What Does It Take To Retain Donors?

What Does It Take To Retain Donors?

Donor retention is harder than acquiring a new donor. Many organisations struggle with retaining donors because previous donors no longer see a good reason to stay. Is your organisation also struggling with donor retention?

Donor retention starts with establishing a relationship. However, the idea of establishing a relationship with donors is easier said than done. There are a few things you need to keep in mind. 

What is donor retention?

Donor retention has to do with relationship building between your organisation and donors. It is not an easy endeavor as there are some factors you have to take into consideration as to why donors leave while others stay. First impression really lasts. Making a good impression involves having creative communication. 

When it comes to communicating effectively, organisation should go beyond raising money. Donors do not appreciate if they receive a generic note. The way you communicate with someone will depend upon the information you are going to share. Is it something relevant? Fundraising letters should be personalised and should reflect the objective of your organisation. 

How to improve donor retention?

Establishing relationship with donors is not easy if you are not learning about your donors. It is important that you know your donor's interest so you will have an idea how you can motivate them. It takes more than just a generic "thank you" for you to establish a positive relationship and retain donors. There is a dramatic difference when you personalise every donor encounter. 

When donors have the freedom to express themselves and connect with your organisation emotionally, it will not be impossible to retain them. Allow donors to select their interests by creating separate messages that focus on your organisation's objective and goals. Seeing your donors as more than just a transaction can create a great difference. It is also important to engage donors based on their interests. You will keep them motivated this way.