Anna Zakharova, a nonprofit leader in Russia with Enjoyable Aging, reveals the year-end strategies that led to her fundraising success in Russia.
A: Figure out the primary message you want to pass on to your donors and readers. Your year-end communications are the driver of the connection between you and them, so make them as meaningful, informative, and fulfilling for the donor as possible.
A: It was a range of factors, which worked well because of their integration. First, it was right time; the end of the year is always an emotional and fulfilling period for nonprofits. Second, we shared the right value proposition with our donors. That means knowing what touches, interests, or worries your donors at the moment at hand. Third, content. Back to the point above, make sure your primary message is clear. Fourth, feedback. It is so important to build both a short-term dialogue for your year-end campaign and a long-term relationship with your donors.
A: Feedback methods, like reports on donor impact, and immediate thank you letters. Simple, but true 🙂 !
A: We learned the importance of preparing plenty of high-quality content for a year-end campaign, far in advance of a deadline. Last year, we actually created our content hand, by hand, last minute. It wasn’t the quality we would prefer to appear in our donor communications.
A: Immediate thank you letters in response to each donation, followed by regular reports and news, proves to be the most useful means of retention for our team. [Get nine simple tips for writing donor thank you communications.]
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Featured Photo: Through fundraising, Enjoyable Aging is able to hire more staff members, like the one pictured here, to spend more time with patients in nursing homes for senior citizens and disabled people in Russia.
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