How to Increase Retention by Creating a Sense of Belonging for Your Donors

A lot of direct response fundraising centers on showing your donor what they can do as an individual — and that’s important. Donors need to feel that they’re personally empowered to make an impact. But there’s another side to the coin. Donors also want to be part of something. They want to feel included. They want to belong.

And why not? It’s an instinct as old as humanity. We’re social animals. We collect into groups. Church groups, neighborhood groups, groups at work, groups of softball players, groups of oboe players, and on and on. 

But here’s the problem. For many donors, giving is a solitary activity. You get an appeal letter in your mailbox or an email appeal in your inbox. You open it, glance through it, and decide whether to write a check or give online. Not a lot of shared experience in that.

Sure, some donors will attend your nonprofit’s events. Some will take the tour. But most probably won’t. That doesn’t mean they shouldn’t feel like they’re part of the team. Because they certainly are.

Related story: Getting Donor Feedback Right to Raise More Funds

Despite the solitary nature of most giving, there are lots of ways to create a feeling of community for your direct response donors. One way is to emphasize community in the messaging for your appeals.

You can say, for example, “You’re one of us. You see someone on the street picking in a trash can, and your heart goes out to that person. You want to help, and you share that impulse with all of us here and with all of our supporters.” And you can say, “You believe what we believe — that no one should have to live on the streets.” 

Messaging like this brings donors into your circle. You hate homelessness? We hate homelessness! You’re against fracking? We’re against fracking! You want prison reform? We want prison reform! 

Here, you’re operating at the level of shared values, and that’s a powerful connection with donors. It naturally brings donors into your group, and it makes them feel like they’re part of something with your nonprofit and other donors like them.

Messaging isn’t the only way to create a sense of belonging for donors. There’s also:

Sustainer programs. Donors join a group of like-minded people. Belonging is one of the benefits of monthly giving, president’s clubs and other giving groups.

Membership cards. Even if no one actually carries the card in their wallet, membership cards still convey belonging. 

Bumper stickers, window clings, badges, pink ribbons and more. These are all ways for donors to show they’re part of the in-group.

Newsletter. Among the beneficiary stories, you can show photos of beneficiaries, volunteers, staff and others involved in the cause to convey togetherness and belonging.

Beneficiary story. You can include not only the donor and the beneficiary but also staff, the volunteers, the case manager and others where appropriate. Why not have a group photo with the beneficiary and staff to show the donor they’re not alone but part of the group?

Tell a beneficiary story but instead of saying “this is because of you,” alter it with wording like “this is because of you and other kind donors like you” to reinforce the sense of community.

Inside information. This could be an impact report, a financial report, an annual report, a memo from the executive director, a message from somebody in the field and so on. Lots of possibilities here. They make your donors feel like they’re in on the action.

In-person and virtual events. Invite your donors to special events, volunteer opportunities, meetings, tours and so on, both real and virtual. Even the donors who don’t accept will still feel like they’re included and part of the group.

Donor testimonials. Why-I-give statements tell donors there are other supporters like them.

Donor stories. A why-I-give story in your newsletter or appeal can create a more personal connection with donors. 

Surveys. Asking donors for feedback is often effective, since we all love giving our opinions. But don’t stop there. Report the results (maybe in your newsletter), so donors can see what other donors think. 

Photos. People respond to faces. Simply seeing other people creates a sense of community for donors. Show a photo of the executive director next to the signature on the letter. Show beneficiaries, staff, donors and others where appropriate in newsletters and other communications. It brings people together.

Even as our world becomes more fragmented today, politically and socially, the need to belong is still there, maybe even more so because of the fragmentation. Fulfilling that need is a vital way for nonprofits to connect with donors, be more donor centric and practice donor love. With that, revenue and retention can only increase. And your fundraising can only work better.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.