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How to Win Donation Dollars

Posted on July 22, 2021February 2, 2024 by Ilan Mann

Donations are the lifeblood for non-profits, charities and political parties. The relationships you build with your donors today make a world of difference for future donations. That’s why it is essential for you to focus on developing those essential relationships in order to keep funds flowing into your organization. In this post, we offer a few key steps you can take to build better, stronger relationships with donors so that they open their hearts and their wallets for your cause.

Show Supporters How You’re Using Their Donation Dollars

People like to see the results of their efforts, and this certainly applies to donations. By providing details on how donations are making a difference, you are highlighting the good work your organization is doing. At the same time, sharing this information lets your donors know their funds are being spent on legitimate purposes. It makes them feel better about giving and makes them more likely to give the next time you ask them for their help.

You can show them their dollars in action with photographs, videos, brochures, and more. You can even invite major donors to the location where you’re doing your work so they can see what is happening on the ground. Whether you’re gathering building supplies, food, clothing, toys for children, school supplies, etc. they can see you working to gather and distribute the gifts where they will do the most good.

Be Transparent with Spending Reports

This is an important add-on to the previous tip. Sadly, the actions of a few unscrupulous charities and non-profits have subjected all organizations to additional scrutiny. This is especially true among larger donors. And if you’re interested in winning bigger donation dollars to support your cause, you’re going to have to go after the big fish.

The best way to do that is through transparency in your financial disclosures. The easier you make it for people to see how and where the money is spent – not just on good work, but line items such as administrative costs and executive compensation – the more likely they are to donate to your cause. That is, as long as you are spending an appropriate amount of money on the cause at hand rather than oversight and administrative expenses. People want to know their money is going to support a cause and not to create a lifestyle for those at the top of the organization.

Ask for Monthly Gifts and Automate the Giving Process

As we noted in this post, most donors only give once, which can create a cashflow challenge. Automated giving is a great way to ensure a steady flow of money coming in to help you meet your organizational goals. It allows donors to identify an amount of money that works with their budgets and give that amount month after month. More importantly, it is effortless giving on their part.

The easier you make it for people to donate to your organization or cause, the more likely people are to actively donate. Especially if it is a cause they believe in or one that supports their own beliefs about the world.

Create Deadlines to Generate Sense of Urgency

This doesn’t mean creating false deadlines and making things up. What this does mean is to create specific goals for your charitable works.

For instance, if your non-profit is dedicated to building tiny homes for homeless vets, you might have a goal of 50 percent completion prior to the first day of fall and 100 percent completion by the first day of winter. This will help keep more vets off the street once bitter cold temperatures set in.

You need the funds to make this happen well in advance of the goal dates. Create a sense of urgency among your donors by citing statistics about the cold and its impact on the homeless, how veterans are disproportionately represented within the homeless community, and how you need $XXXXX by August 1 and an additional $XXXXX by October 1 to meet these goals for your organization.

Solicit Matching Donations

This is where building relationships, particularly relationships with big businesses, entrepreneurs, and “mega” donors in your community can help. It’s a great way to encourage small-dollar donors to give so that their smaller gifts to your cause can be matched to create even larger gifts.

As we advise here, never neglect to remind donors of all dollar amounts that their gifts are important. Without the smaller donations, bigger things cannot happen within your organization. The more you drive that point home to donors, the larger your pile of donation dollars has the potential to grow. Additionally, never neglect to thank your donors, no matter how larger or small the donation.

Tell One Person’s Story, Not A Group’s

Sometimes, a little psychology can help make a big impact. While your non-profit or charity is undoubtedly creating a positive impact for many, focusing on an individual can help increase donations. This is referred to as the identified victim effect, which is the tendency to provide more help to a specific individual rather than a broader, nameless or generic group of individuals. This effect implies that concentrating on individuals instead of bigger groups or statistics would drive more donations.

Researchers have confirmed that scenarios focused on a single person’s narrative produced more donations than those focusing on a greater number of unidentified individuals. In a study performed by University of Pennsylvania marketing professor Deborah Small and her colleagues argue that “spontaneous affective reactions” frequently inspire charitable donations. To put it another way, donors are more inclined to contribute based on their emotions rather than reasoning. And stories that centre on the misfortune of a single person appear to have a larger emotional impact.

It makes sense. Your supporters, like all people, are hardwired to emotionally connect with others. The most effective approach to motivate them is to introduce them to individuals they can relate to. So make use of this narrative potential in your messages: highlight individual stories that lend a face to your cause in all of your appeals.

Send Handwritten Thank-You Notes for Their Donations

Lastly, showing gratitude is an important first step toward securing future funds from those who have given to your cause. As you can guess, our viewpoint is pretty clear: the standard typed form letter is way too impersonal and formal. A handwritten note stands out from the crowd of junk mail littering your donors’ mailboxes.

As we outline here, handwritten thank-you notes are more likely to be read by the people they were intended for. Plus, they carry more meaning for the recipients. Your donors are far more likely to feel appreciated when receiving handwritten notes. Something they will remember the next time your organization reaches out for funds.

Appreciation and communication are essential, which is why handwritten notes work best. Consider sending out handwritten donation letters and thank-you notes to donors to see what a difference it can make to your entire organization.

Wrapping Up

Donations keep your non-profit or charity going. If you want to build a successful organization and keep funds flowing in, it’s essential that you focus on cultivating those relationships with your donors today so they can feel appreciated and motivated enough to open their hearts (and wallets) for your cause.

It may seem like an intimidating task at first, but by soliciting matching donations, highlighting individual stories (not just statistics), writing thank-you notes by hand, showing gratitude for every donation – no matter how large or small – and telling one person’s story instead of a group’s narrative, you are well positioned to steadily grow your donations. With these simple steps, you’ll be well on your way towards achieving, and even exceeding, your annual fundraising goals.

