How do you retain donors for your non-profit?

Donor retention is a key indicator of the health and sustainability of your non-profit. It measures how many of your donors continue to support your cause over time, and how loyal and engaged they are with your mission. Retaining donors is also more cost-effective and rewarding than acquiring new ones, as they tend to give more and act as advocates for your non-profit. In this article, you will learn some practical strategies to retain donors for your non-profit and build long-term relationships with them.

1 Know your donors

The first step to retaining donors is to know who they are, why they give, and what they expect from you. You can use various methods to collect and analyze donor data, such as surveys, interviews, feedback forms, or CRM software. The more you know about your donors, the more you can segment them into groups based on their interests, preferences, and behaviors, and tailor your communication and stewardship accordingly. For example, you can send personalized thank-you notes, newsletters, or impact reports to different donor segments, or invite them to events or activities that match their passions.

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2 Communicate regularly and effectively

Communication is essential to keep your donors informed, engaged, and appreciated. You should communicate with your donors regularly and effectively, using various channels and formats, such as email, phone, social media, or video. Your communication should be clear, concise, and consistent, and convey your non-profit's vision, values, and impact. You should also avoid asking for money too often or too aggressively, and instead focus on building trust and rapport with your donors. You should also provide opportunities for your donors to communicate with you, such as asking for their feedback, opinions, or stories, or inviting them to join a community or a network.

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Shanna Morgan

Director of Operations & Membership | New Jersey Public Charter Schools Association
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I've given to quite a few orgs in the past. You know what's a turnoff? Only getting an email when they need something. Sorry, but no one likes feeling like just a wallet. It's like that friend who only calls when they need a favor. Connection is a two-way street.

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3 Show gratitude and recognition

Donors want to feel valued and acknowledged for their contributions to your non-profit. You should show gratitude and recognition to your donors in various ways, such as sending thank-you letters, cards, or gifts, featuring them on your website or social media, or giving them awards or certificates. You should also make your gratitude and recognition timely, sincere, and specific, and highlight the impact of their donations on your beneficiaries and your cause. You should also encourage your staff, board, volunteers, or beneficiaries to express their gratitude and recognition to your donors, as this can create a stronger emotional connection and a sense of belonging.

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Nicole Nidea

Organ, Eye, & Tissue Donation Education | Tissue Donation Awareness | Organ Procurement Organization Partner | Transplantation | Student Advocacy | Youth Education Outreach | Non Profit Management & Leadership
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Handwritten thank you notes can go a long way because they stand out from technology and piles of ads in the mail and among other nonprofits. Although it seems simple, I've only gotten handwritten notes from TWO nonprofits ever. Always add a handwritten note to donor acknowledgement letters, consider sending donation anniversary cards that are handwritten, and send handwritten well wishes in holiday cards.

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4 Provide impact and accountability

Donors want to see the results and outcomes of their donations, and how they are making a difference in the world. You should provide impact and accountability to your donors by reporting on your activities, achievements, and challenges, and showing how you are using their funds wisely and transparently. You can use various tools and methods to measure and demonstrate your impact and accountability, such as stories, testimonials, photos, videos, infographics, or dashboards. You should also align your impact and accountability with your donors' expectations and interests, and show them how they are part of your success and your mission.

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Kirsten Putman

Project Management, Social Networking, Communication
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Providing impact and accountability sounds daunting. This became much easier when I began approaching it as part of daily communications. I started looking for moments to highlight in social media. By showing the day-to-day operation of the programs I could both highlight moments of impact while giving short statement of accountability. If a picture is worth 1000 words, a social media shout out is worth at least that much, too.

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5 Encourage loyalty and involvement

Donors want to feel connected and committed to your non-profit, and have a sense of ownership and partnership. You should encourage loyalty and involvement among your donors by offering them various opportunities and benefits, such as joining a loyalty program, a monthly giving program, or a legacy giving program, or receiving exclusive updates, invitations, or discounts. You should also invite your donors to participate in your non-profit's activities, such as volunteering, fundraising, campaigning, or advocating, or to share their skills, knowledge, or networks with you. You should also celebrate your donors' milestones, achievements, or anniversaries, and show them how they are part of your community and your movement.

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Shanna Morgan

Director of Operations & Membership | New Jersey Public Charter Schools Association
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It's about making them feel seen, valued, and like they're part of the family. They should feel like they're joining a cookout, not just a mailing list. If they're giving time or money, they're giving a piece of themselves.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sarah Ugbana

Programs Management |Founder, Azar Initiative | Kujali Consultancy | Elderly Care | Age-friendly person-centered care| Author | Event Anchor
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The top on the list, is transparency. This goes a long way to gain the trust of your donors. Also setting up an appreciation system works magic. Donors want to know that they are getting value for their donations, they are included, seen, heard and appreciated.

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How do you retain donors for your non-profit?

1

2

3

4

5

6

1 Know your donors

2 Communicate regularly and effectively

3 Show gratitude and recognition

4 Provide impact and accountability

5 Encourage loyalty and involvement

6 Here’s what else to consider

Non-profit Leadership

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How do you retain donors for your non-profit?

1

2

3

4

5

6

1 Know your donors

2 Communicate regularly and effectively

3 Show gratitude and recognition

4 Provide impact and accountability

5 Encourage loyalty and involvement

6 Here’s what else to consider

Non-profit Leadership

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