Why Do Donors Give? Understanding the Key to Inspiring Action
Hi, I’m Kevin Gentry, and welcome to the first video in our series on Fundraising Essentials. Today, we’re tackling a fundamental question: Why do donors give? The answer might surprise you—it’s because they’re asked. But there’s more to it than that. Donors give when they see a problem they can identify with and believe in your ability to solve it. It’s all about connecting their dissatisfaction with the current state to a credible vision of a better future and a clear path to achieve it. In this video, I break down this powerful framework step by step to help you inspire action and build trust with your donors. This is just the beginning of our series, so stay tuned for more insights on how to elevate your fundraising and maximize your impact. Let’s dive in! Why Do Donors Give? Understanding the Key to Inspiring Action As a fundraiser, understanding why donors give is the cornerstone of your success. Here’s the truth: people give because they’re asked. It’s that simple. However, the process involves more than just asking—it’s about presenting a problem that resonates with them, offering a credible solution, and providing a clear plan to achieve it. At its core, giving is rooted in human action. Austrian economist Ludwig von Mises outlines three key elements that motivate people to act: Dissatisfaction with the Current State: Donors must feel uneasy about the problem. Whether it’s the state of education, poverty, addiction, or another critical issue, they need to see the problem as urgent and real. A Vision of a Better Future: Donors need to see the possibility of change. How will their contribution lead to happiness, satisfaction, or solving the problem? A Clear Path to a Solution: Donors must trust your ability to implement the solution. Your plan, budget, and timeline should instill confidence and make them feel part of the change. When donors identify with the problem, believe in your solution, and trust you as the vehicle for change, they’re ready to give. It’s about connecting their personal values to your cause. Remember, tax benefits or recognition are often secondary—what truly drives giving is the desire to make a difference. This framework applies to all types of donors. Whether it’s a large-scale campaign or a small community fundraiser, people give when they see themselves in the solution. So, as you prepare to ask, make sure your approach includes these three elements: an identifiable problem, a credible solution, and a clear plan. This builds trust and inspires action. Stay tuned for my next post, where I’ll share tips on how to make the ask effectively and what to do after the ask to strengthen your donor relationships.
Stewardship in Action: Beyond Just Maintaining
Are We Stewards of the Declaration of Independence? Should you and I be thinking of ourselves as stewards of the Declaration of Independence and all it represents? And if so, what does that really mean? Reflecting on the ideals in the Declaration of Independence, we see a radical experiment in self-government, human dignity, and freedom. Stewardship, in this sense, means actively protecting and nurturing these values, ensuring they resonate for generations to come. But what exactly is stewardship? And how does it connect to the core principles of donor engagement? Stewardship in Action: Beyond Just Maintaining Stewardship is about more than maintenance—it’s about honoring and advancing an asset entrusted to us. In our work, this means being good stewards of our donors’ gifts, responsibly using their contributions to create the impact they envisioned. It’s a deep responsibility and a crucial part of our role. Consider the powerful impact stewardship can have: When Mr. and Mrs. Smith contribute $250 to a college scholarship fund, did it reach a deserving student? Did it make a difference in that student’s journey? When Alex donates $50 to a local campaign, what results came from that support? Did it help bring more visibility to an issue, or win a vote that Alex cares about? When Evelyn generously donates $1 million to construct a new sanctuary for her community, is she seeing progress? How is the construction advancing, and what kind of impact is it projected to have on the families that will gather there? Each of these stories illustrates how stewardship is more than just tracking donations. It’s about showing supporters the genuine impact of their contributions, inviting them to see their role in the story. Engaging Donors Through Stewardship Stewardship, as it applies to donor engagement, can take many forms: Communicate Progress: Regular updates let donors know their gifts are having an impact. Too often, donors feel disconnected after giving, left wondering if their support really made a difference. Proactively sharing progress closes that gap. Create a Dialogue: Beyond progress reports, consider the impact of a simple phone call. Let supporters ask questions, share their own stories, or offer ideas. It personalizes their connection to the mission and lets them see that their voice matters. Invite True Involvement: For those especially engaged, an invitation to see the work firsthand—whether it’s a construction site, a classroom, or a food pantry—can transform their understanding of the impact they’re making. Further, asking key supporters to serve in volunteer or advisory roles gives them a meaningful place in the organization’s journey. In many ways, this echoes the stewardship of the Declaration of Independence itself. Just as each generation has a duty to uphold and advance these freedoms, so do we have a responsibility to engage and honor our donors’ intentions. The Transformative Power of True Engagement It’s no wonder that the most engaged supporters often become the most generous. As their connection to the cause deepens, so does their commitment. Engagement isn’t just a box to check off—it has the power to transform the scope and effectiveness of our work. The ideals in the Declaration of Independence remind us of what’s possible when people come together to pursue a vision. Our work, too, is built on shared vision, partnership, and the willingness to engage people in something bigger than themselves. What Does Stewardship Look Like in Our Work? Being good stewards means more than taking care of donations. It means celebrating and nurturing the ideals behind each gift, making sure every supporter understands that their contribution is essential. Stewardship in fundraising isn’t just a task; it’s an opportunity to create a meaningful connection, one that could last a lifetime. Are you ready to be a steward, not just of gifts, but of the values and vision your supporters hold dear? Because in doing so, we honor both our mission and the trust our supporters place in us.
