If you know how to address your biggest donors, you will inspire continued and increasing support. If you don’t, however, you may lose a critical funding source. More tragically, you may turn off someone who wants to support your cause but who no longer wants to support your organization.
Below, we talk with CFRE Ruthellen Rubin, a nonprofit consultant and professor at NYU’s Heyman Center for Philanthropy & Fundraising, about the best ways for nonprofits to communicate with major donors.
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When a donor makes his or her first gift, he or she may not realize it, but you’re hoping it’s the first step of a long journey of support for your cause. It’s your job as a fundraiser to take first-time donors through that journey and present them with opportunities to extend and deepen their support.
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It was a great first date. Your messages were spot-on; he was interested in what you had to say; there was an immediate connection. You're off to a great start. Now what? Nonprofits of all shapes and sizes struggle with retaining first-time donors. The first step — getting them in the door — is a big one, but all that effort will be for naught if you can't take the relationship to the next level.
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