handwritten notes Archives -

Rekindling Relationships: Strategies for Engaging Inactive Donors

Posted on September 27, 2023February 2, 2024 by EmMa Matern

INTRODUCTION

Last year nonprofits saw a decline in donations for the first time in a decade according to the article by NonprofitPro.com, “Donations Decline for the First Time Since 2012, Fundraising Effectiveness Project Data Shows”. In 2022, there was a noticeable decline of 26% in the giving levels from first-time donors of 2021. This drop was primarily attributed to both new donors and those who had been retained from the previous year, collectively accounting for 81% of the decrease. This even included a 3.5% decrease in repeat donors. This challenge of donor retention extended across the board, leading to the lowest recorded donor retention rate at 42.6% in 2022.

Within the dynamic world of charitable organizations, sustaining financial stability and support from donors is a perpetual challenge. Donor engagement is a delicate dance, and even the most committed supporters can occasionally slip through the cracks. From understanding the motivations behind lapsed donors to mastering the art of data segmentation, effective communication, and a multi-channel approach, we will equip you with the strategies needed to rebuild trust and maintain long-term donor retention. Your nonprofit’s mission deserves unwavering support, and this guide is your roadmap to ensuring just that.

Key Topics
1. Why do Donors Lapse and What to do about Lapsed Donors?
2. What is Segmentation and how does it Focus Data Analysis?
3. What are Effective Communication Strategies for Nonprofits?
4. What is a Multi-Channel Approach?
5. How to Rebuild Trust and Retain Donors?

1. Why do Donors Lapse and What to do about Lapsed Donors?

Donors can become inactive for a multitude of reasons, including significant life changes that disrupt their ability or willingness to contribute, as well as a lack of effective communication from the organization. It’s essential for nonprofits to categorize their lapsed donors into different segments, such as recent lapsed and long-term lapsed, in order to tailor re-engagement strategies effectively. Seasonal factors can also play a role in donor lapses, as certain times of the year may bring about financial constraints or distractions that divert attention away from charitable giving. Additionally, life events like relocation, retirement, or major family changes can significantly impact a donor’s financial situation and capacity to contribute. Delving deeper into the importance of maintaining regular and meaningful communication with donors is critical, as poor or infrequent interactions with the organization can lead to donor attrition over time.

2. What is Segmentation and how does it Focus Data Analysis?

In the realm of re-engagement strategies, crafting personalized messages that genuinely acknowledge a donor’s history with your organization, stands as a pivotal step. These messages should not merely serve as reminders but should resonate with the individual, recognizing their past contributions and the difference they’ve made. By emphasizing the tangible impact of their support, organizations can reignite the donor’s sense of purpose and connection to the cause. These messages can be enhanced by highlighting new developments and achievements made since their last donation, showing donors that their continued involvement will contribute to ongoing progress.

To further bolster credibility and trust, organizations can incorporate testimonials or success stories from other donors who have had a meaningful experience with the cause. These stories act as powerful endorsements, reaffirming the organization’s commitment to its mission and showcasing the positive outcomes that result from donor support.

In today’s visually-oriented digital landscape, utilizing visuals such as infographics or videos can also significantly enhance the effectiveness of communication. Display materials provide a dynamic and engaging way to convey information, making the donor experience more immersive and impactful. Personalization, impact recognition, credibility building, and engaging visuals all play crucial roles in re-engagement efforts, rekindling the donor’s passion and strengthening their bond with the organization.

3. What are Effective Communication Strategies for Nonprofits?

Segmenting lapsed donors is essential when it comes to crafting effective re-engagement strategies. By harnessing the power of data analysis to scrutinize their past interactions and preferences, organizations can unlock the ability to create personalized messages that demonstrate a genuine appreciation for each donor’s individual history and contributions. This personalized approach, which can include thoughtful gestures like handwritten notes, not only showcases the organization’s commitment to its supporters but also significantly enhances the likelihood of rekindling their engagement and reigniting their passion for the cause. In essence, the art of segmentation and data-driven personalization becomes a powerful tool in the hands of nonprofits, fostering stronger connections and reinvigorating donor relationships.

4. What is a Multi-Channel Approach?

Leveraging a diverse array of communication channels, such as email, social media, and direct mail, is key in connecting with lapsed donors. This multifaceted approach allows organizations to reach donors through their preferred means of communication, maximizing the chances of reconnection. In particular, digital platforms have proven instrumental in reconnecting with younger lapsed donors who are more active on social media and responsive to online engagement. By implementing QR codes, or other interactive elements, nonprofits can seamlessly guide donors back to their mission, making it convenient for them to rekindle their support.

In an increasingly digital world, sending physical re-engagement materials can offer distinct advantages. It enables organizations to stand out from the clutter of digital communication, providing a tangible reminder of their mission. This personal touch not only captures the attention of lapsed donors but also conveys a sense of value and effort put into re-establishing the connection. Physical materials can evoke a sense of nostalgia and authenticity, resonating with donors on a deeper emotional level and potentially rekindling their commitment to the cause. Thus, a strategic blend of digital and physical communication channels ensures a comprehensive re-engagement approach that accommodates the preferences and sensibilities of diverse donor segments.

