Donors give to make a difference, not just to support your organization. To keep donors engaged for the long haul, focus your communications on praising and thanking them for the impact of their gifts.
According to fundraising expert Debbie Myers, “People don’t give to us. They give through us to change the world. We’re just the intermediary.”
With this perspective, express gratitude for your donors’ generosity in changing lives and communities, not just for the dollars they contribute. For example, say “Last year, you helped cure 50 children with cancer” instead of “Thank you for your gift to support our work.”
To make a meaningful connection, personalize your appeals and reports.
Research your donors to better understand their motivations and giving capacity. Ask questions to discover their interests and priorities. Then tailor your outreach with specific examples and stories to show how their past support made a difference in areas that matter most to them.
Avoid boring donors by rehashing information they already know about your nonprofit’s work.
Highlight new accomplishments and milestones to keep them engaged for the long run. Explain the cascading impact of their gifts with a compelling vision for future growth and progress.
Convey authentic gratitude through a sincere and enthusiastic tone.
Share heartfelt anecdotes, photos, and videos of real people benefiting from their generosity. For example, a story of a formerly homeless veteran who turned his life around after receiving job training and housing assistance thanks to donor funding.
While activity reports have their place, focus the spotlight on outcomes and transformations, not just numbers. Donors give to change lives, not hear about your organization’s activities and inputs. Share the inspiring human stories behind statistics to give meaning and urgency to the important work you do together.
Continually reinforcing your mission and donors’ central role in advancing it will strengthen their connection and loyalty to your cause over time. Expressing heartfelt and customized praise and thanks is the secret to keeping donors engaged for good.
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