Donor Relationship Management

There is not a limit to how many times you should tell a donor they are making a difference. You could do it every week. But then the question is how do you make the story different and unique?

The COVID-19 pandemic changed a lot about the world and how we approach virtually everything. Here are two things I learned during that time about connecting with new audiences and existing stakeholders that will have a lasting impact on me.

A CEO listed 60 to 100 people she knew who either had given some financial support already or could give if asked. The very funds this good CEO needs are right in front of her. But she cannot, no matter how hard she tries, reach out and access them because she actually thinks that it will offend the donor.

The motivation that gets someone to take the first step to support an organization (donating or volunteering) is quite different from their motivation to continue to be engaged. We do not need any further proof of this than the lousy retention rates that nonprofit organizations suffer year after year.

In this swipe left/swipe right world, those in the dating scene have learned to make very quick decisions about whom they are interested, often with very little information at the outset. In an instant, they decide to swipe left (delete) or swipe right (connect), deciding if a person is worth getting to know based on a profile picture, a tagline and maybe a few key facts. 

How does your donor like to be communicated with? It’s not about how do you or your organization like to communicate — but how does your donor want to be communicated with, that best suits them? Knowing how your donor wants to engage will unlock a new level of relationship with them.

Audiences are changing, donors are evolving, and patrons of all backgrounds are participating. The biggest question is: Are these diverse voices represented at the table within our organizations?

Wiland, Inc. recently announced that Lori Read has joined the company as senior vice president, strategic relationships-nonprofit.

Stop for a moment, and have a heart and behavior check. Are you really focused enough on the donor and what they need? Do you express gratitude at the level and frequency you need to?

Most nonprofit leaders are reluctant to start a planned giving program because they don’t see the immediate value. The thinking is, “Why should I create a program that won’t benefit the organization for another 10 to 15 years?” But, hold on. That actually isn’t true.