The Power of Gratitude in Building Long-Term Donor Relationships
The Power of Gratitude in Building Long-Term Donor Relationships They say gratitude is an attitude. And it’s true—a consistent practice of expressing heartfelt thanks can make us not only happier but healthier as well. But gratitude is also the right thing to do, especially in the world of fundraising. From an early age, many of us were taught the importance of sending a prompt thank-you note. For some, it’s practically a cultural norm, almost a social responsibility. So, how does this tie into the “8 Steps to Effective Donor Engagement”? Engaging supporters in a genuine partnership requires more than a simple transaction. True engagement is about involvement, a two-way street where both the organization and donor benefit. In this approach, gratitude isn’t just a courtesy—it’s Step #2 in a series of intentional interactions that build strong, lasting relationships. Step #2: Genuine, Two-Way Gratitude So, how can we go beyond a typical thank-you and make the process genuinely engaging? The best tool I’ve ever found for expressing thanks in a meaningful way is simply picking up the phone. Calling a new donor, letting them know you’re genuinely grateful, and even asking about their motivation for giving can be transformative. It not only shows your appreciation but can open the door to a deeper relationship. Imagine a call like this: “Hello Mrs. Jones, I just wanted to personally thank you for your generous contribution to the Save the Baby Whales campaign. Your gift is making a real difference, and we couldn’t be more grateful.” The surprise and warmth of a call like this can be profound. And when you ask a donor about their motivations, you often uncover stories that remind you why they are a perfect match for your mission. Mrs. Jones might share a story about a whale-watching trip, or her grandson’s love for marine biology, or even a family legacy tied to conservation. These personal details transform the relationship from transactional to relational. Why It Works Expressing gratitude through these genuine interactions not only shows appreciation but also allows donors to feel seen and valued. When supporters share why they give, they become more deeply invested in your work, often leading to a stronger commitment and greater future giving. In his book Retention Fundraising, Roger Craver discusses how the initial expression of gratitude is one of the most powerful tools for cultivating long-term support. When you go beyond a basic thank-you and invite donors into a conversation, you’re giving them a reason to stay connected and stay involved. More Ways to Deepen Gratitude For some organizations, the gratitude call is just the beginning. Consider adding these elements to further engage your supporters: Surveys and Feedback: Offer a short survey to learn more about their preferences, like how often they want updates. Event Invitations: Invite them to visit your office or join an onsite tour of your work. Seeing the impact of their support in person can be deeply meaningful. Exclusive Updates: Ask for their email so they can receive special program updates. Giving Clubs: Let them know about giving circles or clubs they might want to join for even deeper engagement. The Lasting Impact of Gratitude The more engaged your supporters become, the stronger their partnership with you will be. And when gratitude becomes a part of that relationship, it’s not just about saying “thank you”—it’s about creating a bond that supercharges lifetime giving. Next up, we’ll dive into Step #3: Smart Stewardship, and explore how to take this gratitude to the next level by ensuring that donors feel confident in how their support is managed. In the meantime, how has gratitude played a role in your donor relationships? What has worked best for you? Let’s keep the conversation going, and as always, onward and upward!
The Power of True Donor Engagement: A Story of Transformative Partnership
The Power of True Donor Engagement: A Story of Transformative Partnership We’ve all worked with supporters like John—a successful businessperson, an entrepreneur, someone who poured his heart and soul into building something remarkable. For John, it was the Scottsdale Plaza Resort, a fixture in Arizona’s travel and tourism industry and a venue renowned for hospitality and excellence. Over the years, John had transformed the resort into an award-winning destination that hosted teams for the Fiesta Bowl and became a favorite for travelers across the state. When Tim Phillips and I met John, he was in his prime, reflecting fondly on the decades of hard work that had brought him success. Tim, newly appointed as president of Americans for Prosperity (AFP), and I were on the road looking for support to get AFP off the ground. Yet, despite numerous asks, we had seen very little success. By the time we met John, our spirits were low, and he could tell. “Tell me what it is you guys are trying to accomplish,” John asked, genuinely curious. Tim launched into his vision for AFP, particularly highlighting a campaign to end earmarks and curb excessive government spending. John, a man familiar with the burden of excessive regulations, was immediately intrigued. He saw himself in our mission and could relate to the problem. After a thoughtful pause, he leaned in and said, “I admire you guys. You remind me of myself when I was just getting started. I’ll give you $25,000 to help launch.” That first “yes” changed everything. Without John’s early support, we might not have had the momentum needed to build AFP into the nationwide grassroots powerhouse it is today. John didn’t just give his support once. We stayed in close contact with him—updating him on AFP’s progress, seeking his advice, and holding leadership events at his resort. John often shared his insights with AFP’s team, and he was a constant source of encouragement. Why True Engagement Matters John’s support illustrates a foundational truth about donor relationships: real engagement transforms the relationship. When we view donors as active partners rather than transaction points, we open the door to a deeper, lasting impact. This approach can make all the difference between a one-time donation and a lifetime of partnership. Engagement is the first step of what I call the “Eight Steps of Effective Donor Engagement,” a framework that can transform your approach to fundraising. Real engagement is a two-way street—it’s meaningful participation