12 things you can do to keep donors motivated and connected

Here’s a new book worth reading: Green Green: Reflections on 51 Years of Raising Money for Nature by fundraising legend David Love.

From this book, here are 12 Principles Of Donor Love From David Love at the MarketSmart blog:

1. Do your homework. Know your donors. Know what they understand and respond to. There’s a lot of amazing information out there, but you have to seek it out!
   
2. Measure what matters. Measuring bogus stats (like “impressions”) will cause you to waste a lot of money, fast.
   
3. Earn respect, invite consent, and inspire conversations. Treat your donors like human being who share your values, and you’ll find your fundraising goes a lot better.
   
4. Be thoughtful. Fundraising is relationship-building. Be aware of donors.
   
5. Be accountable. Make sure your donors know what you’re doing with their donations.
   
6. Be trustworthy. And transparent. Let them know their donations are doing what they hope.
   
7. Build confidence. Actively report back on the work donors make possible.
   
8. Show them they are heroes. Do your donors know what an amazing difference that are helping to make?
   
9. Tell and invite amazing stories. Stories are the currency of your relationship. Tell them often, and ask donors to tell their stories too.
   
10. Connect to your donors’ values and emotions. Giving is a deeply emotional and values-based act. Keep that in mind.
    
11. Get them to fall (and stay) in love with your charity. Make it as thrilling and rewarding as possible to give.
    
12. Do all the small things all the time. The details (like prompt, relevant, well-written thank you letters) make all the difference.