5 reasons donors leave you that aren’t your fault

Everyone who donates to us cares about our organization.

Sounds reasonable.

But it’s not true.

Some of your donors give for reasons that have little to do with your organization or even your cause, and those donors are highly unlikely to give again.

It’s important to understand those “not us” donors, because they don’t behave the way your cause-connected donors behave. Here’s a useful post from the DonorPerfect Blog that will help you differentiate those donors: 5 reasons why a donor doesn’t give after their first donation:

  1. They gave to a friend’s crowdfunding campaign. They were responding to their friend, not your cause.
  2. They gave to your nonprofit on Giving Tuesday. They were swept along with a fun group activity.
  3. A story on the news or social media motivated them to find a cause like yours. This is common when there’s a disaster. Many people make donations they consider one-time. They haven’t joined your your family of donors.
  4. They tagged along with a friend to your fundraising event. It was a social event. Not a decision to connect themselves to your cause.
  5. They benefited from giving to you. They were “buying” something, not really supporting your cause.

Another similar reason some donors never give again: They gave a memorial donation.

Some organizations have large numbers of these kinds of donors. That isn’t a bad thing — revenue is revenue, after all. But the normal rules of relationship-based fundraising just don’t fully apply with them. No matter how great a job you do, these donors are less likely to stay with you.

It’s not you. It’s them.

Your job with these donors is to know who they are, to understand their retention rates will be low, and not to over-spend on trying to convert them into regular donors.

It’s possible you are putting too many resources into getting these one-and-done donors, at the expense of getting the sustainable revenue that comes from cause-oriented donors.


Comments

Leave a Reply

What this blog is about

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.

Blog policies

Subscribe

Get new posts by email:

About the blogger

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.


Archives

Blogroll

Categories


Search the blog

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.

Recent Comments

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.

Blog Roll

someone’s blog