The Ultimate Guide to Enhancing Donor Retention
Donors are the life of the non-profit industry. Regardless of your organization’s size or focus, if you fail to retain donors, you can’t survive.
You may be surprised to know that over half of your previous year’s donors may not be willing to give to your organization again this year. And without satisfied donors, where will you get funds for your cause from?
It all boils down to one simple fact that you need to be proactive about donor retention. Don’t just focus on acquiring donors but also on keeping them happy and generous.
If you’re ready to take action and fix the leaky bucket, let’s dive in!
1. Know Your Donors and Track their Gifts
The ultimate answer to the ‘how to increase donor retention’ question is donor tracking.
Your donors are an essential part of your non-profit organization and without them, you just can’t further your cause on your own! You should know your donors in and out just like they should know everything about you.
You should always have sufficient details of each of your donors right on your fingertips. The ideal way to go about this is by using donor management software that helps you stay on top of every donation and interaction a donor has with your non-profit.
From contact information, demographics, and interests to the preferred mode of communication, social media activity, and overall involvement, you should have every detail in the record. You may even go a step ahead and note down some personal details, including their birth date, anniversary date, family status, and pets.
Your donors can tell when you truly know them on an individual level and when you just treat them as a part of a large group. Hence, gather all pieces of information that may help you get to know them better and show them that you really care about your supporters.
2. Strengthen Your Links with Non-profit Members
Once a donor levels up to the member level, it’s certain that they are interested in your non-profit organization and are willing to support your cause. However, it doesn’t mean that you don’t work to keep them satisfied.
They surely are easier to satisfy but the key is to maintain strong relationships with them. Your job doesn’t end after you’ve created different membership types in various packages. You need to manage your members by keeping a track of their membership’s start and end dates as well as their renewal periods.
The more you know about your members, the easier it will be for you to categorize them into different lists for sending regular payment reminders, event updates, and promotions. Enhancing your relationship with members will help you experience better website engagement and donor retention rates.
3. Cultivate Your Donors
If you have effective donor management software, donor cultivation won’t be a hassle!
Great software can let you design workflows for each of your donors to remind you when to communicate with them. You’ll know when is the right time to send in an email, give them a meeting invitation, and ask them for a generous gift.
Not only this, you may also assign tasks to your staff members so that the burden on your shoulders is lifted off to a great extent without worrying about missing an important task. It’s crucial that you consider your donors as individuals and not just revenue sources. This is particularly important for major donors.
4. Make Your Reports Game Strong
We can’t stress enough on the importance of collecting and organizing donors-related data. You must have customized reports for project goals, donation trends, online transactions, pledges, social media interactions, and event details.
These reports will make it easy for you to determine which events, campaigns, and social media posts are the most favorable and popular among your donors. When you value and prioritize donors’ preferences, there’s no reason why you won’t be successful in donor retention. You’ll be able to steer your future fundraising plans the right way and set yourself up for more big donations and long-term success.
Data reports also come in handy for tracking donor retention trends and rates of your non-profit organization. These customized reports will help you identify which efforts are worth repeating and which need improvements.
5. Make Personalized Segments
If you think the donation and a follow-up email are enough for you to build strong donor relationships, you’re down the wrong road. Creative, personal interactions with donors are imperative.
First off, segment your donors into specific lists based on their preferences. To convert first-time donors into loyal givers, you need to keep them updated with your successes and struggles, keeping them in the loop regarding your organization’s progress.
Another important question arises here: how do you plan your outreach strategy?
Well, after you have made a list of donors who’ve shown an interest in a specific campaign, you should consider filtering the list further out based on their preferred channel of communication.
Which donors will be happy to receive an email, a letter, or a social media post regarding your campaign and which ones would like you to give them a phone call?
No matter which communication method you use, make sure that you provide a personalized experience to every donor. Sending out the exact same emails that lack human touch is never a good idea. Never forget to include their names, talk about a previous cause they donated for, or mention their interests in your messages. A personalized approach works wonders to compel the donors to give again.
6. Show Donor Impact
Donor management software is best to ensure proper organization of each campaign. It helps you send relevant updates to interested donors.
Consider making a list of donors who have contributed to your cause in your database. You may then update them about all the campaigns you’re running.
Donors would love to know what exactly their donations are doing for your campaign and your organization in general. Send them emails to show donor impact, post it on social media, and boast it on your website. Don’t forget to add compelling images and engaging videos to make the content attention-grabbing. You should always be ready to highlight the changes your non-profit organization is making in society by collecting donations.
