Two steps to getting donors to keep on giving

Fundraising is not just asking.

When it is, it doesn’t work very well. Worse, it contributes to the sadly common belief that charitable giving is for chumps who pointlessly dump their money into ineffective and/or fraudulent nonprofits.

Fundraising is just as much about what happens after the donors give — maybe more.

The Veritus Group blog points out this important fact at Why Your Donor Will Give Again. Here’s why donors will give again:

  • You will thank them properly and promptly, with enthusiasm and genuine gratitude
  • You will tell them how their gift made a difference. Not once, but many times.

If you aren’t thanking your donors well and promptly, their chance of giving again drops steeply. Same thing if you aren’t showing them that they make a difference.

It’s that simple. And that difficult.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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