What Hasn’t Changed?

Photo by Pamela Dorman

Life has changed.

Our world has changed.

We are all adjusting, in our personal and professional lives. New rules, new social mores, new “normal,” (no, I do not like it, either.) Change is now the new constant.

Yet, there are some things that will never change. Like how we talk with donors. The importance of listening, of truly hearing what people say.

To hear your donors, you need to talk with them often. We are, after all, building relationships with the people who support our nonprofit mission, yes?

If we are not building relationships, we reduce fundraising to transactions, and our organization will not have friends who are passionate about our work.

How frequently do your donors hear from you?

Do you only contact donors when you need funding?

If you have a written annual plan for communicating with donors, bravo!

Infrequent communication with donors is a habit many nonprofits practice. It sets a trap for your donors to disengage and feel dissatisfied with your nonprofit, if the only time they hear from you is when you are seeking a contribution.

Throughout 12 months, there are ample cost-effective reasons to communicate with donors with regular updates on programs, grants, new staff, and of course – multiple expressions of gratitude. Yes, say “thank you” throughout the year! Remind your donors that you cherish their financial support.

Frequent communication with donors also gives you an opportunity to learn what is important to them. When you are communicating outside of a solicitation, it is the perfect time to ask for their input, advice, and suggestions.

“How are we doing?”

“Is there anything you think we should consider doing?”

“What do you believe we do best?”

Your questions will reveal your donors’ priorities and concerns.

Later, when it is time for a solicitation conversation, you will have what you need to tailor your approach.

Make friends. Build relationships. Never change those two priorities.

Follow this space regularly for more thoughts on philanthropy. Be well. Take Care. ~ Alicia