Five Simple Steps to Donor Retention
Improve Donor Retention and inspire Repeat Gifts
Recruiting new donors can be hard, so supporter retention should be a priority. Here are some simple steps to help you improve retention and drive repeat gifts.
Do not underestimate the power of saying thank you
Say it promptly, be sincere and say it every time you receive a gift. With SMS, thank you/bounce back messages are sent automatically to the user’s handset when a text donation is made. This does two great things; it builds trust and it encourages the donor to give again, as they can see your appreciation.
The feel good factor
People like to feel good about giving. They want to know that their gift has made a difference and that they made a positive change. Expressing gratitude and showing them how their gift has helped, will help your donors feel good about themselves and their generosity.
Involve your supporters
Make it about the donor and not the money – the rest will follow. Build a relationship with your supporters, encourage them to engage with you and invest in your cause. Invite them to get involved in other ways or send them updates illustrating to them the change that their kind gift has helped. This way, you are helping to build ambassadors from your supporters and donors.
There is no doubt about it, there has been “bad press” around charities previously. Build trust with your audience and one of the most powerful ways to do this is showing them through something visual like a video, that their gift has gone to good use.
What they achieved
Finally, let them know what your charity achieved and what goals were met with their help. Try to be specific, for example the SMS campaign in aid of ABC, raised this much and this is what we have done with it.
Give examples, you recruited a new nurse, you secured a new guide dog, you secured research for another year and so on. This gives your audience a sense of ownership. All these steps work in tandem, each complimenting the other. Shift your focus from the money side of things, to the importance of your donors and you will build long lasting relationships that will have the power to benefit both.
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