Who are your best donors?
We advise nonprofits on how to treat donors well. We talk about making donors feel appreciated and valued. Organizations should have practices that ensure their donors feel the "we". Investments fuel mission work and donors are a critical part of the team. But sometimes in the course of appreciating the gift we forget the giver. Some of the most shallow giving comes in the form of a large check and some of the most sacrificial donations hardly get our attention. So as your wrestle with the question of who your best donors are, consider these principles:
Cultivate relationship. No matter the size of the gift, people have bought-in to the 'we' of the mission. Their donation is helping you achieve your mission. Find ways to cultivate and value those relationships.
Thank the donor. All investors should be appreciated. Whether its a hand written note, a verbal thanks or a formal donor appreciation event, ensure there are protocols in place to thank those who invest in your work no matter the size of that investment.
Grow the investment. Donations are social investments. Donors rarely give their largest donation at first-give. Get to know your donor and what they care about. Strategize how you can help them achieve their philanthropic or charitable goals and you're set up for a win-win.
Keep growing the donor pool. Find two or three ways to consistently get in front of new donors. Find people who love your mission and give them opportunity to join you in your work.
Let's rethink always equating best donors as highest givers. Nonprofits are in a unique position to give opportunity for donors to love their community well. Let's return that generosity by loving all donors well.
-Mindy Muller, CFRE, President/CEO of CDP
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