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捐赠者沟通的5项原则|Linda Lombardi · AFG公益慈善筹资联盟
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发布时间: 2018-06-17

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Fundraising pros know that meaningful communication and gratitude are the bedrock of a robust family of donors. Donor data management and segmentation are the tools that make personalized communication possible. A successful donor communications strategy is the necessary element that turns first-time donors into lifelong supporters.

募捐专家都知道,有意义的沟通和感恩是维系一个有生命力的捐赠者群体的基石。捐赠者数据管理和细分是使得个性化沟通成为可能的有效工具。而一个成功的捐赠者沟通策略,是把初次捐赠者转变为终身支持者的必要因素。

The average donor retention rate in the U.S. after the first gift is around 45 percent. The key to changing that statistic—and turning first-time donors into lifelong supporters—is to focus on the human side of fundraising.

在美国,捐赠者第一次捐赠之后的平均留存率约为45%。要想提升这一数据,把首次捐赠者变成终身支持者,关键是要把筹资工作的重点放在人的方面。

You put so much work into getting your donors. Here’s how to keep them.

你们在获取新捐赠者方面已经做了很多工作,而这篇文章将告诉你们如何留住他们。


1

Connect early and often

尽早联系,经常联系

After a donor makes that first donation, welcome them. Say thank you, share your gratitude, and tell them what you plan to accomplish with their funds. You can also ask first-time donors how they would like you to communicate with them and how often.

在一个捐赠者做出他的第一次捐赠之后,欢迎他们。向他表达感谢,分享你们的感激之情,并告诉他们,你们打算使用他们捐赠的资金去完成什么工作。你也可以向初次捐赠者征询一些意见,问问他们希望你们以何种方式以及频率与其进行沟通交流。

2

Be personal

个性化

Segment your donors so that a first-time donor receives a different thank you letter than a repeat donor or a VIP donor. That simple separation will show your donors that you understand their unique relationship with your organization.

对你们的捐赠者群体加以细分,让初次捐赠者收到的感谢信不同于经常性的捐赠者和重要的捐赠者所收到的。这种简单的区分可以向捐赠者表明,你们认识到他们与你们组织之间关系的独特性。

3

Be friendly

友好

Donor retention is built just like a friendship. You contact your friends in a variety of ways—letters or cards, emails, texts, phone calls, event invitations. Put that same variety of communication to work when getting to know your new donors.

留住捐赠者就像维系一段友谊一样。你会采用各种各样的方式与你的朋友保持联系——信件或卡片、电子邮件、短信、电话、活动邀请。在了解你们的新捐赠者的时候,记得也要采用同样多样化的沟通方式。

4

Rally supporters

号召支持者

There are many different messengers you can call on to sing your organization’s praises. If someone benefits from the funds raised at your event, ask them to write a letter about why that was meaningful to them. Let a sponsor write about why they chose to be involved. Select a board member or star staffer to write about their love of the organization and the work your donors make possible.

你可以号召很多不同类型的信使,来帮助赞美你们的组织。如果有人因为你们从活动中所筹集的资金而得到帮助,你可以请他们写一封信,讲一讲这对他们而言为什么意义非凡。你也可以请赞助商写一写他们为什么选择参与到你们的活动当中,还可以选择一个理事会成员或一个明星员工,写一写他们自己对你们组织的热爱,以及在捐赠者的支持下得以完成的工作。

5

Show your work

展示你们的工作

Let your donors know all the good work they’re helping you do whenever you contact them.

无论在什么时候与捐赠者进行沟通,都记得让捐赠者知道他们帮助你们取得了怎样的工作成果。

作者:Linda Lombardi

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