How to Encourage Annual Giving from Your Supporters

Once you have good supporters, it’s a great deal easier to encourage them to give annually than start out all over again looking for new supporters. For a start, they are now familiar with your goals - even if you have to jog their memories a little from time to time - and they know what to expect. Your organization has obviously met with their approval once, so it’s not hard to keep that ball rolling.

It’s a good idea to keep your supporters informed about what you are doing throughout the year so that they won’t forget you. Then when it’s time for another donation, you can start off by thanking them for their patronage last year. All companies enjoy a bit of free publicity and if they can be seen to be doing good to the community they will be happy to keep it up, so it’s important to make sure the community knows about their last donation.

You can do this at the time of the donation by publicly thanking them. This could be in the form of a letter to the editor of your local paper - then it won’t cost you anything. Or it could be in the form of a comment in your advertising, wherever that appears; the paper, a website or other online presence, and your flyers and brochures.

You could even send them a fancy, certificate-style letter of thanks, commending them for their foresight and generosity to your cause. This won’t cost much with modern technology to call on for designing and printout. Some people give gifts to the supporter who donates or raises the most money, but unless these are donated gifts, it will take away from the total of your fundraising. On the other hand, a box of gourmet chocolates or a nice bottle of wine may be a nice touch and doesn’t cost all that much.

So, having done the groundwork, it won’t be very hard to approach them again and ask for another donation. When a supporter is thanked sincerely and constantly informed and encouraged both verbally and with written material, it makes them feel benevolent and happy to donate again - especially when you are being sincere, rather than obviously flattering them for a reason.

Making sure your supporters know exactly how their money was spent is also important. They should be sent a copy of the annual report plus any other material relevant. Include graphics in your presentation wherever possible because busy people can read the heading and look at the pictures and know immediately what it is all about. This saves them time and so keeps them happy.

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