Seems a little counterintuitive, doesn’t it? After all, the donor made the gift online, and it stands to reason that he or she would be comfortable continuing to communicate screen-to-screen rather than face-to-face. Often, your online donation program generates a thank-you email the instant the payment clears, seemingly making additional need for contact obsolete.
But wait a second! Let’s consider what the goal is (or should be) with this new donor. You want to build a relationship with this person. Now that the ball’s in your court, you have an opportunity here to strengthen the tenuous initial connection with a little effort, attention, and the lick of a stamp.
When you're trying to raise money for school programs and upgrades, it's important to keep resources funneled to where they can do the most good. Consider large fundraising events like golf tournaments, live auctions, and banquets. While these events certainly can—and do!—raise a lot of money toward a school’s capital campaign or annual fund, hidden costs lurk among your guests.
Your school newsletter offers past, present, and prospective parents—all subscribers, in fact—a chance to be part of the day-to-day school life, even though they’re not in the classrooms on a daily basis. Each segment of your potential audience values your newsletter in a different way. By knowing your audience’s various interests, you can leverage your newsletter to your school’s greatest advantage.