The Secret to Keeping Donors? Stop Treating Them Like ATMs

Let’s be real—no one likes feeling like a human cash machine. But way too many nonprofits fall into the trap of treating donors like walking wallets instead of actual people.

And guess what? That’s exactly how you lose them.

If you want donors to stick around (and keep giving), you’ve got to stop making every interaction about money. Let’s talk about how to keep things personal and build real relationships.

Why Donors Ghost You

Most donors don’t stop giving because they suddenly can’t afford it. They leave because they don’t feel seen. Here’s what sends them running:

• Only hearing from you when you need cash. No one likes that friend who only calls when they need a favor.
• Getting the same generic thank-you as everyone else. A copy-paste email? Yikes. Or worse, a thank you generic letter.
• Never seeing the impact of their gift. People want to know they made a difference, not just filled a budget gap.

The Fix? Treat Donors Like Friends, Not Transactions

Good donor stewardship is basically just being a decent human. Here’s how to do it right:

1. Say Thank You Like You Mean It

No one’s feeling warm and fuzzy over a “Dear Valued Donor” email. Show real gratitude with:

• A handwritten note (yes, old school still works!)
• A quick video message from your team or someone their gift helped
• A surprise phone call just to say, “Hey, you’re awesome—thanks for believing in us.”

2. Talk to Them When You Don’t Need Money

If the only time they hear from you is when you’re fundraising, that’s a problem. Instead, keep them in the loop with:

• Fun updates on what’s happening behind the scenes
• Real stories from people whose lives they’ve changed
• A “just because” email saying how much their support means

3. Ask for More Than Their Wallet

Not every interaction should be a donation request. Make them feel part of the mission by:

• Inviting them to volunteer or see the work firsthand
• Asking for their feedback or advice (people love to be valued for more than their bank account)
• Hosting fun appreciation events—zero fundraising, just connection

4. Get Personal

Nobody likes feeling like just another name on a spreadsheet. Make it personal by:

• Remembering donor anniversaries or milestones (their first gift, their biggest gift, etc.)
• Referencing what they’ve supported in the past so they know you’re paying attention
• Using their actual name—because “Dear Donor” is just awkward

5. Make Giving Feel Like Being Part of a Community

People don’t just want to give; they want to belong. Build that sense of community with:

• Social media shoutouts and donor spotlights
• Peer-to-peer networking opportunities for donors who share values
• A special “insider” email list with exclusive updates

Relationships Over Transactions = Long-Term Support

At the end of the day, the nonprofits that thrive are the ones that get this right. When you treat donors like real partners in your mission—not just a source of funding—you create a loyal, engaged community that sticks around.

So next time you reach out to a donor, ask yourself: Am I building a relationship? Or just making a withdrawal?

What’s something a nonprofit has done that made you feel appreciated? Drop it in the comments—I’d love to hear!

PS - Let’s Connect

If your organization is looking for an award winning speaker to inspire & work with your team, I’d love to hear from you. Let’s make 2025 the year we change lives.

Because when we play with purpose, we create a world that wins.

Sarah Pritula | SP

Award-Winning Speaker & Fundraiser | Global Philanthropy Leader | Dedicated to Building a Legacy of Impact and Meaning

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