Maintaining strong donor relationships is essential for any nonprofit, but how intentional is your approach? While it’s easy to focus on bringing in new donors, building meaningful relationships with existing donors takes strategy and consistency. Although engaging donors and keeping them connected to your mission is challenging, the payoff is worth it.
Donors aren’t just financial supporters–they are champions of your mission. When they feel connected, they are more likely to stay involved, increase their giving, and advocate for your organization’s cause.
To help your organization build a strong, sustainable donor base, we’ve outlined key Do’s and Don’ts to guide your stewardship strategy.
DO segment accordingly.
Not all of your donors are the same. Some donate monthly, others donate once a year. You can’t take the same approach for all donors and expect the same outcome. Major donors should receive more touchpoints and more communication efforts than low-dollar donors.
Recurring donors and first-time donors are both imperative to the success of your organization. Monthly communications with recurring donors and first-time donor email journeys are great ways to ensure communication lines are established from the start.
DO keep good data.
Donors are allies in your organization’s mission, not just sources of money. Invest in authentic connection over time by putting a face to your organization. Track giving history, preferences, and key moments like birthdays and anniversaries so your outreach is timely and thoughtful.
DO say thank you on time.
This means right away, or at most within 48 hours. Failing to acknowledge your donor’s gift promptly and sincerely can damage the trust and connection you have with them.
DO let donors get to know you and your connection to the mission.
If you are building connections, it needs to be a two-way street. Organize meetings with team members and donors, and take time to talk with donors at events. By taking the opportunity to build connections in person, you create a long-term community.
DO report on impact regularly.
Share stories, statistics, and updates about how donor support makes a difference to reinforce the trust your donors have in your organization. By prioritizing authentic relationships and demonstrating the tangible impact of contributions, organizations can transform this seemingly unattainable goal into a rewarding journey.
DON’T only reach out when you need money.
We get it—nonprofits need funds to continue spreading their mission, and in today’s economic climate you may be facing an uphill battle finding funding. However, it’s imperative that your communication with donors happens outside of donation requests as well. Connect with donors about volunteer opportunities, meet-and-greets, upcoming events, and more.
DON’T ignore lapsed donors.
Lapsed donors may not have donated recently, but reconnecting with care and curiosity can encourage future donations.
DON’T get caught up in fundraising.
Human connection is at the core of any nonprofit organization. Yes, fundraising is important, but donor retention is what will drive your nonprofit forward.
DON’T solely rely on email.
Yes, having a strong email strategy in place is important, but you also need to diversify how you connect with your donors. From personal calls to handwritten notes, meaningful outreach can go a long way in deepening relationships.
Ready to take your donor stewardship to the next level? Identify three donors that you will connect with this week.