They Stuck by You — Now It's Time to Say 'Thanks'
It's time to tell loyal donors how much you appreciate them
A club that honors longevity
A program that doesn't pull people out of the regular mail but rather honors them once a year with a letter or e-mail thanking them for giving X years in a row is a great way to show how much you appreciate their consistent giving.
A side benefit: If you develop a program with graduated levels (topaz for giving three years, ruby for giving five years and diamond for giving eight years in a row, for example) and tell a donor when he or she will move up to the next level, you may reduce your attrition rate.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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