Uneasy Rhetoric

Earlier, I asked whether nonprofits should be sending out holiday cards to any portion of their constituencies.

Carl immediately got to the heart of the issue when he said “It’s a great way to keep your organization in people’s minds without the contact ALWAYS involving a solicitation.” I agree with that sentiment, but I think holiday cards are the wrong way to do it.

First, they are expensive (as Andrew and Jennifer mention). Second, processing a holiday card list takes time. Sure, one can set up a “holiday card” field in the database, but how well is that going to be kept up in May or June? Third, given that the vast majority of nonprofits do an end-of-year appeal, a holiday card is redundant and can send a subtle mixed message. Are they asking me for money or not?

The nonprofit that, in part, prompted this question got around the issue by sending me my solicitation along with the holiday card. Unfortunately, that doesn’t address Carl’s very real issue. Is all I am to them an ATM machine?

As Maya pointed out, “nonprofit organizations are just like any other business in that they need to maintain contact with their constituents.” I think the answer to this question lies in Amelie’s suggestion that “nice holiday emails that catch you up on the work of a nonprofit are good, though.”

Everyone who donates to a nonprofit should expect to be asked for money on a regular basis. On the other hand, they should also expect to be informed of the goings on with the nonprofit in ways that are not an ask. I think a lot of nonprofits assume that their newsletter fills this need, but I don’t think it does. Often, the newsletter is a thinly veiled ask. My alma mater does it right. It sends out a letter every fall from the college president letting us supporters know what is going on. There’s no ask, there’s no envelope. I’ve received this letter every year I’ve given, no matter what amount I’ve given.

And with email, there’s virtually no cost except for time.