Tag: Direct Mail

One Person’s Junk…

Photo by Nong Vang on Unsplash

A few weeks back I had coffee with a former client.  She’s a great fundraiser that has a knack for connecting donors with their passions.

She’s one of my favourite people. Not the least because she always has a great story to share. This Friday morning coffee was no exception.

We only had a few minutes together before I had to head off to my next visit on my whirlwind trip through the Canadian prairies.  Once we caught each other up on some of the more mundane stuff, Cynthia* excitedly launched into a story about a donor.

She had gone to visit an elderly fella who had just moved into a long-term care facility.  He had just made a very significant gift of $50,000…in response to a direct mail letter.

He’s a loyal donor, giving for more than 10 years, but always less than $1000!  But if you can believe it, this is not my favourite part of the story.

The part that really got me sporting a wide smile happened when Cynthia went to visit the donor.

This gentleman had just gone through his over 80-years worth of accumulated possessions, leaving behind almost everything so he could squeeze into his very small long-term care quarters.

He had settled in by the time Cynthia arrived. She noticed that in the sparsely furnished and tidy small space he had brought only a few personal items.  But over in a neat stack on his little desk, was every single letter her charity had mailed him.

Of course I was happy to learn that many in that neat stack were packages my team and I had created.

But much more important is the perfect evidence about how critically meaningful good donor communications can be for those who receive it.

That put a wide goofy grin on my face for the rest of my whirlwind trip.

[*I’ve changed Cynthia’s name to respect her request for anonymity.]

 

Would you like to make your donors cherish every communication from your organisation?  The Common Good can help.  Email or call David (toll-free in North America on 1-800-991-3318 x101 or on our New Zealand freephone 0800 995 054) today for free, no obligation advice.