A while ago, I promised to share any extraordinary or remarkable experience for donors that I came across or that you shared. Either no one is reading this blog or, so far, no one has a good one to share. Both options are very sad.
Nonetheless, I have gathered an example for you to rip off at your leisure.
I have, in this very blog, raved about the remarkable work of a very extraordinary woman (and client!) Ann Rosenfield. I have mentioned how I have watched and marvelled at Ann as she has handwritten hundreds and hundreds of thank you cards to new donors, how she hand signs and leaves comments on letters, how she constantly, constantly obsesses over her data to make sure she is treating donors like the gold they are. Woodgreen is a small charity and because of Ann’s leadership – this is a shop that lives and breathes the needs of their donors. There is a reason that Woodgreen is being celebrated and honoured as this year’s Mo Davies Small Organization for Excellence in Fundraising this November in Toronto.
Ann asked us back in September to help put together a Thanksgiving card to send to all of her donors. Not a “direct mail” pack, no shady coupon, no blank, crappy #10 envelope… A card. A Thanksgiving card saying… “thanks!” THIS is the stuff we get excited about folks.
Through discussion we all agreed, it should be something particular to Woodgreen. No turkey’s or cornucopia’s please. So off we went.
“How many people are helped every year because of donor support?” I asked Jen.
“About 37,000…”
“37,000 people? This small charity and their donors help about 37,000 people in Toronto? Every year?”
“That’s right…”
Ok.
So we came up with this.
Now, I would like to point out a few things.
It was designed as a standard card, 7″ x 5″. It was inserted into a personalized, first class stamped envelope. If you take note – there is no logo but we have it saying, in handwriting, from the “WoodGreen Foundation”.
We also have it personalized, in this case, to me, a donor – all in Ann’s hand. How did we do that? We applaud Ann on her desire to handwrite everything (and she probably would never sleep so she could) but we convinced her a while ago to get her handwriting turned into a font. A font that we can use for offset printing and lasering! How cool is that? Through the years we have done this for a few clients and when you are trying to add personal touches, this goes a long, long, way. You TOO can get yours done. Go to Chank’s website and tell him I sent you! (And no, I don’t get a cut…)
We also did a version that allowed Ann to hand sign and add the donor name to certain donors.
A card, a envelope, a heartfelt message of thanks showing donor impact.
She shared a letter she got back from one of those donors who received it…
Amazing.
One small example of how you can have tremendous impact by doing simple things.
NOW can you please send me some of your best examples?
There is only one Ann Rosenfield. Congratulations to her. I do know of another charitable organization who one year decided to send out Christmas cards to donors and they didn’t ask for money or include a reply device. At their annual meeting the following January, an elderly gentlemen stood up to say how touched he was to receive a simple card and no request for money. He closed his remarks by saying he had decided to alter his will and would be leaving the organization a six figure donation. An anomoly for sure, but proof that you never know what might happen when you treat donors a little differently.
excellent! thank you very much Tom for sharing that!
i love the card with the “37,000″ on the front and when I saw the envelope and the writing inside the card, I thought, boy, that looks like Ann’s writing, I wonder if they made her writing into a font… then I kept reading and saw that you did! Awesome!
I actually have an extraordinary experience to share that actually involves Ann Rosenfield as well. You’ve heard this one before. Many, many years ago when I first started working at ST, I went with a a friend and colleague of mine to the Aids Committee of Toronto’s open house. They were a client of ST but not one that either of us direclty worked with at the time (although I did get the opportunity to work a on a legacy package later on). We just were interested in the charity and wanted to go. We weren’t required to do so.
So we met Ann and she was geniunely happy to meet us and then proceeded to give us a tour of the office and introduced us to some other staff members. My friend and I were so impressed that Ann took the time to speak to us and give us a tour. As far as we were concerned we weren’t that important but we were made to feel very important. I will never forget it. Thanks Ann and Congratulations on your award!
Thanks for sharing that story Tara! and yes, I’ve heard it before, but i think it goes a long way to show that this sort of caring for people is a part of Ann’s DNA!
Love the personal notes and feedback. In our crazy world of online it is truly a lost art.
Also amazing that we can get a font in our own handwriting. No excuses now!
Sadly, you are correct – which is why it can be SO effective! And, you’re right Kelly! No excuses now! good luck!