What Do I Call You?

Photo by Christina Victoria Craft on Unsplash

We all have a preference for what we like to be called. For some, you’re addressed the same by everyone. For others, there are multiple variations and each equally acceptable. There are still others, who have a preference, sometimes a strong preference! There may be a familiar nickname saved only for our closest circle, or a Junior or Senior that is always added to differentiate from another family member. Your community or culture may have its own designations as well.

So, starting with how your contacts like to be addressed is a key brick in the foundation you are building. Consistently addressing your contacts, donors, supporters – whichever designation they may hold – will ensure your organization stands out as caring about them first.

As you track the names of your contacts, ask yourself: Do they have a nickname or prefer a formal name? Does William Smith prefer to be called Bill? Or is it Mr. Smith only? Does his son prefer to be called Junior? Or is that a title you want to avoid at all costs?

You want to track both the name you might address an email or letter to (the Salutation), and how you ask for them by name (i.e. Bill), as well as how their mail should be addressed (Addressee). Are you talking primarily with Bill, but addressing mail to both him and his spouse?

These may feel like small details, but for some supporters they can make or break a relationship. Have you ever politely referred to someone as “Mr. Johnson, Sir”, only to have them respond, “Oh, that’s my father’s name!”. Or, have you failed to address mail to both spouses only to be told by one that they make all their giving decisions together?

Track these important details from the start, and your relationships will be stronger and healthier, resulting in partnerships that are more likely to lead to impactful donations.

Remember, clear data leads to confident fundraising.

Next up: Do you know why your donors give?