Want to level up your direct mail? Contact us.

5 Easy Ways To Market Your Small Business Using Handwritten Notes

Posted on July 13, 2021February 2, 2024 by Ilan Mann

Handwritten notes are a tried-and-true method of communicating with new or prospective clients. Writing a customized handwritten message demonstrates there is a person behind the scenes at the heart of your business.

Because personalized, handwritten messages are a forgotten craft, they are very effective. Consider: when was the last time you received a handwritten letter instead of an email or a Facebook message? Those posts may be highly efficient, but a handwritten card transcends the transitory nature of our digital inboxes and provides something substantial and meaningful.

Let’s take a look at some fantastic ways you may utilize handwritten notes to promote and develop your small business.

Thank Them For Their Business

It is important to start with the fundamentals. Thanking your new customers or clients for their business is a simple gesture that shows them that you appreciate their decision to choose your company.

A thank-you note should convey this sentiment in writing, using a pen and paper (and even a robot!) instead of an electronic form of communication. Your gratitude can go a long way in developing a lasting relationship with your customer. As we outline in this article, make sure you send your thank-you note in a timely manner; otherwise, your customer may forget about the transaction (and you).

Send Personalized Birthday Cards

What could be a more unique and personalized opportunity to reach out to your customer than to commemorate their birthday? Recognizing their birthday by sending them a handwritten note will help create familiarity with your clientele, which can later translate into a deeper, long-term relationship.

Sure it may take a little extra effort, but it’s worth it to make your customer feel appreciated. Too few businesses send handwritten cards, let alone cards that aren’t directly related to a sales transaction. So you are sure to stand out by following this approach.

To keep track of information specific to each customer such as birthdays, choose a reputable Customer Relationship Management platform to help automate this process. By using a CRM, you can keep all customer contact information in a single place so that you can easily send out birthdays and other critical time-sensitive messages to your customers.

Send a Note After a Networking Event

Regular networking is excellent, but incorporating a strong follow-up is even better. When you meet someone at an event, make sure you send that person a quick note a few days afterward, which will reinforce your connection.

This approach is an easy way to connect with someone who may not necessarily realize that you can add value to their business while developing a deeper relationship with them than the initial (and often casual or shallow) connection made through the networking event.

They will also appreciate that you took the time to continue a conversation in another way. A handwritten note will help them remember you and your company when they eventually need products or services, allowing you to gain even more value from networking.

Write a Handwritten Note of Encouragement

We all go through tough or challenging times. So when someone reaches out to you during a particularly difficult (or otherwise notable) situation, you are sure to remember it. If you notice someone standing out – for whatever reason – be sure to send them a note of encouragement. This gesture will let the person know that their actions haven’t gone unnoticed and are appreciated by others, including you.

When someone is outwardly positive, acts with integrity, or stands tall in the face of a challenge, you should use that opportunity to let them know that they aren’t alone. Sending a personalized, handwritten note or card to a person who has demonstrated confidence or positivity can greatly influence the way they view themselves, their business – and you.

Prospect A New Target Area

We’ve talked about prospecting elsewhere on this blog. When you are looking to build your business in a new territory, you have to get the attention of potential local customers. What better way to do that than with a personal note or card?

Again, this is an opportunity for you to stand out from other potential competitors who haven’t taken the time to create and send a handwritten note to people who live or work locally. This handwritten letter should include helpful information about your business, how you will be of benefit to them, and a brief description of your products or services.

A handwritten letter to local businesses or households is an excellent opportunity for you to introduce your business to influential community members who can help you establish relationships with even larger networks of neighbourhood people and businesses.

Get Started Today

These are just a few ideas on how to market your business to new or potential customers. As we have seen with so many of our clients, a handwritten card can be an effective way to continue building strong relationships with current customers and prospects alike.

If you’re looking for more ideas on how to market your business, contact us today. We’ll be happy to discuss what we can do for you to help grow and expand your customer base.

Want to level up your direct mail? Contact us.

Four Handwritten Letters From History That Had A Big Impact

Posted on July 12, 2021February 2, 2024 by Ilan Mann

Around these parts, we are big believers in the power of the written word. In fact, our whole business model centres on the belief that handwritten letters can change your business, non-profit or charity. Now, in the age of email, text messages and 140-character tweets, the idea of letters having a significant impact on issues of the day might seem quaint. But throughout history, correspondence has been a powerful means for shifting public opinion and influencing world events.

From the Declaration of Independence to Guy Fawkes being ratted out via a letter sent by Lord Monteagle, there is no shortage of notable examples from the last few centuries. Here are four examples where letters had a surprising impact on history.

Alexander Hamilton Delivers America’s First Sex Scandal

If you’ve seen the award-winning play Hamilton, you know that the life of Founding Father Alexander Hamilton wasn’t without scandal. But Hamilton might have eventually become the President of the United States if it wasn’t for a blackmail plot that went public.

According to Written in History: Letters that Changed the World, the ongoing love affair between Hamilton and his married lover Maria Reynolds was discovered by Reynolds’ husband, James. Rather than challenging Hamilton to a duel – which was a common way to settle scores in those days – Reynolds sent a series of letters blackmailing Hamilton, saying he would implicate Hamilton in a forgery scheme Reynolds was embroiled in.

As Secretary of the Treasury, Hamilton had to maintain a high level of integrity if he were to remain in his role. So he has no choice but to privately share the letters as proof that he has no involvement in the forgery. Sadly for Hamilton, the letters were leaked to the public by political rival Thomas Jefferson, who used the letters to destroy Hamilton’s reputation – ending Hamilton’s plans for higher office.

