10 ways to build stronger relationships with your smaller donors
As you are getting ready to launch your end of year appeal, consider the last time you reached out to your donors to thank them for their generosity and to tell them about the difference they made.
If that was last year, after they made their annual end of the year gift, you may be in a world of trouble. If the only contact you’ve had was via your regular newsletter, an invitation to your special event, or another appeal for money, you may discover that if they still contribute it will at best be for the same amount they gave last year. And we all know how inflation has affected it all.
Fundraising is about a lot of things, but it is mainly about building relationships. Relationships happen and deepen as you both get to know more about each other, and both of you learn about the benefits this relationship brings.
Unless you only have 10 or so donors, you probably are not going to be having face to face conversations. But there are so many things you can do to deepen your engagement.
Write a personal note or email, not just right after their gift was made, but some months after that. Write more than one. Thank them for their generosity and tell them what you’ve been able to do because of that generosity.
Ask a board member to write another note of gratitude, and while they are at it, tell the donor why they serve on the board and what they are most proud of the organization for doing.
Invite them to a house party hosted by one of your board or larger donors. Make sure you are there to greet them and tell them how important they are. And then, during a very short program, tell all the attendees why your organization matters.
Host a zoom “town hall” with donors at specific levels of giving. Tell them a little about what the organization is up to, and keep this group small enough that they can introduce themselves and tell the group why your organization matters to them.
That newsletter (assuming to have one)? How about an article about a donor—or a roundup article about several of your donors?
Invite your donors Invite smaller donors to share ideas or feedback via short surveys about upcoming programs or community priorities, or why they think the work you do it’s important.
Hold quarterly listening sessions, similar to the town hall, where donors can tell you about their interests, concerns, and be able to ask questions.
Invite them to volunteer, become an ambassador or a member of an advisory group.
Do a public shout out to your donors—by name—on social media.
Send a video, showing your donors why what they do matters.
Each of these ideas can be personalized to meet your culture and your donors. And by choosing one of more to focus on, you will be building better relationships and creating more loyal donors who will increase their giving as they can, and best of all, tell others about you and why you matter.