Why most donors stop giving…and a quick fix

You’ll be shocked and delighted, or I hope you will, at how easy even a few small changes can make to boost your 2015 fundraising results.

The Bad News

53% of donors stop giving because a lack of communications. Ouch!

Adding insult to injury – first-time donors only make second gifts 23% of the time? 

In other words, if your first time donors gave a second time, they become 64% more likely to give again.

This is based on the research of chief scientist Adrian Sargeant from The Rockefeller Corporation.

Bottom line: Getting a Second Gift is Vital

Notice how the following items add up to 53% of the reasons why donors leave:

  • Thought the charity did not need them
  • No information on how monies were used
  • No memory of supporting
  • Never thanked for donating
  • Poor service or communication

Of course there are other reasons such as death, a change in their financial circumstances, or they prioritize another charity.

BUT more than half of the reasons come down to a lack of communication in one way or another.

The Good News

Just imagine how much more money you could have by the end of the year if you simply communicated with your donors just a little bit more than you currently do.

photodune-5340285-communication-s

This is the moment to take action.

6 Simple Ways to Thank First-Time Donors and increase your 2015 fundraising results. 

Let’s assume you’re sending out a thank you letter within one week (ideally within 48 hours) of receiving a gift. What’s next?

Here’s a list of simple ways to thank first time donors (all donors really), as well as involve your board members in gratitude.

Even picking a few of them will make a difference for your results. 

  • Thank you phone call
  • Handwritten note
  • Personal email
  • Newsletter with post it note
  • Photograph of clients
  • Welcome packet

The Take Away

The biggest lesson for nonprofits, which rely on donor support for all or some portion of their operating budget, is how vital proper communication messages are.

Regular communications show you care and are grateful for their support. If you can do this, you’ll see a huge upward surges in loyalty and financial support!

Thank you

Action Step

This week, come up with simple thank you plan — with a special emphasis on first-time donors.

What changes will you make to ensure your donors feel connected and committed to your organization?

How will you involve your board members in the process of thanking first time donors?

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