The truth to why your donors stop giving is that they lose interest. They don’t feel their gift matters enough to keep giving it.
I recently talked with the team at a large nonprofit and discovered that other than the thank you letter or email after a contribution, there is no other communication with donors until it’s time to ask for another gift. Yikes!
If you want to raise more money.
My recommendation to anyone in the Executive or Development Director positions is to make time every day to call 3-5 long-time or first-time supporters and listen. Yes, it’s a lot of calls a week.
When you are asked to do something different than you’ve always done?
When someone makes a first time gift?
When someone makes a significantly helpful in-kind contribution?
How do you respond?
With vacations and long weekends upon us, take this as your reminder to schedule some “donor retention” activities for the summer. The fact is, when donors have a high level of trust about what you DO with THEIR financial support, they are much more likely to give again and again.
Donations to charitable organizations grew 1.4% to $390 billion in 2016, according to Giving USA and this post from The Chronicle of Philanthropy. The average donor retention rate in 2016 was .5% below what it was in 2015 – 45%, according to this post from Bloomerang about the Fundraising Effectiveness Project new report.