and involvement. When we treat our donors as partners in our mission, we create a win-win relationship that benefits everyone involved. How Do You Start Engaging Donors? The Initial Ask: Think of the initial solicitation as an opportunity for engagement, not just a transaction. It’s about inviting your supporter into a partnership. Whether in a one-on-one meeting, direct mail, or other communications, approach the ask as an invitation to join a shared mission. Follow-Up and Continued Engagement: Don’t let the relationship end with a “yes” or “no.” Stay in touch, provide updates, and seek advice. Just as Tim and I kept John in the loop, staying connected fosters trust and builds the relationship over time. Involve Donors in the Work: Whenever possible, involve your supporters in meaningful ways. John didn’t just attend our events—he spoke to other supporters, shared his thoughts on our campaigns, and became an integral part of our work. Showcase the Impact: Demonstrate how a donor’s support is making a difference. For John, hearing about AFP’s progress was essential. Seeing tangible results reinforced his commitment and sense of purpose. The Ripple Effect of Engagement Today, AFP has grown into a nationwide organization with thousands of volunteers and dozens of offices, achieving impactful results across the U.S. But it all started with the simple act of engaging a donor in a meaningful way. John wasn’t just a supporter; he became a true partner, someone who saw his values reflected in AFP’s mission and wanted to help us succeed. This story isn’t just about AFP or John—it’s about the potential that lies in every supporter relationship. You likely know people like John, individuals who want to make a difference and are ready for deeper involvement if given the chance. Are you in a position to invite them in? True engagement goes beyond the initial gift. It’s about building something together, about achieving shared goals. With each supporter you engage deeply, you have the potential to transform both your organization and their lives. Are you ready to make engagement your priority? Your supporters could be waiting for that invitation to step into a bigger role. And when they do, you’ll see the impact—one transformative partnership at a time.
The Transformative Power of Onsite Visits: How Seeing Is Believing for Donors
The Transformative Power of Onsite Visits: How Seeing Is Believing for Donors A simple onsite visit can transform the entire relationship with a generous supporter, turning a one-time donor into a lifelong partner. Picture this: a donor visits your headquarters, observes your work in a classroom, steps into a research lab, or tours a food pantry. That brief experience can leave an indelible mark, sometimes leading to extraordinary gifts that change the trajectory of your organization. Onsite visits are Step #6 in the “Eight Steps of Effective Donor Engagement.” They offer a unique opportunity for supporters to connect deeply with your mission, seeing their impact firsthand. Let’s explore why onsite visits are so powerful and how you can use them to cultivate meaningful engagement with your donors. Real-Life Stories of Onsite Visits that Led to Transformational Giving Consider Bill’s story from a few years back. In 1998, Bill traveled across the country to visit the organizations he was supporting, including those at George Mason University. This one trip planted a seed that eventually blossomed into a legacy gift—his entire estate—upon his passing. Another Arizona-based donor, just after her husband passed away, took a trip to Washington, D.C., to see the nonprofits she’d supported for years. That visit sparked deeper connections and resulted in millions of dollars in subsequent gifts. In another instance, while in the middle of a new headquarters construction, I hosted a generous supporter who wanted to tour the project. We donned hard hats and walked through piles of sawdust, envisioning the final structure. Not long after, this donor made a gift so significant that we named the building in his honor. Later, he even bequeathed the majority of his estate. These stories show a powerful trend: an onsite visit can lead to transformational giving. When donors see the work up close, the experience creates an emotional bond, often leading to life-changing contributions. Why Onsite Visits Are So Effective for Donor Engagement There are a few key reasons why onsite visits create such a lasting impact: Seeing the Mission in Action: When donors witness your work firsthand, it reassures them that their support is meaningful and making a real difference. The tangible, up-close experience builds trust and confidence. Personal Connection: A visit allows donors to meet the people behind the mission, including leaders, staff, and beneficiaries. This connection can be pivotal, assuring them of shared values and a shared commitment to the cause. Emotional Resonance: Onsite visits engage the donor’s emotions, tapping into nostalgia, empathy, and personal connection. Many donors see themselves in the beneficiaries they meet, stirring memories of when they, too, were in a similar place. Creating Peak Moments: Psychologists, like Abraham Maslow, describe these experiences as “peak moments”—intense, exhilarating times that leave a lasting emotional imprint. These moments are deeply engaging, often encouraging the donor to increase their level of support. Making Onsite Visits Part of Your Donor Engagement Strategy Here are practical ways to incorporate onsite visits into your donor engagement approach: Extend a Personal Invitation: Start with a handful of key supporters and invite them for a personalized visit. Make the invitation warm, easy to accept, and appealing. Ensure it’s something that doesn’t feel intimidating but rather invites them into your world. Offer Visits as an Option in Conversations: During discussions, whether in person, by phone, or virtually, suggest that the donor might enjoy seeing the work firsthand. Describe the experience in an enticing way, and follow up with details to make it happen. Include the Invitation in Your Communications: Mention in thank-you notes or donor updates that many supporters have found great value in visiting your work. A simple, “If you’re ever in the area, we’d love for you to stop by and see us,” goes a long way. Designing an Impactful Donor Visit Experience Once the visit is set, design the experience thoughtfully. This isn’t just a tour of