Donor Relationship Management

When it comes to your fundraising, don’t be like Othello. He loved “not wisely.” You should do the opposite. Love your donors wisely. And you do that by mailing and emailing them not necessarily more but smarter. Here’s what to do.

Why is it we keep looking for some new way to do something when we know the exact steps it takes to get it done? Because the new thing feels so much better. And it looks so good and is easier. You just have to listen to it all, feel good and apply what you can. And, certainly, since it feels so good, it must work.

The sorry state of donor retention has been a topic of discussion for at least the past decade. Yet too many nonprofits still don’t prioritize donor retention strategies. A prompt, personal, powerful thank you is the bare minimum. What do you do to keep donors close?

Today it’s not enough to simply have a great product or mission, great organizations must be intentional in creating a positive customer experience. Customer experience is how customers perceive their interactions with your organization, which greatly influences their loyalty and likelihood to recommend or evangelize the organization. 

In today’s college environment, it does not take long for stakeholders to discuss the current state of enrollment and fundraising targets. Sadly, some schools are facing enrollment decline as a result of a lack of first-time students and issues surrounding student retention and success. 

We all know the power of focus, the magical results when we can remain single-minded in our effort. Sometimes you’ll hear someone brag about how great they are at multitasking. For most of us, that is a fallacy. Research shows that’s not how we’re wired.

You may continually think about strategy with your donors, but have you researched their rights? If you know a donor’s rights, do you follow these rights on an ongoing basis?

“True connection is a frightening prospect,” Seth Godin explained in his blog. “... Far easier, of course, to do something more shallow.”

I seek to generate a basis for giving from each donor’s perspective. Through those stories, you can learn a great deal. You must listen to gain a strategy for a solicitation approach over time. 

Donor engagement can be complicated. Donors are engaged in multiple ways, frequently with different appeals and solicitation amounts. This fragmented donor communications experience is a pernicious problem in the nonprofit industry.