How can you keep donors giving?

Showing gratitude is 100% essential. Digital strategy is my main focus so here are a few great ways to do it in that space: ? Update them on how their giving is making a real impact ? Remember to thank them at the end because they work was possible with their gift ? If they gave on a special campaign be sure to update them on that campaign. ? Give them other ways to engage beyond giving. What?! Yes, humans aren't ATMs give them the opportunity to engage in other ways. Even asking to share important updates online deepens engagement. ? Offer ways for donors to engage like a Zoom update and QA with the ED or a campaign director. ? Treat them as humans even if your only contact is online. It is still a human on the other end.

Communication needs to be exceptional from the very first contact, in order to build for future support. I recently chose to support a well known national cause. Until I’d completed the fundraising, I had no personal contact at all. All was done online, boxes ticked and automated pack sent. There were no easily found local contact details on the web pages either. It all lead to a feeling of being really not that important, just an anonymous number and not really valued. In contrast, a local cause that I offered support to, immediately got in touch in person to thank me for my offer of support. They took the time to explain that value of any contribution and thanked again on completion. So, much more likely to be chosen again.

This is a great point. In my experience we get to meet people where they are on the communication channel they prefer. We ought not decide for our donors but give them the opportunity to stay connected to us across any channel. Some prefer email, others text messages, and just about everyone appreciates a handwritten note. With today’s tech, we can absolutely automate AND be human-centered. It’s all in the approach and the personalized value we create.

Always segment your donors but don't exclude. I think of segments as cohorts of people. Some organization withhold too much information from major donors. If they want fewer updates that is fine but don't exclude them from all of your great work. Similarly small dollar and sometimes major donors are often great volunteers too. Giving them ways to engage deepens their connection to your organization. If you have data about issues or campaigns you've run make sure your appeals line up with their interests. Consider backing off of consistent giving asks on segments that haven't given lately but engage with your email and content in other ways.

An example of a great segmentation is including their partner or spouses name. You can even reference last touch or event participation. Just keep it simple to start and build on what’s working.

Never assume that because people are aware of your cause and it’s needs, however genuine, that they will automatically donate again. People need to be personally asked whether they’d like to donate, to donate again or to volunteer again. It makes them feel more personally valued. Plus, it’s easier to ignore/forget emails, letters and newsletters etc. however good, than a person directly speaking to you and making an ask.