Abraham Lincoln Gets Some Life-Saving Advice On His Beard

As one letter sinks the ambitions of one Presidential hopeful, another brought those ambitions to life. The 16th US President Abraham Lincoln has one of the more memorable faces in US history, thanks mainly to his signature beard. But it was an 11-year old girl that prompted Lincoln to grow the beard in the first place – which had a major impact on his political career.

According to reports from that time, Lincoln had a bit of an image problem. In 1860, the Houston Telegraph wrote that the Lincoln was “the leanest, lankiest, most ungainly mass of legs, arms, and hatchet face ever strung upon a single frame.” The Charleston Mercury deemed him a “horrid-looking wretch.”

Enter little Grace Bedell, who wrote to Lincoln with some style advice: “…if you let your whiskers grow…you would look a great deal better for your face is so thin. All the ladies like whiskers and they would tease their husbands to vote for you and then you would be President.” He won the presidency without the beard, but Lincoln decided to grow one anyway, possibly to differentiate himself from his predecessors.

On his journey to Washington, D.C. for his inauguration on March 4, 1861, Lincoln got word that secessionists in Baltimore were preparing his assassination. He’d been clean-shaven until the previous November, so most of the public hadn’t seen him with his now full beard. His new beard likely served to shield his identity, allowing him to make it safely to the Capitol, where he was sworn in as President.

Four Polish Girl Guides Inform The World About The Holocaust

The horrors of life in Nazi concentration camps during World War II are well known now, but at the time, getting news out of the camps was not only difficult but also potentially fatal. Letters did come in and out, but they were, predictably, filtered by guards. However, four women were able to get some letters out of Ravensbruck and to their relatives.

Wanda Wojtasik, Janina Iwanska, Krystyna Iwanska, and Krystyna Czyz, four Polish Girl Guides who had landed in the camps for their involvement with the Polish Underground, devised the scheme. They were permitted one letter each month, and knowing that SS guards would read everything they wrote, they penned two letters: one in ordinary ink and the other in urine, which dried and became visible only when heated.

One letter alerted her brother to a secret code hidden in the letters. Then they used the invisible “ink” to provide specifics on the medical experiments performed on them, the mass executions, and the women sent to work in the concentration camps’ brothels.
The letters were sent to the Polish resistance first, then to the Vatican, the Red Cross, and the Polish government-in-exile, according to The First News. All four women survived, and their letters were presented as evidence in the Nuremberg trials where 11 Ravensbruck SS guards were sentenced to death.

Nelson Mandela Gives South African PM A Choice

In 1960, under siege by most of the world after 69 Africans were killed during an anti-apartheid demonstration, the government of South Africa withdrew from the Commonwealth to become a Republic. Nelson Mandela organized a conference to discuss the anti-apartheid response. Simon Sebag Montefiore shares that before being imprisoned on Robben Island for 27 years after being charged and convicted of conspiring to overthrow the state, Mandela wrote to South African Prime Minister Hendrik Verwoerd and offered Verwoerd an ultimatum:

“By…abandoning the repressive and dangerous policies of your Government you may still save our country from economic dislocation and ruin and from civil strife and bitterness.” Mandela laid out the African National Congress’s plans if Verwoerd refused: “Failure by your government to call the Convention makes it imperative for us to launch a full-scale and country-wide campaign for non-co-operation with your Government.”

Verwoerd refused, instead deciding to have Mandela and his ANC allies jailed, tried and imprisoned. This choice made Mandela an even more potent symbol for the anti-apartheid movement across the globe.

Bonus: JFK Sends For Help Via Coconut

John F. Kennedy wasn’t president for long before his assassination, but his legacy is undeniable. His time in office might not have occurred at all if it hadn’t been for a very tiny message carved into the shell of a coconut. On August 2, 1943, Kennedy was at the helm of a patrol boat in the South Pacific. A Japanese destroyer attacked that boat. JFK swam three kilometres to the relative safety of an island, carrying an injured crewmate with him.

When Kennedy and the other survivors recovered and regrouped, they headed off for a larger island, which was mostly deserted. They came across two men from the Solomon Islands. According to the Smithsonian, JFK carved the following message into a coconut shell: “NAURO ISL… COMMANDER… NATIVE KNOWS POS’IT… HE CAN PILOT… 11 ALIVE… NEED SMALL BOAT… KENNEDY.”

Kennedy handed it to the men who swam across Japanese-occupied seas to bring it to the Allies. Kennedy and his crew were saved, and the coconut was the sole memento of his service that he preserved after WWII.

Write A Historical Letter Today

It’s not a simple thing to write a letter that will make its way into the annals of history, but you never know until you try. As we’ve shared on this blog, handwritten letters can have a big impact on your target audience. But who knows? Maybe the next letter you write will be ready 100 years from now.

Want to level up your direct mail? Contact us.

How To Reach Out To Inactive Donors

Posted on July 7, 2021February 2, 2024 by Ilan Mann

Donors who are inactive or have lapsed may appear to be a lost cause. These contributors haven’t given to your nonprofit in a long time; why would you spend money attempting to entice them to do so again? The truth is that many inactive donors don’t see themselves as inactive or are even aware they are inactive. It is important not to assume that just because a donor hasn’t given in months or years, they are no longer interested or will never give again.

In this article, we are going to offer you actionable advice on understanding inactive donors and developing a plan to reactivate them. By following these steps, you can increase your donor retention rate, increase the revenue you receive from lapsed donors, and most importantly, save valuable time.

Why Make The Effort To Reactivate Donors?

If you’re having trouble fostering long-term giving, you’re not alone: more than 75% of donors will only donate to a single nonprofit once. This is the case regardless of how much you ask for and even when donors are aware that your organization needs their help.

The fact is that it is difficult to keep individuals giving, particularly if they have only given once. So, what makes them worthwhile?

