Onoing Supporter Communications: Bringing a Little Calm Into an Otherwise Choppy Sea

The photo above was taken in New Smyrna Beach, Florida. In the midst of the 1,000 things on everyone's to-do lists, it can help inspire a little calm.

The sea of fundraising can seem nausea-inducing in its choppiness sometimes. Just last week, four organizations sent me direct mail that implied since I sent one donation years ago, I must want to give again to their dire straits needs. Local fire departments and sherriff''s associations seem to be continuously warning against telemarketing outreach by organizations they are not affiliated with. The negative connotations around public safety tele-fundraising like this appears in many industry articles and books. 

How can we inspire a little calm in these choppy fundraising seas?  

Perhaps the most common misconception about fundraising is that it always involves asking for something. In fact, successful fundraising involves ongoing communication (that only occasionally includes an ask) with key supporters. Here are three ideas you may implement  to inspire calmer fundraising seas for your department:


1. Present a brief annual report to your council or fire board that summarizes your number of calls, training time dedicated and community outreach (events you support, education visits you make, etc.). If possible, include one story from someone who was positively impacted by your operations during that year. Write up the same content as a letter to the editor of your local newspaper.


2. Send a card at Thanksgiving time to everyone who has donated to your department in the last year expressing your deep and abiding gratitude for their support and briefly highlighting equipment, training or other progress their donation made possible. Sending the card at Thanksgiving makes it stand out among the overwhelming numbers that come at Christmas time. 


3. Anytime you receive a donation in the form of cash or in-kind support (supplies for your annual meals at the station, etc.), acknowledge that donation within 48 hours with a personal note or a call to say thank you. Doing so communicates that you place a high priority on the amazing generosity of your donor.


What's working for your department? Add your thoughts to the Comments section. 

Want to discuss these ideas one on one in more detail? Contact dawnsh@gmail.com.