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Build Donor Loyalty to Meet Your
Long Term Fundraising Goals

by Gerry Reeder

Fundraisers often can't see past their noses. This is hugely problematic. When this happens, your organization will lose sight of the big picture and you will not develop loyal donors.

Between new technologies and social media the number of non-profits and charities are proliferating at a record pace. This means that as time progresses there will be more charities vying for the same amount of donations.

If your organization is operating with a short-sighted mindset you will suffer in this environment. The organizations that will prosper will be the organizations that build and establish donor loyalty. They will prosper because loyal donors will stick with your organization no matter who comes calling ... so long as you earn and keep their loyalty.

There are three rules to increasing donor loyalty:

Rule 1 - Acknowledge their donation with a gift or a personalized card.

Rule 2 -Show them where their money is going. This adds a new level of transparency to your organization and will help build the trust that is necessary for building and establishing relationships with loyal donors.

Rule 3 - Show that there is a social return on investment (SROI). Even though your goals are altruistic people will only give you money if there are measurable results. If you can show a social return on their donation people will be more convinced that you are not one of the organizations with highly paid management or unnecessary expenses.

There are three types of donors:

  1. The people that donate once.

  2. The people that donate once, but are willing to donate again.

  3. The people that are lifetime donors.

Just because someone is a type one or two does not mean that they can't be made a type three. If you want to move someone from a type one to a two or a type two to a three put the three rules above into practice. Do this and you will see wonderful results.

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