How to show your donors that they matter (and keep those donors)

Do your donors know their giving makes a difference? They don’t if you aren’t telling them!

Here are some ways to let them know from the Constant Contact Email Marketing Blog, at 5 Ways to Show Donors the Impact of Their Gifts:

  1. Tell them with a quick note
  2. Share pictures of recent success
  3. Share a thank you video
  4. Send something donors can hold in their hands
  5. Show them in person

These are special ways of showing them impact. The best ongoing and methodical way — good for donors of all amounts — is a donor newsletter.

Think of it this way: When donors give for the first time, they are taking a big risk that their gift will not do what it was claimed to do. They get plenty of evidence that a lot of fundraising is misleading or outright fraudulent. Your job is to show them otherwise! And not just once, but again and again!

That’s what fundraising is.


Comments

6 responses to “How to show your donors that they matter (and keep those donors)”

  1. Maya Berman Avatar
    Maya Berman

    I used to be an intern for a homeless shelter and I wrote the monthly donor newsletter. However, I did not have much instruction and I never knew if our newsletter was the best that it could be. One question that I have is this: is it appropriate to have a “donate now” button front and center in the newsletter, or should I save it for the end?

  2. Maya Berman Avatar
    Maya Berman

    I used to be an intern for a homeless shelter and I wrote the monthly donor newsletter. However, I did not have much instruction and I never knew if our newsletter was the best that it could be. One question that I have is this: is it appropriate to have a “donate now” button front and center in the newsletter, or should I save it for the end?

  3. Hi Maya- When it comes to producing content for your organization, the ultimate goal is to keep the audience/donors engaged, which will hopefully lead to more support (and donations). While we don’t think it’s necessarily inappropriate to have the donate now call-to-action front and center– as that is often the norm with others NPO’s– it could dilute the message within the newsletter.
    What we’d suggest is if your newsletter is captivating/uplifting and tells a great story that prompts supporters to become recurring donors, then saving the donate button for the end is the best bet.
    Good luck!

  4. Hi Maya- When it comes to producing content for your organization, the ultimate goal is to keep the audience/donors engaged, which will hopefully lead to more support (and donations). While we don’t think it’s necessarily inappropriate to have the donate now call-to-action front and center– as that is often the norm with others NPO’s– it could dilute the message within the newsletter.
    What we’d suggest is if your newsletter is captivating/uplifting and tells a great story that prompts supporters to become recurring donors, then saving the donate button for the end is the best bet.
    Good luck!

  5. Agreed! Show your donors gratitude and give them value before you ask for another gift.

  6. Agreed! Show your donors gratitude and give them value before you ask for another gift.

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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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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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