Gifts are coming in online and through the mail. Facebook friends are spontaneously raising money for your organization. I invite, no strongly recommend, you pay attention to your donors. People’s lives depend on it.
According to the recently released Fundraising Effectiveness Project Quarterly report even though revenue is up, retention is still down.
• Only 4.6 out of 10 new donors continue to give.
• For every one donor you recapture, four donors are needed to offset the attrition
With stats like that. . .
Now is the time to learn more about the generous people who’ve given you money, especially your new donors.
Take time, now, to know who your supporters are and communicate with them about how their gift is making an impact.
When I work closely with a development team I always ask the board and the staff:
1. Who knows the names and gift size of your top 25 donors?
2. Who knows the names and gift size of people who gave this week/this month?
I’m usually disappointed no one does. Not even the fundraising staff.
On Twitter, my colleague and friend Steven Shattuck from Bloomerang recently posted this excellent list of people to pay attention to from #GivingTuesday – a list that’s relevant all year-long.
In order to cause people to give again, we actually have to know who they are AND cause them to feel great about what they just did.