Year-end fundraising can be overwhelming, but with help from nonprofit coach Mallory Erickson, you can transform barriers into opportunities for better donor engagement.
Erickson is known for developing modern strategies for meaningful donor engagement. In her coaching, she stresses that the most valuable donor relationships are the ones that continue to grow over time, because when supporters feel connected and appreciated, they remain inspired to invest in your mission.
She shared her four most valuable fundraising tips with the DonorPerfect team:
1. Recognize the signs of connection
Engaged donors show their commitment in many ways—through giving, volunteering, or enthusiasm for your stories and updates. Erickson recommends smart tools that integrate with your fundraising system (or “CRM”) so you can monitor engagement metrics that provide clues about their readiness to connect.
Remove barriers: For example, fundraisers can analyze email opens and click-throughs using a nonprofit CRM integration like DonorPerfect and Constant Contact. For even more clues about the right time to reach out, an integration like DonorSearch uses AI and public records to score your donors and help determine who is most likely to respond positively to your appeals.
2. Keep engagement consistent
Erickson reminds us that donor engagement and connection are not one and the same. “Engagement is like regularly watering a plant,” she says, “while connection is ensuring the plant has rich, nourishing soil.” It’s an ongoing, thoughtful process.
Remove barriers: Every engagement is a chance to strengthen your connection, but you don’t have to fill your days with donor follow-ups—email automation makes it easy. For example, DonorPerfect offers automatic gift receipting and scheduled donor outreach so every gift is acknowledged quickly and every donor receives regular updates. Plus, you can customize and personalize these communications so each donor feels special.
3. Design memorable touchpoints
Donors feel a deeper connection when they are invited to experience your mission in meaningful ways. Consider offering intimate events, providing a sneak peek at upcoming projects, or creating volunteer opportunities that let supporters see their impact firsthand.
Remove barriers: Your database is full of different donors who enjoy different things. With a tool like Donor Journeys, you can design a set path of meaningful touchpoints for each segment. For example, a first-time giver can be put on a New Donor Journey, while a spontaneous giver will spend some time on a Retention and Upgrade Journey.
4. Re-engage with intention
Supporters sometimes step back from active involvement, but thoughtful outreach can help renew their interest. Donors want to know that their unique contributions and interests are valued. A personalized message, a mission update, or a story of impact can spark reconnection.
Remove barriers: Using fundraising AI and customizable email templates, you can craft tailored appeals and thank-you messages that reflect each supporter’s history and relationship with your cause.
Keep the connection alive
Sustaining engagement is a continuous process of recognizing, personalizing, and celebrating your donor community. With the right mix of data-driven insights and heartfelt communication, you can create an experience that motivates donors to remain deeply connected to your mission.
Want more tips to lead your nonprofit team with clarity? Join nonprofit coach Mallory Erickson in our upcoming webinar, Removing Barriers: How to Gain Clarity for Tangible Year-End Fundraising Results. Register today!
