We hear it all the time. You should have a better relationship with your donors. You should get to know them. You should be closer to them. You should know what’s important to them. But really, in honesty, you can’t do that with everyone. (Unless you have fewer than a couple hundred donors, and in that case, I would try to get to know them all personally!)

If you have more than a couple hundred donors, you’ll have to do something else and I think this is where a lot of people struggle.

What can you do?

Engage with donors online. When people comment on one of your posts, respond and comment back even if it’s just to say “thanks for your comment,” “that was a valuable insight,” or “I’m glad that post topic resonated with you.” Ask a question. Have a conversation. Then, make a note…ideally in your database.

When it comes to direct mail, make notes about your donors when the donations come in. Did they send you back a check? If they did, chances are they’re in the elder generation and that can say a lot about them and what’s important to them.

A great way to get to know your donors is to e-mail or call them and thank them personally. You might be surprised how many donors respond to an email or pick up the phone. Then, you can start a conversation and learn a lot of information. People think they don’t have time to do this, but you need to make the time. Thanking a donor for a gift is one of the easiest things you can do to increase your chances of them donating again—particularly if they are a first-time donor.

Events & surveys

When you have an event, be at the registration table. Check people in. Ask their names so you can put a name to the face, and make notes after talking to them at an event. (I love the notepad app on my phone.)

You can send out a survey as part of a direct mail strategy. Try to learn a little more about people. Again, you might be surprised by what they tell you about themselves. Some people hate surveys, and they’ll only do it if they have to. Other people love them, and they can’t wait to share their opinions. But, be careful what you ask for and make sure you’re inviting the right kinds of conversations. In other words, make sure your survey is tight on what you ask and what you want to know.

Your most valuable donors

In major gifts, getting to know people is a natural part of the process. We need to understand them so that we can present them with the right ask that furthers our mission while achieving their dreams and passions. Of course, this gets harder with the $25 donor you don’t interact with often, if at all.

Another group I would highly encourage you to get to know is your monthly donors, no matter the level they’re giving at. No one is more committed to you than a monthly donor. You should know all of their names, and you should know who they are.

Be creative and investigate

You can also do a little investigative work. You have donor names and addresses right there in your database. Look them up on social media. Look them up on Google or LinkedIn. See who they are. Even seeing a picture can help identify the generation that they’re part of.

So, what information are you looking for? Probably their age. What programs do you have that will interest them the most? Also, do they like coming to your events and being a part of the crowd. Maybe they prefer being one-on-one with the executive director or a board member. What resonates with them about your mission?

Conclusion

There are so many things you can find out about your donors—and probably lots you already know. But if you’re going to develop a deeper relationship with them, it means a little bit of effort and getting to know them, and you’ll have to make the time to do that. But when you do, you just might get a donor for life.

Michelle Harder has over 20 years of experience in fundraising and nonprofit development, both as a consultant and as part of an executive team. With a Master of Arts degree in Philanthropy & Development from Saint Mary’s University in Minnesota, Michelle has theoretical and practical fundraising experience. As an author, consultant and public speaker specializing in faith-based fundraising, Michelle is driven by a passion to help large and small organizations like yours achieve their fundraising and strategic goals.