There’s a lot of time and effort that goes into finding donors. As a result, keeping them is of critical importance. There’s always room for improvement, especially when you uncover reasons why donations have dropped. Below are donor retention strategies that you’ll find helpful.
1. Optimize the Donor Experience
Making it easy to donate should always be a priority because failure to do so can cause a drop in donations. In fact, there’s a chance that a donor will only make one donation if the process was too difficult the first time. On the flip side, a positive overall experience can be the reason why a donor continues to support an organization.
One of the ways to ensure a seamless donation process is by only requiring essential information. Studies have shown that requiring a donor to establish an account is sometimes the reason why they don’t give. While establishing an account should be possible, it shouldn’t be required. Additionally, nonprofits should offer different methods for giving, which enables donors to choose their preferred method.
2. Solicit Donor Feedback
It’s a commonly held belief that you can’t improve what you don’t measure. This applies to collecting feedback from donors. By doing so, you can find out where the issues are and what needs to be changed. Donors should be able to communicate any concerns they have. However, they should also have a chance to tell you about their ideas for improvement.
There are reasons why donors choose certain organizations to support and it’s often because they feel passionate about the cause. When this is the case, they are more likely to have insights that are useful. Another reason why it’s beneficial to listen to donors is because they start to feel more personally invested. When a donor feels invested in a nonprofit, they’re more likely to continue supporting it.
3. Plan a Donor Stewardship Event
Stewardship is on the minds of many donors, even if they don’t talk about it. A great way to address any concerns and highlight successes is with a donor stewardship event. There are many reasons why it’s beneficial. This event can provide a chance to thank donors for their support and interact with them in person. It’s a good way to strengthen the relationship. There are many types of events that you can host, which will be contingent upon your financial resources.
Donor retention should be a standard part of a nonprofit’s strategy. In fact, implementing these three tactics are a good way to boost the amount of support you receive and take your nonprofit to the next level. Always remember that different modes of communication can keep donors engaged. It can also ensure they feel confident about giving.