How to Retain Your Donors Right Now

Learn how recognition, insider access, emotional connections, and demonstrating impact can strengthen your donor base and enhance giving, even in tough times.

It’s no secret that many charities are facing a challenging economic environment right now, and the fundraising forecast is about as easy to predict as the weather.

If you are experiencing a decline in fundraising revenue, it’s worth taking a moment to consider the most effective approach. Should you focus on retaining donors or trying to find new ones?

While attracting new donors is undoubtedly important, focusing on donor retention is often more cost-effective and yields a higher return on investment; the cost of retaining an existing donor is typically far less than acquiring a new one. And established donors are more likely to increase their giving over time.

Here are some of the most important steps to take in retaining your donors.

Make them feel seen and valued, and create a personal connection.

Reach out to them personally. Acknowledge the importance of their past support. Celebrate their contributions (large and small) publicly, as appropriate. Say a random “thank you,” without following it with a request for more. Know their names.

Grant them insider status and include them in your “loop.”

Invite their input. Provide them a direct communications line to your team. Share the real stories of successes and challenges that happen behind the scenes. Share major news before it hits the headlines. Be straightforward.

Create an emotional connection.

Let them hear directly from those whose lives have been changed by their generosity. Reinforce the values your organization shares with its loyal donors. Introduce them to others within your community of support. Demonstrate how your charity is unique in the solutions it delivers. Validate their investment by demonstrating real impact and outcomes.

Make it easy for them to continue to support you.

Acknowledge the realities of the current environment. Explain the impact of the economy on your operation. Offer more flexible payment options for their giving. Continue to treat them well even if they are giving less right now. Ask if you can continue to communicate with them if they have to pause their giving.

Giving should feel like becoming part of a community, a movement, something larger than oneself. By employing these tactics thoughtfully and consistently, charities can reduce donor attrition in the current climate. After all, the most enduring philanthropic relationships are built on a foundation of mutual respect, honesty, shared vision, and heartfelt gratitude.