Author: Rinku Ramchandani

If you want to build a robust donor base with high retention rates, focus on engaging students and recent graduates. Creating a culture of philanthropy early on establishes a habit of giving that lasts long after graduation.  

Matthew Lambert, Vice President for University Advancement at William & Mary, credits establishing a student philanthropy program 10 years ago with doubling William & Mary’s donor base. The program educates freshmen about the importance of philanthropy and long-term engagement. By positioning annual giving and alumni relations as equal partners, not subordinates, William & Mary built an integrated approach to fundraising.

The key to the program’s success was leadership support. William & Mary’s presidents advocated for an engaged philanthropy model, allowing the advancement team to experiment. “Take risks, try new things, and if we fail, learn quickly and move on,” Lambert advises. Early wins with student more resolute donors over the long run.

For Dan Frezza, Chief Advancement Officer at College of Charleston, the lesson that engagement drives philanthropy came from his time in student affairs. He created a student philanthropy model at Abilene Christian University, recognizing that if students graduate with a habit of giving, they continue as alumni. At College of Charleston, Frezza is focused on building an intentional culture of philanthropy, not transactional giving.  

Fundraisers seeking to build donor retention should make student and young alumni programs a strategic priority. Begin with education, create opportunities for students and new grads to make a gift of any size, then steward those donors well with gratitude and impact. The more people experience the power of philanthropy early on, the more likely they are to continue giving over a lifetime. With leadership support, start experimenting, take risks and measure results—the investment in new donors will pay off for years to come.

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Virtual and gaming fundraising are emerging areas that nonprofits should explore to engage younger donors and future supporters. According to Lewis Diaz, executive director of annual giving at Milenberg College, “gaming and esports fundraising are generating a lot of interest.” Some higher education institutions are even starting esports teams, showing the potential for fundraising in this space.

However, to succeed with innovative fundraising strategies like these, nonprofits must first cultivate deep community engagement and make donor participation a priority. Diaz recommends focusing on participatory, purposeful, recurring events that identify and develop leadership to build this engagement. For example, interactive livestreamed fundraising events can leverage tools like chat functions to involve attendees. Monthly giving programs, which convert single donors into long-term supporters, are also key to success.

With the right foundation of a loyal donor base and recurring revenue established, nonprofits can experiment with gaming and virtual events. Livestreaming platforms offer creative possibilities for interactive experiences beyond traditional charity drives or telethons. Diaz suggests, “an improved telethon for streaming with more interactivity” as a model for innovative virtual fundraising. Esports tournaments are another option, especially for nonprofits with younger target audiences.

Some risks to consider include lack of experience in new technologies, uncertain return on investment, and pushback from traditional donors. However, the rewards of pioneering creative fundraising strategies, especially to engage future generations of supporters, are well worth the effort for many nonprofits. With openness to experimentation and reliance on data to determine what works, gaming and virtual fundraising have the potential to drive real impact.

As donors increasingly operate in digital spaces, nonprofits must meet them there. Gaming and virtual fundraising are just beginning, but represent the cutting edge of how we build and engage community in the 21st century. By cultivating authentic and reciprocal relationships in both physical and virtual realms, nonprofits will secure relevance for generations to come. The future of fundraising has arrived.

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For nonprofits seeking sustainable donor growth, monthly giving programs are essential. Monthly donors have significantly higher retention rates, often over 90%, ensuring steady revenue. Nicole Stern, a public media membership director, shared insights into launching a successful monthly giving program.

The key is positioning monthly giving as your primary donation option, not an add-on.

Stern says, “It’s not just slapping on an option on a form or creating a new giving society…it has to be positioned as the main option.”

Monthly giving should be prominently featured on your website and integrated into all fundraising campaigns and communications.

Cultivating a “Netflix-like” subscription mindset is important.

Donors need to see monthly giving as an ongoing subscription to your cause, not a one-time gift. At $8 to $25 a month, it’s an affordable way for donors to make a big impact over time. Segment your donors based on capacity and promote monthly giving to those able to contribute at meaningful levels.

