Anyone reading this article knows that charities play a crucial role in society, providing help and support to those in need. But it can sometimes feel like the need is overwhelming. No matter how successful our last appeal was, or how much positive feedback we received on our last social media campaign or even how inspiring the results of Giving Tuesday—the current economic climate and the pandemic continue to challenge fundraising professionals to maintain and enhance our relationships with donors.
The latest CanadaHelps poll reveals that 24% of Canadians expect to need access to charitable services to meet essential needs within the next six months, and 42% are under the age of 35. This highlights the importance of charities making the most of opportunities to strengthen relationships with donors to ensure they can continue supporting those who need it. And, at a time of the year when some people are tired of being asked, or tired of asking, here are a few ways you can strengthen your relationships with your donors.
Communication
Communication is vital to any relationship, and this is particularly true when it comes to charities and donors. Take the time to reach out to your donors, keeping them informed about the impact of their donations. Regular newsletters, emails, and social media updates can help to keep donors engaged and remember to personalize each communication. Technology makes it easy.
You’ve taken the time to get to know your donors and understand their motivations for supporting your charity, put that knowledge into action, and tailor your outreach to the donor's interests and preferences, even beyond your mission. Make them feel valued and appreciated as a person. Forward them a LinkedIn post (or Hilborn Charity eNews article) you think they may be interested in, even if it has nothing to do with their giving.
Appreciation
We know donors want to feel appreciated, and fundraisers should take the time to thank their donors for their support and not just rely on institutional stewardship policies. A simple thank-you note or phone call can go a long way in strengthening the relationship between you and your donors, ultimately making your donors more willing to pick up the phone when you do call again to set up an appointment to ask.
What’s better than saying thank you? Showing a donor, they are appreciated. Invite donors to volunteer, participate in fundraising events, or attend special events. This can help donors feel more connected to the charity and its mission and can help build a sense of community. Too often, charities separate big donors from grassroots or event volunteer opportunities or make them token and ceremonial.
Outreach
Many donors (especially major donors) consider themselves successful, so ask them for advice. Donors are a valuable source of feedback, and you should take the time to listen to their opinions and suggestions. Surveys, focus groups, or one-on-one conversations with a sneak peek at a new webpage or report are great tools. This can help charities to understand donors' motivations and preferences and then tailor their approach accordingly.
Take notes
Finally, charities should aim to build long-term relationships with their donors. This means taking the time to understand their donors' interests, motivations, and preferences and writing them down. If you can’t reach out to donors, reach inward and double-check that you’ve put all the great information you’ve gathered into your CRM. You’ll appreciate it later!
Charities play a vital role in society, and fundraisers must make the most of opportunities to strengthen relationships with donors. By communicating regularly, personalizing your approach, showing appreciation, offering opportunities for involvement, asking for feedback, and building long-term relationships, you can ensure your donors will continue supporting those who need it.
Lee Pigeau has been working in the nonprofit sector for close to thirty years as fundraiser and executive. Lee has worked with small business, grassroots organizations as well as large multi-national charities on board and staff relations, management, major giving, capital campaigns, donor stewardship, inclusivity, and strategic planning. Lee resides in the Ottawa area.
