Donor-Loyalty

Do you wonder why donors stop supporting your organization?

This Bloomerang graphic is based on research by Dr. Adrian Sargeant (Director for the Centre for Sustainable Philanthropy at the University of Plymouth) and The Rockefeller Corporation. It makes a comparison of customer loyalty and donor loyalty. There are several similarities, but also some major differences. For this blog, I want to zero in on donors and what makes them stop supporting a non-profit.

There is only one inescapable reason (death) for someone deciding not to support a cause. But it appears there are several “failures” on the part of non-profits. Many of these “failures” rest solely with the non-profit, not on wishy-washy donors.

  • Thought the charity did not need them – tell your donors what needs they are helping you meet. (There’s so much more to this—let’s talk more about iton a free coaching call >>)
  • No info on how monies were used – report on the good that you are doing.
  • No memory of supporting – this boils down to how well you communicate with donors after they generously donate to you.
  • Never got thanked for donating – obviously their mamas didn’t raise them right. You always say thank you for a gift (regardless of size)!
  • Death – this is the one area that we cannot work around. However, let it be noted that on many occasions if a donor really believes in the work of a non-profit they will leave a bequest in their will.
  • Poor service or communications – give donors ways to contact you (by phone and/or email) so they can ask questions.
  • Others more deserving – make sure you are telling compelling reasons why donors should support your organization.
  • Could no longer afford – life changes for everyone. This could indicate the loss of a job, or a change in income due to retirement. If they cannot continue to give (even at a lower level) perhaps they can volunteer for your organization.

Take a good look through the reasons that donors leave and find ways to retain those who generously give to your non-profit. As the old saying goes “a bird in the hand is worth two in the bush”.

Let’s talk more about how you can make your donors feel needed and appreciated on a free coaching call >>