cubicles with quick “hellos.” Instead, think of it as a journey—an experience that leaves a lasting impression. Imagine your parents or grandparents were coming for a visit. How would you make them feel welcomed and valued? Here’s a framework to help create an impactful visit: Welcome Them with Warmth: Arrange to meet them personally, making them feel like honored guests. Plan an Engaging Tour: Create an experience that showcases your mission in action. Walk them through the spaces where your work happens, share stories, and allow them to meet the people directly impacted by their support. Incorporate Hands-On Elements: Let donors participate in a small way—whether it’s visiting a classroom, meeting students, or touring the facilities. The more immersive, the better. Create Moments for Emotional Connection: Share stories of beneficiaries and explain how their support has been instrumental. Emphasize how their generosity continues to change lives. Examples of Onsite Engagement That Inspire Giving My colleague, Will Moyer, is an expert at designing visits that inspire giving. For example, he once organized a weekend of engagement at a university that included meeting students, attending a football game, and more. Another time, he arranged for donors to visit a high school entrepreneurship program, where they shared their own stories with students. This connection allowed donors to see themselves in the young students, creating a sense of shared experience and purpose. These moments allow donors to connect on a personal level, often leading to sustained engagement and larger gifts. The Power of Engagement in Donor Visits An onsite visit is a golden opportunity for deep, personal engagement. Donors leave inspired, with a stronger connection to the cause and a renewed sense of purpose. Often, they are not only more committed but also ready to help in bigger ways. So, are you ready to invite your donors into your world? A well-planned visit can spark powerful transformations, creating lifelong supporters and advocates for your mission. With greater donor engagement, you can unlock new possibilities for growth and impact—one visit at a time.
The Power of Donor Engagement through Events: Lessons from a Nobel Invitation
When Sweden’s Nobel Prize Committee awarded Dr. Vernon L. Smith the Nobel Prize in Economics, he saw an extraordinary opportunity—not just to celebrate but to deepen his connection with those who had supported him along the way. Dr. Smith invited some of his most generous benefactors to join him for the prestigious Nobel Awards Ceremony in Stockholm. It wasn’t just a gesture of gratitude; it was a masterclass in donor engagement. This experience highlights the transformative potential of events as a form of donor engagement, a powerful way to make supporters feel like true partners in your mission. In the context of the “Eight Steps of Effective Donor Engagement,” events represent Step #5—an essential phase where you bring donors closer and inspire them to further invest in your cause. Let’s explore how you can turn your events, no matter the size, into opportunities that strengthen bonds, inspire commitment, and engage donors on a deeper level. A Memorable Invitation to Stockholm: A Model for Donor Engagement When Dr. Smith extended the invitation to his Nobel ceremony, it wasn’t guaranteed that donors would say “yes.” After all, it was December, a time when travel to cold, wintry Stockholm required substantial planning and commitment. But the impact of the invitation was profound—about 40 people accepted, and the event became a cherished memory for those who attended. Years later, many attendees fondly recall the experience as a highlight, a moment that not only honored Dr. Smith but solidified their connection to the cause. This event served as a testament to the power of in-person experiences in donor engagement. By inviting donors to share in a once-in-a-lifetime occasion, Dr. Smith transformed their relationship from one of financial support to one of personal connection and shared memories. Designing Events to Maximize Donor Engagement While not everyone has access to Nobel-level occasions, every organization can create meaningful events that make donors feel valued and engaged. Here are some strategies to help you design events that resonate deeply with supporters and strengthen their bond with your mission: Involve Donors in the Planning Process: Engagement starts long before the event. Consider inviting key donors to contribute ideas for the program, suggest venues, or even recruit other attendees. When they have a hand in shaping the event, they feel a greater sense of ownership and connection. Offer a Unique Draw Beyond the Event: Provide added incentives for attending. This could be a behind-the-scenes tour, a meet-and-greet with a special guest, or a private presentation on a pressing issue within your cause. Give them something meaningful that makes the event stand out as more than just a gathering. Assign Roles to Donors: Engaging donors directly in the event itself can be a powerful way to strengthen their commitment. Invite them to introduce speakers, host a reception, facilitate a discussion, or welcome newcomers. This inclusion acknowledges their importance and makes them feel like integral parts of your organization. Involve Family Members: For donors who want to bring their families, consider planning activities that involve everyone. Events that cater to families or spouses offer added value, making the experience enjoyable and memorable for all involved. Facilitate Connections Among Attendees: People are more likely to connect deeply with a cause when they feel part of a community with shared values. Create opportunities for donors to meet and build relationships with others who share their commitment, whether through small group discussions, networking sessions, or shared meals. Incorporate Emotional and Experiential Elements: To make the event unforgettable, include experiences that resonate emotionally. Whether it’s a heartfelt story from a beneficiary, a stirring video, or a hands-on activity, these right-brain experiences engage supporters in a way that words alone cannot. The Lasting Impact of Donor Events Events have the unique ability to foster intense, lasting bonds. When donors attend a well-crafted event, they often leave inspired, motivated, and eager to stay connected. Even a simple lunch or dinner can spark friendships, create community, and reinforce