Major Giving Language to Deploy During the Pandemic
Between the current pandemic and economic downturn, many stations have found themselves asking how best to proceed in the area of major gifts. While CDP recommends that you continue to suspend in-person visits and approach your solicitations thoughtfully and on a case-by-case basis, we do recommend that stations reach out through stewardship communications via phone, email, video chat and of course, traditional postal mail.
To that end, we have worked with one of our newest MSB partner stations to develop what I believe could be galvanizing stewardship effort that could also result in significant incidental revenue at an important time for stations.
In short, this outreach is comprised of a personal note from a major gifts officer, development director or even GM. The note can be positioned as a check- in on the donor’s personal well being and used as an opportunity to showcase your station’s critically important local work in response to the pandemic and other local issues that have emerged as a result of it. In addition, this mailing can include station notepaper and a return envelope along with a request that the donor write you back to tell you how they are doing, but more importantly, to urge them to write a few words of encouragement to be shared with your hardworking staff to recognize their efforts to keep the community engaged and informed at a time when they need it most. These notes can be posted on a physical or virtual bulletin board to help motivate and reassure staff that your donors stand behind them during this uncertain time.
This highly personal touchpoint goes beyond traditional stewardship or solicitation requests and may help donors feel like they can make an impact at a time when they may feel so much in their lives is out of their personal control. As a result, donors may reflect on their relationship with your station as well as the good work you’re doing in the community and feel inspired to include a donation of financial support to go along with their note of emotional and moral support.
You can find a template for this type of stewardship communication below.
CDP Major Donor Letter Template
Dear:
During these uncertain times, there is one thing that is certain: [STATION] is here for you.
As a member of our [MAJOR DONOR GROUP] family, your well-being is important to us so I’m writing to make sure you’re doing well and checking in to see if there is anything we can do for you.
I realize that some of our donors may not have access to transportation or are concerned about leaving their homes, so please know that I am here to help. If there is something you need, please do not hesitate to ask and we will do our best to accommodate your request.
I also wanted to provide you with an update on how [STATION] has responded to this unprecedented challenge. Thanks to your ongoing support, we have been able to assess and respond to an ever changing landscape with a variety of programs and services designed to help you get you the facts you need and best serve our community, including:
[LOCAL EXAMPLES HERE]
All of these services, and many more, are all made possible by your support. They represent the very essence of the local community presence that is at the heart of public media and I can’t thank you enough for playing such a vital role in helping us fulfill our public service mission.
If you have a moment, I hope you’ll use the enclosed paper and stamped return envelope to let me know how you are doing, what I can do to help make this difficult time easier for you, and if you are willing, share a few words of encouragement for our reporters, programmers and producers. They have been working tirelessly on your behalf and your financial and moral support lets them know you stand with them and your comments are sure to give them a renewed sense of purpose as we all navigate these uncharted waters together.
Thank you, be well and stay safe.
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