Donor loyalty should be valued by nonprofit organizations. There is always a room for getting new donors but what about the ones who have been donating or have donated in the past? You can’t just let them slip by, can you? It is reported that 60% of the donors disappear after their first contribution never to return for another donation.
Those with loyal behaviors usually believe in the ideology the organization stands for and they have trust built. It is the occasional donors that you need to bring on board and have them returning. In the long-term, 10% these donors can generate 200% return in the organization’s operational life.
How to ensure the donor retention? Read on,
1. Craft a Killer Message
The impact of crafting a really compelling message can’t be argued with. So to increase donor loyalty and to attract new ones work on your message. It usually comes down to your organization’s vision and mission statements.
Exercise care as to what message you intend to portray. It speaks a lot about your objective and/or goals in the near future. Donors, if are not convinced, thy will consider your statements as just another piece of text with no meaning attached to it. Poetically put, you ought to breathe some soul in your matter.
They must be able to tell reading your message how their money is going to be channelized in making the proposed difference. Your cause should be able to resonate with that of the donor. And if it is compelling enough, congratulations, you have found in him your donor who’s coming back!
We have talked about trust but let’s see it from another angle. In other words how you actually establish trust with your donor. Start by being transparent with your donor. Share authentic stats, information and data if a donor expresses interest in reviewing documental evidence or simply wishes to check for organization’s credibility. The argument in light on facts will help cement trust.
You can also seek to have your organization vetted by a neutral but reputable third party. Such endorsements help a great deal. Or you can get a renowned figure on board from your niche/industry to say a few words on how satisfactory the proceedings are at your organization – another form of endorsement. Lastly, you can follow-up or send a personalized ‘Thank you’ note saying how their money has helped shape future.
3. Don’t Complicate Loyalty
Loyalty should not come at a cost. For instance, the procedure to donate should be seamless and all payment methods should be available. You cannot place a restriction that we only deal in payments made via check. For these seeking to donate cash or via credit card/online methods should not feel at a disadvantage.
Also, as previously mentioned follow-up and thank them for their contribution and implore them to donate again. Remind them of the cause and cases (that their donation can help change for better) through email. If you maintain a website, ensure its optimal functionality.
4. Focus on Relationship Building
Think long term instead of a one-time gain in the form of donation. That can only be achieved via a good and healthy relationship with your donors. To etch your name in their hearts offer promotions, newsletter, and videos to equip them more about your cause and all the latest happening in the concerned department.
Interact and engage as much as you. This will serve as a brand recall. And brand recall is just not needed in the corporate sector but equally in the not for profit businesses. Host events and share real-time activity in the form of charts and/or graphs where they can see how their contributions are bridging the gap.
Since this is all meant for donor retention, enrich their experience as much as you can. The relationship building exercise will translate into ROI but you will have to be patient and give it time.
The above are some ways you can employ to increase donor loyalty percentage.
Author Bio: Joseph Carey is associated with a local charitable organization and has served on the boards of numerous nonprofit businesses in the capacity of legal advisor. He is also a genius academic author who makes the most of his time writing a coursework on variety of subjects.