10 Strategies to Engage Donors

In today's competitive fundraising climate, understanding and meeting your donor's philanthropic needs isn't just a courtesy—it's a necessity. While "donor-centric fundraising" has come under criticism in recent years, fueled in large part by a desire to shift to what is being called "community-based fundraising," one cannot deny an underlying premise: to retain donors, they need to feel as if their gift makes a meaningful difference.

Donor-centric fundraising isn't just a buzzword, nor is it worth dismissing; it's a strategic approach that aligns the interests and desires of donors with the mission, programs, and purpose of an organization or social cause. This methodology not only enhances donor retention but also deepens the overall engagement, creating a mutually beneficial relationship. In my opinion, practiced with intention, it complements community-based fundraising principles rather than being in opposition to it.?

Here's a closer look at how you can implement this strategy in 10 steps.

1. Understand Your Organization's Unique Donor Cohorts:

Start by investing in data-driven analytics to understand your donor demographics thoroughly. This means wealth and propensity to give at the very least. It also means looking beyond basic information to analyze patterns that reveal preferences, behaviors, and potential for engagement. Learn about commonalities in your donor base that create cohorts of similar donors. With this information, you can target your lead generation and acquisition strategies to find potential donors who have a much greater chance of supporting your organization.

2. Get to Know Your Donors as Individuals:

Get to know your donors like you would a friend, maintaining appropriate professional boundaries, of course. Go beyond the basics. Learn about their journeys in life, their families, and their professions, interests, and passions. Get to know their hopes and dreams for the future, their bucket list items, and the reasons why they give to your organization. This personal touch fosters deeper connections.?

3. Intentionally Build Relationships:

Identify priority donors for deeper relationship cultivation. Create a personalized "Relationship Building Plan" for each. This of it like "intentioned dating"—where both sides have clear expectations and goals. This approach ensures that efforts are strategic and reciprocal, leading to stronger, trust-based connections.

4. Dedicate Time and Resources:

Allocate a specific percentage of your budget and staff time for donor cultivation and engagement. Invite them to special activities and VIP events, or meet them in person, over coffee or breakfast, for example. When you meet with them, ask open ended questions and actively listen more than you speak. Send cards to commemorate special occasions or holidays. Such dedication shows donors they are valued and appreciated beyond their financial contributions.

5. Communicate Effectively:

Adapt your communication style to each donor's preference. People prefer different methods - phone calls, emails, handwritten notes, or face-to-face meetings, for example. Adapting to their preferred method of communication underscores your respect for their convenience and comfort. Of course, it requires that you know the donor well enough to have asked them this question and then a process by which you can act on their response accordingly.

6. Meticulous Record Keeping:

Always take notes! Use your CRM to document detailed information about each interaction in their donor record. This practice not only helps in personalizing future communications but also ensures continuity in the relationship, even when there is turnover within your team.

7. Recognize and Appreciate:

Develop a customized recognition plan that resonates with each donor. Whether it's through public acknowledgment, personalized gifts, or exclusive updates, make sure your gestures of appreciation are heartfelt and meaningful. Aim for 5-10 personalized touches per donor each year to keep the connection alive and appreciated.

8. Employ a Lead Generation Strategy:

Create strategies that enable your donors to raise their hands to join your cause. Whether it's a premium offer, a workshop series, a coffee with the CEO, or a mailing of some sort, offer your donors the opportunity to respond to turn-key offers and opportunities for involvement. This strategy is especially great for narrowing a large list of leads. When donors reach out to you, respond naturally by activating your donor engagement strategy to build rapport and relationships.

9. Show Up:

Visit donors in person when possible, and by all means follow through with next steps in a timely manner. Make it a priority to call or text to thank all participants who attend your events - donors or not - within two business days, ask them what they thought and if they might see themselves becoming more involved in your organization. If they say yes, then follow through with next steps to bring them in the fold. When you are with them, share compelling stories about your organization's impact and the lives you've changed. Visuals like photos and videos can be incredibly powerful.?

10. Forge Genuine Bonds:

Approach your relationship with donors as you would with a trusted friend. Seek advice, listen actively, and maintain clear boundaries to ensure the relationship stays professional yet warm and genuine.

Remember: Donor-centric fundraising is about more than just asking for money. It's about building lasting relationships that empower donors to achieve their philanthropic goals while supporting your organization's mission. When donors feel valued, understood, and connected to your cause, they are more likely to become lifelong supporters. Once they are fully invested, you can begin to have more complex conversations about their giving in general, about the need for unrestricted funding, or about the ways they can make a bigger impact that benefits the organization or community for years to come.

If you want to discuss further about the topic, feel free to reach out Jennifer M. Tersigni, CFRE, LCC, CIE

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