Retention

There's a donor retention article every single day it seems. Why is this so hard?

You've optimized your acquisition process. You're gaining new donors. You're sending them the content you promised when they signed up. You should be growing your donor base, right? Not if you aren't able to plug the leak on the other end. You may want to consider opt-down and other options, rather than a simple "Bummer, see ya later." There are three ways to do this effectively: 1. Reduce frequency. 2. Focus content. 3. Facilitate e-mail address changes.

In my recent webinar with 4GOOD/Nonprofit Webinars about How Creative Thank-Yous and an Attitude of Gratitude Can Supercharge Your Fundraising, it became apparent there’s one question many of you struggle with: How on earth do you develop a system that assures thank-yous really get out in 48 hours? Heres' the biggest secret: 1. You’ve got to get everyone in your organization to buy in to the 48-hour rule. This is perhaps the most important thing you can do to sustain donor relationships.

Lose your mid-level donors, and your major gifts will dry up sooner than you might imagine.

This year, the FSV advisors tackled the issues every-sized organization and mission need to know to thrive well into the next decades.

Nothing could be as gratifying or rewarding as stewarding your donors, yet it’s clear from the latest statistics that we’re still not getting it right. Take a cue from my oh so fabulous subscribers and members, who are using fun and novel ways to deepen their relationships with their donors. What tips could you swipe?

Never assume systems are working. Always check and check again. Mistakes creep in and software glitches show up for no reason known to us non-technical types, so always validate your systems to be sure they are doing what you expect them to do.

You need to take five carefully timed steps to get more new donors to continue their support. But before you get started, get into the New-Donor Zone. Step away from the tactical aspects of your fundraising program for a moment, and put yourself in the shoes of your new donor.

Entire books are written on the subjects of acquisition and retention for both charities and membership associations. Yet we all can benefit from a few reminders from time to time. That’s what I have for you today — a few reminders. In my opinion everything related to acquisition and retention is all part of one overarching fundamental: Everything you do is cultivation and stewardship. Everything.

In my experience, often in fundraising departments no one actually has the word retention in his or her job title. Not so for acquisition. Retention often hides behind the skirts of other programs. It’s hinted at in words like “direct marketing,” “special appeals,” “supporter services” and “donor communications.” It’s symptomatic of our approach to retention. We focus on individual program delivery. We do it in bits and pieces, here and there and then cobble it together.