Many public media gift clubs suffer the problematic fate of being lumped too closely with either membership or major giving efforts. In truth, gift clubs serve as a crucial bridge connecting membership to major giving. These clubs must offer their members a distinct donor experience in order to draw them out of membership and into higher levels of giving, without overextending major gift staff who need to focus much of their efforts on highly individualized planning for each and every major gift prospect.
When you communicate with your gift club members, it will often be as a group. But your communication must feel personalized and specific, especially compared to what you send to membership.
After you’ve planned all of the ways that you’ll thank and engage your gift club members throughout the year (communicating with them monthly, as a minimum), take some time to think through the real substance of these communications. Remember, you must consistently make a case for support to your gift club members that goes beyond the transactional to demonstrate: