You probably can’t. But it’s sure that if you’re not building up your current donors, you’re losing donors.
So building donor loyalty is maybe more important that seeking new donors. There’s data to support this idea. But you don’t need more data.
What you need are ideas on how to build donor loyalty. So here are 4 easy ones.
- Bring them ideas and information to help them achieve their charitable objectives. And remember, you are not the only organization to which they are giving. Help them in all areas and they will become more loyal to you.
- Guide them through how to make good decisions on their giving. This is especially important if you can tell them who needs to be involved in their decisions. And what the next steps might be for making large or complex gifts.
- Keep them current on any changes that could impact their giving. This includes things that might impact them negatively and positively, like major changes in the tax considerations or potential changes in the law that impact gifting.
- Challenge their thinking to consider new perspectives. This isn’t pushing hard on why a particular type of gift is the best solution. Rather, it is opening the opportunity to think more long-term, or about other assets, without telling them the solution you see.
If you’re not doing this with you best donors it’s likely some or all of their gifts are going to someone who does provide the valuable information they seek.
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