensive recognition
events put on just for them. They would rather know how much
of a difference their contribution allows you to make. So
invite them to be your special guests at events that highlight
your results – the results their support made possible.
Set a goal of having each Multiple-Year Donor attend two
of these events each year. Then make sure you inspire them
so they leave the event saying, “I’m glad I give
money here. I will keep doing that. Maybe I could give more.”
For example, if one of your teachers just won a national
award or your group of kids is going to graduate, invite your
donors to attend the ceremony. You may have an upcoming art
show of your participants’ art, a reunion of all the
babies born in your hospital in a given year, or a forum with
a sought-after speaker in your field. By having these events
underwritten or sponsored and adding a special reception with
a ten to fifteen minute program just for your Multiple-Year
Donors, they become a great opportunity to connect with and
acknowledge your donors.
These events are also a way for your donors to introduce
others to your work. Welcome them to invite their friends
and family to join them to learn more about the organization,
and be sure to make it clear that this is a free event where
nobody will be asked for money.
The program part of the special reception for donors and
their guests should include:
- A welcome and thank you from a board member.
- A talk from your organization’s Visionary Leader
highlighting the programs and services made possible by
private contributions as well as the dreams of the organization
or program.
- A live testimonial or video showcasing someone whose
life has been changed thanks to your program.
In addition to the formal program element, give your donors
plenty of time to mix and mingle. The networking effect of
these events is magical. Be sure the crowd is interspersed
with people who can give you feedback the next day. Also be
sure to follow up with each donor individually to thank them
for coming and to get their feedback about the event.
You will find that these events not only honor your donors,
they keep them connected to their passion for your work and
deepen their relationship to your organization.
Next week, we’ll discuss how to lay the groundwork
for sustainable funding.
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