5. How to Rebuild Trust and Retain Donors?

To successfully re-engage lapsed donors, it’s crucial for organizations to address any issues or concerns that led to their lapse in the first place. This entails actively listening to donor feedback, addressing grievances, and implementing necessary improvements to ensure a more positive and satisfying donor experience. Demonstrating transparency regarding how their previous contributions were utilized is key, as it helps rebuild trust.

Beyond resolving past issues, organizations should also implement ongoing engagement plans aimed at preventing future lapses. By employing effective stewardship practices, nonprofits can continuously nurture their donor relationships, making supporters feel valued and engaged with the cause on a deeper level. Nonprofits can bolster this approach by regularly providing impact reports that showcase measurable results and illustrate precisely how funds were used in the past. These reports not only instill confidence but also serve as a powerful reminder of the meaningful difference donors can make, reigniting their passion for the organization’s mission and ensuring a more sustained commitment.

Wrap It Up

In the intricate realm of nonprofit organizations, this comprehensive exploration has shed light on the multifaceted challenge of donor retention and revival. We covered, understanding lapsed donors, data segmentation, robust communication strategies, applying omni-channel approaches to mailpieces, and rebuilding trust for retention. The crucial importance of rebuilding trust and maintaining donor retention has been underscored as the linchpin to a sustainable and thriving donor base.

Want to level up your direct mail? Contact us.

Navigating the Digital Era: Reimagining Direct Mail

Posted on July 20, 2023February 2, 2024 by EmMa Matern

INTRODUCTION

Direct mail cuts through digital fatigue by offering a tangible experience that stands out amidst the overwhelming influx of messages. According to Compu-Mail.com, the average American household receives two direct mail pieces daily, while emails can flood in by the dozen. Due to their comparative scarcity, approximately 77% of Americans eagerly anticipate opening direct mail. Despite the prevalence of digital communication, the percentage of physical mail read today remains surprisingly high. Numerous statistics and studies have consistently demonstrated that direct mail continues to be an effective marketing tool that stands out in a tech-forward world.

Key Topics
1. How can you Leverage Technology to Enhance Direct Mail Campaigns?
2. Why is it important to Personalize and Target Direct Mail?
3. Why is it Important to Keep Data up to Date?
4. Why do Personalized Mail pieces Stand out?

Source: USPS Household Diary Study 2021

1. How can you Leverage Technology to Enhance Direct Mail Campaigns?

Employee Direct mail is one of the oldest forms of communication still around today, recent developments allow the incorporation of digital elements into mail pieces. Leveraging technology has become increasingly vital in enhancing direct mail campaigns. By integrating interactive experiences into traditional mail, marketers are able to captivate their audience in new and exciting ways. One effective method is the utilization of QR codes, which help bridge the gap between physical and digital realms. These codes provide a convenient and instant connection for users, allowing them to access content, exclusive offers, or website URLs with just a simple scan. The scans can be tracked by the marketer to gauge real time success of the campaign. By integrating QR codes into mail pieces, brands can deliver a seamless and cohesive experience that engages recipients and enhances their overall interaction with the marketing material.

2. Why is it important to Personalize and Target Direct Mail?

Data-driven segmentation is a powerful strategy that enables businesses to effectively target their audience with tailored messaging. By leveraging customer data and insights, companies can divide their customer base into smaller, more specific groups. These segments can be based on various factors such as demographics, preferences, purchase history, or behavior patterns. By understanding the unique characteristics and needs of each segment, businesses can create segmented direct mail campaigns that speak directly to the interests and motivations of their recipients.

Postalgia specializes in Variable Data Printing (VDP). This advanced technology allows for the customization of individual elements within a direct mail piece. For example, names, addresses, or offers can be personalized to each recipient. This level of customization creates a highly personalized and targeted experience for the recipient, making them feel valued and understood. By incorporating VDP into their direct mail campaigns, businesses can increase the relevance and impact of their messages, ultimately driving higher engagement and response rates.

The beauty of data-driven segmentation and VDP is that they work together seamlessly. By combining the insights gained from segmenting their audience with the customization capabilities of VDP, businesses can create direct mail pieces that deliver the right message to the right person at the right time. Whether it’s addressing recipients by name, showcasing products or offers that align with their preferences, the level of personalization achieved enhances the overall effectiveness of the direct mail campaign.

3. Why is it Important to Keep Data up to Date?

To ensure the success of data-driven marketing campaigns, it is crucial for businesses to regularly refresh and clean their data. Outdated or inaccurate information can lead to ineffective targeting and personalization, diminishing the impact of direct mail efforts. By conducting regular data audits and utilizing tools that automate the data cleansing process, businesses can maintain a clean and reliable database, improving the quality of their direct mail campaigns.

In addition to data cleansing, it is essential to continuously collect and analyze new data to gain fresh insights into customer behavior and preferences. By leveraging tools and technologies that capture and analyze customer data, businesses can stay up-to-date with evolving customer needs and preferences. Incorporating real-time data sources, such as website analytics or CRM systems, enables businesses to gather valuable information on customer interactions and transactions.

To keep customer data accurate and up-to-date, it is important to actively engage customers in the data collection process. Businesses can encourage customers to provide updated information by offering opt-in forms or account profiles. By rewarding incentives or benefits for customers who update their information, businesses can incentivize customers to share accurate and relevant data. This approach not only helps in maintaining a clean and updated customer database but also fosters a sense of transparency and trust between the business and its customers.

