Nonprofit Retention: All Donors Aren’t Created Equal

In article #1 of this three-part series on donor retention and gratitude we discussed the benefits of thanking donors in a manner that resonates with them. Personally. That’s what will make your thank you stand out, a topic covered in article #2. In today’s article #3 we’re going to look more closely at something that should be patently obvious. People are all different.

Here’s the big, often overlooked, ‘deal’: What floats your boat may not float mine.

You need a slightly different donor retention road map for different categories of donors.

Effective Nonprofit Retention Begins with Donor Differentiation

Different Strokes for Different Folks

Once a donor makes a gift, don’t make the mistake of neglecting the “getting to know you” phase of building your relationship.

Types of supporters ripe to be asked for further engagement:

1. Volunteer
2. In-kind property donor
3. One-time transactional ‘third party’ donor
4. Newly acquired
5. First-time renewable
6. Ongoing renewable
7. Ongoing upgradable
8. Major gift
9. Lapsed last year [LYBNT]
10. Lapsed more than a year ago [SYBNT]

Strategies to Retain First-Time Donors

You got a new donor – cause for celebration! But it costs a lot of money to acquire a new donor. Most likely, it costs more than they end up giving you as a first-time gift.

Donors are only worth acquiring if you can retain them.

1. Begin with a Written New Donor Thank You Plan

Thank you is the beginning of the donor relationship; not the end. If you increase donor retention by just 10% today, you can enhance the lifetime value of your donor base by 200%!

8 Core Strategies to Include in your Donor Acknowledgement Plan:

1. Be prompt. Your thank you should get out the door within 48 hours.
2. Personalize the salutation.
3. Craft a catchy opening line.
4. Tell them the specific impact the gift will have.
5. Mention anything specific they asked you to do.
6. Offer something of value.
7. Include contact information for a specific person.
8. Don’t sound like you’re asking for more.

2. Consider a New Donor Welcome ‘Package’

Making new donors feel welcome is just common sense. Follow-up with some donor love over the next one to three weeks.

3. Build a Strategic New Donor Communications Plan

It’s important to close the circle for new donors and remind them why they made the gift.