How to Care for Donors in the Middle: 3 Groups Share Their Approaches

Small touches, like thank you notes, have helped Mercy Corps cement relationships with mid-level donors. Small touches, like thank you notes, have helped Mercy Corps cement relationships with mid-level donors.

May 16, 2010 | Read Time: 2 minutes

Adding Creative Personal Touches

Mercy Corps, an international aid and relief organization, has found it’s important to let fund raisers be creative as they forge relationships with donors, says Jennifer Schmidt, who oversees the charity’s efforts to attract donors who give $1,000 to $4,999 a year.

She recalls one time when one of the charity’s fund raisers was talking to a donor on the phone and the conversation turned to the donor’s cold and the value of drinking green tea. When the associate wrote a follow-up note to thank the donor for his time, the associate tucked a few tea bags into the envelope.

Small gestures, says Ms. Schmidt, show donors “we’re an organization that listens, that values you as a person, and that wants to have an authentic and personal relationship in support of our work.”

Providing Information About How a Charity Works

The American Society for the Prevention of Cruelty to Animals mails a copy of its annual report to each member of its Founder’s Society—people who have given $500 to $5,000 over the last 24 months.

These donors want to know that their money is making a difference, says Steve Froehlich, a vice president. But he cautions that content is more important than presentation. “A donor who gives $500 or $1,000 is giving that money because they want to help the cause. Those are the donors who tend to complain more about receiving premiums or the highly polished four-color materials.”

Offering Answers to Questions

Catholic Relief Services invites donors who give at least $1,000 over two years to participate in a conference call with one of the charity’s leaders. Two weeks ago, contributors spoke with Archbishop Timothy Dolan of New York, who is chairman of the organization’s Board of Directors.

Donors appreciate the opportunity to hear directly from charity officials and ask questions, says Jean Simmons, director of annual giving at Catholic Relief Services.

Catholic Relief Services records the calls and makes them available online for donors who are unable to participate during the live event.

Direct-mail appeals before and after the conference calls have been very successful. In 2009, they garnered more than $760,000. In November, the charity also invited those supporters, along with people who can afford to make even bigger gifts, to a “donor appreciation Mass.” People who were not able to attend could participate by mailing in prayer requests, which were then blessed during the worship service.