Using automated data integration processes is crucial for syncing data across different systems. By integrating data from various sources, such as CRM systems, e-commerce platforms, or social media channels, businesses can have a holistic view of customer information. This integrated data enables businesses to create comprehensive customer profiles and ensures consistency across different touchpoints. Automation streamlines the data integration process, reducing manual errors and enabling businesses to deliver cohesive and personalized direct mail campaigns.

4. Why do Personalized Mail pieces Stand out?

Direct mail has a unique ability to make mail pieces more relevant and meaningful, leading to higher response rates and establishing an emotional connection with recipients. According to the article “Direct Marketing Statistics for 2022” by Compu-Mail.com, the response rate to direct mail can reach as high as 37%. One of the reasons for this is that people perceive a physical piece of mail as more “real” compared to the digital ones that flood their inboxes. The tangible nature of direct mail captures attention and engages multiple senses, creating a memorable and impactful experience for recipients.

Direct mail has been shown to generate higher response rates compared to other marketing channels. In the data mentioned above by Compu-Mail.com, mail pieces have an open rate of 90% (in contrast to the average email open rate of 23%), direct mail ensures that the message reaches the intended recipient. This high open rate provides an opportunity for businesses to make a strong impression and convey their message effectively. Direct mail marketing allows for customization and personalization, such as incorporating handwritten elements. Handwritten elements, such as handwritten addresses or notes, add a personal touch that makes recipients feel valued and appreciated. This attention to detail significantly increases the chances of the mail being opened and read.

Beyond higher response rates, direct mail also enhances the perception of a brand as customer-centric. By investing in physical mail pieces that are tailored to the recipient’s preferences and needs, businesses demonstrate a commitment to delivering personalized experiences. This customer-centric approach fosters a positive perception of the brand and strengthens the emotional connection between the business and its customers.

CONCLUSION

In the ever-evolving landscape of marketing, where technology and data reign supreme, direct mail stands as a timeless reminder of the power of human connection. It is a tangible testament to the impact that a carefully crafted message can have on an individual. Leveraging technology and personalization techniques has become crucial for enhancing the effectiveness of direct mail campaigns. By incorporating digital elements like QR codes, marketers can create interactive experiences that bridge the gap between physical and digital realms, engaging recipients in new and exciting ways. Data-driven segmentation and Variable Data Printing (VDP) enable businesses to target their audience with tailored messaging, creating highly personalized and impactful mail pieces. Regular data maintenance and collection ensure accuracy and relevance, while automated integration processes streamline data management. Personalized mail pieces that stand out from digital clutter generate higher response rates and establish emotional connections with recipients. By investing in customer-centric direct mail, businesses strengthen their brand perception and foster stronger relationships with their customers. With the right combination of technology, personalization, and data-driven strategies, your campaigns can achieve enhanced effectiveness and drive successful outcomes.

Postalgia is a forward thinking, full range mail service provider. We employ the latest printing technology to turn your campaign vision into reality. We make the process as easy as possible for you by designing your pieces to include QR codes, implement variable data printing, cleaning up your data, and we specialize in handwritten direct mail, proven to increase open rates and goodwill maximizing the effectiveness of current and future campaigns. Reach out today to create mail that gets opened and makes an impact.

Want to level up your direct mail? Contact us.

How DTC Brands are Using Handwritten Letters to Increase Customer Lifetime Value

Posted on June 5, 2023February 2, 2024 by EmMa Matern

Key Topics
1. Why are Handwritten Letters Effective with Customers?
2. Can Handwritten Letters Earn Reviews?
3. How can Handwritten Letters Encourage Customers to Make a Second Purchase?
4. How do DTC Brands Write Effective Handwritten Pieces?

INTRODUCTION

Straightforward ways to increase Customer Lifetime Value (CLV) is to decrease the cost of acquiring customers or increase the cart value with add ons. While costs have been increasing across the board for DTC brands, a more effective way is to turn one time customers into repeat customers. The key is ultimately great customer experience and providing customers with a reason to return time after time. One such way of improving the customer experience and converting a one time customer into a lifelong customer is to show appreciation through customer stewardship like thank you notes or personalized loyalty discounts. These stewardship campaigns can leave a lasting impression on your customers ensuring your brand is top of mind during the next shopping session. According to the Generational Research Report (2020-2021), 71% of consumers feel that direct mail adds a more personalized touch to communication compared to online digital methods. In a digital era where communication has become synonymous with quick and impersonal exchanges, there is a powerful tool that can set your brand apart and forge deeper connections with your customers: handwritten letters. In this blog post, we will explore the unique power of handwritten notes and how they can leave a lasting impression on your customers. From expressing gratitude and appreciation to cultivating loyalty and driving repeat sales, handwritten letters offer a personal touch that digital communication often fails to achieve. So if you want to make a lasting impression on your customers, put down the keyboard and pick up a pen. Or better yet, we’ll pick up the pen for you!

1. Why are Handwritten Letters Effective with Customers?

The rarity of receiving handwritten letters has become a notable phenomenon. Amidst the abundance of emails, text messages, and digital communication platforms, a handwritten letter has become a cherished relic. Handwritten pieces possess a unique power to develop emotional connections with customers, leaving a lasting impression that digital communication often fails to achieve.

