Finding (and Keeping) Major Donors - Part 4

One of the biggest misconceptions about fundraising? That acquiring new donors is tough. In my years of experience, I’ve found that retaining donors is actually tougher. But it doesn’t have to be.

In this blog series, we’ve explored:

• Who major donors are
• How to identify major donor prospects
• Understanding donor types and styles

Today’s post focuses on how to keep major donors happy, engaged, and feeling valued. Here are three keys to major donor retention:

1. Thank Early and Often

Be sure your organization acknowledges gifts in a timely manner. There’s nothing quite like a:

• ✍️ Handwritten note
• 📞 Phone call
• 💬 Personal text

These small gestures show significant donors just how much you appreciate their generosity and support.

2. Demonstrate Impact

Your major donors must know the difference they’re making. If they’ve supported a project, provide an update or report on its outcomes. Engage them in the life of your mission to help them understand how their ongoing support changes lives each day. Use your communications and staff to share those impactful stories.

3. Personal Relationships

Continue to invest in the lives of your donors. Interpersonal relationships keep people connected. People give to causes, but they give passionately to people; keep that front and center in your development program.

These practices are sound advice for any donor relationships but are critical to retaining major donors. Donors who stop giving to a ministry often do so because they were never thanked and didn’t feel their contributions were “seen” or made a difference.

We hope this series helps you discover the many prospective major donors hiding in plain sight!

Timothy L. Smith