Drive conversions by educating donors on the benefits of monthly giving for both your organization and them. It provides predictable revenue so you can invest in programs. For donors, it’s a convenient, impactful way to support your mission that fits any budget. Provide options for donors to upgrade, change, or cancel at any time to address concerns over long-term commitments.

Identify and engage your most dedicated supporters. Those already giving monthly likely believe deeply in your work. Survey them to better understand their motivations and how to inspire other donors. Ask them to share why they give monthly on your website and social media. Their stories will resonate and spur more conversions.

While launching a monthly giving program requires work, the lifetime value of monthly donors makes the investment worthwhile. Monthly giving fuels nonprofit growth, and organizations cultivating sustainable donor relationships will thrive. With the right strategies, all nonprofits can benefit from this fundraising model. Monthly giving is the future of fundraising, and the future is here.

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Nonprofit organizations often struggle to attract diverse donors and encourage participation from minority groups. However, with intentional outreach and relationship-building, fundraisers can overcome these hurdles.

First, know your donor data. While self-identification means the numbers may not tell the full story, look at the percentages of donors of color in your database. If minorities are underrepresented, make engaging them a priority. However, don’t wait to get perfect data before taking action.

Second, seek out and connect with minority donors. Review your donor lists and portfolios for those who may be of color, then reach out to start a dialogue. Ask open-ended questions to understand their experiences with your organization and how you can better serve them. Be willing to address tough issues around representation and ownership. These conversations build trust and can lead to partnerships.

Third, educate leadership about the opportunity. Explain that donors of color give more on average and want to support causes they believe in. Discuss ways to genuinely and respectfully engage these groups without making them feel singled out. Focus on listening to and collaborating with minority donors.

Fourth, spotlight the impact on those you serve. Discuss how increased fundraising can support underrepresented groups within your mission. This helps all donors understand the value of inclusion and diversity. Ask minority donors for input on how to direct resources to best help their communities.

Finally, recognize and appreciate donors. For minority donors making their first major gift, show abundant gratitude. Share their stories across your organization and invite them into opportunities for deeper involvement. People give to institutions where they feel respected and included, so make donors of color visible and valued.

With work and commitment to building an inclusive culture, nonprofits can strengthen bonds with marginalized groups. But the first step is engaging in open and meaningful dialogue. Listen, learn and build authentic partnerships with donors of color. In the end, breaking down barriers will lead to growth – both in your donor base and in achieving your mission.

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Monthly giving or sustainer programs should be a priority for nonprofits looking to diversify their fundraising. According to the Fundraising Effectiveness Survey, new donor retention rates have declined to just 20% in recent years. Monthly giving provides a solution, with retention rates of 60-90% for sustaining donors.

The lifetime value of a monthly donor is far higher than that of a single gift donor. For example, modeling 1,000 new monthly donors over five years, they provide nearly $240,000 in revenue compared to only $35,000 from 1,000 single gift donors. This significant increase is due to higher retention and average gift amounts. The median monthly gift is $104 compared to $73 for a one-time gift.

To build a successful monthly giving program, start with getting executive and board buy-in by presenting the benefits: increased revenues and financial stability through predictable income, higher lifetime value and loyalty, lower costs, and opportunity to upgrade gifts over time. Integrate monthly giving into your marketing, fundraising, and digital campaigns. Make it the default option on giving forms and provide a concise explanation of the convenience and impact.

Streamline the sign-up process using a mobile-optimized form with 3-4 suggested gift amounts. Account updater services, getting ahead of expiring credit cards, and a multi-channel follow-up plan are essential for combating the inevitable payment failures and lapsed donors.

Monthly donors deserve tailored communication that strengthens their connection to your mission. Send a welcome series introducing program benefits, thank you calls, and special appeals while excluding them from broad asks. Upgrading 15-20% of sustainers by just $5-$10 per month provides thousands in additional revenue.

While launching a monthly giving program requires upfront effort, the rewards of loyal and more engaged donors who provide sustainable funding for your organization make this investment worthwhile. Building a personalized experience for monthly supporters will ensure they stay committed partners in achieving your mission over the long-term.