The act of handwriting itself exudes effort and thoughtfulness, showcasing a level of care that resonates with recipients. When a customer receives a handwritten letter, they can immediately sense the sincerity and authenticity behind it. This tangible expression of effort stands out, allowing companies to differentiate themselves in the eyes of their customers.

Moreover, the rarity of handwritten letters enhances their impact. With inboxes flooded and notifications pinging constantly, the world is experiencing a digital fatigue. In contrast, a handwritten letter holds a higher chance of being opened and read, captivating the recipient’s attention in a way that digital messages struggle to achieve nowadays.

Beyond practicality, handwritten letters tap into a sense of nostalgia, evoking a bygone era when communication was more personal and meaningful. By receiving a handwritten letter, customers are transported back to a time when people made the effort to craft their words by hand. This nostalgic element adds a layer of sentimentality, fostering a deeper bond between the company and its customers.

2. Can Handwritten Letters Earn Reviews?

Product reviews are a key driver to increased sales. They demonstrate social proof while increasing purchase confidence. Getting existing customers to write genuine reviews is one of the most valuable goals a DTC brand can set. To codify this in the company’s mission setting review percentage as a KPI is recommended. One very effective way to get a customer to take the time to write a review is to send them a handwritten letter. The time it takes to write a handwritten letter conveys that the ask for their time was done in the spirit of reciprocity.

Within the letter, specifically express your appreciation for their recent purchase, highlighting how it has made a positive impact. Emphasize that their support is vital to the growth and success of your business. Share a brief anecdote or mention specific details that demonstrate your attention to their needs and satisfaction. This personalized approach shows that you genuinely care about their experience and encourages them to reciprocate by leaving a review to continue to support your brand.

By reaching out to customers with a personalized message, you not only enhance the chances of receiving a positive review but also encourage repeat sales as customers feel valued and connected to your business. Embrace the beauty of handwritten letters and watch as they strengthen your customer relationships and drive your business forward.

3. How can Handwritten Letters Encourage Customers to Make a Second Purchase?

In today’s dynamic business landscape, cultivating customer loyalty is paramount to DTC brand’s success. A handwritten letter allows you to go beyond a simple “thank you” email and provides an opportunity to convey a heartfelt message. By recognizing the customer’s patronage and acknowledging their role as a loyal client, you strengthen the bond between them and your brand.

To further enhance the customer’s experience, consider offering a personalized discount code for their next purchase. By tailoring the offer to their specific preferences or past buying behaviors, you demonstrate that you genuinely care about their needs. You can also suggest complementary products or services that they may find appealing. By sharing these exclusive details, you create a sense of exclusivity and make the customer feel like a valued insider, increasing the likelihood of them making a repeat purchase.

A notion to keep in mind when personalizing your outreach is to stay behind the “creepy-line”. You want to use your customer’s data as a guide in your campaigns that target your customer’s general interests. The goal is to recommend products/services that could be of interest to your clients and avoid invading their privacy.

4. How do DTC Brands Write Effective Handwritten Pieces?

When it comes to handwritten letters, personalization is key to making a lasting impact on your customers. By including specific details about the customer or their purchase, you demonstrate that the letter was crafted just for them. In this section, we’ll explore how to create a personalized and engaging handwritten letter that conveys warmth and gratitude.

Keep the letter brief and to the point, while still infusing it with language that is inviting and appreciative. Customers respond well to a genuine and concise message that acknowledges their importance to your business. By using a friendly and conversational tone, you create a welcoming atmosphere that sets the stage for a positive customer experience.

Addressing the customer by name is crucial in establishing a personal connection. Reference their previous purchase or interaction with the company to show that you remember and appreciate their support.

For example
“Dear [Customer’s Name], we wanted to extend our sincerest thanks for your recent purchase of [Product/Service].”

Customize your handwritten notes using a CRM that stores and organizes your customers’ data.

To add that extra personal touch, include specific details that relate directly to the customer. Mention how their purchase has made a positive impact in the growth of your company or how their feedback has helped shape your products or services. This attention to detail shows that you genuinely value their contribution and makes the letter feel truly personalized.

In terms of presentation, prioritize legibility by using clear handwriting and properly spacing out the text. You can use this contrast checker to ensure that your colors, fonts, and font sizes are accessible. A well-structured and easy-to-read letter enhances the customer’s reading experience and ensures your message comes across clearly. Avoid grammatical errors or spelling mistakes, as they can detract from the professional image you seek to uphold.

Instead of relying on digital signatures or stamps, take the time to personally sign each letter, or better yet, let us handle that for you and pen your actual signature on your handwritten pieces. This small act goes a long way in adding an extra touch of authenticity and personalization. Your signature serves as a visual reminder that a real person took the time to connect with the customer, fostering a sense of trust and appreciation.

Be mindful of timing. Aim to send the letter within a few days of the customer’s purchase or interaction with the company. Promptness demonstrates your commitment to customer satisfaction and keeps your brand top of mind.