To begin with, inactive donors may be easier to convert than prospective donors. They’ve already made a donation to your nonprofit, suggesting that they identified with your objective at one time. Just because they’ve dropped out doesn’t imply they’re no longer engaged in your cause.

Second, it is less expensive than recruiting new donors. You have their contact information and know how much they’ve previously given. This means you won’t have to spend money to buy lists or sending generic mass mailings with the expectation that your request will be received by someone receptive.

Define a lapsed donor and how you’ll approach them

It is critical to first grasp your universe. Who is considered a lapsed donor by your organization? Is it someone who hasn’t given in over a year? Once you’ve defined this subset, you’ll need to run the appropriate reports to generate a list of your inactive donors. This will allow you to communicate with them directly.

When you’re ready to mail your list, bear in mind that many inactive donors do not consider themselves to be inactive donors. In reality, they may still consider themselves to be significant contributors to achieving your organization’s stated mission.
If you approach them with a finger-wagging tone, they will most likely be turned off from contributing again. Remember that they are contributors, and approach them with the same respect as your most active donors.

Understand When and Why They Became Inactive

Examine the data from your CRM to identify patterns that may have resulted in donors becoming inactive. There isn’t much you can do if you observe that many contributors ceased giving amid a global downturn. However, if you have a segment that ceased giving as a result of a change you made (for example, to your communications programme, more or fewer direct mail pieces, a changing organizational focus, changes to your online donation page, etc.), that is useful information to have in the future.

You can also ask them directly, via a survey or other feedback tool. Take the time to listen to the responses and engage them in a two-way conversation. Let them tell you why they haven’t given lately, versus inferring via data or worse yet, going with your gut.

Reactivating Your Donors

So now that you have an understanding of who your inactive donors are and some idea of why they stopped giving, it’s time to begin the process of moving them from inactive to active.

Reaching out to someone who hasn’t given in a while with the same generic message you send to everyone else in your donor network isn’t going to be very effective. Some will reactivate, but many more will just move further away from your nonprofit.

Personalize Your Approach

Historically, the way NGOs have interacted with the bulk of their supporters has been far distant from the organization’s fundamental objective. The traditional fundraising strategy focuses on the organization’s needs (money, advocacy, volunteerism, etc.) and fails to recognize how the act of donating truly works.

This approach to everyday donors contrasts sharply with how NGOs interact with wealthy donors. Those who write large cheques are treated to highly tailored experiences designed to keep them linked to the *why* of their donation.

Individual contributors nowadays, on average, anticipate a high level of tailored attention, even if they give as little as $20 per month. This trend can be attributed to for-profit consumer marketing. Your donors have grown accustomed to highly tailored web experiences – or on the flipside, generic bulk mailers that usually end up unread and in the garbage.

So you need to meet those expectations by personalizing every touchpoint you send to inactive donors. By including specific, personalized information tailored to that individual donor in your direct mail piece(s), you are letting them know that they matter.

Get Them Up To Speed

Before you make an ask, it is important to let your inactive donors know about what your nonprofit has been up to since they last interacted with the organization. Inform them of what’s been happening in your organization and your long-term vision.

Remember to address them as if they are key team members in need of an update, rather than as if they are clueless. Include tales and positive effect data, as well as a clear description of your next plans and approach.

Not giving them a “what’s been happening” update and sending them regular updates on recent victories is like inviting someone over for dinner, then serving the same meal they had at your previous party. That may have been great for your guests back in 3 plus years ago, but they need current information to pique their interest.

You can summarize recent campaigns, news articles, accomplishments and more in a quick direct mail piece. If you have too much activity to summarize, you can break it up into multiple pieces sent out at regular intervals. Alternatively, a growing number of nonprofits are redirecting their inactive donors to an online portal where they can view recent news, meet the staff, see photos from past events and get updates on upcoming programs.

Tell your inactive donors how much you miss and appreciate them
Find a way to express your care for their well-being while also thanking them for prior donations. We recommend that you begin with appreciation. Thank your donors for their contributions to your team in a sincere and heartfelt manner. Only until you’ve properly acknowledged their contributions should you tell them you miss them. You liked having them on your team, so make sure that’s the message you’re sending rather than one of guilt.

Making them feel as though they were a part of something genuine and great is a guaranteed approach to re-engage lapsed supporters. Your letters and emails should show your gratitude to your supporters. It is vital that your approach is perceived as just that. Nobody wants to be treated like an ATM, therefore you don’t want people to think you’re only interested in their money.

You should also remind them of the last time you heard from them or when they were connected with your organization; they may have just forgotten to donate.

Invite Your Lapsed Donors To Give Again

Now that they’ve caught up, it’s time to make an actual ask. Sometimes you’ll ask for a donation, but it’s often best to entice them back into the organization by inviting them to an event or asking them to participate in an advocacy action first. Be open to fresh opportunities for them to contribute. They may no longer be able to donate, but they can still volunteer.

Whatever technique you apply, make sure you are positioning your inactive donors to eventually make a donation. By doing this you are giving them an opportunity to routinely connect with your organization again and eventually become a member of your active (better yet recurring) donor list.

Time To Reach Out To Your Inactive Donors

So now that you have a plan to reach out to your inactive donors, what are you waiting for? It’s important not only for the health of your organization and ability to execute its mission, but it’s also essential for establishing a sustainable revenue stream. Don’t wait any longer: begin the process of converting your inactive donors to active givers today.

Want to level up your direct mail? Contact us.

7 Most Common Business Thank You Note Mistakes

Posted on July 2, 2021February 2, 2024 by Ilan Mann

It’s common knowledge that a thank-you note is an essential part of business etiquette, but believe it or not, there are many ways to do it wrong. As we have written about here and here, there is nothing more effective than a handwritten thank you card when it comes to winning new clients and increasing sales in your business. And in today’s digital age, sending a printed note is even more important.

