Giving Is Down Nationally, But It Doesn’t Have to Be for Your Nonprofit

If you're a fundraiser, you might be scratching your head about some recent economic trends.  

Last month, the U.S. Census Bureau reported that Americans have stepped up their spending when retail sales rose 0.4% from September to October as a result of the economy’s recent steady growth. And yet, for the second consecutive year, Giving USA found that giving levels in the United States are down and that fewer Americans are donating to nonprofits. 

I’m not reading too much into these numbers, though. I’ve seen consistent growth in giving at nonprofits. Last year, one organization experienced 43% year-over-year growth, while others continued to see growth in years No. 2 and 3.  

The point is your donors still want to give and have the capacity to do it. But they need to be connected deeply to your organization. And you, as the fundraiser, need to help them get there by providing impactful opportunities to give.  

Remember, every donor is just like you and me. They have a story — an origin and a journey that has shaped them and made them who they are — and that story has planted a very deep need inside of them.  

A part of that need is wanting to find expression and fulfillment through the relationship your donors have with you and your organization. This is a fundamental reality that must be taken very seriously, stewarded and cared for.  

The bottom line is your donors have a reason and purpose to give. They want to know their gift is appreciated. Most importantly, they want to know how their gift has made a difference.  

As a fundraiser, that equates to three simple steps that will keep donors engaged, motivated, and eager to return to your organization with a check in hand.

1. Know Your Donor’s Passions and Interests

Let’s address the first point. Many organizations and fundraisers struggle to learn their donor’s true passions and interests because other things get in the way. Maybe they believe a donor is passionate about something strictly because they’ve given to a certain project a few times, or they don’t know what to do next when the donor doesn’t seem to have a strong connection at all. 

Here’s the thing — donors are not in love with your organization. They are passionate about specific things you do, and they are waiting for you to ask what those specific things are. That is the key. When you are curious, ask follow-ups and uncover a donor’s drive. You can guide them to specific projects and programs that align with who they are.  

You have a playbook for success.  

2. Show Gratitude and Report on Donor Impact

Now, when donors do eventually give to your organization, you need to be ready to share your gratitude. How many times has someone in your caseload given to your program, never received a thank-you note or a call, and then you never got back in touch with them? The story is all too common. And I get it, you’re busy. You have lots of donors in your portfolio, and you’re doing your best to meet revenue quotas.  

But showing gratitude, especially right after a gift is sent, is crucial to cultivating a productive relationship and retaining donors for the long haul. Even if you’ve given your donor a great reason to give, you can’t expect them to keep giving if they don’t feel appreciated and valued.

One other point: the more often you express thanks, the more trust and relation you build with your donor. Gratitude can’t be a one-off deal. It has to be ongoing, which is why you have to put it into your communication plans for every donor in your portfolio. Regularly reminding them that you value them — and connecting them to how their gift is making a difference — is critical. 

The next, and arguably most important, aspect to connecting donors to your mission is reporting on their impact. This will make or break your success as a major gifts officer, the success of your organization’s major gifts program and whether or not the donor will be supporting you over the long-term. 

This isn’t just an annual report or a quarterly newsletter. Both of those tactics can be effective. But for a major donor to really feel valued, it’s all the things the organization is doing throughout the course of the year that shows the donor you’re always aware of the gifts they’re giving.  

3. Share Meaningful Opportunities to Give Generously

The real value for your donors is in the touchpoints you create throughout the year that make the donor feel known. Maybe it’s a video tour of a new wing they contributed to, a photo of a project they sponsored, or a random text with some new statistics.  

Throughout this cultivation, you will start to better understand who your donor is and what gets them motivated. Use this knowledge to your advantage and, eventually, you can present them more often and with bigger projects to fund.  

Again, these donors love what you do. If you had an incredible opportunity for them to fund and make a massive impact on the world, why would you withhold it from that donor? Are you afraid that the donor will be upset that you are asking for more? I promise they won’t feel that way if you’ve done your homework. 

Ultimately, donors stop giving when their contributions don’t align with their interests, when they’re not made to feel valuable and appreciated, and when they don’t know what their gifts have actually done.  

If you’re going to buck these economic trends and get donors to reconnect with your organization, you have to inspire them and tap into something real. Isn’t that what we all want?  

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.