Donor Relationship Management

Millennials are changing the face of business and they will change the face of philanthropy — eventually.

It's that time of year when most people make resolutions that they often don't keep. You; however, can make one small but mighty resolution that will be good for your work, your nonprofit organization and, ultimately, your mission. It will also make you feel good.

Relationships take time. You know that. Your boss knows it. But we ignore time because that is how we have set up things. There is a budget to manage. A forecast to make. So, we go for the fake relationship. One where we pretend to care, but only if we get the money.

What if I told you there was a way to hit the reset button? There is (psychologically at least). It's called the fresh start effect. This also has implications for your fundraising. Your donors are going through this same self-assessment and those are perhaps most pliable in their giving habits.

What is the impact of the birthday call? One of my clients is a religious organization with an impressive number of monthly donors. It consistently asks its donors and monthly donors for their birth month and year.

Whether you want to call it social proof, a testimonial — it doesn’t really matter. Donor’s love hearing from other donors. It helps give them that "extra" little push or nudge if you will. Here are some ideas to get you started.

Donors want to know that their giving made a difference. That one question alone captures a huge problem in fundraising — a problem you can address in your major gift program.

If you want to raise more money, generate larger gifts, have positive donors tell others about the power of your organization, and a host of other benefits, enhance your stewardship program. However, you will need a plan, strategy, energy, focus and attention to detail.

Your donors probably each has at least five other organizations trying to capture their attention and another 10 to 15 organizations wanting to start relationships with them. So, what are you doing to stand out in your donors' minds, capture their heart and have them always take your call?

The ultimate expression of transactionalism is assuming that people will not support your mission with their money or time if they are not directly impacted by whatever it is your mission fights.