Stewardship in your end of year campaign

Taylor Shanklin

In today's call, I mentioned in the chat about how to use the second message in your series to steward donors who have already given to your campaign. I'll follow up here with some tips on how to do that and some examples.

Because you are going to set up your EOY 2011 donation campaign to place donors (to that campaign) into a group, you can create slightly different messages for donors vs non-donors.  The second message (the ecard) in your series of EOY messages, can be a great opportunity to thank those who have already given to the campaign.  I recommend creating two versions of the eCard.  Message #2a, for example, will be the traditional version that will go to non-donors and will be a strong call to action and reminder that there is still time to donate.  Send message 2a to your whole housefile for your affiliate center, and exclude the EOY 2011 donor group.

Create a copy of message 2a and call it Message #2b.  Edit message 2b and include some text that thanks your donors for their generosity, and explain to them what you will be able to do with their gift.  Help your donors feel good about the gift they just gave and explain why it is so meaningful to Komen and the work you do.  You can also include some text about how the holidays are a great time to give another gift in honor of someone.  This message should mostly be a thank you with a little hint that they can give again or at least help spread the word.  For example, you can include an opportunity to share the message on Facebook or Twitter.  Once this message is ready to go, send it to the EOY 2011 Donors group.

Here is an example of another organization doing this:

The  donor version is a warm thank you and the non-donor version if a soft  ask. Both ecards have the same look and feel, just slightly different  content.

Donor version:

http://ics.convio.net/site/MessageViewer?em_id=1303.0&dlv_id=0

Non-donor version:

http://ics.convio.net/site/MessageViewer?em_id=1304.0&dlv_id=0

Hope this helps! If you have any questions, please post to this thread.

Taylor