Most nonprofits are familiar with the adage that 95 percent of their income comes from 5 percent of their donors. The formula is commonly repeated, and it's true. But too few nonprofits apply this formula correctly.
Many organizations try to tailor appeals to the magical 5%, sending nicer, better customized packages with higher ask amounts. The gifts come in and the thank you letters go out. The very same thank you letters go out to every single donor -- no matter the gift amount. Big mistake.
Now, pay attention. What you're about to read is one of the key secrets to successful fundraising.
What you can't afford to do for 95% of your donors you can't afford not to do for the other 5%.
(Grammarians, ignore the double negatives, please. It works.)
The point is very simple. Invest in special appeals for your top 5% of donors, yes. But then don't turn around and send them a generic thank you letter. Send them a truly personalized thank you. Invest in your thanksgiving and you'll increase your donor's giving.
Need help writing customized thank you letters? Contact us.
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