Right now, savvy nonprofits are focused on donor retention. But how? Adrian Sargeant, the Robert F. Hartsook Professor of Fundraising at Indiana University, breaks it down in “Donor Retention: What Do We Know and What Can We Do About It?”. I recommend reading his paper yourself, but until then, here are the key factors in donor retention:
- Loyalty: Key loyalty drivers include donor satisfaction, identification, commitment, and trust. For example, giving a monthly donor an identity like “Faithful Friend” can reinforce feelings of commitment and support increased loyalty.
- Triggers: Triggers are events and experiences that cause donors to re-evaluate their giving. Some triggers, like a change in a person’s financial health, are outside of your control. One trigger you can control is donor experience. A positive experience with an organization can be powerfully motivating. (The inverse is also true!)
- Value determinants: Often, a person gives because being generous reinforces their sense of self-worth and connection to others. A donor may give to enjoy feeling like a good person who is aligned with people doing good work.
Consider the questions the donor asks: How connected do I feel to the organization? Has a specific experience influenced my giving? How do I benefit from giving? At TrueSense, our animal care strategy answers several of these questions.
- Our January renewal package supports loyalty by reinforcing identification: Donors are called Giving Champions.
- In April, August, and December, we leverage match campaigns that signal value and association with leaders in the community.
- Our May Needs Assessment campaign asks donors for their input, strengthening their loyalty and building trust.
- Our donor milestone series responds to donor behavior and triggers engagement at key points in the donor’s journey, signaling their value and the importance of their support.
I hope this brief overview inspires you to create an even deeper connection with your donors!