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4 Crucial Steps to Develop a Donor Retention System

When you ask a fundraiser what the most difficult part of their job is, chances are you’ll get one of two answers – acquiring donors or retaining donors. Any fundraising organization is bound to come up against these problems at some point. But here’s the thing that is often overlooked – if you do a better job retaining donors, you can spend less time and money trying to acquire new donors.

Could this be the secret formula for fundraising success? Well, not entirely. But it’s a solid start.

Donor retention can seem elusive for many non-profits. It’s frustrating to pull up your annual reports to find out that you’ve only had 50% of last year’s donors make a gift again this year. Sometimes, it can even feel like a personal defeat.

If you’re working on the annual giving side of development, keep track of thousands of donors is nearly impossible. Your database can quickly become your archenemy. Having the highly personal relationships that major gift officers have with donors is a novel pipe dream.

But what if it was possible to scale this concept to create a system that retains donors?

One Thing You Absolutely Must Know about Today’s Donor Engagement Journey

Philanthropy, Not Fundraising

I’m going to go out on a limb here and make an assumption.  Here goes: Your goal is to attract supporters and invest in long-term relationships that will sustain your mission. If your goal is different, read no further.  Otherwise… carry on.

7 Ways to Build Rapport with Donors Using Creative ‘Thank You’s

To build authentic rapport with folks you must show them you care.  And the simplest way to demonstrate affection is through a heartfelt ‘Thank You.’ It can be in person, in writing, over the phone, through a text, via video or any which way you choose.

The key is to begin with thank you, and make it personal and prompt.

Here’s a personal example.  Recently my son found he’d have an unexpected layover in San Francisco.  I jumped at the opportunity to join him for dinner, though it meant cancelling plans with my friends.  The next morning, as he was getting on the plane, he texted them: “Thanks for changing your plans so I could see my Mom. I appreciate it.”  You may be thinking ‘no big deal.’ But it IS a big deal. He showed my friends he saw their flexibility as a gift. And someone (who?) taught him to always send a thank you for a gift. My friends were touched. Mama was proud.

Look for the hidden gifts and thank folks for them. (Click to Tweet) My friends gave me and my son a hidden gift. I’m guessing your donors do this too. They remember to send in a matching gift form. They agree to make a few phone calls. They send you their alma mater’s newsletter as a sample. All these things are worthy of acknowledgment.  Send great thank you letters for cash donations too, of course. But endeavor to touch your supporters whenever and wherever you can.

One Huge Mistake You Don’t Know You’re Making with Your Donors

Don’t wait too long to ask. It makes people anxious.

I’ve seen this happen so many times.  I’ll be sitting with an E.D. or a board member at lunch with a prospective donor.  We’ve talked in advance about our roles.  I’ll handle the details and technical questions.  They’ll inspire and, ultimately, make ‘the ask’.

It begins well. It continues even better. They engage in lively conversation about the cause. The prospect leans forward, animated and wrapped up in the flow.  Then, just when I’m sure ‘the ask’ will be made and the prospect will say “yes!”…