Donor retention is an important issue facing all fundraisers. By definition, retention is simply keeping a donor. If that is the case, nonprofits need to focus on donor loyalty, not donor retention. Loyalty instills a compassionate commitment. We want our donors engaged at a higher level, not simply retention. We want more than a transactional donation on an annual basis.

The more ties an individual has to your organization, the more likely they are to give (and give at a higher level).

How are you engaging your donors so they develop more ties to your organization?

 

 

Here are 5 tips to help build a loyal donor base

    • First and foremost, thank your donors immediately. Get a personalized thank you in their hands within 48 hours of the receipt of the donation. This is not an optional step in creating a loyal donor base – this is worthy of making serious organizational changes to implement at your organization.
    • Show specific examples of the donor’s gift in action, defining both short-term and long-term impact of the donation. Put names and faces on their gift and action by using storytelling and pictures to SHOW the impact they are having on those you serve.
    • Update donors with any bit of news –regarding your organization, your industry and/or the community you serve. Make the news relevant and personal to them.
    • Let donors know how their support is making the world a better place, even beyond your organization.
    • Work hard to keep donors engaged and informed in this day and age of short attention spans and information coming to them from many different directions. Keep communications short and to the point, and make sure that every communication is NOT a solicitation.

 

This is the first in an ongoing series of ‘Donor Retention Done Right’  articles that will appear by Jen Price. Keep reading for examples of nonprofits achieving donor loyalty and more tips and tricks for creating a loyal donor base.