As a nonprofit organization, your first obligation should always be to the people or community you serve. Staying true to your mission is vital if your organization is to make the impact it was designed to make, so the majority of your nonprofit’s activities need to be in line with it. At VitalChurch Ministry, where I serve as COO, much of my time, as well as our Executive Director’s time, is spent working with churches. However, we also know the importance of staying in touch with those who help make our work possible—our donors.
The best nonprofit donors understand that your mission is your priority. Many will even actively look to support organizations that don’t spend too much money on administration or other costs not directly related to their missions. But those who donate often still want some of your time and attention. They want to know that their money is truly going to a good cause—that it is being spent in the ways they had hoped, and that it is helping your organization make a difference.
Here are some ways to connect with your organization’s donors that will keep them engaged and also let them know their support is appreciated.
Personalized Emails
You can—and should—add your donors to your regular email list so they get any mass updates you send out, but in addition, you should take the time to send out personalized emails to your large donors on occasion. These emails need not be long and involved, but it should be clear that they are being sent only to that individual. Include details that are specific to the donor. You could reference a previous conversation or interaction, or you can talk about the specific programs or initiatives that their money is going toward.
Don’t use these emails to ask for more money. Simply use them as a way to let your donors know you appreciate their support and how it helps make your work possible. People have a lot of organizations to which they could donate, but they chose yours! The least you can do is write them a personalized email every once in a while. Sending out an email once a quarter is probably sufficient for most donors.
Phone Calls or Meetings
Some donors like more personal time and attention. For those people, phone calls or in-person meetings are beneficial. These donors want to get to know the people who are in charge of the organizations they support so they can feel confident that their money is going to a nonprofit that is well run by competent individuals.
It can also be the case that they not only want to hear from you, but they also want to be heard. They might have ideas they want to communicate with you about how your mission can be furthered or about new opportunities they think you should pursue. Take the time to listen. Even if their ideas aren’t good or feasible, it shows that they have a keen interest in your organization and its work and want to help make things better.
It can be easy to dismiss the ideas of people who aren’t “in the trenches,” but you never know where a great opportunity could come from—and donors often have great connections with influential people who can help make things happen.
Taking the time to have one-on-one conversations with your donors can be time consuming, but these interactions can be highly valuable in terms of creating loyal supporters.
Donor Appreciation Events
If the thought of planning (and paying for) another event just to connect with donors sounds daunting, it doesn’t have to be! There are ways to put on donor appreciation events that can be virtually stress free!
One way to do this is to have a small, by-invitation-only event prior to a larger event that your nonprofit is putting on. It can even be in the same facility as the larger event and use the same event staff.
Hosting an event like this can maximize your time by allowing you to connect personally with multiple supporters at once, while also having an opportunity to thank them as a group. If the larger event has a special speaker, giving your donors the opportunity to meet the speaker prior to the event can be a great perk that your donors will likely appreciate!
Another option is to ask one of your most loyal donors to host a gathering in their home for other supporters. At the gathering, the host or hostess can say a few words about why they support your organization, and you can say a few words to the group as well. A more casual setting like a private home is a great place to have candid conversations with multiple supporters.
Your donors and supporters are a vital part of your organization. Don’t just give them your time and attention when you are asking for money. Instead, treat them like the friends of the organization that they are!
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