Donor Engagement, Generosity and Retention: A Guide for Nonprofits

By Jay Love

In light of the COVID-19 outbreak, many nonprofits have been struggling just to make ends meet financially. Conferences and events have been canceled to prevent the spread of the virus and flatten the curve of infection.

For the first time since 2008, the economy is dropping drastically. Fundraising is becoming more and more difficult as other industries and individuals feel the impact of this national crisis. However, that’s no reason to give up on your supporters or to think that they might give up on you.

Make sure to keep communicating with them. This will help maintain engagement, generosity and retention both now and in the future.

Communications are key to ensuring the engagement of supporters in the long-run. Today, they may find it difficult to give, but down the line, they’ll appreciate the patience you have now.

The three words you should think about when thinking about your current relationship with supporters are engagement, generosity and retention.

As we dive deeper into what these terms mean for nonprofits, remember that no matter what changes are occurring in the country, these three terms remain importantly constant for organizations.

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Jay Love Author's page Jay Love is the co-founder and current chief relationship officer at Bloomerang. He has served this sector for 33 years and is considered the most well-known senior statesman whose advice is sought constantly. Prior to Bloomerang, he was the CEO and co-founder of eTapestry for 11 years, which at the time was the leading SaaS technology company serving the charity sector. Jay and his team grew the company to more than 10,000 nonprofit clients, charting a decade of record growth. He is a graduate of Butler University with a B.S. in business administration. Over the years, he has given more than 2,500 speeches around the world for the charity sector and is often the voice of new technology for fundraisers.