Donor retention is critical to our missions. This is true from a financial perspective—it is cheaper to retain donors than acquire new ones—but also from the standpoint of our organizational values. We could not do our work without our supporters, and we want to express our appreciation and treat them well. I have been thinking recently about creative ways to improve retention, keep donors engaged, and authentically express gratitude.
Before I dive in, if you’re just starting to think about retention, check out my previous series on the topic here and here. These pieces provide how-tos on calculating your retention rate, and best practices for communication and segmentation. Knowing your retention rate is especially important to establish your baseline and to know if any new tactics you employ have an impact.
After you master the basics and have a solid idea of how you are doing, think about how you can further engage your supporters. As you’re formulating your year-end strategies, try experimenting with some of these tactics:
Thank You Videos
If you usually send thank you notes and have honed that process so that donors are meaningfully acknowledged, it’s time to branch out and try something new. Short videos from key stakeholders are an excellent and dynamic way to express gratitude. It is really impactful to hear directly from beneficiaries, board members, staff, and leadership. Try to have several short videos (45 seconds or less) ready to send to donors this holiday season. Emailing these along with a personalized thank you will grab their attention.
“Pop-Up” Thank You Events
COVID-19 restrictions and budgetary issues have prevented many organizations from having in-person events for several years. If it has been a while since you’ve been able to gather supporters, can you try a small “pop-up” thank you event this holiday season? This time of year offers a natural opportunity to bring donors together so that leadership and board members can thank them in person. A few of my clients are hosting small holiday pop-ups or parties with no agenda other than thanking and building community. After the isolation that we have all endured, this personal touch is more important than ever.
Hold a Thank-a-Thon
There are probably stakeholders in your organization who do not regularly engage in fundraising. Bring them all together—board members, staff, beneficiaries, and others—to have a “thank-a-thon” where they write thank you notes and make thank you calls. This will not only help with donor retention, but can also build community across your organization.
Before the event, hold a short training explaining why this practice is so critical. While it’s second nature to fundraisers, those not immersed in it day-to-day are probably not aware of the importance of retention. Share inspiring examples of your most loyal and generous donors. The prospect of a thank-a-thon can be intimidating, so prepare scripts and resources for your volunteers. A cold phone call is a lot less scary with a short script along these lines: “This month, staff and volunteers are calling our donors to say thank you. Because of your support, we have achieved these major milestones this year.”
Will these suggestions inspire you to try something new? I love hearing about your successes!