Tips

Use a genuine and concise message with a friendly and conversational tone to acknowledge the importance of customers to your business
Establish a personal connection by addressing customers by name and referencing their previous purchase or interaction (without crossing the creepy-line)
Prioritize legibility and presentation by using clear handwriting, proper spacing, and ensuring accessible colors and fonts
Speed and timing is key when sending a gratitude letter
Add an element of authenticity to your pieces to make them stand out and be remembered.

CONCLUSION

The power of handwritten letters lies in their ability to forge deeper emotional connections with customers, standing out amidst the digital communication overload. The act of handwriting itself showcases care and thoughtfulness, instantly conveying sincerity and authenticity. Handwritten letters tap into a sense of nostalgia, transporting recipients to a time when communication was more personal and meaningful. This personal touch not only strengthens the customer relationship but also nurtures consistency and trust. By expressing genuine gratitude, acknowledging their individuality, and offering personalized discounts or suggestions, handwritten letters become a vehicle for driving customer engagement and repeat sales. Balancing personalization with respect for privacy ensures a positive and respectful customer experience. Let’s pick up our pens and create heartfelt connections that leave a lasting impression, reminding customers of the genuine care and appreciation we hold for each and every one of them.

Want to level up your direct mail? Contact us.

How to Follow up with Volunteers

Posted on June 30, 2022February 2, 2024 by EmMa Matern

INTRODUCTION

Acknowledging your volunteers is just as important as acknowledging your donors, and you can do that by sending out a follow up!

In this article we are going to be looking at why, how, and when to follow up with your volunteers. Volunteers are the powerhouse of the organization! Knowing how to send follow ups and how to make them effective is KEY. Sending out those follow ups as soon as you can will result in a good volunteer experience and increase the likelihood that volunteers will return for more work, and even become donors!

WHY FOLLOW UP?

Following up with your volunteers is important because volunteers are what keeps your nonprofit organization going. Volunteers donate their time and effort for a cause as long as it provides them with the personal satisfaction of doing good for others as well as a positive network of individuals who all care deeply about the cause. It is not only courteous, but necessary to follow up with them to gain valuable feedback about their experience with your nonprofit and give them more opportunities to donate. Follow-ups help volunteers feel in the loop and keep them involved in the work.

Apart from helping with your nonprofit’s mission, volunteers also seek charity work to gain experiences, network, learn new skills, add to their resume, and more. Sending out follow ups to gain feedback is beneficial to your organization and to volunteers. You can then use that feedback to improve your programs and it will increase the likelihood of volunteer’s returning, sending referrals to your organization, and building relationships.

Once you have established good relationships with your volunteers, it could result in them turning into donors down the line!

HOW?

Following up with your volunteers can be as easy as sending an email. The point is to maintain good communication. But it is a good idea to show effort in the way you follow up with them. The way to show effort can be evident in how you follow up and what you say in your follow up.

3 Points to Always Include in your Follow Up:
Acknowledgment of Gratitude: saying thank you in a personal way
Progress Made: letting them know how their efforts have helped the cause
Include a Survey: to gain insight of their experience

Make sure when you follow up with your volunteers, it reflects that you spent time and effort in contacting them. Volunteers put their time and effort into helping your organization, so you should do the same! Handwritten and personalized notes are an excellent way to show volunteers that their contribution is valuable and recognized. You should make it easy for them to respond back to you by including your email, phone number, or social media information.

WHEN?

A good time to send a follow up is as soon as possible! Try to aim to get those follow ups out within one week of their experience. This is especially important when you want to gain feedback from your volunteers. This is because their experience will still be fresh in their mind. It will also add to their experience to get that extra thank you soon after they spent time volunteering. When you maintain good communication, it builds relationships. Strong relationships with your volunteers will turn into strong donor relationships! It is all about the long game!

CONCLUSION

To wrap things up, we covered why, how, and when to follow up with your volunteers. It is important because volunteers are essential to keeping operations running. A follow up can be sending an email to writing a letter, but remember to put in effort so that volunteers feel their work is being reciprocated. The sweet spot of sending out follow ups is within one week or as soon as possible.

GET OUT THOSE FOLLOW UPS!

BONUS TIP

Want to know how to increase your average donation amount? Here are 9 easy steps that will tell you just that!

Want to level up your direct mail? Contact us.

Authentic Communication with your Donors

Posted on June 8, 2022February 14, 2024 by EmMa Matern

Key Topics
1. HOW TO BE TRUE AND CONSISTENT
2. HOW TO ATTEND TO YOUR DONORS
3. HOW TO CREATE PERSONAL EXPERIENCES

INTRODUCTION

The nonprofit sector has the fundamental goal of people-helping-people. Consider the powerful motivator that authentic connections bring to this noble cause.

The three key takeaways are simple yet profound: Stay true and consistent, prioritize your donors by showing genuine interest, and craft personal experiences. Enhance your communication methods with personalized and specific details, making a meaningful impact on your donor relationships.

1. HOW TO BE TRUE AND CONSISTENT

All nonprofit organizations have a cause that they are passionate about. Before you communicate with your donors, you need to establish a set of values and beliefs that your organization follows. Make sure when you set up those values, you are being true to yourself and to your cause. To have authentic communication, you need to BE AUTHENTIC.

