Between grants, bequests, donations and corporate gifts, nonprofits rely on a variety of funding to operate. While much of the focus tends to be placed on larger funding sources, regular donations from individual donors also offer crucial support to an organization’s mission.
Given the significance of individual donors’ support, taking steps to clearly communicate its importance as well as express gratitude directly to donors can go a long way in sustaining financial support and building lasting relationships. To help, 13 Forbes Nonprofit Council offer strategies nonprofit leaders can leverage to ensure regular donors understand the importance of their support and how much the organization appreciates it.
1. Overcommunicate
When it comes to engaging donors, there is no such thing as overcommunication. From sharing the difference a gift can make to how each dollar is being used, transparency is key. I personally handwrite notes to donors who gives more than $250, in addition to the organizational notifications everyone gets. It’s a whole lot easier growing an existing relationship with an informed giver than finding new ones. – Patrick Riccards, Driving Force Institute
2. Craft Narratives Using Real-Life Stories
Through storytelling, we show donors the vital importance of their support and express our appreciation. Real-life stories of transformed veterans and military families highlight the direct impact of our programs. We emphasize their contributions in empowering veterans to thrive, underscoring the profound difference they make. Gratitude for their crucial role resonates in every narrative we share. – Anne Marie Dougherty, Bob Woodruff Foundation
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3. Have Recipients Share The Impact On Their Lives
One of the most important aspects of donor stewardship is making sure those who are served— whether that be a cancer patient, a scholarship recipient or a family using your food bank—share how the donor’s generous support has impacted their lives. In almost all cases, hearing from the recipients of those gifts is more powerful than anything a nonprofit professional can say to show appreciation. – Victoria Burkhart, The More Than Giving Company
4. Send Pictures And Videos
A picture is worth a thousand words, and so is a video. Take pictures or record a short video thanking each donor. Every year, we send out a short thank you video from program participants to our donors and supporters. It’s always appreciated and well-received. – Kimberly Lewis, Goodwill Industries of East Texas, Inc.
5. Share Quarterly Impact Reports
Quarterly impact reports and stories from the field are great tools to connect to your donors and share with them the impact of their support. I find sharing real-time data alongside videos and testimonials helps build connection and loyalty over time. – Amanda Israel, Social Impact Consulting
6. Go Beyond The Numbers
A donor will never understand all the elements of your work. Show your impact by humanizing the work through storytelling. It’s one thing to share that you helped hundreds or thousands of people. By sharing the story of someone who benefitted from the work, you connect the donors in ways that data will never do. – Cortney Nicolato, United Way of Rhode Island
7. Have Volunteers To Reach Out
We have a team of volunteers who reach out to donors one-on-one to thank them. The team gets in touch with them at six-month frequencies. This creates a really engaging experience for the donors and compels them to continue returning. – Guneeta Singh Bhalla, The 1947 Partition Archive
8. Send Regular Communication In Various Forms
Share regular communications, utilizing all forms. Some donors will appreciate reading the personal story of a client in a newsletter. Other donors will appreciate impact statistics and a colorful infographic. Still others will want a high-level review of their funding impact by phone. The one strategy I recommend is using all approaches as one will inevitably stick with each of your donors. – Deidre Lind
9. Use The ‘Rule Of Seven’
We use the “rule of seven,” which means saying thank you everytime we receive a gift. It can be a handwritten thank you note, an email, a text or a call from a board member or other sponsor, but we make sure that each sponsor hears the words “thank you” seven times. We make it a priority to never get too comfortable with a donor and take them for granted by always treating them like it’s the first time they have given. – Aaron Alejandro, Texas FFA Foundation
10. Personalize Updates
Constant updates are great but they need to be custom tailored to the donor. How often do they want an update? Should the update include an experience with a beneficiary of the organization? What type of stories speak to the donor? Not everything you do is for every donor. Ensure you are clearly communicating on a level that helps the donor see that you understand them and their needs. – Yisrael Abisror, Daily Giving
11. Make Personal Phone Calls
A simple phone call to personally thank donors and update them goes a long way, even if you have to leave a voicemail or a text message. I also use this outreach as an opportunity to learn more about them, their family and any other groups and organizations they support. I also invite them to come and see something new at the organization since their last visit or share the outcome of their gift. – Nicole Suydam, Goodwill of Orange County
12. Find Common, Inspired Ground
Go beyond the usual pitch by finding common ground with your donors. Remember that relationships are gold in the realm of philanthropy. So, be authentic, be passionate and make them feel like they’re joining forces with someone who is inspired by the work. Donors want to fund people they can believe in and feel connected to in order to achieve a remarkable impact. – Katherine Brady, Catchafire
13. Help Donors Become Part Of The Community
An effective strategy is to make donors feel like they are part of the organization’s community. You should invite donors to events, offer them exclusive content or updates and try to involve them in the decision-making process. By involving donors in the organization’s work, you can make them feel valued and appreciated while also showing them how their support is making a tangible difference. – Christopher Dipnarine, 4MyCiTy Inc.
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