shared purpose. Imagine a small event, perhaps a 10-person luncheon, where each participant leaves with a renewed sense of enthusiasm and commitment. Attendees exchange contact information, express a desire to keep in touch, and often follow through. This organic relationship-building transforms their connection to the organization, making them advocates, ambassadors, and, ultimately, even larger supporters. Using Events to Spark a Movement Events, no matter their size, have the potential to go beyond engagement; they can ignite a movement. When donors feel connected not only to your organization but also to each other, they become more than supporters—they become a community. The power of shared experiences, mutual goals, and personal relationships can take your cause further than any single donation. So, who goes to Sweden in the dead of winter? Those who feel genuinely connected, valued, and inspired by the cause they support. And for every organization, there’s an opportunity to create similarly powerful experiences that bring donors closer and make them heroes of your mission. Is this approach resonating with you? If so, consider how your next event can become more than just a gathering. Let it be an unforgettable experience that turns donors into lifelong champions of your work. Next Steps in Donor Engagement Events are just one piece of the donor engagement puzzle, but they’re an incredibly powerful one. In future discussions, we’ll dive into other high-impact methods like newsletters and surveys, continuing to explore how each step can bring donors closer to your mission. For now, take this inspiration to heart and start planning how your next donor event can become an occasion that strengthens relationships and leaves a lasting impression. Happy planning, and here’s to transforming your next event into a powerful moment of connection and partnership!
Your Donor is the Hero: Making Donor Communications Truly Transformative
Your Donor is the Hero: Making Donor Communications Truly Transformative When it comes to your organization’s story, there’s one key player who makes everything possible—the donor. She’s the hero. Her generosity, commitment, and support allow your good work to happen. So why not tell her that? Acknowledging your donors as heroes is more than a nice gesture; it’s an essential element of effective donor engagement. True engagement transforms supporters from passive contributors into active partners, helping them see their personal impact on the mission. This is Step #4 in the “Eight Steps of Effective Donor Engagement”: communicating with your donors in a way that places them at the heart of the story. Let’s explore why and how to make your donor communications truly donor-centered, using insights from experts like Greg Warner and Tom Ahern, who emphasize that the most powerful communications don’t just inform—they inspire and engage. The Secret to Donor Communications: Make It About the Donor As fundraising expert Tom Ahern puts it, effective donor communication isn’t about showcasing how wonderful the organization is—it’s about showing the donor how wonderful they are. Your communications should reinforce their role in the mission, making them feel valued and essential. Greg Warner, in his book Engagement Fundraising, explains that the goal is to create a meaningful two-way dialogue with donors. Instead of asking, “What’s our open rate?” or “How many people read this?” ask, “Do our donors feel engaged? Do they see their impact? Do they feel good about their support?” When you focus on engagement rather than just information, you build a stronger, more lasting connection with donors. This approach reminds donors of the difference they make, motivating them to continue giving and deepening their commitment over time. Turning Donors into Heroes: Practical Tips for Donor-Centered Communications To make your donor the hero, shift your communications from organization-centered to donor-centered. Here are several ways to do just that: Start with the First Thank-You Letter: From the very first interaction, emphasize the donor’s impact. Use language like, “Because of your support, we are able to…” rather than “Our organization achieved….” This initial thank-you is your first opportunity to recognize the donor’s role as a vital part of your mission. Send Unexpected Thank-You’s: Don’t let gratitude be a one-time event. Surprise your donors with additional thank-you’s throughout the year. It could be a quick note, a personal email, or a phone call expressing appreciation for their ongoing support. Thank You from Beneficiaries: Share gratitude from the people directly impacted by the donor’s gift. A thank-you from a beneficiary can be incredibly moving, helping donors see firsthand the difference they’re making in someone’s life. Involve Prominent Supporters or Board Members: A thank-you note from a well-known supporter or board member can show donors that their contribution is valued at the highest levels of the organization. This added recognition reinforces the importance of their role. Simple, Genuine Updates: Regular updates don’t have to be formal reports; they can be simple, heartfelt messages that keep donors connected to the cause. Whether it’s a quick email about a recent success or a short story highlighting progress, these updates remind donors of the impact they’re enabling. Feature Donors in Your Newsletter: Shift the focus of your newsletter from organizational achievements to donor stories. Instead of a list of accomplishments, highlight how the donor’s support has made those achievements possible. Make them feel like they’re part of each victory. Use Personal Touches in Annual Reports: In your annual report, make sure to thank donors individually or recognize groups of supporters. Include a personal message or anecdote that speaks to their specific impact on the organization’s mission. Creating Donor-Centered Newsletters: Making the Hero Shine A key place to make donors feel like heroes is in your newsletters. Instead of filling them with statistics and accolades for your organization, flip the script. Show donors how their support has made each success possible. Consider the following approaches: Highlight Donor Stories: Feature a donor’s story and why they support your mission. Other readers may identify with their motivations, building a sense of community and shared purpose. Showcase Impact: Include real examples of what donor contributions have achieved. Use