As I focus on Donor Retention, I got to thinking…no small task for me!  I was wondering how many fundraising databases I am in…as a donor?  I have given often through my life to great causes and organizations that do wonderful good!  I sit here thinking and I can come up with at least 20 different causes that I have given too and I am sure there are many more!  So, in regard to donor retention, I am a lapsed donor to many.  Sad.

Keeping your donors engaged!

As I think through some of the organizations I have given …one really comes to mind:  a small civic theatre that I absolutely loved being connected to!  The organization made it fun to volunteer, participate in performances, easy to give, and I could easily see that my contribution was making a difference.  Whether it was the organization’s annual fund or the big building campaign that I gave to, I really felt I was making a difference!

Civic Theatre

However, as life often does, things changed.  A new job rearranged my scheduled.  Kids growing older made me shift some personal time into family time.  A change in staff at the theatre caused lack of communication with me and the relationship drifted.  I did not mean to become disengaged, but it happened and the organization let me drift away.

Donor Retention is vital!

As I think of how many organization’s fundraising databases I am in….I have to wonder, why are not more of these organizations trying to reach out and re-engage me as a past donor in order to build lifelong donor loyalty?  Donor retention should be a vital focus of your nonprofit organization because a small increase in retention can make a HUGE difference in the lifetime value of your database.  Imagine if I stayed connected and have continued to give to the theatre group over the last 10 years….what would that mean in terms of tangible fundraising success?

Better communication, engaging your donors, keeping them informed of success, and allowing them to feel connected to the great work that you are doing can go a long way retain more of your donors!

Wayne Robbins

Wayne Robbins

Wayne Robbins was VP of Sales at Bloomerang. A graduate of Hyles-Anderson College, Wayne has over 15 years experience in nonprofit and faith-based development and fundraising in addition to his 10 years of experience in sales.