How to Win (Earn) a Donor

Posted by on Aug 28, 2011 | 0 comments

If you’re like me, you’ve spent hours creating attention-getting collateral and fun gifts to help attract and retain your donor base. Sometimes we forget the KISS (Keep It Simple Stupid) rule and there’s no better time than now for a reminder that donors are people, just like you and me. And just like you and me, donors respond to relationships, personal messages, and gratitude.

Recently in Katya’s Nonprofit Marketing Blog (one of my favorite fundraising blogs) the point was made that donors do not need fancy “stuff” to be drawn to your organization. What they need is sincere effort, and I have paraphrased from Katya’s blog below:

1) RELATIONSHIPS:  Learning about a cause through a friend or family member is the most powerful way to be introduced to it.

2) EMOTIONAL, PERSONAL MESSAGING: Donors want (and need) to feel that they are part of an important cause. Personal stories of lives changed, ideas shared, and victories won help donors to see the value of their contribution.

3) GRATITUDE: Whenever possible, your organization should give supporters the credit for positive change, and thank them for their accomplishments.  This creates a great feeling among donors and makes them want to keep supporting you.  It’s critical for donors to feel their involvement is appreciated.  When they do, they are happy to spread the word because they know their friends will also have a great experience as a supporter.

Simple?  Yes.  Effective?  Very.

And don’t forget, you never really “win” a donor – they aren’t yours for keeps. It’s up to you to keep their attention and support by building an honest relationship.

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