Come on, you know there’s no such thing as a free donation.

By Steve Kehrli

What about the hundreds of e-mail inquiries that well-intentioned donors will send back? Did you think through the fact that you’re going to want to reply to these valued donors with something more than a form letter?

Did you really know that Bernice in St. Cloud was that connected and that you are now her only resource at the organization to talk to? Your correspondence team is a hidden cost to your online fundraising efforts. Its thoughtful replies are going to make Bernice remember that you care — and that you’re more than just another open hand looking for a year-end donation. What your correspondence team members say and do is critical for the future of your organization. Do not skimp on this resource or talent — factor it in!