However, many business owners don’t take advantage of this key business practice to the degree that they should. There are many reasons for this that we will discuss in this article, but today I want to focus on the most common business thank-you note mistakes.

While we are big fans of thank-you notes as a general rule, misunderstandings over proper etiquette and even when to send a card can weaken or even harm customer relationships. To avoid the seven most common thank-you note mistakes, read on.

Not sending the note soon enough

The sooner your company sends a note after any transaction or touchpoint, the more likely it will be read and remembered by the person who received it. It might seem like a small thing, but in today’s busy world where people get hundreds or thousands of emails every day (and forget most of them), this simple step can make all the difference.

If your company is in the habit of sending thank you notes more than 72 hours after every job or transaction, chances are that many recipients will forget who sent it and why. The sooner a personalized note arrives, the higher its impact – especially if they received hundreds of other generic emails, text messages and memes in between.

Sending a generic note without any personalization or connection
We get it. A form letter is easy to replicate and send out. Just print and mail. If that’s all the company is doing with a thank-you note, it may not cut it. Sure, a form letter might work for the first few customers who receive it, but after that, recipients will see it for what it is: an automated gesture to boost your business’s sales without any genuine care or connection behind it.

Instead, make sure your thank-you note is tailored to the individual. Personalization will inspire a response and have recipients seeing your business as an interested party in their lives, not a faceless vendor sending out blank cards for marketing purposes. Include as many details as you can, including the customer’s name, a mention of the product or service and the date of the transaction.

Making The Thank-You Note All About You

The intended purpose of a thank-you note is to make customers feel appreciated, especially if you already provided an exceptional product or level of service. However, what you want to avoid is making them feel like they are getting an advertisement from your business.

That means the focus of the thank-you note should remain squarely on the customer, not on your company. Sure, you should acknowledge the importance of your products and services – indirectly. But a thank-you note is not an opportunity to brag about what makes your company great.

Instead, think of this: if someone did something nice for you (e.g., bought a product or service from you), would you want that person to talk about him or herself the whole time? Probably not. The same is true for thank-you notes: make sure they focus on the customer and their needs, not you.

Going On Too Long

When it comes to thank-you notes, less is more. You want to keep your thank-you note short and sweet – preferably less than 200 words. Long paragraphs and multiple pages are too much, even for a wonderful customer. If you feel that you want to say more than you have room for in your note, that’s okay. Just send a shorter thank-you note and explain that there will be more follow up in the future.

Remember that every touchpoint creates an opportunity to strengthen (or weaken) the impression your customer has of your company – and you. So make sure that every word of your thank-you note is carefully chosen and adds value in some way.

Not Saying Anything Of Value

This is related to the last point. When you are sending a thank-you note, you should still be doing it for a reason. A good thank-you note can communicate a lot in few words. Use this as an opportunity to communicate what is important to you: trust, quality, originality, customer experience or meaning – to name a few areas.

This is an opportunity to express the values you hold dear and the beliefs you stand behind. If you’re not saying anything of value, then your customers probably aren’t getting anything out of reading your notes.

Writing An Email Instead Of A Handwritten Note

I doubt you are surprised that the team behind Postalgia would recommend handwritten notes. But admitted bias aside, there is value to sending your customers a physical, handwritten piece of mail.

There is a sense of appreciation and care that can just come through in the touch, feel and use of an actual thank-you note. It’s tactile. It feels good to receive it. It takes effort to send it. It’s memorable.

While email is generic and unremarkable, handwritten notes are the opposite. So if you have the time and ability to send a thank-you note in person, then your customers will appreciate it. Not only does this show that you care – which is what a thank-you note is all about – but also that you took the time to put effort into their appreciation of your business.

Forgetting to send out thank-you notes altogether

Lastly, one of the big mistakes is not sending out customer thank-you notes at all. This is a big no-no. Your customers deserve to know that their business means something to you.

If it just slips your mind, then make sure you get on top of things as soon as possible, preferably within 72 hours of the customer interaction, as per tip number one. And don’t tell yourself that they “won’t care”. They will.

Instead, think of the thank-you note as an opportunity. With just a few words, you can express gratitude for their business and all the ways it truly matters to you. Be genuine, be brief, and be grateful. You don’t need to reinvent the wheel, just focus on what’s important: your customers’ happiness.

Wrapping Up

Sending thank-you notes is a powerful tool for deepening your relationship with your customers. But it is important to do it right. By avoiding these seven mistakes, you can help ensure that you get the most out of this important activity.

Of course, the most important step is resolving to include thank-you notes as a key part of your sales process. Are there any other examples of common mistakes that you see small businesses make when writing their thank-you notes? Please share your thoughts in the comments section below.

Want to level up your direct mail? Contact us.

9 Ways To Use Thank-You Cards as a Marketing Tool

Posted on June 12, 2021August 29, 2024 by Ilan Mann

We all understand the importance of making a good first impression. But too often, we forget to create a clear and memorable conclusion at the end of an interaction with a customer. It’s important for small business owners to understand that a customer’s experience at the end of a transaction lingers in their mind for days or even weeks after the transaction is completed.

To ensure a positive, memorable end to an interaction with your business, you want to end things on a high note. The best way to do that is by saying thank you. A sincere thank you will demonstrate that the transaction mattered to you and that you care about your customers as people.

If you aren’t sure where to start, then this article is for you. In addition to outlining the benefits of thank-you letters to your business, we list out nine suggestions for when and how you can thank your customers, regardless of the type of business you are in (e-commerce, retail, service) or the customers you serve (online, in-person, project or retainer clients).

What are the Benefits of Sending Thank-You Notes?

