My recent conversations with several clients have revealed the significant impact that the pandemic has had on their fundraising—and not in the way you think. These organizations were quickly able to move their programs and offerings online, thus opening up new channels of engagement and creating opportunities to touch and attract new donors.
The results are impressive: many new supporters and increased fundraising results. But despite these successes, some organizations feel uneasy. They are asking an important question: how can they sustain the momentum and make sure these donors feel connected so that they continue to give? In moments of success, it’s important to pause and take a step back. Whether an organization experiences a quick increase in fundraising due to current events or an urgent need, or the growth takes place over a longer period of time, here are my suggestions for how to maintain momentum:
1. Thank donors quickly. It is important to thank donors promptly; This means going beyond the auto-generated email that says thank you and serves as a receipt for tax purposes. This area is tough for many organizations, particularly those who experience an influx of donors over a short period of time. Here’s my advice: make sure you take the time to thank. Send personalized notes—whether typed or handwritten—whenever possible. In a pinch, a mail-merged blast email from the executive director to all donors who made a gift in the past month is better than nothing. Don’t let perfection be the enemy of the good—it is better to thank than not.
2. Convey the impact of the gift through ongoing and digital stewardship. If you receive an influx of gifts in response to current events or a natural disaster, be sure to spell out the short-term impact. Tell the donor how the gift will be used to “meet the moment” and address the immediate need. A short note with pictures and quotes can work well. When there is an influx of new donors, a digital stewardship plan can help ensure that they are acknowledged and receive updates. Create a quarterly digital calendar to ensure content is shared with donors. If possible, one of those touches should be personal, such as a personal email, note, or call.
3. Segment donors for more personalized stewardship. Board members and volunteers are great assets to help you reach large numbers of donors. Enable them to help you by assigning them lists of supporters and a short phone and email script. I have seen organizations successfully equip board members to send personal emails where they say something like, “I saw you supported us for the first time in 2022. How did you hear about our organization?” Emails like that create opportunities for engagement with donors and are great ways to collect information. You never know who may become your next major donor.