Communication with mid-level and major donors is key to an organization’s fundraising success and long-term sustainability. The more personal with the highest levels of leadership—executives and board trustees—the better. This is because people give major support to people, not organizations—churches and schools.

What I’ve found to the best three modes of communication are phone calls/Zoom calls, handwritten letters, and texts. When donors receive any of these, or a Zoom invitation, they feel a strong urge to respond—far more than a form letter. And, that’s what you want—the ability to engage in frequent, ongoing, and meaningful communication around the mission of your church or school and your donors’ personal interests.

The following are my assessments of benefits, drawbacks, and uses of phone calls/Zoom calls, handwritten letters, and phone texts:

Phone Call/Zoom Call

  • Benefits:
    • Two-way
    • Real-time
    • Very personal
    • Strong ability to accurately communicate message
  • Drawbacks:
    • People are phone/Zoom fatigued
    • Invitation to engage can be ignored
    • Can feel like a bit of an invasion of privacy
  • When to use:
    • More formal occasions
    • Conveying larger amounts information
    • When quick reaction needed

Handwritten Notes

  • Benefits:
    • Novel/special
    • Very personal
    • Conveys warm feelings
  • Drawbacks:
    • USPS can be unpredictable
    • Can be ignored
  • When to use:
    • Special occasions
    • Convey importance

Phone Texts

  • Benefits:
    • Very personal
    • Hard to ignore
    • Multimedia capabilities
    • Very fast
  • Drawbacks:
    • Can be a bit cold
    • Can feel like a bit of an invasion of privacy
  • When to use:
    • Direct and immediate contact
    • Cut through clutter of others trying to communication…like during Christmas

I suggest to all my clients that they set aside at least one hour per day to communicate with at least two of their top 50 donors—ten a week. That way, all top 50 donors are acknowledged at least once per month or so. The modes of communication listed above will be key in moving churches, schools, and other nonprofits from an annual-fundraising organization to a mid-level to major-giving organization—which is the goal for long-term sustainability. Of course, you need to communicate in the mode your individual donor prefers.

What are your favorite types of communication with your donors?  Leave a comment below.