First and foremost, everyone appreciates being thanked. Offering sincere gratitude to others encourages positive relationships, strengthens the customer relationship and creates a base of loyal customers. After all, wouldn’t you prefer to give your business to someone who took the time to thank you for doing business with them?

A handwritten thank-you card is a great, personalized way to express gratitude. Wherever possible, infuse the process of thanking customers into company culture so that you never miss an opportunity to write and send them at every appropriate touchpoint with your valued customers.

If you are looking for specific examples, read our post about how the marketing team at tech accessory company HEX wrote 13,000 customer thank-you letters, which helped them build customer loyalty.

When Should a Business Send Thank-You Cards?

There are a variety of opportunities to use thank-you cards in business – we’ve listed nine as a start. Give some thought to your sales or service process, looking for natural places to offer thanks while creating an excellent customer experience. Regardless of what you discover, consider embracing as many opportunities to thank customers as possible.

Now that you understand how thank-you notes can help with marketing, here are nine ways to use thank you cards to get more business:

Thank you for meeting with us

Thank you for considering our organization.

Thank you for the opportunity.

Thank you for your business.

Thank you for the continued work.

Thank you for being a trusted vendor.

Thank you for sending a referral.

Thank you for providing a testimonial.

Thank you for all you do.

Best Practices For How To Write A Thank-You Note

Now that you have several reasons to send a handwritten note, let’s turn our attention to things to keep in mind when you are creating a process to send out great thank-you notes to customers, vendors or others you have a business relationship with.

Handwritten Cards Are Best

Ok, we’re pretty biased here, but it’s because we truly believe in the power of the handwritten note – so much so we built Postalgia around it. You can see how our process works here. While it may seem easier to send a thank-you email, a handwritten, mailed thank-you note is far more powerful.

Whether you work with a service provider do it yourself, handwrite as much of the inside as possible, but at a minimum write out the recipient’s name and your signature. The whole point is to build good relationships. Use a personal touch in order to do that.

Create Templates

Over time, you’re likely to find yourself writing similarly worded thank-you cards, depending on the context. You will want to note where there is repetition and look for ways to save time.
For example, you can create a thank-you template for a new customer where all you need to do is insert the customer’s name and purchase. Rather than coming up with something completely new for every thank-you card you send out, you can rely on a template response.

Thank-You Notes Should Look Unique

This isn’t your typical business correspondence, so don’t treat a thank-you note the same way you would invoices, reports or receipts. Make sure your thank-you stands out and it is more likely to be opened and read.

Choose a unique envelope and make sure the address is handwritten. You can work with us to chose the envelope, handwriting style and card stock, or you can do it yourself. Either way, the effort you put in to create a unique note will get noticed.

Send Thank-You Notes Promptly and Consistently

No matter how busy you are, it’s important to send a thank-you card as soon as possible after a transaction, event or other notable occasions. If you are prompt, the gesture will more likely seem sincere. If you wait too long, it will come across as an afterthought.

Establish a system to make it easy

The more you plan out and automate the process, the better. You want the process of creating the perfect thank-you at every step. It may initially take some time and effort to create a process that works seamlessly with your operation, but that initial investment in automation will pay off in speed and efficiency down the road.

Leave sales out of it

It’s tempting to include the “next big thing” in any customer correspondence, but while offering thanks is not the right time. Sending thanks is good for building customer relationships, not for sales – at least in the immediate term. The one exception is a customer appreciation event or letting them know about something they might value, like a webinar or interesting blog post on something related to their purchase or service.

Be sincere

When penning your thank-you message, you want to make sure your words are sincere and heartfelt. From the salutation to the sign-off, giving the right impression is key. Remember, the entire point of this process is to deepen customer relationships and maintain customer retention.

You will want your message of thanks to connect directly back to the transaction, including specific details where appropriate. A note that looks like a generic form letter will have less of an impact. And don’t hesitate to let the unique personality of your organization (or you) shine.

Start Thanking Your Customers Today

You now have everything you need to start deepening your relationship with your customers. By making thank-you notes a priority, you will add an important personal touch to your interactions and stand out from your competitors.

Please reach out to our team if you’d like to automate the process of sending out thank-you notes at scale.

Want to level up your direct mail? Contact us.

How One Company Built A Business With Thank You Notes

Posted on June 4, 2021February 2, 2024 by Ilan Mann

You know that feeling when you receive a handwritten thank you note in the mail? It’s like an instant boost of happiness and appreciation for someone who took their time to send you something. Well, one company has taken those feelings and turned them into a business model.

Here at Postalgia, we just love case studies. They aren’t merely a theory on what will work; they are tangible and replicable. We know that handwritten notes work to build customer relationships: we see results with our clients every day. But it’s always nice to see a success story unrelated to the work we do.

And we have a good one for you.

After launching in 2010, a tech accessory company called HEX took a different approach to compete with big players like Michael Kors and Nordstrom. With every customer purchase, they included a handwritten note:

Photo via cdransf/Instagram

Every employee played a part. Day after day, they wrote out these thank you notes and popped them into the package before being shipped to the customer. All told, they sent out 13,000 thank you notes.

And HEX isn’t the only successful business using thank you note to grow their customer base. When they first started, tech platform Wufoo had team members send out handwritten personalized notes to thank customers for using their form creation service.

And it wasn’t just the marketing team – even developers were part of the effort. The note was written on fun thank you cards – some even with googly eyes – which perfectly fit Wufoo’s brand.

Of course, sending a thank you note to every customer is a commitment. And we wouldn’t suggest sending 13,000 thank-you notes by hand when there are friendly robots that can do that for you and shops with an incredible team to help make it happen.

But the power of a sincere, handwritten thank-you note is the big takeaway. HEX, Wufoo and thousands of companies like them have leveraged a mix of gratitude, customer appreciation and personalization to create something memorable for their audience.

