November/December 2001 - Issue 8

Stay Connected With Supporters:
Say "Thanks" With An Online Holiday Card

With Thanksgiving around the corner, many nonprofit organizations are set to kick into high gear and launch year-end holiday campaigns. For nonprofits, this may mean an increase in interest, volunteerism, and other kinds of support. This season, consider sending a virtual holiday card to cultivate and build constituent relationships. An online card is a cost-effective and easily personalized way for organizations to send an important message of "thanks." Here are a few things to remember when sending an online card:

Know the recipient
By segmenting your constituent database, you can create unique messages that are appropriate for different member segments. For example: A Board of Directors might receive a message such as, "Happy Holidays. Thank you for your generous time and valuable support." In contrast, the one-time donor's virtual card may read, "Happy Holidays. We look forward to your continued support".

Keep the message short
Keep in mind that although this is a virtual card, it still must be brief and concise. The objective is to send the organization's best wishes to supporters and prospects, and most importantly, to thank them for their support, interest and time.

Personalize the message
Use the constituent's name in the greeting and/or subject line. For example: "Dear Carlene, We at _______ want to wish you and your family a happy holiday season."

Dazzle With Graphics
Take advantage of the multi-media nature of the Internet. If you have the capability of sending email in html, or a graphic rich format, do! Use holiday season graphics or your organization's logo to create a more compelling visual experience and reinforce the card's message. Non-denominational seasonal icons such as candles or dove birds have universal appeal.

Keep it secular
Unless the organization has a religious affiliation or origination, avoid direct religious references. Language such as "Happy holidays from your friends at _______" or "Seasons Greetings and Best Wishes in the Coming Year" resonates with everyone.

Thank Your Constituents!
Since the holidays are traditionally a time to stop and reflect, it's a perfect time to cost-effectively thank constituents without an appeal, event, campaign or membership renewal attached. Sending an online holiday card this season could be one of the most efficient ways to nurture donor relationships and build a nonprofit's most valuable asset -- supporter loyalty.