Once you identify your core principles, you must represent them in every message and any form of communication. You may not be popular with everyone, but at least you will be showing community members that you are true and consistent. The main point is to stick to your set of values and beliefs, but there are more Principles for Authentic Donor Communications that Build Relationships.

2. HOW TO ATTEND TO YOUR DONORS

Make sure to put effort into focusing on your donors. Remember, without your donors you can’t support your cause! Maintain relationships with donors by consistently communicating and creating opportunities to connect with them.

There are various ways to stay connected with your donors and maintain authentic communication. You can schedule regular meetings in person or virtually to provide the opportunity to interact with them. This is the time to have discussions about your organization’s progress and get the opinion of the members. You can ask questions like: Why are you passionate about the cause? What is your preferred method of communication? How would you like to take action?

You can also connect with your donors by sending them information via digital and physical communication methods.

WAYS TO CONNECT WITH YOUR DONORS
Social Media
Community Events
Newsletters
Impact Reports
Thank You Notes
Website Blog
Google Forms Questionnaire

The main focus should always be on your donors, so you can build authentic relationships.

3. HOW TO CREATE PERSONAL EXPERIENCES

To keep up with authentic communication, you can create personal experiences! How do you do that? Well, make sure to keep donor profiles and use their names when sending emails, newsletters, donation cards, impact reports, and postcards. It is also important to consistently send messages to donors and volunteers to let them know your organization is working hard for the cause.

A little bit of effort goes a long way, especially when you want to create personalized experiences. Emails and text messages only go so far and are often overlooked, so it is important to seek other forms of communication. Sending handwritten note cards and direct-mail packages addressed to specific donors, tells your members that you value their support.

CONCLUSION

To summarize, figure out what your nonprofit is passionate about helping, stick to your values and beliefs, focus on including your donors, and organize personalized experiences that show your donors how much effort you put in.

BONUS TIP

Put the effort in and delight your donors with a handwritten note!

Want to level up your direct mail? Contact us.

How to Make a Thank-You Note More Memorable

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

Thank-you cards are a straightforward concept: they convey gratitude for a kind deed, statement, or gift. For the writer, the formality of a handwritten thank you might be overwhelming. Many individuals underestimate the impact of a handwritten thank-you note. With so many new forms of communication, it seems like a hassle to do anything more than send an email, text message or phone call.

A handwritten thank you note, on the other hand, conveys far more. It says that you took the time to sit down and say thanks to those who did something that helped you out. A handwritten thank-you card is the perfect way to express gratitude to someone, regardless of the context.

We understand that many individuals struggle with deciding what to put in a thank-you note. Many folks think that the wording must be flawless before it is signed, sealed, and sent, which might lead to procrastination on the part of the writer. However, a poorly-worded letter brimming with sincere passion is preferable to one that was never written in the first place.

We know that people often struggle with what to put in a thank-you card. In an attempt to make the process of writing personal notes easier, we’ve compiled a short list of instructions to make sure you get it right with your thank-you note – even if you use a service to write them at scale.

Use a Friendly Tone

As previously said, writing a thank-you note creates a more personal connection with your recipient than sending an email or text. However, if you use the wrong tone, you can harm the relationship you are trying to create.

If you write in a formal manner, you run the risk of creating separation between yourself and your customer. Instead, try and maintain a friendly and approachable tone. Forget about formalities, even if you’re writing on behalf of a company or to a business contact. Consider how you would express yourself if the receiver were present and conversing with you in person. Use ordinary turns of phrase rather than overly complicated or advanced jargon simply because it sounds impressive.

Remember to be genuine. Even if you maintain your tongue firmly in cheek in your note, humour might get lost in the written word. If you don’t know the receiver well, forgo humour and communicate from the heart. Don’t go overboard, since gushing might come across as insincere; but write with genuine thanks.

Maintain a Positive Approach

Some gestures, no matter how noble the intent, might fall flat at times. You know you should thank them for what they’ve done for you, but something didn’t seem quite right. For example, the customer wasn’t all that polite, or a donor gave less than you had hoped. Perhaps an employee or volunteer worked extra hours, but you did not receive the desired outcome. A thank-you note is not the appropriate venue for conveying what went wrong. Instead, concentrate on what you liked about the gesture.

For what it’s worth, there may never be a good time to express your displeasure with the gesture. It is frequently preferable to think long game and maintain excellent relationships as a result. Criticize individuals for their efforts, and they will be less willing to volunteer for you in the future.

Leave Out Any Sales Pitch

The purpose of a thank-you message is to express your thanks. Refrain from turning your message into a sales pitch. When drafting thank-you cards for professional objectives, this step might be quite challenging. We know that communicating with customers is often about marketing or promoting, but you’re better off resisting the urge.

When you include any kind of a sales pitch in your thank-you card, it contradicts your original goal and makes your note appear disingenuous. Sales pitches should be reserved for marketing campaigns. They have no place in thank-you notes or cards.

Mention Specifics

To personalise each thank-you card, it is critical that you include precise information in your expression of gratitude. Do you want to say what this individual has done to deserve this gratitude? You want to personalize their acts as much as possible, to avoid your thank-you coming off as generic or cookie-cutter in nature. Mention a specific transaction or the circumstance. Reference as many details as possible and why they are important. It is rewarding to know that someone appreciates you.

