8 Strategies for Building Strong Relationships with Donors

Welcome to the latest edition of Moving Forward, a newsletter designed to help nonprofits exchange ideas and learn from one another to unlock the full potential of the sector.?

How can nonprofits strengthen their relationships with donors and encourage repeat giving? To find out, we reached out to three honorees from the inaugural LinkedIn Top Voices in Social Impact U.S. & Canada and India lists:?

• Daniela V. Fernandez , Founder and CEO of the nonprofit Sustainable Ocean Alliance (SOA)
• atul satija , Founder and CEO of the giving platform Give and the nonprofit The/Nudge Institute
• Jason Lewis , Founder of the nonprofit consultancy Responsive Fundraising .?

These professionals view fundraising from different angles in their day-to-day work, giving them unique perspectives on this top-of-mind question. Here are eight top tips they shared:

1. Start engaging early?

“Four out of five first-time donors don’t renew,” Jason says. “This isn’t because they don’t want to — it’s because we don’t know how to shift gears after the initial gift has been received. To raise dollars that come with much higher margins, we’re going to have to learn how to have simple yet meaningful conversations with our donors much earlier in the process.”

2. Look for new connection points

“At SOA, it’s been helpful to develop new methods of ongoing communication with donors,” Daniela says, “whether that’s sharing a quarterly impact report, setting up virtual meet-ups, or facilitating conversations among our donors so they can connect and expand their own networks.”

3. Make it personal

“Meaningful engagement, as personalized as possible, can go a long way in creating a long-term relationship,” Satija says. “Once donors feel connected to the cause or beneficiaries they are supporting, they often assume a sense of responsibility and ownership towards it.”

“It’s so important for executive directors and founders to develop personal relationships with donors,” Daniela notes. “I’ve grown to know and care about the lives of our donors, and have even been invited to their personal events. It’s all about value alignment and building a village that believes in you, as opposed to making donations solely a transactional affair. That’s why SOA has a smaller pool of donors: we love to engage with them on a more personal basis.”

4. Be transparent and demonstrate impact

“The more significant a donor’s gift, the greater the likelihood that they will expect an insider’s perspective of what’s happening inside our organizations,” Jason says. “Much of what they want to know should be freely available to them anyway. And the more transparent you are, the more natural it will become.”

“Transparency is necessary but not sufficient,” Satija adds. “Capability and impact are equally important, and these can be established through due diligence, one-to-one mapping of donors with projects or beneficiaries, and regular impact reports with real, on-the-ground stories.”

5. Don’t shy away from sharing challenges

“It’s critical to not only share big wins with donors, but also the obstacles and challenges your organization is facing,” Daniela says. “One of the lessons a donor taught me is that they truly want to be partners with you on this journey. They don’t only want to hear about the exciting updates; they want to be mentors and supporters. Welcome the opportunity to bring donors by your side as true partners.”

6. Take a systematic approach

“Donor expectations are varying and diverse, and nonprofits need to invest in building systems and processes internally to deliver on them,” Satija says. “Once that connection is established, the benefits far outweigh the costs.”

7. Remember to say “thank you”

“If you want to ensure that you have the best chance of converting a first-time donor into a long-term supporter, bet on thank-you calls,” Jason says. “At our firm, we are adamant that our clients make these calls — and the only people who should be making them are those who can assume full and complete responsibility for renewing the donor’s support.”

8. Accept help in other ways

“Give donors the agency to provide greater strategic input into the work you’re doing,” Daniela says. “Provide donors with opportunities to utilize their network, intellect, and skills — not simply their funds — to help you and your cause.”

Which strategies have helped your organization build stronger connections with donors — and which are you excited to try? Join the conversation by using the hashtag #MovingForward or sharing your thoughts in the comment section.

Dion Dawson , Founder of Dion’s Chicago Dream , emphasizes the importance of empathy for succeeding as a nonprofit leader.?

Ant Hopkinson , Chief Executive Officer at Sahir House , highlights the challenges of leading a nonprofit organization — and notes the joy that comes with it.?

Siomara Bridges-Mata , Director of Community Initiatives & Advocacy at Frameworks of Tampa Bay , reflects on where she started her nonprofit journey and invites fellow nonprofit professionals to share their own stories.

• How to Build a Donor Cultivation Plan for LinkedIn . Wondering how you can use LinkedIn to raise money for your cause? Here’s what you need to know to build a solid donor cultivation plan for the platform.?
• The Consequence of Not Reporting Back to Your Donors : Closing the giving loop can be hugely rewarding for nonprofits and donors alike, leading to stronger relationships and larger gifts in the future. These stories highlight why talking to donors about their impact can make all the difference.
• How To Improve Communication So Your Mission Resonates With Donors : Making a meaningful connection with potential donors is as much about finding the right channel as it is about honing your message. Here are a few steps nonprofits can take to expand their reach.

We want to hear from you! Click here to refer a nonprofit professional you admire and whose insights you'd love to read. And if there's a particular topic that's top of mind for your organization right now, let us know and we may highlight it in a future edition.