Every 10 Days, Come Rain or Shine ...

Here are a few cost-effective and donor-friendly ways to strengthen your relationships with occasional donors.

• Mail them your newsletter once a quarter (or at least once every six months), and send an electronic newsletter at other times.
• Use social media to your advantage. Update your blog regularly (at least weekly), making sure you provide updates, stories and interesting facts. Post links on Facebook and Twitter to announce new posts.
• Think about creative ways to tell your stories other than just through an appeal. For example, have a monthly e-mail full of success stories and no ask other than a “click here to donate” button. Your goal is to re-engage them with content.
• And when you ask infrequent donors for support, remind them that they have a relationship with you — and that you appreciate them. Open by mentioning all the great things you’ve accomplished “since we last heard from you.” Demonstrate how their investment several months ago was one of the best they have made all year.

How do small nonprofits grow and succeed? They talk to their donors frequently, both offline and online, and they nurture relationships. A letter every 10 days doesn’t do this — but neither does a mailing once a year.