And how do we know that? Because their customers are sharing these notes. HEX and Wufoo customers were so impressed that they posted pictures of the notes, which spread the word about both companies without each company even being involved. The effort paid dividends beyond just that one customer.

Still not convinced? Challenge accepted.

Check out our blog, where we share 5 reasons why handwritten notes are powerful and 12 ways to use handwritten notes in your sales funnel.

Custom, personalized thank you notes can take your business to the next level. And now is the perfect time to get started. Click here to learn how.

Want to level up your direct mail? Contact us.

6 Tips For Realtors On How To Craft The Perfect Prospecting Letter

Posted on May 12, 2021August 29, 2024 by Ilan Mann

One of the most challenging parts of being a realtor – what separates the greats from those who are scraping by – is the ability to attract listings.

If it seems like the top agents are the ones always getting the new listings, that’s because they probably are. Leads turn into clients, who in turn blossom into referrals. Every “For Sale” sign that turns into a “Sold” sign the best possible advertisement for your brand, seen by thousands of people travelling through the neighbourhood. It’s easy to see why every listing is worth so much more than the commission on a single house.

That’s why leading realtors send handwritten letters in neighbourhoods where they want to have a presence. They know that handwritten letters get opened, get read, and get attention.

Here are a few things to keep in mind when sending direct mail to attract new listings.

Pick a Neighbourhood

There is a very common – and very incorrect – notion that casting the widest possible net will catch the most fish. That’s not true if your net needs an upgrade.

Avoid the temptation to drop tens of thousands of cheap flyers to diverse neighbourhoods across cities. Try a smaller, higher quality net.

Choosing one neighbourhood at a time allows you to build a brand within a defined area. For one thing, neighbours talk. Not to mention that people walking the neighbourhood passing by five different signs of yours is much better than having five signs in different far-flung corners of the city.

Send Letters in Waves

Once you pick your neighbourhood, sending multiple letters is a great way to make sure that recipients remember your name.

When they think, “I need a realtor,” they should immediately think about you and the multiple letters you sent them.

Send a series of letters, 4 – 6 weeks apart, and each letter should build upon the last.

Start with a Personal Touch

Your initial letter should include why you’re reaching out to them specifically. Tell your recipients that you’re interested in houses in this neighbourhood just like theirs.

Using data from your CRM, you can effortlessly include details, including the name of their street or how much houses in their neighbourhood recently sold for.

Explain Your Value Upfront

Any introductory piece of direct mail – but especially one where you’re trying to earn someone’s trust to sell their biggest asset – should always include one thing: what’s in it for them?

Explain why they should trust you. What makes you unique? This is the opportunity for your quick and snappy elevator pitch.

Keep your Follow-Up Simple

There’s no need to re-introduce yourself at length in your second letter. Simply call back to your first letter:

“Dear Mr & Mrs. Smith
I’m writing to follow up on the letter that I sent you last month about your house on Avenue Road”

And then re-state or elaborate your value:

“I take marketing for my clients very seriously. That’s why my sale price is always above asking”

Bring it Home with a Call to Action

All of your letters should end the same way: with a call to action. Tell your clients what their next step should be.

Should they call you for a free home valuation? Should they email you to let you know what night they’re free for dinner at a local steakhouse to discuss their home sale? Let them know how to reach you, either in the text of your letter or on the letterhead under your signature.

Listings are about more than just earning your commission; listings are the building blocks of your brand, and therefore of your business.

Sending a series of three letters to hundreds or thousands of homes within a neighbourhood may seem like a considerable effort, but great realtors understand that there is no such thing as overkill when it comes to getting new listings.

All you need to do is get started.

Want to level up your direct mail? Contact us.

Are Handwritten Notes Dead?

Posted on May 6, 2021August 29, 2024 by Ilan Mann

In an age where we have lost the art of human interaction and replaced it with a keyboard, few things are as important as sending a handwritten note or letter.

Technology has made sending a “thank-you” easy as pie: all it takes is one click or swipe on our phone screens to send that message…but what does this say about human interaction?

In today’s fast-paced world where technology provides us with everything we need at just the push of a button, have humans become dehumanized by electronic devices?

The lackadaisical act of tapping out something short for someone leaves little room for creativity.

We’ve all received a post-purchase email or marketing message from some company you bought from or interacted with, and the message has been sent to dozens before you. Nothing is surprising or exciting about it at all – not even a notable typo!

This electronic correspondence may be easy and automatic but makes almost no impact on customers’ lives – which is exactly why everyone does it without thinking twice about it.

There was a time when handwritten thank you notes were the norm. Nowadays, it is much easier just to press “send” and be done with it.

I may be old school, but I prefer to send handwritten thank you cards than send an email. A potential client has spent 30-plus minutes of their valuable time with you, or they dropped their hard-earned money on your product. You should be thanking them appropriately.

And it’s not just because I’m biased. The numbers back me up.

Independent research shows that 87% of people trust traditional mail and consider it more believable than a computer-generated letter.

At the same time, online and email marketing scams have become increasingly prevalent during the past few years, so people are less like to open emails, let alone believe what they are saying.
Speaking of deliverability, the clever bots of email providers are getting more and more sophisticated in their spam filtering methods, making it difficult for your digital marketing collateral to reach its target.

Another reason is that few even bother to send a note at all. This is an excellent way to make your company stand out. People will open your letter, and it makes you more memorable in people’s minds.

Again, don’t take my word for it: 90% of mail is opened and read according to research conducted by the Data & Marketing Association. 70% percent of people who received a piece of mail from businesses gave the recipients better impressions about those companies compared with other forms of communication like email which only had 45%.

Handwritten, delivered mail is a wonderfully tangible experience. This is why people love to receive handwritten mail – it reminds recipients of their real-world relationships and gives them something real to hold on to.

