Category: Donor Participation Project

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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Nor West Cap is a nonprofit organization that has served low-income individuals and families in New Jersey for 56 years. While Nor West Cap receives government funding, private donations are critical to helping the organization fulfill its mission to create meaningful opportunities and lasting change in people’s lives.

Heather Thompson, chief development officer at Nor West Cap, explains that private donations allow the organization to support people who struggle but don’t qualify for government assistance.

“There are so many people who are not technically living below the poverty line, but they are living paycheck to paycheck. And all it takes is one unpaid sick leave to send that person spiraling into crisis. Private dollars allow us to serve those people and families, keeping them in their homes with food on the table,” she says.

Donations also give Nor West Cap the flexibility to start new programs and initiatives to better serve participants. For example, last year Nor West Cap created a new engagement program where staff work closely with participants to connect them to all the resources they need. The program helped thousands of participants achieve more of their goals by accessing multiple Nor West Cap services. “It was private donations that supported that new approach and initiative,” Thompson notes.

For nonprofit fundraisers, the message is clear: private donations change lives. At Nor West Cap, donations provide emergency assistance for families in crisis, help working families living on the edge build resilience, and enable innovative programs that connect people to opportunities. While government funding supports some critical services, private philanthropy fills gaps and powers new solutions.

Every contribution makes a difference in empowering people and strengthening communities. That is why people should give to Nor West Cap—to be part of creating hope, opportunity and lasting change in New Jersey. Donations have real impact, and together, givers and nonprofits can accomplish great things.

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For nonprofits, communication is key to spreading your mission and message. Developing an intentional communication strategy can help raise awareness, build community, and drive engagement.

Start by determining your audience.

Who are the communities you serve? Who are your donors and stakeholders? Identify where each group is most active, whether that’s on social media, reading print materials, or attending in-person events. Meet your audience where they are to have the biggest impact.

Create a manageable list of communication assets to engage your audience.

This could include social media profiles, a regularly updated blog, videos, webinars, newsletters, or conferences. Consider high-quality and visually compelling options like graphics, photos, and design to strengthen your brand. Keep your content fresh by following an editorial calendar to frequently release new information in a systematic way.

Share authentic stories to spread passion for your mission.

Profile individuals who have benefited from your nonprofit’s work. Explain their life experiences, challenges, and successes. Individual stories demonstrate real impact and help donors see the human side of your cause.

Promote your nonprofit as a hub of action and impact.

Highlight ways for people to get involved through contributing time, money, skills, and more. Action-oriented nonprofits where people feel they can make a difference will build a highly dedicated base of supporters.

A strategic communication plan takes consistent work but is vital for any nonprofit. By determining how to reach your audience, creating assets to spread your message, sharing stories of impact, and promoting opportunities for action, you can strengthen your brand, build community, and powerfully communicate your mission to spread meaningful change. Engaged supporters are passionate supporters, so make developing a comprehensive communication strategy a priority in advancing your nonprofit’s goals.

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Building a culture of philanthropy is a goal of many nonprofit boards and institutions, but how do organizations actually achieve it? According to the nonprofit fundraisers in a recent podcast, the path to creating a culture of philanthropy requires practical steps beyond catchphrases.

First, an organization must involve more people than just the development office.

This means educating faculty, students, administrators, and board members about fundraising. For example, one fundraiser described giving a scenario to faculty members showing how much potential donor funding was left untapped due to their lack of involvement. Although the faculty was initially frustrated, it demonstrated how their lack of understanding about development has real costs. With education, more groups will see development as a shared priority rather than solely the responsibility of fundraisers.

However, education is not enough. Stakeholders throughout the organization must take action to build donor relationships. As one fundraiser said, “It has to have actual, like, practical stuff, not a bunch of memes from Facebook.” For faculty and students, this could mean offering to give tours to donors or speaking about their work. For board members, this includes making introduction to their networks and personally meeting with key donors. Every stakeholder has a role to play to cultivate a culture of giving.

Finally, breaking down silos is key.

At larger institutions with more complex development operations, fundraisers noted the challenges of lack of collaboration across the organization. Different schools, units, and programs may operate in isolation, missing opportunities to make cross-departmental connections for donors. Building a culture of philanthropy requires a “one university” approach where the priorities of the whole institution come before territorial interests. Partnerships, communication, and lateral leadership are needed across bureaucratic divides.

While a culture of philanthropy begins with a vision from leadership, it only takes root through practical action. By educating stakeholders, mobilizing them to build donor relationships, and transcending organizational silos, nonprofits can transform a vague goal into a thriving fundraising culture. The path is challenging, but fundraisers agree the reward of more sustainable community support is worth the effort.

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For nonprofit fundraisers, stewarding donors and building strong relationships is key to success. As discussed by two nonprofit leaders, Ali Evans and Jane Smith, stewardship requires ongoing effort and communication to keep donors engaged with your mission.

Evans works for an agricultural research institute and has shifted her focus to stewarding existing donors due to the challenges of the pandemic.

She notes that “during the end of the year mailing or end of the year appeal, we’re all remote, we weren’t approved, because we’re at a 50 percent capacity is allowed in our building.”

To overcome this, Evans has implemented a personal letter writing campaign to her donors to stay in touch. She acknowledges that “it’s almost and it’s so like I said before, I come from this is my first gig as a full time fundraiser and we’ve always said, you’re donor centered.” For Evans, this means understanding that her older donors prefer direct mail and phone calls over digital communication.

Smith works for an organization serving people with disabilities and shares similar struggles in engaging donors during COVID-19. However, Smith has taken an innovative approach by helping her donors register for and schedule vaccine appointments.

She recognizes that “this would be going too far. I know in a normal world this would be going too far. But you have to help them because you want them to be safe. I mean, oh my gosh. I need their money. Yeah. But you want them to be alive. You know, we don’t want people to be sick.”

This act of goodwill helps cement her donors’ relationship to the organization.

In summary, stewarding donors requires time, care, and meeting them where they are—whether through letters, phone calls, helping schedule vaccines, or small acts of goodwill. While digital communications have their place, nonprofit fundraisers must remember that in-person connections and relationships are the foundation for building lasting donor support. With creative, donor-centered strategies, nonprofits can overcome the current challenges of fundraising and come out the other side with devoted supporters.

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