You’re a charity doing good work. Hopefully, you’ve got a good system in place for sending periodic updates about your programs—things like new initiatives or major media coverage. But are you also thinking about catering those communications for your major donors?

Returning to the key goal of fundraising—engaging your donors in the life of the organization—it’s important to think about whether or not your major donors are going to open emails that are coming from Imagine how many emails of this nature your major donors are receiving!

“But wait,” you say. “We don’t have time to send regular, personalized emails to our top donors with our exciting news and developments!” Not to worry, there’s an easy way to turn these mass communications into opportunities for a personal connection with your donors.

After you send a mass email, simply take 20 minutes to forward it to your top 15 or so major donors with a simple message:

“Fred, I wanted to be sure you saw this most recent note from us. We wouldn’t be able to achieve milestones like this without your support—thank you for making this possible, and please feel free to forward this note to other people who you think would be interested in learning more about this work!”

A personalized email goes a long way, and you’ll be surprised by how many of your donors respond to the personal forward.