The groundbreaking research conducted by Amy Eisenstein, ACFRE, Dr. Rita Kottasz and Dr. Adrian Sargeant entitled Mastering Major Gifts provides numerous findings which are indispensable for any professional fundraiser.
One of those key findings may seem a bit obvious: individuals with longer tenure are more successful major gift fundraisers. The study not only statistically proves the link, but underscores other areas in which the sector’s high turnover rate comes into play.
Improving employee retention is key, not only for major gift fundraising, but also for improving donor retention. It makes sense, doesn’t it? Conventional wisdom tells us that a donor needs to be supportive of your organization for several years before you can even think about stewarding a major gift. And donors stick around when they feel a personal connection to the organization, when they feel they have a voice, and when they are personally thanked often.
So when the average tenure of a fundraiser is between 18-20 months, it can be difficult to develop that relationship.
Anyone who works with a donor either directly or indirectly at a nonprofit has an impact on the development of the relationship the donor has with your organization. In order for any donor to feel comfortable enough to support your organization year after year, relationships need to be formed with multiple team members whenever possible. This is especially true if personal contact has been made, as is often the case with your larger supporters.
The personal contact usually begins with one of the fundraising staff, or in the world of small nonprofits, the CEO or Executive Director. Non-fundraising/non-management team members, who also interact with donors, can supplement this relationship build.
The highest donor retention rates we have observed flow from organizations focused on building a strong and loyal team of staff members. Here are a few of the factors coming into play for longer tenure, which should be considered:
- Positive work environment
- Appropriate goals
- Time off
Going forward, perhaps the quest for higher donor retention will now include a watchful eye toward improving employee retention. Please let us know if it has made a difference already for your organization!