June: Summer Touchpoints
Summer time = Touchpoint Strategy
While the offices are more quiet and more “Out of Office” messages fill your inbox, summer time is a great opportunity to revisit your development plan and assess how you are going to approach your end of year (EOY) strategy.
That's right, EOY planning is right around the corner and it is imperative to create the proper "touchpoints" with your constituents ahead of this essential calendar “ask”.
Let’s start with defining a touchpoint.
Touch•point – (noun) a touchpoint is a planned outreach with your donor. The outreach can be in the form of a gesture or an interaction focused around expressing gratitude, sharing information about the organization, or simply a relationship building opportunity.
Why are touchpoints important? They are relationship builders between your organization and donors. It is important to establish moments when there are no “asks”. Best practices for touchpoints are 7 interactions a year before any ask is made to the donor.
This month, we share different ideas you can implement between now and the end of the year to ensure your donors are stewarded appropriately. We are half-way through 2023… You've Got This!
1. Town Hall Meeting
Host a Town Hall meeting led by your Executive Director or Program Director. Share updates on the impact of your donors’ contributions, foster meaningful connections, and provide a platform for your donors to share feedback. This touchpoint can be held both virtually and in-person – super cost-effective and impactful!
2. Postcard
Send a greeting via postcard to your donors to say thank you. Include pictures, impact numbers, or a handwritten note. This is a great way to keep your organization top of mind and it is a tangible expression of gratitude. Coordinate the timing with a holiday, “back to school”, or a poignant moment for your organization.
3. Newsletter
An e-newsletter to your community showcases your programs, spotlights donors and volunteers, and is an opportunity for your executive director to speak to the community. Donors appreciate learning of the impact of their gift and it serves as a great reminder before EOY. Be sure to cross check your organization’s communication calendar to ensure that it fits with the timeline.
4. Thank You Event
Small gatherings are an integral part of donor cultivation. They can be small - a happy hour or a wine and cheese night at a board member’s house. It is an opportunity for face time with your donors, to express gratitude for their commitment, and continue building a strong community. Maybe consider a “site” tour as part of your event if your organization has an office or program to visit?
5. Phone Calls or “Thank-a-thon”
Make the time to call or meet with your top and recurring donors. Creating a personal connection is essential to maintaining donor retention. You can also involve your board, staff, or volunteers by having them call donors as well. This touchpoint effort can be incorporated into your overall development plan as well when a donor gives a gift.