Remember: the impact they had may not be apparent to them, so it is critical you get specific so they can connect the dots. Examples of how to add detail include: “You really went above and beyond during our latest fundraising drive” or “I appreciate you referring XXXXX to me.”

End Your Note Warmly

Make sure the way you conclude your thank-you note makes a good impression. Your closing remarks should be friendly and personal. Both “Warmest regards” and “With gratitude” are safe bets. Try “With love,” or “Love and appreciation” if you’re extremely close to the recipient. If you’re communicating in a religious context, “God bless you” or “Blessings” may be appropriate.

Reduce the number of official sign-offs to a bare minimum. While “With Regards” and “Yours Truly” are appropriate business letter closings, they will seem cold and uncaring on a thank-you note.

Write Your Thank-You Note Today

Your thank-you note should be short, sweet and sincere. Long messages sound like a burden to read and might seem insincere. Don’t write lengthy stories in these notes; simply convey your gratitude without fanfare or fuss.

After all, the purpose of a thank-you note is to express your gratitude. Keep your message short and personalized, limit the sales pitch if at all possible, use specific and clear details, end with a warm sign off. If you keep these proven approaches in mind, before you know it you will be a total pro when it comes to writing thank-you notes.

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6 Ways to Shake Up How You Say ‘Thank You!’

Posted on July 30, 2021February 2, 2024 by Ilan Mann

It isn’t always what you say that matters nearly as much as how you say it. That is something businesses, charities, non-profits, and individuals need to understand when it comes to saying “thank you.” To give you some help, here are six methods that can completely transform the way you say thank you to others, setting the stage for more robust, more meaningful relationships.

1. Send Handwritten Thank-You Cards

It’s just two little words. But saying “thank you” can shape the scope of future relationships, business partnerships, and friendships. In other words, saying thank you mattress – much more than you may realize.

This is why handwritten thank-you notes carry so much weight in our almost fully digital world. Not convinced? Here are a few reasons why it’s better to send handwritten thank-you notes than their digital equivalent:

In a digital world, handwritten notes and messages stand out.
Taking the time to write the message makes it look and feel more personal and heartfelt.
Carries more meaning to those receiving the thank-you message.
A handwritten note comes across as more thoughtful on your part.

As you can see, there is a lot to love and appreciate about the beauty and benefit of sending handwritten thank-you notes to customers, donors, business associates, and those who have given you gifts or to whom you are grateful for any number of reasons. They can make a world of difference in job interviews, scholarship applications, and so much more.

2. Be Specific About Why You are Thanking Them

Brevity may be the soul of wit, at least according to Shakespeare. But it is specificity that is the soul of gratitude. Be specific about why you are sending a thank-you card if you want your card to carry more weight and meaning to those receiving it.

If you’re thanking donors, mention the specific monetary donation, donation of time, or donation of items (dog food to animal shelters, for instance).

If it is for your business, mention specific details to make the message meaningful and ensure that those receiving your thank-you message understand it was intended for them, for their particular gift, and not a blanket response sent to everyone.

The goal of handwritten notes when email and form letters are so predominant is to make those receiving the notes feel special and appreciated. Make sure the content of your letter or message serves that purpose. Specificity helps.

3. Include Something Extra

This is your opportunity to really stand out and be memorable when sending thank-you notes to your target audience. It doesn’t have to cost you much at all, other than a bit of time and creativity to send a little something extra, but it can carry a world of meaning to the person receiving your thank-you message.

For instance, businesses might send a gift for a specific discount, free shipping, or some other perk concerning future orders. Or, you could send a particular item you offer or a promotional product you reserve for VIP clients, trade shows, expos, and other similar events. The nicer the item, the more weight it will carry when it comes to being memorable. However, you do not have to spend loads of money to make your message feel heartfelt.

For non-profits and charities, that little something extra can include photographs of their donation dollars in action. Whether it is photos of wells being dug for clean drinking water, children being educated around the world, gift bags for cancer patients, or something else entirely, people love to see their good deeds in action. Use this as an opportunity to show them the results of their donations.

4. Address Recipient by Name and Include Personal Details (If Possible)

Relationship-building is vital in the world today. Relationship marketing is undoubtedly a valuable tool for marketing goods and services. It is an essential tool when working with donors for charitable organizations or non-profits.

It is a two-way street, though: you have to get to know the people who support your business or cause – and you must allow them to get to know you.

Make your thank-you notes personal by addressing them by name and revealing personalized details about why their gifts, time, talent, donations, help, etc. are so meaningful to you on a personal level. It may be business for you, but it is often personal for them. Giving them a little bit of yourself in return helps them feel engaged in the process and better inclined to participate again, whether through donations, purchases, or some other method.

5. Communicate Your Gratitude

This one is a little more difficult for the average person. However, it is something that will transform the way you say “Thank you!” It will also kick the impact of your thank you message up a notch or two to those who receive the message.
Saying “thank you” is important. However, when you make them understand how truly grateful you are and the other person’s impact on your life, business, cause, etc., the message becomes more meaningful. They feel your gratitude because they understand better what their gift, time, attention, purchase, or donation meant to you.

When people feel appreciated for their efforts, no matter how large or small, they are more likely to go out of their way to make an effort again. In many cases, they will even double their efforts in the feature because they felt your gratitude and appreciation.

