Zach Christensen, Vice President of Strategy, Innovation and Marketing for Stelter, joins the blog to remind us to grab on to those small, special moments with donors as they can leave an enduring impact on your donor and your nonprofit.
Where were you when the sky went dark?
From Dallas and San Antonio to Cleveland and Caribou, Maine, the solar eclipse was on show throughout many U.S. cities Monday.
The last eclipse to cross the U.S. occurred in 2017, right over Des Moines. Joining several Stelter friends, I stood outside our office’s back door, watching it pass over. Wearing those special glasses, we were absorbed by the darkness and then the light.
That small moment sticks with me.
Funny, it’s the small moments I look back on the most—remembering, reliving, bringing smiles, laughter, and sometimes, perhaps a tear. The first song my wife and I danced to at our wedding reception (What A Wonderful World). Seeing my sons suited up for their first hockey games, a sport I loved as a kid. Sitting on the beach with my family in Costa Rica, enjoying the sunset together.
Can you think of one or two moments that have stuck with you, and likely will, forever?
It’s the same with your donors.
Their spark to create a legacy gift started with a small, special moment.
We call it “nurturing the donor journey,” but really our job is to nurture the beauty of those small, special moments.
How Do We Mold the Small Moments Into Something Special?
You’re an ace at planning big campaigns like Legacy Challenges. And you know how to maximize big achievements, like anniversaries and land or building acquisitions, for critical match opportunities to build your legacy programs.
But consider regularly sharing your organization’s small moments too. After all, it’s in those little spaces that we create ties that bind with legacy giving.
- Take followers on a behind-the-scenes tour of your organization, campus or event.
- Spotlight volunteers, supporters or employees, showing them in action helping the mission.
Also, consider tying legacy giving to a timely holiday. On Valentine’s Day, for example, you can show donors how much you love and need them to continue the work. Share an inspirational story that connects your mission to your supporters, or even better, ask them to be your valentine. Celebrate “Good Memory Day” on January 19 by asking supporters on social media to share a favorite memory of your organization or how they became connected to your mission.
Other fun days to use as a lift-off for planned giving marketing:
- Inspire Your Heart With Art Day on Jan. 31
- Volunteer Recognition Day on April 20
- Hug Holiday on June 29
- Family and Community Day on Sept. 16
- World Kindness Day on November 13
(Psst: Download a full calendar of days here.)
Look for the Small Moments in Your Everyday Work
Always be on the lookout for them.
I can’t stress this enough. Your job is to mine the gold, grow the moment.
Keep your eyes and ears open about what prospects and donors are saying and how they’re interacting with your organization’s outreach. If something is promising, act on it.
Scour your surveys.
They not only identify themes and elicit valuable donor feedback, but they also help build bonds with donors by showing them you care what they think. Surveys must be donor-centric. Ask what’s important to them rather than how their values and experiences align with your nonprofit’s work.
Scrub your reply devices.
Step 1: Ask people to share their story of giving on the backs of your reply cards—why they support your nonprofit’s work, what they appreciate about your mission and even to share a favorite memory of seeing your nonprofit in action.
Step 2: Review every reply device you can get your hands on. Perhaps a respondent comes from your hometown, went to the same college or offers a compelling story of giving. These are all “aha!” bits of information to further connect.
Search your digital and social media outreach.
Ask for feedback from donors about their affiliation with your organization—what led them to your doors, why they’ve stayed to support the work, do they share your success stories with family and friends. Also, as much as it occasionally elicits raised eyebrows, reading the comments section can lead to insight into the willingness of a supporter to engage, whether positive or negative, and provides a direct line from which to contact them.
Other opportunities:
- Slow down during your one-on-one time with donors. Going slow can yield the most fantastic (and compelling!) small yet special moments. Here’s how The Art of Listening and Probing: Building Stronger Donor Relationships can lead to better donor conversations. Bonus: It’s a three-parter!)
- Take donors out into the world of your nonprofit’s mission. Getting their boots on the ground gives donors a real-world sense of what you do—and with their permission, of course, allows you to capture those small, special moments through video, photography and storytelling.
Use Small Moments to Create Enduring Impact
Donors ultimately want to:
- feel appreciated and connected
- know that they are worth more than their money
- see that their gifts made an impact
Sharing small, special moments is like a gift your nonprofit can give back to your donors. Small moments, especially donor testimonials or family legacy stories, also build social proof, or the idea that “other people like me do things like this.” (For more on social proof, or why we look to others to tell us how to behave, read this Stelter article.)
TIP: Long donor testimonials don’t always move the needle. Try telling a story of impact using short donor quotes that highlight their special moments.
Don’t be afraid to share those small moments through story. Again, human nature: We want to know that we’re making a difference in the world. Show and tell donors those stories in newsletters, annual reports, accreditations and testimonials, or other endorsements from respected figures in your cause.
Here’s the Best Part
You’ll find that the small moments flow from one to the other, extending the heartwarming vibes your supporters already feel to others inclined to consider a legacy gift. It’s a ripple effect that simply can’t help itself. Ultimately, you’ll gain a larger, deeper pool of small moments that donors want to be part of by creating their own special legacy giving stories.