Tell your donors you love them!
Submitted by webmaster on Tue, 01/24/2012 - 13:21
Perhaps we exaggerate. Or maybe not. Donor attrition is a big problem for many nonprofits. There is natural donor attrition that occurs on every donor file — donors pass away, move or lose interest. However, too many organizations fail to apply best practices to keep their donors engaged, interested, and actively giving. How then do you cultivate a donor along the path of loyalty and progressively increasing generosity? The key is to make your donors feel connected to your organization and appreciated. Here are a few simple steps you can take to keep your donors engaged:
1. Thank. There is no better strategy for renewing a donor than by giving them the thanks they are due. Remember to make these moments of gratitude prompt and as personalized as possible. This helps to build trust as donors are reassured
their gifts are being used for the intended purpose.
2. Educate. You can bolster donors’ feelings about your organization by telling them how their gifts change lives. A personal story or anecdote goes a long way in successfully making the case for the next gift.
3. Inform. Many of your donors do not realize that they are in fact, lapsed. We sometimes forget that we are the ones that place timelines on their giving. Often donors do not think in those same terms, so we need to let them know
we miss them.
4. Ask. When asked why they give, the #1 reason cited by donors is — because they were asked. Don’t be shy! Make your best case, and ask.
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