How Late is Too Late for a Holiday Message? Part 2

W&M YouTube screen shot
Is an e-mail holiday card the right way to go? My opinion on this is no and yes. Here’s what I mean:

NO – an e-card is not the right means of communication for your top donors and prospects. This group should be receiving a personal (hand-signed, hand-addressed) message from whoever in the organization has the closest relationship.

YES – an e-card is an excellent way to communicate with the larger audience of supporters (annual giving donors, alumni, volunteers). Use photos, artwork and whatever best demonstrates your mission. Use the holidays as a way to communicate with your social media audiences too – post, tweet, and all the other things you are doing.

Because development is about building relationships with individuals one at a time or large groups via mass communication – your message should focus on how the support of your donors changed the lives of your constituents and how much you appreciate them.

The challenge – and this is true with any development communications – is to make it meaningful to the donor and representative of your mission. As with many things, holiday e-cards have become pretty common. You have to make yours stand out. My favorite example of this is an e-card the College of William & Mary sent to donors and alumni a few years ago. They showcased students and used images that were meaningful to their audience. You can see the video portion of the message below.

Don’t let time be your excuse for not communicating with your donors and prospects. As I said in my last blog, it’s never too late. Send an e-card for the new year, Valentine’s Day, the start of a new semester or whatever fits with your organization’s culture and mission.

Why? Your organization’s supporters are like family: they want to see those pictures and hear those stories. Use the holidays to do that.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s