I know this may sound silly, but I sometimes like to think of my donors as clothing.
Well, shopping is one of my favorite activities so I think about clothing a lot. I think about the many ways I can use it, repurpose it, mix and match it, show it off and even share it with friends and family. I treasure my clothing, and have a great deal of difficulty letting go of any of it (yes, my closet is stuffed to the gills)!
So, how are donors like clothing?
- They cover a lot of basic needs.
- They keep you (aka your nonprofit) warm and cozy.
- They enable you to get through different seasons.
- They help you look good.
- They help you show off your brand and strut your stuff.
- They attract others to you.
- They are a big part of the story of your life.
- And you should have a lot of trouble letting go of them.
Unfortunately, most nonprofits are much too cavalier about letting go. It’s expensive. It’s a waste of time. It’s completely irresponsible if you care about your nonprofit’s future – so I want you to STOP IT!
4 Ways to Cherish and Hold on to Donors
- Stop Discarding Donors; Treasure Them
- Meaningfully Thank Donors; Do it a Lot
- Show Impact with Stories and Compelling Images
- Build the Relationship
In Part 1 of this article I’ll discuss the first two ways. The second two ways will be covered in Part 2.Details