How To Prevent Donors From Leaving?

How To Prevent Donors From Leaving?

There is no guarantee that donors will remain loyal to our organisation because any misstep can cause them to leave. Even a successful event will not prevent them from leaving. We may tend to overlook simple things such as cultivating loyal donors. This is where the problem lies. Being complacent and not taking care of our donors can build more walls than bridges. Here are 5 strategies we can apply to keep donors engaged and interested throughout the year:

1. Stay in touch

According to a study conducted by Bloomerang, 9% of donors decide to leave because they could not remember giving in the first place. It is natural for donors to easily forget about our organisation unless we stay in touch. It is not enough that we set an auto responder that will send thank you messages to people who make a donation. We need to keep everything personal. This is where regular communication comes into play. We should make it a habit to ask how donors are doing. Staying in touch with them will also be a reminder of their good deed. 

2. Show donors they matter

When donors do not feel that their support makes a difference, being loyal to our organisation will not make any sense to them. We can tell donors they matter by telling them of the impact they made for making a donation. However, we must also take good timing into consideration. After a donation is made, do not wait a week to send a letter. Sending an email immediately matters especially when it comes to reminding donors that our organisation needs and values them. 

3. Be transparent to donors

Donors also want to know how we are going to use the money they share. Although they are not demanding for a detailed balance sheet, they want to hae an idea how the funds will impact our efforts. We can provide updates by publishing our project updates and stories on our blog. We can also send email newsletter containing the things we have accomplished from their donation. 

4. Never forget to stay thank you

It may be a very simple gesture, but it is the most forgotten expression that causes donors to leave. Saying thank you reminds us that we are human and that we are interconnected with others. It is our simple way of expressing our gratitude to donors who unfailingly share their money so we can make our goals happen. We should say thank you in a way that donors will notice. 

5. Keep donors happy

Providing excellent customer service is important in donor retention. We should promptly answer questions and extend a helping hand to donors who need assistance especially if they are new to our organisation. Donors will not hesitate to leave due to poor communication and service. 

Donors are vital to the success of our organisation. Without them, we will not be able to accomplish our goals or meet our primary objectives. Donor investment starts with making sure we nurture a positive relationship. 

Melissa Anderson

Written by : Melissa Anderson

Melissa first started fundraising when her daughters' pre-school needed some sun shades. Since then, she's gone on to become somewhat of  fundraising ideas expert, as well as a super-Mum. Melissa loves sharing ideas about how to raise funds, and welcomes your questions on this blog.

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