In the world of nonprofit fundraising, the follow-up is where the magic happens. While a strong initial email is crucial, it’s often the persistent, thoughtful follow-up that turns a cold contact into a warm lead, and eventually, into a committed partner. Let’s dive into the art of the follow-up and how you can use it to build lasting connections with potential corporate donors.
The Importance of Following Up
Before we get into the how, let’s talk about the why. Here are some compelling reasons to prioritize follow-ups:
- Busy inboxes: Your first email might have been overlooked or forgotten.
- Timing: Your initial outreach might have come at a bad time for the recipient.
- Trust-building: Consistent, value-added communication builds familiarity and trust.
- Persistence pays off: Studies show it often takes 5-7 touchpoints to get a response.
Now, let’s explore how to craft a follow-up strategy that turns silence into engagement.
The Follow-Up Sequence
A well-planned follow-up sequence can significantly increase your chances of getting a response. Here’s a suggested timeline:
- Initial Email
- First Follow-Up: 3-4 business days after the initial email
- Second Follow-Up: 5-7 days after the first follow-up
- Third Follow-Up: 8-12 days after the second follow-up
- Final Follow-Up: 2-3 weeks after the third follow-up
Let’s break down each of these steps:
Initial Email
Your initial email should be personalized, concise, and focused on building a connection rather than asking for support. It should include:
- A personalized opening showing you’ve done your research
- A brief introduction of your organization and its alignment with the company’s values
- A specific impact statement or success story
- A soft call-to-action, like scheduling a brief call
First Follow-Up: The Gentle Reminder
Subject: Re: [Subject of your initial email]
“Hi [Name],
I hope this email finds you well. I reached out last week about the potential alignment between [Company Name]’s sustainability goals and our work at [Nonprofit Name].
I understand how busy inbox can get, so I wanted to follow up and see if you had a chance to consider my request for a brief call.
In the meantime, I thought you might be interested in this recent article about [relevant topic]. It touches on some of the challenges we’re addressing through our work.
If you’re open to a 15-minute chat, you can schedule a time that works for you here: [Calendar Link]
Best regards,
[Your Name]”
Key elements:
- Reference your previous email
- Show understanding of their busy schedule
- Provide additional value (the article)
- Reiterate your call-to-action
Second Follow-Up: Showcasing Impact
Subject: How [Company Name] could amplify its impact with [Nonprofit Name]
“Hello [Name],
I hope you’re having a great week. I wanted to share a quick success story that I think would interest you, given [Company Name]’s commitment to [relevant company value or initiative].
Last month, one of our program graduates, Sarah, launched a mobile app that helps low-income families find affordable, healthy food options in their neighborhoods. This app has already been downloaded over 10,000 times and is making a real difference in our community.
Stories like Sarah’s are why we’re so passionate about our work at [Nonprofit Name], and why we’re eager to explore potential partnerships with forward-thinking companies like yours.
Would you be open to a brief call to discuss how we might collaborate? You can schedule a time here: [Calendar Link]
Best regards,
[Your Name]”
Key elements:
- Share a specific success story
- Connect the story to the company’s values
- Reiterate your call-to-action
Third Follow-Up: Offering Value
Subject: Exclusive invitation for [Company Name]
“Hi [Name],
I hope this email finds you well. I wanted to extend an exclusive invitation to you and your team at [Company Name].
Next month, we’re hosting a virtual roundtable discussion on [relevant topic]. We’ll be joined by leaders from [Known Company 1] and [Known Company 2] to discuss innovative approaches to [relevant issue].
Given [Company Name]’s leadership in this area, we’d be honored to have your insights as part of this discussion.
If you’re interested in attending or learning more about our work, you can register here: [Event Registration Link]
I’m still hoping we can connect directly as well. Would you be open to a quick call next week?
Best regards,
[Your Name]”
Key elements:
- Offer exclusive value (invitation to event)
- Show you’re connected with other respected companies
- Provide an easy way to engage (event registration)
- Reiterate desire to connect personally
Final Follow-Up: The Graceful Exit
Subject: Closing the loop on [Nonprofit Name] partnership opportunity
“Hello [Name],
I hope this email finds you well. Over the past few weeks, I’ve reached out a few times about the potential for collaboration between [Company Name] and [Nonprofit Name].
I understand that now might not be the right time for this conversation, and I want to respect your inbox. If you’re interested in learning more about our work or discussing potential partnerships in the future, please don’t hesitate to reach out.
In the meantime, I’ll keep you on our mailing list so you can stay updated on our impact and opportunities. Of course, if you’d prefer not to receive these updates, just let me know.
Thank you for your time, and I wish you all the best.
Warm regards,
[Your Name]”
Key elements:
- Acknowledge your previous attempts to connect
- Show respect for their time and inbox
- Leave the door open for future communication
- Offer a way to stay connected (mailing list) with an easy opt-out
Tips for Effective Follow-Ups
- Add Value Each Time: Each follow-up should provide something new and valuable to the recipient.
- Vary Your Approach: Don’t just resend the same email. Try different angles and types of content.
- Personalize: Continue to show that you understand their company and its goals.
- Be Persistent, Not Pushy: There’s a fine line between follow-up and harassment. Respect it.
- Keep It Short: Your follow-ups should be brief and to the point.
- Use Different Channels: If email isn’t working, try connecting on LinkedIn or another professional platform.
- Track Your Outreach: Use a CRM or spreadsheet to keep track of your follow-ups and their results.
Advanced Follow-Up Strategies
- The “Forgot to Mention” Follow-Up: Frame your follow-up as if you forgot to mention something important in your first email.
- The News Hook Follow-Up: Tie your follow-up to a recent news item relevant to the company or your cause.
- The Mutual Connection Follow-Up: If you discover a mutual connection after your initial outreach, use this as a reason to follow up.
- The “I Saw Your Recent…” Follow-Up: Reference a recent company announcement or social media post as a reason for following up.
- The “Quick Question” Follow-Up: Frame your follow-up around a specific, easy-to-answer question to restart the conversation.
Measuring and Improving Your Follow-Up Strategy
To continually improve your follow-up strategy, track key metrics such as:
- Response rate
- Conversion rate (responses that lead to meetings or partnerships)
- Time to response
- Most effective follow-up email (which one gets the most responses)
Use this data to refine your approach over time. Maybe you’ll find that your second follow-up is the most effective, or that following up on Tuesdays gets the best response rate.
Remember, the goal of your follow-up sequence is not just to get a response, but to build a relationship. Each touchpoint should move you closer to a meaningful conversation about how you can work together to create positive change.
Conclusion
Mastering the art of the follow-up can dramatically improve your nonprofit’s success in securing corporate partnerships. It’s about being persistent, adding value, and always keeping the door open for future engagement.
By implementing a thoughtful, strategic follow-up sequence, you’ll stand out in crowded inboxes and demonstrate your commitment to building genuine relationships. This approach not only increases your chances of securing support but also lays the groundwork for long-term, mutually beneficial partnerships.
Ready to take your follow-up game to the next level? Let’s work together to craft a follow-up strategy that turns initial outreach into lasting connections. Schedule a free consultation with me, and we’ll discuss how to create a follow-up sequence that resonates with corporate donors and drives real results for your cause. Click here to book your session now!