6. Showcase Your Personality

Another great thing about a “Thank you!” note is that it is a more informal means of communication. That allows you to showcase your personality a little. Whether you (and by extension, your business or organization) have a fantastic sense of humour, are a little bit of a geek, or are a total nerd at heart, let your personality shine when sending thank-you notes. This helps your audience feel a greater kinship with you and aids in the relationship-building process. The more of your personality they see, the better it is for your future interactions.

Now all you have to do is get started. Our writing services help will take your “thank you” notes to the next level. We can help you write authentic handwritten thank-you notes at scale that stand out from the crowd and make an impression with your audience. Contact us today to learn more.

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.

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.

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Six Things to Avoid in a Handwritten Thank You Note

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

When you receive a handwritten thank-you note from someone, it’s one of the most thoughtful gestures that person could make. It shows that they took time out of their day to write something just for you. The same goes for your clients.

Writing a handwritten thank-you note to clients is a great way to show them how much they mean to your business or organization while creating a deeper personal connection. Unfortunately, many small business owners often don’t write thank-you notes or cards. Yet studies show that we often underestimate the value of personalized thank-you letters because they aren’t sure where to start or what to include. Our take: it’s a powerful tool you should be using.

If you want to add a personal touch to your business, a handwritten card is a great way to do it. That being said, there are some things that should be avoided when composing one of these notes. Here are six major pitfalls to avoid when crafting a handwritten thank-you letter.

1. Don’t send a generic thank you

If you decide to send a handwritten note to a client, make sure it’s personalized. Generic messages are impersonal and show that you didn’t take time out of your day to create something for your customer specifically.

It’s easy to personalize a letter if you’re using Contact Relationship Management (CRM) software and even easier with some creativity. Even without using a CRM or spreadsheet program, take time to introduce your customers by name when expressing gratitude for their patronage: they’ll appreciate it! And never forget that spelling is important–accuracy will help maintain trust and avoid offence in this fast-paced world.

2. Don’t be too formal

The thank-you letter is a great way to express gratitude for the time and money donors, customers, or supporters have given. Your message must be both warm and sincere, which can mean different things depending on who the recipient might be. The tone of voice that you use in your note should be friendly and personal.

Keep in mind a friendly tone of voice helps make sure people don’t stop reading after just one sentence, too. So think about what a note would sound like if it came from an old friend instead of some corporation when crafting yours.

Depending on the culture of your organization, you may have a standard way to address a customer or donor. Some say “Mr.” or “Ms.” while others may call them by their first name. Avoid guessing at the best title for them – only use one that has been specifically stated in advance. You can’t go wrong with using their first name.

3. Don’t wait too long

When sending a thank-you note, it’s best not to wait so long that your customer forgets having done the thing you’re thanking them for. The slower they receive a response, the more likely they’ll forget the details of the interaction. That’s why follow-ups can’t be delayed for too long.

It’s going to take some time for your note to get finished, stamped and mailed – it’s not called “snail mail” for nothing! So send a letter to your customer thanking them for their business as soon as you can after the transaction.

4. Don’t hide your company’s personality – or yours

It’s important to be yourself when communicating, not just because it can help you come across as more genuine, but also so the other person knows they are communicating with a real person.

Consider what your company or non-profit is about and how you would want to articulate to a customer or client for them to understand you and your company or organization better at an emotional level.

Don’t forget to include hints of your company’s personality!

And make sure to showcase your own personality, too. You’re a unique individual – don’t ever be afraid of letting that show. Don’t forget it’s one-on-one communication, so the recipient will likely appreciate hearing from you at an authentic level rather than just another generic message sent out by any small business or organization communicating with a sea of customers.

5. Don’t ask for anything in your thank you note

Don’t ask for anything in your thank-you letter. A thank-you note’s only role is outreach: to make the customer or donor feel good and provide sincere thanks. Full stop.

Though it might be tempting to include a new piece of information – such as telling them about another service or selling some tickets to an upcoming event – don’t do that. If you do, then your gratitude will not seem genuine, which could leave them feeling unappreciated instead of valuing your gesture of thanking them.

6. Avoid talking about your company or your goals

Similar to the last point, a thank you note should be used only to say thanks. It’s not the time for touting your company’s accomplishments or goals; it’s a chance to express gratitude and recognize a customer’s contribution to your success.

This is, however, the perfect time to be thoughtful in your thank-you note. Make it all about them, not you. Take some time and put yourself into their shoes, remembering that they could have taken their business somewhere else: they deserve a little appreciation!

Thank-You Notes Are A Powerful Tool

The right way to say thanks after doing business together might not always come naturally or easily. But once it becomes a regular part of your business operations, you’ll find it is an effort worth doing. It’s an opportunity to say thanks and let your donors, customers or supporters know how much they are appreciated.

Lizzie Post, the great-great-granddaughter of the etiquette guru Emily Post, highlights the power of a personal note: “There’s something very lovely about the personal, physical touch of someone’s handwriting on an actual piece of paper that arrives at your door.”

The first step is deciding to send a handwritten thank-you letter to build relationships with your valued contacts. Using these rules, you will ensure that the message in that letter or note has a big and lasting impact on the recipient.

Want to level up your direct mail? Contact us.