Making the Most of Existing Donor Relationships

The most successful for-profit businesses thrive because they understand their customer bases. They make a point to connect in some way to their clientele. Knowledge of their continuing customers’ needs and sentiments helps to develop and refine their products.

This kind of relationship is equally as important with nonprofits and charities — perhaps even more so.

Most nonprofits focus on acquiring new donors, and that’s perfectly logical. Growth and expansion generate awareness and enthusiasm about the cause. Of course, it also creates more funding avenues. But it’s equally crucial to cultivate meaningful relationships with existing, recurring donors. They’re the base of your organization’s existence. 

Unlike commercial business customers, existing donors don’t see their relationship with your charity as transactional. Rather, it’s a reflection of something they care about on a personal level.

For that reason, nonprofits need to focus on curating their existing relationships with donors. Here are a few ideas about how to do this well.

Track Your Relationship

Start gathering and storing data about your donors from their very first inquiry or donation. Contact information, personal info, past donations, website interactions, and connections with other supporters are all data points that you can collect and maintain.

The intent of keeping data extends beyond demographics, donation volumes, and mass messaging. It’s the foundation for the personal relationships that nonprofits need to build upon. It starts the story of your donors’ connection to your organization and can help you to craft future outreach strategies. 

Make Personal Contact

Existing donors, especially those who make recurring donations, like to hear directly from the charities they support. Personal contact — whether it’s via email, direct mail, or phone calls — goes a very long way toward their continued support.

Reaching out personally is always a good idea before the start of a fundraising campaign. But off-cycle contact can be especially beneficial to your relationships. 

Reporting progress on a specific issue, announcing events, or just checking in with long-time donors underscores your commitment to their concerns. Transparent and open communication also encourages donors to stay involved.

Maintaining personal contact with all existing donors isn’t always possible 100% of the time, of course. But designating “sectors” of donors to individual employees can help to offset the load.

Emphasize Non-Monetary Engagement Options

Financial support isn’t always feasible for every donor. But there are plenty of ways for them to support your cause that don’t involve opening their wallets. Giving them chances to interact and volunteer can strengthen your relationship with your donors. It also makes them feel valued in between fundraising campaigns.

Existing donors are especially helpful at spreading the word about your cause. They’re familiar with your mission and have already shown that it resounds within them. They can help with social media messaging, phone banks, petition circulation, non-monetary donations, tables at community events, and other forms of volunteering. Make sure that existing donors know about these opportunities.

Enable and Optimize Recurring Donations

Existing donors are the foundation of your organization. Making contributions as easy as possible for them will reinforce their continued support. One solution is to optimize all of your online options for donations. Give donors as many payment options, amount volumes, and calls to action as they may need.

These options can include gifting stock to your charity. Encouraging stock donations can be particularly effective with existing donors. It’s a way to support your organization that they may not be aware of yet. It gives donors a chance to increase their involvement and investment without drawing on their current cash reserves.

DonateStock makes donating stock to charity a pain-free process for donors and organizations alike. Contact us today to find out more about the ways we can help your nonprofit.