Your donors are spoilt for choice when it comes to their giving options. Don’t simply treat them as your personal cash machines.
You need to engage with them all year round, don’t leave it to your appeal time.
Staying in touch with donors will build a relationship, it will help make donors feel as though they are part of what you are doing. They’ll feel as though the money they give is truly making a difference.
If you only contact donors when it’s time to get financial support, in time you will likely find donors dropping off; ignoring your plea or telling you they’ve moved their allegiance to another organization.
Can you afford to lose the donor you have? No you can’t you need to retain, to nurture them.
If you’re only contacting them when you need them – you’ll lose them – simple.
As I’ve previously written in Donor Retention you could look at a few simple, cost effective things such as:
- Thank you calls. Select supporters who give above a certain amount on a regular basis and have the CEO call them to thank them and update them on the work of the organization
- Thank you cards. Select a group of supporters using what every criteria you feel appropriate and send them a handwritten, personalized card showing appreciation for their ongoing support
- Invite supporters to an “exclusive” event. Having a group (small) of supporters attend an event can mean a lot to them and have a huge benefit to your organisation.
What or however you chose to connect with donors, don’t leave it until you want something from them.
Remember that often supporters see your “usual” communication and shrug it off, knowing it’s an update and a plea for support. However if you ‘surprise’ them you’ll likely gain their attention, and if there’s a call to action you could find they’ll take the action you ask of them.
Take action now and change the way you connect with your donors.
It’s time to turn of your cash machine mentality!
See also
charitymattersnz.com 