How to keep those awesome Donors around



How to keep those awesome
donors around

Read time: 4 Minutes

There’s been a lot of talk in the fundraising world lately about giving trends.

Spoiler alert: Giving has been declining over the past few years (but there are signs of a rebound – fingers crossed!).

Experts and researchers are examining the reasons donors stop giving (or start), and this idea around “transformational” fundraising vs “transactional” fundraising is taking hold.

We’ll cover transformational fundraising and some actionable strategies to retain your donors in this issue of Changemaker Mondays ☀️ ☕ 🌍.

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But first...

Let’s cover transactional fundraising first, so we know what NOT to do.

In a transactional donor relationship, the donor gives a gift, and the nonprofit says “thank you,” often without much engagement afterward. It’s a one-off, almost like buying a product—something quick, simple, and temporary.

The plea from fundraising experts to move away from the transactional to the transformational is a good thing. People aren’t (and don’t like to be) ATMs.

That’s because transformational giving goes much deeper. It’s about creating a sense of partnership and shared purpose (vs a one-sided relationship).

Transformational fundraising also means having a long-term relationship with a donor. Their first donation is the start, not the end (if you do it right).

Both sides win.

But how do you DO transformational fundraising?

Let’s look at 6 strategies:

1: Thank Donors in a Timely and Human Way

Donations of any size should be acknowledged with gratitude, but personalizing the Thank You and making sure it’s sent in a timely fashion is vital.

Research shows that donors prefer being thanked in two ways:

  • Show their impact: Make it clear how their donation is helping your cause by sharing specific stories or results. Instead of just thanking them generically, explain how their contribution made a difference.
  • Personalize the acknowledgment: Whether it's a handwritten note or a personalized email, recognize them as individuals. Avoid sending generic, automated messages.

If you’re considering a public Thank You of a donor – be sure to ask first. I’ve met plenty of donors who never wanted their name mentioned anywhere!

Honoring their preferences can build on trust, which will strengthen your long-term relationship.

2: Co-Create Solutions with Donors

Today’s donors want to feel and be part of the solution. Transformational fundraising involves engaging donors as thought partners, not just financial supporters.

I’m not talking about letting them design your next program or telling you how to do this or that in the organization – your team members are still the experts.

It’s about making them part of the conversation, so they can see the big picture alongside you. You might invite them to engage on an advisory board, weigh in on your organization’s next strategic plan, or just chat over coffee about your organization's challenges and future.

3: Share Impact Year-Round

Don’t wait until you send your organization’s annual report to showcase your impacts to your donors. Talk about impacts year-round.

Highlight how donor support is making a difference—through newsletters, personalized emails, community gatherings, and social media.

And when you talk about impacts – include your numbers (how many people were helped, etc.) but don’t skimp on the storytelling. Impacts come alive when we can empathize with a person or family’s situation. Tell those stories where possible, while maintaining dignity for those you serve.

4: Share a Glimpse Behind-the-Scenes

Giving donors a “behind-the-scenes” look can make them feel more invested and connected to your mission.

This might look like inviting them to meetings where they can meet the board and team, tours of your physical spaces (where applicable), volunteer opportunities to see the mission at work, or to get an early draft of your latest strategic plan.

This kind of transparency turns donors into insiders. This can lead to consistent giving, and also larger contributions.

Even virtual experiences, like webinars or video meetings with the communities you serve, can be powerful. The goal is to create moments that leave a lasting impression, fostering a desire to keep supporting your cause.

5: Build a Sense of Community

Donors often want to feel part of a community.

Hosting social events, volunteer opportunities, or informal get-togethers can help create that sense of connection. For example, invite donors to volunteer alongside staff or meet other donors at networking events. You could even give your group of supporters a name, like “The Changemaker Circle” or “Hope Givers.” (Something applicable to your unique brand, of course!)

Building a community around your cause makes donors feel like they belong. Belonging can increase their likelihood to continue supporting your work.

The more invested they feel in the community, the more transformational their giving can become.

6: Have (and follow) a Donor Stewardship Plan

Finally, put all these strategies into a formal donor stewardship plan – one you’re confident your team can follow.

This plan should outline the step-by-step process for how you and your team will engage with donors after they give, and throughout the year. For example:

  • How / when will you thank them?
  • How will you recognize them based on their giving level?
  • What kind of communication will you send throughout the year?
  • What events or special opportunities will you offer?

Putting your transformational fundraising strategy on paper as a donor stewardship plan can help get everyone on your team on the same page – and help build lasting relationships with your supporters!

Resource Roundup

💲

Funding Opportunities

  • Due by October 11: Southface offers GoodUse Grants (range: $40,000-$150,000) to nonprofits in the United States to fund the incremental cost of energy or water efficiency project upgrades.
  • Due by October 15: Spark Good Local Community Grants Program provides grants of $250 to $5,000 to local nonprofits, schools, or faith-based organizations addressing hunger, health, education, and more.
  • ICYMI: Due by October 31: Ben & Jerry's Foundation offers general operating grants averaging $20,000 to small, grassroots organizations in the U.S. tackling social or environmental justice.

📅

Events & Programs

  • October 24 (12 PM ET | 9 AM PT): How to Create a Donation Page that Converts
    Did you know? Nonprofit donation pages are abandoned by potential supporters up to 70% of the time!
    In this webinar and Q&A, we’ll tackle questions like:
    Current trends in online giving and why they matter to your nonprofit

    The traits of top-performing nonprofit donation pages
    How to create a user experience that increases a donor’s likelihood of making a gift
    REGISTER HERE

Enjoy this week's newsletter? You might find this video helpful, too.

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Hey, Changemaker!

I'm Amber, writer of the Changemaker Mondays newsletter! I'm a nonprofit founder, speaker, and social entrepreneur on a mission to equip you with the tools you need to create positive change where ever you live -- whether you're starting a nonprofit or socially-conscious business, looking for a social impact job, or leading a volunteer project in your city. Don't hesitate to connect (socials below), or reply to this email if you ever have any feedback on how we can make Changemaker Mondays the best newsletter for supporting changemakers in the world!

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Amber Melanie Smith

I am on a mission to equip nonprofit and social impact changemakers with the tools and resources to grow their impacts. Join me and over 65,000 changemakers on my social impact-focused YouTube channel at https://www.youtube.com/ambermelaniesmith!

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