You’ve probably heard the saying, “You can lead a horse to water, but you can’t make him drink.” But what if you could make him want to drink? Enter the concept of “salting the oats.”
In fundraising, this idea translates to motivating your donors to stay engaged, give again, and become long-term supporters. So how do you “salt their oats” and inspire continued generosity?
Why Do Donors Stop Giving?
Before we can motivate donors to stay, let’s consider why they leave. One of the top reasons is poor communication, especially a lack of proper thanks and follow-up. According to a Bloomerang study, 53% of donors stop giving due to inadequate communication — including never being properly thanked.
This begs the question: how well is your organization communicating with donors? Are you expressing gratitude and maintaining strong stewardship?
Steps to Salt the Oats and Boost Donor Retention
Here are some practical ways to increase donor retention and lifetime value:
1. Prompt and Personalized Thank-Yous
A simple, sincere thank-you goes a long way. Ensure that donors are thanked immediately after their contribution. Whether through handwritten notes, phone calls, or personal emails, make the donor feel valued and appreciated.
2. Welcome Packet for New Donors
First-time donors need an extra push to return. Consider sending a welcome packet that includes a personalized thank-you, information about how their gift is making a difference, and details on future opportunities to engage.
3. Ongoing Communication
Don’t let the relationship end with a thank-you. Keep donors engaged by providing updates on how their contributions are being used. Regular newsletters, progress reports, or personalized updates can maintain their interest and make them feel like a valued part of your mission.
4. Build a Strong Brand
Your brand is what sets you apart. It helps donors feel connected to your organization. A strong, consistent brand keeps you top of mind and helps foster loyalty. Just as Costco or Chick-fil-A can attract repeat customers through their strong branding, your organization can build lasting relationships with donors by standing out and staying consistent.
The Cost of Not Retaining Donors
Let’s break it down: if your first-time donor retention rate drops from the average of 50-65% to just 35%, you’re not only losing immediate funding but also sacrificing long-term major gifts. A well-thanked and well-cared-for donor is much more likely to become a repeat donor—and possibly even a major gift contributor.
Conclusion: Salt the Oats for Long-Term Success
Donor retention doesn’t happen by accident. It requires a thoughtful approach to gratitude, communication, and stewardship. By taking steps to “salt the oats,” you can inspire your donors to stay engaged and keep supporting your cause.