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For nonprofit fundraisers seeking to grow alumni participation, securing leadership buy-in is critical. As Matthew Lambert, Vice President of University Advancement at William & Mary, noted, “participation is only successful if you have a president and a board and a senior leadership team that make it a priority.”

Without support from the top, participation efforts are unlikely to be sustainable or successful. Presidents and boards shape an institution’s priorities and culture. If they do not adequately value participation, it will never become an organizational priority or “DNA.” As Lambert said, “You have to have a focus across the top of the leadership on participation.”

At William & Mary, Lambert and his colleague Dan Frrezza were able to dramatically boost participation from 23% to 40% over the course of a $1 billion campaign thanks to leadership support. As Frrezza said, “Matthew asked us to look at a 40 percent participation goal several years ago…We built an approach at William & Mary from the bottom up.” Leadership set an ambitious vision, then fundraisers and engagement professionals had license to build a customized, comprehensive strategy to achieve it.

Talking about participation in terms of institution-wide benefits also helps generate leadership buy-in. For example, higher participation signals increased alumni affinity and pride in the institution. It expands the donor base, reducing reliance on a few large donors. And it often correlates with increased giving overall, as a participatory culture takes hold.

However, leaders must understand participation as part of an integrated advancement effort, not in competition with fundraising. As Lambert said, “We took an approach that we wanted to make sure we were both increasing participation and raising a lot more money. You can do this as a both/and and not an either/or proposition.” With leadership promoting participation and fundraising in tandem, both can thrive.

In the end, no single leader or group can drive a successful participation program alone. As Lambert concluded, “This was not just an effort that lived in one area of the institution…It took teams of volunteers, it took our engagement staff, it took our student program, it took the work Dan was doing—we had to have multiple entry points working on this simultaneously for it to be as successful as it was.”

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Nonprofit fundraising has relied too heavily on “the ask”—directly soliciting donations from donors with a pitch about the organization’s needs and priorities. This approach is proving increasingly ineffective, contributing to declining donor trust and participation. According to fundraising expert Jim Mellon, the solution lies in rebuilding genuine relationships with donors through active listening and shared purpose.

Fundraisers should stop viewing donors as targets to acquire funds from and start seeing them as partners in achieving impact.

This means moving away from a “getting” mindset focused on what the organization can gain, to a shared “we” mindset based on what the nonprofit and donors can achieve together. The key is having real conversations with donors to understand their passions and priorities, not just pitching them.

Frontline fundraisers can help shift their organizations in this direction by providing leadership with “field intelligence” from donors.

This includes reporting back on obstacles, concerns, and sources of frustration they hear from donors, not just dollars raised. Fundraisers should also look for opportunities to involve donors more closely based on their interests and talents. For example, a donor passionate about education could be asked to review a new program curriculum.

For long-time donors, fundraisers should recognize and celebrate milestone years of giving to deepen loyalty. But they must go beyond thanking donors for their gifts to have meaningful discussions about the impact and outcomes the donor cares most about. What gets donors up each day? What life experiences shaped their philanthropy? Answering these kinds of questions will reveal new ways to strengthen connections.

The key is for fundraisers to stay true to their own values and integrity. Have honest yet diplomatic conversations with leadership about changes needed to better serve donors. Reassure concerned donors that their voices are being heard and their input is helping to improve strategy and relationships. With time and consistency, nonprofit organizations can rebuild donor trust by partnering with them as allies, not just treating them as ATMs. The “ask” may still happen but will feel like a natural outgrowth of a shared vision, not an end in itself. Ultimately, success should be defined not by dollars raised but by donor satisfaction and participation.

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For nonprofits, building strong relationships with donors is key to fundraising success. According to James Barnard, Assistant Vice President of Development at the University of Cincinnati Foundation, the right technology can empower outreach efforts and help fundraisers make meaningful connections.

Barnard points to VanillaSoft, a sales engagement platform, as the “workhorse” behind their digital philanthropy center. The software provides a toolkit for student fundraisers and staff to personally engage with donors. It helps them map out “donor journeys” to facilitate personalized outreach at scale.

“If personalized outreach at scale is something you’re trying to do, then you really need a tool like this in your technology stack,” Barnard says.

