5 Ways to Improve Your Donor Retention
How many of your donors continue to contribute to your organization year after year? High donor retention is extremely valuable to any organization. Retaining past donors is much less costly than acquiring new ones. Unfortunately, nearly three-quarters of new donors do not donate more than once. Here are some key moves to change that trend and up your retention.
1. Say thank you!
Thanking your donors is a must-do. The most effective thanking is prompt and involves communication across as many channels as possible: an email, a handwritten note, a phone call, or an acknowledgment on social media or your mailing list. If the donation was made online, it is especially important to send a thank you that goes beyond a single email so the donor does not feel disconnected by the anonymity of online donating. The content of your thank yous should be as personal as possible, especially if you are thanking a longer-term supporter.
2. Give your supporters the right tools to make donations.
Technology should not get in the way of your supporters’ ability to contribute. Make use of an online donations platform that is modern, appealing, and convenient. Flipcause’s technology makes donating simple and easy with seamless user experience. Get rid of older, outdated tools that are hard for your supporters to navigate.
3. Connect with your donors on social media.
Nurture ongoing relationships with your donors by engaging with and responding to them online. Retweet them if they say something meaningful about your cause, and thoughtfully reply to their comments and questions on any platform. Keeping up these conversations with your donors will help make them feel like they have valuable input and investment in your organization.
4. Engage your donors creatively.
Invite donors to get involved in ways that don’t always involve a donation. Invite them to volunteer, attend an event, promote your cause on social media, write guest posts for your blog, or interview them for story content for your marketing materials. Engaging your donors beyond just donations builds their connection to your organization and your cause.
5. Let your supporters know their impact and your organization’s successes.
What are the outcomes of your campaigns? Your donors want to see measurable results, with stories, photos, and videos. Frequently send progress updates to your donors and be sure to clearly define the impact their contributions have made to your organization. A consistent newsletter, blog, and social media updates are great ways to keep your supporters updated on what your organization is up to!
Remember that donor retention is about building and maintaining your relationships with your donors through many avenues and regular contact. As you would in any relationship, maintain honesty and commitment, communicate promptly, thoughtfully, and jargon-free, and always be as gracious as possible.
