One of the advantages that nonprofit organizations have is that often donors are looking for authentic personal connections with the nonprofit. Donors want to feel connected, like they are a part of something bigger, and feel like they belong.
As a nonprofit, one of the best ways to increase donor loyalty is by showing up. These days virtually can be almost as effective as in person. Donor loyalty is driven by human connection, which means personalizing your communications with them will ensure that your donors reach out to you again in the future.
This article will discuss how to increase donor loyalty by utilizing these 8 tools.
Challenges With Donor Loyalty Today
Put yourself in the shoes of your donors. You have finally selected a nonprofit organization whose mission and values align closely with your own. To begin, you choose to donate $100 to them. While your contribution may not be a massive donation, it’s still a significant contribution to the cause.
A week goes by following your donation, and you’ve received no response from the organization. Another week goes by, and still, there has been no response. You’re disappointed in the organization at first, but eventually, you simply forget about the whole thing.
While you may have forgotten about the whole ordeal, the critical thing to remember is that you will never give again.
Don’t let your nonprofit organization follow this path. Here are the top 8 ways to increase donor loyalty with our best practices!
Top 8 Ways to Increase Donor Loyalty
Even though nonprofits have notoriously stringent budgets, you’ll be happy to know that it doesn’t take much money to increase donor loyalty. Here are the top 8 ways to increase donor loyalty with our practices.
1. Connect With Your Donors Regularly
As previously mentioned, the primary method to increase donor loyalty is by staying connected. By regularly engaging with your donors, you are helping to build upon the emotional connection between them and your organization.
Some of the ways you can stay on top of your connections include:
Building a website
Updating your website weekly
Sending out newsletters
Provide video content
Post engaging content on social media
You should take the time to research your donor demographic’s preferred method of communication and hone in on developing those areas of your marketing efforts. And remember, don’t just post boring things. Find ways to engage directly with donors and personalize your efforts as much as possible.
Donor-stewardship is the process of building a relationship with your donors after they make a gift. The main aim of stewarding your donors is to encourage them to donate again. Creating a relationship with your donors will make them feel loyal and increase future fundraising.
Keep in mind the donor pyramid and varying levels of engagement within it. The different levels within the donor pyramid include:
-Occasional donors, volunteers, and event participants
-Annual and recurring donors
-Major gift donors
-Planned gift donors
3. Offer Opportunities for Your Donors to Get More Involved
Remember that your donors can contribute to your efforts more than simply donating money. Always have opportunities for your donors to get more involved with your organization, even if they don’t have the funds to donate at this time.
Here are a few different ways you can get your donors more involved with your organization:
- Set up a donor advisory board
- Ask donors to like and share social media posts
- Host new donor onboarding sessions
- Organize informal focus groups
- Send out surveys to donors
- Create a group chat on social media
4. Thank Donors in a Personal Way
It doesn’t matter what the size of the donation is. Any contributions your donor makes towards your cause should always be thanked. Believe it or not, thank-you mail can make or break a relationship with a donor.
While it can be challenging at times, writing thank-you notes to donors is a great way to show them that you appreciate them. Luckily, with the help of services like Postalgia, you can get the job done quickly and easily.
Postalgia will pen your individualized donor thank you notes on your letterhead with high-quality card stock, taking care of all details, including the address verification, postage, and mailing.
Many of us have grown accustomed to receiving countless messages by email, social media, and text every day that these days, a handwritten note is rare. Therefore, sending a handwritten thank-you card or letter makes your organization stand out and instantly creates a unique and personal connection with the recipient.
Penned by robots but remarkably human, our handwritten letters, notes, or cards to your stakeholders are written using genuine ink. We’ll print and mail these personalized handwritten donor thank-you notes for you for the ultimate convenience.
5. Develop Trust
Another surefire way to increase donor loyalty is by developing trust. To help promote confidence in and amongst your organization, consider interacting with donors face-to-face. There are plenty of different ways to help build trust in your organization. Some ideas might include:
-Hosting an in-person event for supporters
-Hosting a virtual event
-Invite donors to tour your offices
-Ask donors to join your team for a hike
6. Get as Personal as Possible
The perfect world for the nonprofit organization allows you to have a one-on-one relationship with every donor. Unfortunately, that’s not the most realistic expectation for most nonprofits.
Still, you can personalize your content as much as possible by tracking and measuring all of your interactions with donors. Some critical information you should constantly be tracking includes:
-Donor demographics or segments
-Preferred communication channels
-How new donors are driven to your organization
7. Remember It’s About Relationships, Not Donations
Instead of focusing your efforts on more donations, change your mindset to instead increase donor loyalty. Rather than funds being the ultimate end goal, you want to view your relationship with donors as an opportunity to make a more significant impact in the long run.
The more you have a two-way relationship with your donors, the more invested they will be in the growth and success of your organization.
8. Create a Donor Loyalty Program
Although you want to thank all contributions to your cause consciously, significant donors need to be thanked with a bit of extra care. Create a donor loyalty program to help maintain the momentum of your top supporters. Ideas for programs might include:
-Special tickets to events
-Exclusive member-only newsletters
The best ways to increase donor loyalty are linked to personalizing the experience. Getting to know your donors, what they like, and what you can do to maintain your relationship with them are critical components of the donor-stewardship.
After all, it’s about PEOPLE. There’s more to building donor loyalty than the basics, of course, but if you start doing these 8 things, you’ll be off to a good start.
Postalgia can help you deliver that personalized touch by creating physical media such as newsletters and fundraising campaigns and also produce beautifully handwritten personalized thank you letters to donors at scale.
Want to level up your direct mail? Contact us.