10 Things Every Organization Should Do to Enhance Donor Loyalty
6. Involve donor in the cause
By regularly inviting donors to come and see their donations in action, Keith Greer, fundraising and membership coordinator at Popejoy Hall, has changed the way donors view his organization and increased retention rates by 14 percent and the average donation size by $500. According to Greer, many of Popejoy Hall's donors always shared the great work of the organization, but with stronger collaboration he has seen a shift in the way donors began talking to their friends after participating in the mission. Now it’s, "Look at what I'm doing to help." In addition, today he has excited donors asking how they can do more. Greer says that the firsthand experience has “been more powerful for loyalty, engagement and increasing giving than any communication piece we have ever done.”
7. Get social
Create connections in the social networks where your donors spend their time. Connecting socially is very powerful.
According to the 2012 Sage Nonprofit Insights study, 84 percent of nonprofits are in social networks, with Facebook topping the charts. Surprisingly, 69 percent of participants say their organizations are not blogging. Blogging is a great way to keep donors up to date on the status of the organization. Additionally, through social sharing in tools like Facebook and Twitter, nonprofits can further engage donors and volunteers with those same updates.
8. Customize your approach
“Bottom line: Loyalty comes when we show folks we know them. This means we have to really listen to them. There's no cookie-cutter approach, as donor preferences vary. We have to be sensitive to our donors’ particular styles, then give them what they want,” says marketing and fundraising consultant Claire Axelrad.
9. Recognize repeat donors
“Whether your organization is new or has been around for years, you can recognize continuous yearly donors in your annual report. Give recognition to donors who have supported you (at a set level) for three years, five years, 10 years — break it down however it works for you — but with recognition, if they have to drop a nonprofit one year, hopefully it won't be yours!” says CFRE Debbie Joyner.