Beyond that, when we talk to our clients – across every industry – the story is the same: people who use handwritten notes are almost always at the top of their industry. They have more clients and have deeper bonds with their customers compared to competitors who do not send letters.

Finally, I’m going to climb on my soapbox for a minute. It is always worthwhile if you can do anything to make the business world more friendly and pleasant. And I think we could all use a more human touch these days.

So if you’re looking for a way to get more out of your business, consider using handwritten notes. It’s an easy and affordable strategy that will help grow sales with less effort on your part.
And the next time someone says “handwritten is dead,” their business is probably on life support.

Want to level up your direct mail? Contact us.

How You Can Make Small Donors Feel Important

Posted on April 20, 2021August 29, 2024 by Ilan Mann

We understand that large donors are often the primary focus of non-profits, charities and other organizations that rely on donations. Given the potential amount large donors could contribute to meeting your fundraising goals, sometimes you might feel like the large donations are all that matter.

However, you might be better off focusing your efforts on a broader spectrum of donors than the 15% that make over $100,000 per year (U.S. figures). Why? Because large donors are notoriously hard to convince. You will spend more time trying for minimal outcomes instead of focusing your efforts on someone else who may give less but will actually give.

Small contributions can be an important part of your fundraising efforts. Giving a gift is more like creating and nurturing an ongoing conversation. The donation is the beginning of a relationship, not the end. Letting donors know they helped out, even if it’s only a few dollars, goes a long way in making those people feel a part of what you do and how much they mean to your cause.

Every donor needs to feel connected and that they’ve made a lasting impact on your organization’s mission. So recognizing every donation is important.

In the end, a great donor is the one who gives often. After all, you never know what someone else’s small gift could lead to in the future. And donors who give smaller amounts of money have a higher likelihood of donating again.

These small contributions may not add up to large amounts of money, but they add lots of goodwill. The best approach is to make every single donor feel like a superstar by recognizing their contributions. This post will offer tips on how to make small donors feel important and encourage ongoing contributions – no matter the size.

Personalize Your Thank You

First, take time to thank your donors personally. The best way to make sure your donations feel special is to personalize every interaction. It’s easy for a donor to feel like they’re just one in a million faceless donors when receiving form letters. Personalizing can make all the difference.

So why not create a unique letter template? Start by using their name, then talk about what they gave and how it helps those your organization is trying to help. Add specific details about the donation, such as the name of the campaign they contributed to, the amount or other personalized information. It doesn’t take much time, but it would mean so much more than any generic “Dear supporter” ever will.

As we have noted before, a handwritten card or note can be sent by physical mail and will go a long way in making them feel valued for their contribution.

Talk About The Impact of Small Donors

Small donors want a personal connection to the work or cause they are supporting, and your best bet is to provide information that will build their sense of contribution. Again, remember always to make sure you’re careful to segment them by what they contributed towards and speak to that specifically, not just in generalities.

Detail their contribution. Your storytelling skills will help you connect with and forge stronger relationships with your small donors, making sure that they don’t feel like an anonymous name on the list. Outline the projects and missions that their donation will support while emphasizing how this gift makes a positive difference in people’s lives. Wording like “Your gift makes it possible to…” is key.

Show how all donations matter. Make sure to explain how their donation is advancing change and helping others, even if it was only the minimal option – let them know small bits really do help! You can emphasize this by visualizing your data in an infographic or colourful chart.

Highlight Small Donors Often

When it comes to fundraising, small donors can often be undervalued. For your campaign’s small donor program, you want to make small-dollar givers feel as important and appreciated as your larger donors. You can do this through regular communications with them as well as publicizing their gifts so that they feel like a part of the organization.

One way of doing this is through a supporter section on the website where donors of all sizes can see what they are directly contributing to and testimonials from other contributors. This is a great way to show support from other people and encourage others who might not have donated yet.

Another way is to set levels of giving that suit your campaign and the types of donors you’re trying to attract. You might have a “Heroes” group for those who give $100 or more, another one called “Trailblazers” for people who donate at least $250, etc. Or maybe create a recurring giver program – creating levels of support where people agree to make a donation of $15 every month via an automatic payment charged to their credit card, or giving a fixed max annual donation in regular intervals throughout the year.

Of course, you will never go wrong with perks and benefits for your various groups. For example, you could offer your $100 or more small donor group a free bumper sticker and a monthly e-newsletter, while members of your $250 or more get all that plus an invitation to two special (free) events put on by your organization. Any recognition of donors goes a long way.

Ask For Their Feedback

Although donors give more when they feel connected to an organization, it’s easy for this feeling to get lost.

It is important to identify your supporters and make them feel like they are an integral part of your organization and its success. Make your organization fun and welcoming by asking for feedback in newsletters or social posts. Your supporters will feel valued if you take the time to include them as part of your organizational culture.

The people who support your organization enjoy feeling like their contribution is important. So make them feel like an active part of the organization, and it will pay off in future donations and goodwill.

Take The Time To Listen

There are many reasons why people may donate to your organization. It is important for you to realize that the “why” behind a donation can have an immense impact on how much money they give and will continue giving in future donations.

For this reason, it is best when talking with small donors to take note of any interactions where you gain insight into their motivations. It’s important to know your donors and remember the reasons why they support you.

These insights can guide your fundraising efforts in the coming months. Listen with an understanding ear, write down their words of wisdom when you can, then use them as a guidepost for future campaigns. Your future success in fundraising could be determined by whether or not you pay attention to the committed supporters of your campaign.

The common thread in all of these points is that sincere recognition isn’t just important for large donors. Every donor should feel connected to your organization and a valuable part of achieving its goals. If you take the time to properly acknowledge your small donors, they will not only continue to give, but they may become a large donor over time.

Want to level up your direct mail? Contact us.