Studies show that first-time donors who receive a thank-you within 48 hours are four times more likely to donate again. There is nearly a 400% chance of them becoming regular donors! Those involved in fundraising know very well that showing appreciation for your donors is more than just a thank you, but it is also an excellent opportunity for building relationships.
Showing appreciation for your donors is significant enough to determine who will become a regular donor, and for whom it will be a one-time occasion.
How To Show Appreciation For Your Donors
1. Personally contact your donors.
While this may seem challenging if you have multiple donors, adding a personal touch to your appreciation can go a long way in bringing back those donors. Research shows that a 3-minute phone call can increase your donor retention by nearly 30%. Moreover, sending generic thank you notes may not seem as sincere as publicly promoting and appreciating your donor’s efforts.
2. Show appreciation on your website.
Your website is often considered the face of your organization. Therefore, it can work as a great outlet to publicly showcase the hard work of your supporters and donors. Moreover, acknowledging their commitment to the cause may increase the chances of the donor giving again by nearly 60 to 70%. You can also use this opportunity to advertise your campaign and the focus of your organization, thereby attracting more donors.
3. Turn to social media.
Social media is a powerful tool and comes with excellent benefits and assets. With its widespread reach to nearly 2.32 billion and 1 billion users worldwide on Facebook and Instagram, respectively, it is an excellent channel to thank donors, both large and small. It also allows donors to bask in the attention they are likely to garner with the shout-out. With the promotion of your campaigns and supporters, the platform provides a win-win situation for both parties.
Moreover, thanked donors may also take to social media to share or like related posts, allowing their own network to view your campaign. This not only improves the visibility of your platform, but it also increases the possibility of attracting new donors. With a simple gesture of gratitude, current donors can become advocates for your cause and organization.
4. Send letters.
Studies show that letters sent within 72 hours of the donation are the most well-received. Personalized letters are also the gold standard for thanking your donors. Including a handwritten note adds a touch of sentiment and takes your thankfulness from generic to special.
5. Hold fundraising events.
In 2018, nearly 55% of millennials and 56% of Gen-Xers in the USA attended fundraising events. Not only is this a successful way to make new contacts, but it also allows you to understand your donors on a more personal level. It is always a good idea to prioritize your regular donors by setting up ‘early bird’ pricing or access for an exclusive event. As your past donors are more likely to donate again, it might be a good idea to ask for their feedback to improve upcoming fundraisers. The event itself works as an excellent platform to showcase your campaigns, acknowledge your supporters, and familiarize the audience with your organization’s mission.
First-time donors should be personally invited to the event, whether it is during a phone call, letter, or through a mass email campaign. If you have a lot of donors and need to use email marketing, ensure that you incorporate personalization tokens, to make the email feel as personal as possible.
Showing appreciation for your donors should always be a key aspect of your donor relationship management strategy.
More than 60% of non-profit organizations fail to thank their donors – personally, or not at all. Showing appreciation for your donors encourages reliable financial support from them and allows you to save resources on acquiring new donors. Prioritizing donor retention allows both parties to form a deeper, more interpersonal relationship, ensuring that donors continue contributing to your cause.