Engagement matters. While this may seem obvious, many nonprofits struggle to make the case for investing in engagement and relationship-building with donors. However, data shows a clear link between donor engagement and increased giving. By focusing on engagement, organizations can strengthen relationships, build trust, and see bigger gifts.
A recent study of nearly 10,000 donors found that those who frequently discussed the organization with others and felt valued in those conversations were up to five times more likely to make a major gift.
For example, while 0.5% of all donors made a $100,000+ gift, 2.5% of highly engaged donors contributed at this level. The highly engaged segment was also twice as likely to donate $2,500-$10,000.
How can organizations achieve this level of engagement?
It starts by communicating openly and consistently. Share the impact of donations and report back on how funds were used. Ask for input and feedback to strengthen connections. Host events to bring people together around your mission.
Reliability and credibility are also key. Do what you say you will do. Be transparent and accountable. Follow through on promises and commitments to build trust in your organization and mission.
Finally, show donors you care about them. Customize outreach and make genuine personal connections. Understand their passions and interests. Do small things to make them feel valued, like sending handwritten thank you notes or sharing stories of the lives they’ve impacted.
While the initial investment in engagement may seem difficult to justify, the long-term payoff can be significant. Donors who feel an emotional connection and trusting relationship with an organization become loyal partners, and often lifetime givers. By focusing on engagement at all levels of the donor pyramid, nonprofits can develop dedicated supporters and see sustainable increases in giving. The key is understanding that engagement matters—because it leads to dollars.
Fundraisers need to make the strategic case for engagement within their organizations. While the link between engagement and giving may be hard to quantify precisely, the data clearly shows a positive correlation. By communicating well, strengthening credibility, and valuing donors, organizations can build trust—and transform even small gifts into major opportunities. Focusing on engagement at every level leads to greater giving and financial stability. It is an investment that pays off.
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