Many animal welfare organizations saw an influx of gifts on what would have been Betty White’s 100th birthday. There was something very touching about fans and animal lovers coming together on January 17th to honor Betty White’s life and memorialize her passing. She was more than a Hollywood icon; she was a strong advocate for humane societies and animal welfare non-profits.

There will certainly be an immediate impact from this day recognized in fundraising revenue for many animal welfare organizations. There’s an incredible opportunity to make the Betty White Challenge into a lasting, positive day by retaining these donors and their support.

Here are a few tips to thank and recognize these donors, and make the most of this day for your organization:

1. Public Recognition

‘Wow’ them with recognition — calls, thank you notes, public posting on social media and your website – there’s so much you can do with public recognition! Have your Executive Director record a video thanking them for the donation, connecting it back to Betty White’s care and love for our four-legged friends. Whatever you do, go above and beyond for these donors, and they won’t soon forget it.

2. Personalized Messaging for First-Time Donors

Do these three things with donors who have never given to your animal welfare organization:

• Call and thank them — that day if you can!

• Write a handwritten note thanking them and mail it that week.

• Wait 30 days and then send them a postcard with a photo of an adoptable animal, thanking them again for their gift and connecting it back to the Betty White Challenge.

3. Customize Connections with Returning Donors

Do these three things with donors who have given in that past, but it’s been more than two years since their last gift:

• Call them to thank them!

• Have a board member send a thank you note.

• Send them information about your recurring giving program after 30 days. Ask them to consider joining and having a lasting impact on animals – just as Betty White has!

4. Make a Plan to Reengage

Solicit everyone again in 60 days! Don’t add these donors to your ‘already gave this year’ list and then ignore them for the next 11 months – they gave for a special purpose, and donors love to give to an organization that gets good results. Ask these donors to give again and be sure to include information about your monthly or recurring giving program.

5. Add Donors to Your Subscriber Lists

Add the new donors to your email and newsletter list! Communication is always important, regardless of how long-ago donors made their last gift.

6. Highlight Outcomes

For your next email or print newsletter, SHOW, don’t tell, what their donations accomplished. Put in photographs of what you were able to do with the gifts, and link it back to the Betty White challenge. Don’t just settle for bland ‘you made an impact’ language – give the donors something to feel proud to have supported.

7. Provide Information About Planned Giving

Speaking of your next newsletter, use the opportunity to highlight planned giving and how someone like Betty White made a huge difference throughout the country. Average donors can use planned gifts to continue their legacy of helping causes they care about – and give your donors information, or your phone number, to learn more about putting your organization in a will or bequest.

These seven steps can go a long way towards turning one-time or returning donors into lifelong supporters. It can make the difference between one good day of unexpected fundraising success, and many years of financial support from people who care about your mission.

About the Author

Michael J. Buckley, CFRE is a career fundraising professional and Founder and Managing Partner of The Killoe Group. His firm assists nonprofit organizations increase revenue, exposure and capacity through smart, data driven, successive decisions and effective planning. Mike’s experience and passion for the profession of fundraising have made him a sought-after speaker, consultant and presenter. The Killoe Group’s broad experiences include annual campaign audits and management, capital campaign leadership, feasibility studies, interim program leadership, board governance, strategic planning and capacity building.