Why do I need donor relations?
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel
Maya Angelou
Quality donor relations strategies are the key to retaining relationships over time. I can’t be the only person that gets excited when a fast-food restaurant ask me for my name or receive a reward sent directly to your account. It makes you feel like in this moment the restaurant desires a real connection with you that’s not just to take your order. What inspires me even more to return is when the staff member smiles and says, “Have a blessed day” or “My pleasure.” I understand that this could seem like a stretch and every experience is different, but just think about the power of someone knowing who you are.
So, I want to ask you… what if your donors could receive the same experience when they begin their interaction with you as their chosen organization?
A few areas that could lead to a strong foundation for building lasting relationships are receipts, personalization, and communicating impact.
Did you know, the IRS only requires a receipt of any single contribution of $250 or more in order to claim charitable contributions on their federal income tax returns?* However, the reality is donors like to receive a receipt for all donations. Receipts then become a great way for you to share a brief message of gratitude while providing the transactional details of their donation. Do not assume your software is doing the work for you.
Personalize your gratitude! I had a great conversation with a client during our strategy session as we discussed recognizing and individuals first gift or ongoing giving. Recognizing a donor’s longevity is like telling them, “I see you and we’re in this together.” Say their name and know their interactions with you.
Be sure to communicate impact! I get it, you are actively pursuing and serving your community, but you can’t stop there. Informing people of their impact is providing a close lens into seeing their donation in action. They are pursuing and serving the community as well so you can’t exclude them from seeing the great efforts you are working on together.
From the moment a donor makes a gift, this is your opportunity to build a lasting relationship and get to know them by name. I am here to work with you and build a strategy around getting to know your donors more.
*Source: https://www.irs.gov/charities-nonprofits/charitable-organizations/charitable-contributions-written-acknowledgments