Maintaining a strong connection with donors is crucial for sustained support and impact for your library. Donors are not just sources of funding; they are active partners in driving your library's mission forward. When donors feel connected and valued, they are more likely to continue supporting your library over time. Consistency in communication is key to fostering these relationships. By regularly engaging with donors and keeping them informed about your library's progress, challenges, and successes, you show that their contributions are making a tangible difference. This ongoing dialogue builds trust and loyalty, encouraging donors to remain engaged and committed to your library.
To achieve effective communication with your donors throughout the year, consider implementing these 12 ideas. Each month presents unique opportunities to connect with your donor base and reinforce the value of their support. From sharing annual reports and highlighting achievements to launching targeted campaigns and promoting online giving options, these strategies are designed to keep donors informed, engaged, and inspired. By tailoring your communication efforts to align with donors' interests and preferences, you can cultivate a strong donor community that stands by your library and helps drive positive change.
January: Setting the Stage
Subject Line Ideas: Happy New Year, Help us Reach This Year’s Goals, This Year’s Library Goals, See What You’ve Helped Accomplish Last Year
- Explain your goals for the year: Start the year by sharing your library’s aspirations and objectives. Outline how donor contributions will play a pivotal role in achieving these goals, highlighting the impact they can make.
- Share what your library accomplished last year: Reflect on past achievements and initiatives. Show donors the tangible outcomes of their support, reinforcing the idea that their contributions create real-world change.
- Highlight new changes: Inform donors about any upcoming changes or developments within your library. Whether it's new programs, services, or partnerships, keep donors informed and excited about what's to come.
February: Expressing Gratitude
Subject Line: Happy Valentine’s Day - Why do you love supporting our library? Why We Love Our Cardholders
- Share an annual report: Provide donors with a comprehensive overview of your library's activities, financials, and impact over the past year. Transparency fosters trust and demonstrates accountability.
- Ask for volunteers: Invite donors to contribute their time and skills as volunteers this year. Engaging them in hands-on activities strengthens their connection to your cause and fosters a sense of community.
March: Engaging Through Events
Subject Line: Join Us Celebrating National Library Week, Here’s How We’re Celebrating Our Library
- Share National Library Week celebration plan: Invite donors and the community to participate in upcoming events. Highlight how their involvement can make a difference and contribute to the success of these initiatives.
April: Funding Opportunities
Subject Line: Celebrate With Us This Week: National Library Week
- Are there summer programs that need funding? Provide a brief overview about the goal of the program and if there are any shortfalls.
- Highlight funding needs: Showcase specific programs or projects that require funding support. Emphasize the impact of these initiatives and how donor contributions can directly benefit those they serve.
May: Cultivating Recurring Support
Subject Line: Join Us As a Recurring Donor, Here’s the Value of Recurring Donors, We Need Recurring Donors
- Solicit recurring donors: Encourage one-time donors to convert into recurring donors. Highlight the benefits of sustained support and the long-term impact it enables.
- Storytelling is key: Share inspiring stories of cardholders, from quotes from kiddos to adult programming and everything in between. The more you focus on people the more people will be drawn to supporting your library.
June & July: Planning Ahead
Subject Line (June): Save the Date, Join Us This Fall
Subject Line (July): Join Us As a Recurring Donor, Here’s the Value of Recurring Donors, We Need Recurring Donors
- Promote upcoming events: Start marketing fall events to generate excitement and early engagement. Continue the recurring donors campaign to encourage ongoing support. Share a Save the Date!
- Keep sharing! Storytelling is key. Share inspiring stories of cardholders, from quotes from kiddos to adult programming and everything in between. The more you focus on people the more people will be drawn to supporting your library.
August & September: Leveraging Digital Platforms
Subject Line (August): Here’s How You Can Donate Online, We Need Online Donations Too
Subject Line (September): Did You Know Our Library Accepts Legacy Gifts? Can You Leave a Legacy Gift?
- Promote online giving: Encourage donors to utilize online platforms for convenient and secure donations. Leverage digital channels to reach a wider audience and streamline the giving process.
- Discuss legacy giving: Educate donors about legacy giving options such as bequests and planned gifts. Highlight how these contributions can leave a lasting impact on your library's mission.
October: Rallying Support
Subject Line: We Need A Challenge Grant, Join Us By Contributing A Challenge Grant
- Discuss legacy giving: Educate donors about legacy giving options such as bequests and planned gifts. Highlight how these contributions can leave a lasting impact on your library's mission.
- Share your year-end goal with specific dollar amounts and what those dollar amounts fund. Sharing your goals early and often is important.
- Challenge grant and year-end appeal: Rally donors around a challenge grant opportunity to boost year-end giving, whether with one or multiple people. Clearly outline your fundraising goal, the impact of reaching it, and how donors' contributions will be utilized.
November & December: Closing the Year Strong
Subject Line (November): End-of-year appeal
Subject Line (December): End-of-year appeal
- Share your challenge grant opportunity again! Repetition is important.
- Share the status of your goal. Keep sharing your year-end goal with specific dollar amounts and what those dollar amounts fund. Sharing your goals early and often is important.
- End-of-year appeal and challenge grant: Make a final push for year-end donations, leveraging the challenge grant opportunity to inspire giving. Provide regular updates on progress toward your goal and express gratitude for donors' support.
Consistency in communication, coupled with thoughtful engagement strategies, can significantly enhance donor relationships and drive sustained support for your library's mission. By staying connected and demonstrating the impact of their contributions, you can cultivate a loyal donor base dedicated to making a difference.
As you embark on your journey of donor communication throughout the year, remember that every interaction is an opportunity to strengthen relationships and inspire generosity. By implementing these 12 communication ideas and maintaining a consistent and transparent approach, you can cultivate a community of dedicated supporters who share your passion for making a positive impact. Together, you can continue to transform lives, create lasting change, and build a brighter future for your library and those you serve. Cheers to meaningful connections and impactful partnerships!