You may talk about donor impact on phone calls or in direct mail as well. This will result in boosted engagement and more traffic to your website.
7. Present Several Engagement Opportunities
When a donor has contributed to support your cause, make sure that you give them a call-to-action and lead them to other ways of getting involved in your organization.
One of the best ways to do so is by using the power of advocacy campaigns. These campaigns encourage donors to engage with your non-profit without having to put in too many efforts. With advocacy campaigns in place, you’ll be allowed to push your cause to the local government level.
These campaigns invite donors to sign online petitions and make requests to the local government people. That being said, you should consider keeping your scripts short, simple, and easy-to-read. Your donors shouldn’t have to do more than just read from a piece of paper or repost a tweet to support your campaign.
8. Arrange Stewardship Events
Every successful non-profit organization focuses on providing its major donors with special treatments – and so should you!
To let your major donors know that you value and appreciate them, you should consider hosting events where you may get to know them even better and vice versa. These stewardship events are an excellent opportunity for both parties to foster an unbreakable, genuine connection with each other.
This is perhaps the easiest and one of the most effective ways to appreciate your major donors, compelling them to keep donating for your cause.
Make sure that your proposal contains all the necessary information regarding the work your organization is doing. Moreover, make use of powerful imagery and videos throughout the event and during your presentation to truly reflect your passion and excitement for your campaign.
9. Schedule Regular Cleaning of Your Database
For maximum donor retention, it’s important that you schedule regular cleaning of your database, at least once in a year.
An easy way to go about this is by cleaning it section by section so that not all of your data is out of commission at a time. A cleaning spree will help you eliminate outdated information and duplicate records, keeping your database up to date.
When you have accurate, updated information, it becomes easy for you to employ effective donor cultivation strategies. Always remember that a regularly cleaned database means better donor cultivation!
10. Use the Power of Social Media
In the modern digital world, social media is one of the simplest and most popular communication channels to stay in touch with your donors.
You’d want to reach out to the donors on a regular basis to maintain your presence in their minds. You may consider creating a Facebook ad for your campaign to target a large donor base. You may even make a list of donors who contributed the previous year but haven’t donated this year to encourage them to give.
With ideal donor management software, you may include social media links in emails to give your donors an easy way to connect. Social media is a Holy Grail platform for boosting donor engagement.
11. Don’t Forget to Say ‘Thank You’
It wouldn’t be wrong to say that these two powerful words are the pillars of successful donor retention.
If you often find yourself wondering how to increase donor retention, ask yourself one simple question: do you or do you not show gratitude when a donor contributes to your organization?
Your donors are humans – they need recognition, they like receiving pats on their back. Saying ‘thank you’ won’t only portray a natural human emotion regarding their donation but it will make it easy for them to trust you.
Let’s discover the top ways to say ‘thank you’ to donors.
Direct Mail or Email
If you want to follow the gold standard, consider mailing your donors a prompt, personalized letter. It should give the impression that you put in some serious consideration, a little bit of effort, and your time to appreciate the donor’s contribution.
On the other hand, in case of online donations, you’d want to send in a thank you email. Again, make sure that it doesn’t look or read automated because it’s of no use then.
If you’re interested in making a long-lasting impact and standing out from the crowd, ring your donors up and thank them for their gift.
Just make sure that you know when to make the call and what exactly to say to the donor.
Thank You Landing Page
Consider designing a compelling donation thank you landing page. Don’t just write ‘thank you’ on a blank page but try to make it more emotional by adding nice pictures or a video demonstrating the impact the donations make through your organization. The objective is not to sell rather show and tell the impact to your donors, convincing them to donate again later.
Social media is an inexpensive yet effective channel to shower gratitude over your donors. Use a platform that they enjoy the most and use the phrase ‘because of you’ throughout the message. This will make them happy to know that they spent their hard-earned money on a good cause.
When you talk about your organization’s accomplishments in the annual report, make it all about the donors. Thank them in the letter and tell them that it wouldn’t have been possible if it weren’t for them.
Never hesitate to give credit to the donors where it’s due.
If you’ve hosted an event for the donors, it’d be an excellent opportunity to thank them. You may want to add a special touch by offering free parking, throwing an after-party, or distributing logo pins.
When you know how to thank donors for better retention, nothing can stop you from enjoying top of the mark retention rates.
With these aforementioned tricks, get donors to give again and become loyal contributors to your non-profit organization!