Tools like VanillaSoft enable nonprofits to prioritize leads, automate follow-up, and gain key insights to build stronger relationships.

For Barnard, effective outreach starts with crafting a compelling message. “We have to keep working on our message, make sure that it’s relevant, and show that our donors understand what we stand for and they see the value of investing in our mission,” he says. Engagement software can help share that message with the right people at the right time.

The power of technology, combined with a focus on relationships and storytelling, has driven results for the UC Foundation. Barnard reports that student fundraisers using the engagement platform have increased contact rates, scheduled more appointments, and secured higher gift averages.

Overall, Barnard believes people give to people, not brands. While marketing and design serve a purpose, fundraising success depends on personal connections. For Barnard, the ability to facilitate those connections at scale through technology – and inspire donors with a passion for the mission – makes the challenging and rewarding work of nonprofit advancement worthwhile.

With the right tools and approach, all nonprofits can strengthen donor relationships and empower their fundraisers to make a bigger impact. Personal outreach may require an initial investment of time and resources, but the rewards of building a loyal donor base and supporting the mission are well worth the effort.

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The ARP Foundation is a nationwide nonprofit organization dedicated to fighting senior poverty in America. Its mission is to help older Americans live more fulfilling lives through programs that provide financial assistance and combat social isolation.

According to Shane, the Executive Director of the ARP Foundation, “We are here for seniors. We are here to fight and defend the rights of all older adults in the United States to help them live more meaningful lives.”

The foundation offers income support programs to help seniors save money, reduce expenses, and access additional benefits. By providing this lifeline, the ARP Foundation helps vulnerable older Americans stay out of poverty and maintain their dignity.

With over 49 million Americans over age 65, the need for groups like the ARP Foundation is immense. Seniors are at high risk of poverty due to healthcare costs, job loss, and dwindling retirement savings. Donations from individuals and organizations are critical to sustaining the foundation’s programs. As Shane says, “Every gift to ARP Foundation can bring about transformational change in America.”

For nonprofit fundraisers, the key is making personal connections and communicating the foundation’s impact. According to advice Shane received from a mentor, “fundraising and development is a numbers game. It’s also about the opportunity to work with philanthropists on what they want to do in the world.” By building relationships with donors and helping them understand how their gifts can support the mission, fundraisers can effectively “bridge the horizon” between donor interests and organizational goals.

The ARP Foundation provides a vital lifeline and support system for millions of vulnerable seniors struggling in America. With a dedicated staff, a proven set of programs, and a fundraising model focused on high-touch relationships, the organization is uniquely poised to transform aging in America. Overall, the ARP Foundation deserves the support of donors and organizations across the country in providing economic opportunity and purpose for seniors.

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For nearly 100 years, Southside Mission in Peoria, Illinois has served the area’s most vulnerable residents. As the nonprofit’s Development Manager, Rich Drager knows that fundraising for an organization with such a challenging mission requires creativity, compassion, and an ability to connect donors to meaningful impact.

Two of the keys to fundraising success at Southside Mission are diversity and listening.

Drager explains that the nonprofit has been “focusing on diversity, both in terms of our staff, in terms of our board of directors, and in terms of those we serve.”

By reflecting the diversity of the community in its leadership and programs, Southside Mission builds trust and cultural competence. This diversity then helps the organization to better understand and serve its clients.

The other key is listening. Drager says, “the best advice I’ve ever been given is be a great listener and observer, especially when you’re working with donors.” By listening to donors and understanding their passions, development professionals can connect them to the mission in a personal way. At Southside Mission, Drager listens to “hear what is on [donors’] hearts, what their passion is.” He can then share stories of the people and programs those donors’ gifts will impact.

For nonprofit fundraising, the lessons from Southside Mission are clear. Build diversity at all levels of the organization to strengthen community relationships and better achieve your mission. And practice active listening with donors to find the connections that inspire them to give generously and become true partners in creating change. With creativity, compassion, and by opening its doors to a diversity of voices, Southside Mission has funded nearly 100 years of serving those in need. Overall, the keys to their fundraising success remain diversity and listening.

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