phrases like, “Because of supporters like you…” or “Thanks to your generosity…” to make it clear that the success belongs to them. Keep It Personal: Make newsletters feel like a personal letter rather than a corporate report. Address the donor directly, speak in a conversational tone, and share genuine stories. The Power of Donor Surveys: Another Way to Engage Surveys can be a powerful way to let donors know their opinions matter. By asking for their feedback, you show that you value their input, reinforcing their role as an integral part of the organization. These surveys can be a great opportunity to learn more about donor motivations, preferences, and interests. Ask questions like: “What aspect of our mission matters most to you?” “What type of updates do you enjoy receiving?” “How would you like to engage with us in the future?” This two-way dialogue doesn’t just provide valuable insights; it helps donors feel seen and respected, making them more likely to stay connected. Making the Donor the Hero Transforms Engagement When donors feel like heroes, their connection to the cause strengthens. They feel proud of their support, more deeply engaged in the work, and more likely to give again. In a crowded world of fundraising appeals, a donor-centered approach helps your organization stand out, building lasting relationships that are grounded in mutual respect and shared purpose. The more we make donors feel like an essential part of the mission, the more committed they become. So let your donors be the heroes of your story, and watch as their engagement—and your impact—grows. By embracing the power of donor-centered communications, you not only honor their contributions but also foster a lasting partnership that’s poised to make a real difference.
Stewardship and the Spirit of Independence: How to Engage Donors as True Partners
On this Fourth of July, as we celebrate our nation’s founding, we’re reminded of our role as stewards of a remarkable experiment in liberty and self-government. Stewardship isn’t just a word—it’s a responsibility, one that extends to how we engage and nurture our relationships with those who support our work. In fundraising, stewardship means protecting and honoring the gifts entrusted to us. It’s more than managing finances; it’s about building trust through ongoing engagement, transparency, and genuine partnership. As part of the “Eight Steps to Effective Donor Engagement,” stewardship is Step #3, following the initial ask and gratitude. But what does true stewardship look like in action? Understanding Stewardship: A Partnership Beyond the Gift At its core, stewardship is the careful management of an asset or gift, but it’s also about something deeper. Stewardship is a two-way relationship that transforms donors from contributors into partners, actively engaged in the impact of their gifts. Consider these examples: Mr. and Mrs. Smith give $250 to support a college scholarship. Were their funds distributed effectively? Did a particular student benefit? Did this support make a meaningful difference in that student’s life? Alex, a first-time donor, contributes $50 to a local campaign. How was that money used? Did it help the candidate reach more voters? Did it lead to success, and if so, what policies are now being championed? Joe and Sue make a substantial $100,000 donation to a national healthcare initiative. What’s happening with the campaign? Are there measurable advancements? Is the impact visible? Evelyn donates $1 million toward the construction of a new church sanctuary. How is the project progressing? Has the required funding been secured? When will the sanctuary be complete, and how many families will benefit? These examples highlight a key point: stewardship goes beyond just a thank-you. It’s about following up, providing updates, and showing donors the tangible impact of their support. Many donors lament that after making a gift, they never hear back about the outcomes. As stewards, our role is to ensure they do. How to Bring Engagement into Stewardship Communicate Progress Consistently: Begin with a heartfelt thank-you, and then continue to communicate progress. Regular updates allow donors to see how their contributions are making a difference. This transparency builds trust and helps supporters feel they are an essential part of the mission. Create Opportunities for Dialogue: Beyond written updates, consider using the phone as a tool for deeper engagement. A phone call allows for a two-way conversation where donors can ask questions, offer feedback, and share insights from their experiences. This interaction goes a long way in strengthening their connection to the cause. Invite Supporters to Get Involved: True stewardship invites donors to experience the mission firsthand. Invite them to events, show them the work in action, or even offer roles as volunteer leaders. Giving them a chance to actively engage not only deepens their commitment but often leads to increased generosity over time. The result? The more involved supporters are, the more likely they are to become dedicated champions for the cause. Engaged donors not only give more generously but also become ambassadors, helping spread the mission to new audiences. Stewardship as an Ongoing Commitment Stewardship is about honoring the responsibility that comes with each gift, big or small. When we demonstrate to donors that their contributions are valued and impactful, we’re not only upholding our duty as stewards; we’re also cultivating a lasting partnership. Effective stewardship doesn’t just increase donor retention—it transforms relationships, builds loyalty, and inspires lifelong commitment. As we reflect on this Independence Day, we’re reminded of the ideals set forth in 1776: liberty, equality, and the pursuit of happiness. Stewardship in fundraising echoes these principles. It’s about protecting and nurturing something meaningful, ensuring that it’s passed on with integrity and purpose. So, in this celebration of freedom, let’s also embrace our role as stewards of our donors’ trust and generosity. Through intentional engagement and transparent stewardship, we not only honor their support but also empower them to be active participants in the impact we create together. Happy Independence Day! Embrace stewardship as more than just a task. By making engagement a strategic priority, we can transform our relationships with donors and build a stronger, more enduring future for the causes we champion.
