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Guest Post: Don’t Get Dumped by Your Donors

March 24, 2015
(We’re happy to turn over our blog to Christie King of cKing Benefit Auctions and the Benefit Auction Institute this week. It can take a lot of effort to attract a new supporter, but just a little more work can turn a one-time donation into a long-term relationship. Read on to find out more.)

Many donors only give once. This may be a shocking statement, but it’s true. One thing almost all nonprofit organizations have in common is the issue of how to keep donors engaged and giving year after year. Here are a few suggestions to help with donor retention.

After each event, print the list of donors who attended, then pick up the phone and call them. Do not go this alone. Divide the list among your board members and have them assist in making these calls… I already know what you’re thinking – “We’re going to get our board members to do this?” Yes! As leaders of your organization it is critical that they make these calls. And their part is easy, rewarding and fun. All they need to do is thank your donors for their support. If the donor does not answer the phone, they can simply leave a message of thanks. Ideally these phone calls should take place within 24 hours of your event, but no longer than 48 hours afterward.

This simple gesture conveys to your donors that they are appreciated and that they matter. This is critical because nonprofits are often competing for the same dollars, causing donors to become more strategic in their giving.

Keeping donors engaged and informed is also important in donor retention. I suggest you reach out to them via a special email every quarter sharing progress of various activities their money has supported. This tells your donors that you respect their investment enough to share its impact over time. And, of course, time builds trust—critical to building long-term donors.

Develop a Donor Retention Plan and follow it. Don’t leave this very important step to chance.

Thanks for the tips, Christie! To find out more about cKing Benefit Auctions, find it on the web at ckingbenefits.com. For the Institute, head to benefitauctioninstitute.com.