One of the important steps to maintaining funding is to retain your donors. One time gifts are nice, but having a consistent and strong donor base is important. Some basic steps to retaining donors:
- Make personal phone calls to ask donors to renew. Involve your staff and even board to make this contact.
- Develop a newsletter. Whether sent by email or direct mail, it is important to keep people informed. Let donors know the stories of what is going on in your organization. People want to know their money is being invested wisely. Use this letter to also make them aware of needs without directly soliciting for money.
- Take the time to hand-write thank you notes—especially for high dollar donors. This personal touch is a way of communicating that you do have and value that relationship.
- Don’t be afraid to ask for a second gift. Studies show that “individuals who make a second gift will, in fact, stay with you longer and continue to give.” By thanking donors for their commitment and asking them to continue, you can solidify your relationship with them.
- Get to know your donors. Few people give without the basis of a relationship. If you have acquired a new donor, make sure they feel appreciated and truly a part of your organization. Don’t be afraid to make a phone call or just send an email to say hello and thank them once again for their contribution.
- Keep your records up to date. It is very easy to lose addresses as people move, computer systems change, etc. Simply keeping in contact and noting the appropriate changes can save you a lot of steps in re-gaining addresses and other information.
- Teach your entire staff the importance of customer service. From president to secretary, it is equally important for each person to treat donors with care and respect.
- Take time to study. Are you marketing to the correct group? Are you using the right approaches? What new ideas could you investigate? Why do donors give to you? Ask questions, and start looking for answers.
Looking for more resources in fundraising? Visit www.christianfoundationgrants.com
Tips taken from The NonProfit Times article “The Art of Donor Retention”
-- Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online