When Loyal Donors Become Distant
Recently I spoke with a concerned CEO who shared that a long-time donor seemed rather standoffish. Instead of the usual quick-to-invest manner, there was uncertainty and hesitation.
Whenever donors start backing away from you, something is off relationally. Sure, the shift could stem from an unrelated personal issue in the donor’s life. But even so, isn’t it telling if they didn’t share about it directly?
Clear communication is the trademark of any healthy relationship—even a donor relationship.
For orgs looking to grow to $5M, $10M, or more, losing even 1 investment-level partner is cause for alarm. That’s why orgs like yours cannot skimp on relation-based practices as the core of your development strategy.
Relational breaks happen all too often as orgs grow. (Did you know only 3% of NP orgs ever break $5M annually?!?!) With thousands of donors and dozens of touch points, relationships risk becoming transactional.
Hot Take: No one wants to be seen as a number in a database or a dollar sign in a budget.
Everyone knows the importance of personal interactions but practically structuring your donor engagement strategy to emphasize it is another matter entirely!
Dev teams need a strategic framework that prioritizes relationships. In our get-it-done world, tasks and to-dos distract and busy your team with low-ROI activities. Relationships take the backseat in with this approach. You don’t want that.
When I work with dev teams, my engagement framework shifts the priority to high-ROI, relationship-based actions. Here’s how a donor responded to a team I recently worked with:
“The donor admitted that she wasn’t planning to donate this year. But she was so excited by the new way the team was talking, and it provided such clarity about the programs and impact, she wrote them a check on the spot.”
Nothing beats a warm, in-person conversation. And when you are equipped to share the missional narrative that unites you and the donor on common ground? There’s nothing transactional about it!
My advice for that discouraged CEO? Do whatever you would do if a close friend was acting distant: reach out, offer a listening ear, ask questions, show that you care, be present, don’t assume the worst, don’t make it about you or the org’s bottom line.
Would you like to explore how your team can make sure donors never feel like numbers, even as you scale for greater revenue and impact? We should talk.
Ready for more? Here are two ways Erin can help you make your mission irresistible to donors:
1. Connect with me or follow me on LinkedIn.
It’s where I talk about donor strategy ideas like these. Join the convo!
2. Work with me.
Over 12 months, I guide NP teams to fund their mission with effective, frenzy-free donor engagement strategies. ✴️ Donors fund irresistible missions… is yours? Let’s get started! Schedule your 15-minute Change Chat here and share about your nonprofit and how you’d like to improve your donor strategy.