The Power of Gratitude: Transforming Donor Relationships Through Genuine Appreciation
We all know the importance of saying “thank you.” For many of us, expressing gratitude was instilled from a young age, a simple yet profound lesson that has lasting impact. But when it comes to donor relationships, gratitude can be more than just a social norm—it can be a powerful tool for building deeper, long-lasting connections. Practicing genuine gratitude, with the same sincerity we were taught as children, is foundational to effective donor engagement. True engagement goes beyond simply receiving support. It’s a two-way street, fostering a genuine partnership that values the donor’s involvement as essential to the mission. Let’s explore why gratitude is so powerful and how we can move beyond transactional fundraising to create meaningful, lasting connections with supporters. How Gratitude Fits into Effective Donor Engagement Gratitude is Step #2 in the “8 Steps to Effective Donor Engagement,” a key element in the journey to transform one-time supporters into lifelong partners. But what does genuine gratitude look like in practice? It goes beyond just sending a thank-you note. It’s about making gratitude an experience that involves and values the donor. The most effective way to show appreciation? A simple phone call. Picking up the phone to personally thank a donor may seem small, but it’s one of the most impactful ways to communicate appreciation. The Power of a Simple Call Imagine this scenario: you pick up the phone and call a recent donor, Mrs. Jones, to express your thanks. “Hello Mrs. Jones. I just wanted to call and personally thank you for your generous contribution to the Save the Baby Whales campaign. Your gift is so important to us, and it’ll go a long way in making a difference.” Surprised, she replies, “Oh, wow, thank you! For all the donations I’ve made, this is the first time anyone has ever called to thank me.” You continue the conversation, “We’re incredibly grateful, Mrs. Jones. If I may ask, what inspired you to support us?” With that, Mrs. Jones begins to share her story. Perhaps it was a memorable whale-watching trip with her late husband, or her grandson’s passion for marine biology, or maybe even a sense of responsibility tied to her family’s history with the whaling industry. Whatever her reasons, this exchange allows you to understand her personal motivations and deepen the connection beyond a single donation. Such conversations can uncover remarkable stories, motivations, and connections. These moments of engagement open the door to building a true partnership. You’re no longer just a cause she supports—you’ve become an extension of her values and passions. Practical Ways to Build Gratitude into Donor Engagement A phone call is a powerful start, but there are many ways to make gratitude a consistent part of your donor engagement strategy. Here are a few ideas: Offer Opportunities for Feedback: Include a short survey in your thank-you message, asking for their input on how often they’d like to receive updates or what aspects of your work resonate with them. This simple gesture shows you value their perspective and want them to be part of your organization’s story. Share Program Updates and Stories: Reach out periodically to let donors know the impact of their support. Whether it’s through email, newsletters, or direct mail, keeping them in the loop reinforces their connection to the cause. Invite Donors to Visit: For local supporters, offer an invitation to visit your facilities or observe your programs in action. Seeing the impact firsthand strengthens their bond to the cause and gives them a sense of ownership over the progress being made. Introduce Giving Clubs or Special Groups: For donors interested in deeper involvement, giving clubs can be a great way to recognize their commitment. These groups create a sense of belonging and provide opportunities for supporters to meet others who share their values. Personalize Your Thank-You Messages: Go beyond standard thank-you letters. Tailor your messages to reflect each donor’s unique contribution or connection to the cause. Recognizing their individual motivations makes your gratitude feel sincere and heartfelt. The Impact of Genuine Gratitude on Donor Retention Expressing genuine appreciation has more than just a feel-good effect—it can dramatically increase donor retention. When donors feel acknowledged and valued, they are far more likely to give again, building a cycle of generosity that grows over time. Studies have shown that even a small gesture, like a thank-you call, can lead to increased giving and long-term commitment. Roger Craver, in his book Retention Fundraising, underscores the importance of gratitude as a fundamental tool for nurturing donor loyalty. He shares that the initial thank-you is one of the most leveraged ways to strengthen donor relationships. When organizations prioritize authentic gratitude, they create a culture where donors feel respected and valued, encouraging ongoing support. Embracing an Attitude of Gratitude Ultimately, gratitude is more than a step in a process; it’s a mindset. It’s about making appreciation part of the organization’s culture and creating a donor experience that feels personal and meaningful. When we engage donors with genuine thanks, we foster a deeper connection that benefits everyone involved—supporters become part of the mission, and organizations gain loyal advocates. Is your organization making gratitude a habit? Try integrating these practices into your donor engagement strategy and see how it transforms your relationships. Genuine appreciation not only enriches your organization but also has the power to turn donors into lifelong partners, building a legacy of support for the future. Gratitude is a cornerstone of effective donor engagement and one of the most powerful ways to build lasting partnerships. By prioritizing sincere appreciation, you can create a community of supporters who feel connected to your mission and excited to continue making a difference. 4o
