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VALENTINE’S MONTH: A GOOD TIME TO SHOW THE LOVE TO YOUR DONORS

  • VALENTINE’S MONTH:  A GOOD TIME TO SHOW THE LOVE TO YOUR DONORS

     

    When I was practicing law, I used to have a client who demanded my immediate attention to his business’s every need. Whether his company was facing a major catastrophe or a minor inconvenience, he demanded urgent attention. And on those rare occasions when I had to address other clients’ priorities ahead of his, he would leave messages saying “I’m not feeling the love.”

     

    Luckily, most of our donors are not so demanding. Nevertheless, it is only right that we show them the love that they deserve. And what better time is there than February, the Valentine month, to make sure that we show how much we care? As the holidays are fading into a distant memory, and as the cold weather and short winter days can easily transform into the February doldrums, your donors might need a little bit of love to pick up their spirits; so summon the energy to reach out to all of those donors that you may have missed thanking in the recent end of year frenzy.

     

    I’m sure that we all do our best to show our love all year round for our biggest donors; but why not make a special effort around the Valentine’s Day celebrations to show the love to some donors we might have missed? Perhaps it was a small donor that you just weren’t able to touch in a personal way last month. Perhaps it was a donor who just doesn’t need the attention all of the time, so you didn’t get around to the personal touch. Well, now that the mailbox is no longer overflowing with year-end gifts, re-visit those contributions and show your donors your love. It is, after all, good manners, and letting our donors know how grateful we are is the least that we can do to show our gratitude

     

    But showing your love isn’t only the right thing to do; showing your love is also good fundraising practice. We all know stories about the small donor who might be converted into the big donor, and about the donor who does not need the attention – but who might increase her generosity if you just show your love. We also all know that some year-end bonuses arrived too late for the December 31 tax deadline, and that for many companies, raises are effective on January 1.

     

    So get into the Valentine spirit, send a personal note, pick up the phone, or make a personal visit. Show your donors the love that they deserve – it’s the right thing to do and it makes great fundraising sense, too!

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