How Being Personal is the Driving Force for Recurring Donations

It’s no secret that NPOs thrive on donations (which are most valuable when they’re recurring). One of the biggest mistakes of donor cultivation is thinking of donors as a tally mark and not a real person. To create those recurring donations, it’s vital to make the process of supporting your NPO a personal experience.

Smile and remember why you’re doing what you’re doing. People will be far more inclined to give when your passion is visible and your enthusiasm is infectious. They will be even more excited to give when a relationship is formed between them and your organization.

That’s because communication is key in creating a relationship with your donors. Include them by letting them know what’s going on within the walls of your organization. Feel free to invite them to events and welcome them into the life of your NPO. Treat them like family.

Going the extra mile to show donors that you care for them individually will be the deciding factor in donating to your organization rather than the one down the street. Communicate with donors often and through different media. Tell donors why you appreciate their continued support, let them know what difference their donation made to your cause. Remember to thank your donors every month and not just after a fundraising campaign.

Whether it’s via an email addressed to the donor specifically, a phone call or handwritten letter, a personalized thank-you for any donation is a great start to setting up their inclination to donate to your NPO again, and an all around great habit to increase donor loyalty.

But genuineness and communication are just two factors in the grand scheme of gaining recurring donations. Follow the link below to see all 10 of the golden rules to donor development.

10 Golden Rules of Donor Development [Winspire]


Nick Small

With specialties in content strategy and creation, social media engagement and digital marketing optimization, Nick brings a depth of experience in nonprofit marketing. He’s also helped hundreds of nonprofits with their online presence to improve donor retention and attract new audiences, and he still has time for a good glass of whiskey, round of golf or new adventure.

November 20, 2014

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