The Power of True Donor Engagement: A Lesson from Scottsdale
Imagine meeting a donor who sees something of themselves in your mission. Someone who’s built something extraordinary, knows the challenges firsthand, and wants to give back. This is the story of John, a successful entrepreneur who built the Scottsdale Plaza Resort into a beloved Arizona institution, and whose support was instrumental in launching Americans for Prosperity (AFP) into the force it is today. Born and raised in Kansas, John grew up in Wichita and Topeka, where he was a natural leader and excelled in theater. After studying theater arts at the University of Denver, he didn’t go on stage—instead, he found his calling in real estate development, quickly gaining a reputation for excellence in the fast-growing Colorado Springs market. By the time he was 36, John had already achieved enough success to buy the Sheraton Scottsdale Inn and Villas. Over the next four decades, he transformed it into a premier resort that became a landmark in Arizona’s travel industry, known for its hospitality and its long partnership with the Fiesta Bowl. By the time my colleague Tim Phillips and I met John, he was 65. He was in the prime of his life, not yet ready to slow down, but reflecting on a career built on hard work, persistence, and vision. Tim had recently been named president of AFP, and I was introducing him to potential supporters to help build the organization. For weeks, we had hit roadblock after roadblock—one fruitless meeting after another. So when we sat down with John at his own Remington’s restaurant, our spirits were low. John, sensing our frustration, leaned in and asked a simple question: “What are you guys trying to accomplish?” With that, Tim lit up, sharing his vision for AFP and our campaign to end wasteful government earmarks. John listened, and as Tim described the campaign’s goals and the values that drove us, something clicked. John knew all too well the costs of burdensome regulations; he saw our vision as an extension of his own experiences. He looked at us, and then leaned in and said, “You remind me of myself when I was just getting started. I’ll give you $25,000 to help launch.” That single moment, that act of faith, changed everything. John didn’t just see AFP’s potential; he saw himself in our efforts. His belief in us wasn’t transactional; it was personal. The Importance of True Donor Engagement John’s support wasn’t a one-time contribution. It was the beginning of a relationship grounded in mutual respect and shared values. Over the years, we kept in close touch. I’d often stay at his resort when visiting Phoenix, meeting with him to give updates and seek his advice. Tim did the same, calling John from the road to get his perspective on AFP’s latest efforts. We even held leadership retreats and events at the Scottsdale Plaza, where John would speak to our teams, sharing his experiences and hard-won wisdom. John’s involvement went beyond his initial gift. He became a mentor, a friend, and a champion for our cause. His belief in our mission helped shape AFP’s growth and influence, and his guidance reinforced the values that drove our work. Building a Partnership, Not a Transaction The story of John’s support for AFP highlights the transformative potential of true donor engagement. When we connect with donors in a meaningful way, it’s about more than the funding; it’s about shared purpose. This approach to fundraising isn’t about selling a cause or securing a one-time gift. It’s about forming partnerships where donors feel personally invested in the mission. True engagement involves: Listening: Understand your donor’s values, experiences, and motivations. John connected with us because he saw his own challenges in our campaign, and that shared experience made his support natural and authentic. Involving: Keep donors informed and engaged, showing them that they’re integral to the mission’s success. For years, we involved John in key events and sought his insights, which deepened his connection to our work. Building Trust: Acknowledge donors’ contributions beyond financial support, recognizing the wisdom, time, and encouragement they bring. John wasn’t just a donor; he was a mentor, shaping our strategy and encouraging our vision. From Transactional Fundraising to Transformational Partnerships Too often, fundraising can feel transactional. But a true partnership offers a win-win for both parties. When you build a connection based on mutual respect and aligned values, you create a lasting bond that goes beyond any single donation. Donors like John want to make a difference; they want to invest in something meaningful. By engaging them as active partners, you can empower them to create a legacy that aligns with their values. Takeaways for Your Fundraising Efforts Engage, Don’t Just Ask: Involve your donors in the vision and mission, allowing them to feel they are contributing to something larger than themselves. Build Relationships Over Time: Like any lasting partnership, strong donor relationships develop gradually. Stay in touch, keep them informed, and let them see the impact of their support. Listen and Adapt: Donors bring unique perspectives and experiences. Listen to them and integrate their insights into your approach; it shows respect and deepens their connection to your cause. Ready to Engage? John’s belief in AFP helped us reach heights we never imagined. He wasn’t just a donor; he was a partner in our mission. If you’re ready to take your fundraising efforts to the next level, consider adopting an approach that values true engagement. By building relationships, listening deeply, and involving donors in meaningful ways, you can create partnerships that go beyond funding and transform lives—for both your organization and the donors themselves. True donor engagement isn’t just about a single gift; it’s about creating a legacy, a partnership, and a shared vision for lasting impact.
