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How to Get Donors and Members to Stick Around by Elaine Fogel
Maybe your supporters are hard and true and have been with you for many years. But if your organization is like many others, it likely experiences attrition. Many nonprofits, especially the small to mid-sized ones, don’t customarily conduct market research, but how else will you know why people are leaving unless you ask?
Market Research on the Cheap For organizations that can afford to hire a market researcher, the information you’ll uncover can help you make changes to reduce your attrition rates. But for those that can’t, it’s worth getting volunteers or staff to split the list and make some phone calls. Personal contact is an effective way to show you care.
I recall several years ago, I served on a retention committee for a local nonprofit. Three of us sat in the organization’s library calling people whose memberships had lapsed for several months. The response I got was extremely valuable. Some people were very surprised by my call and the fact that someone took the time to find out why they left the organization. Some had very good reasons for not renewing – moving, illness, a number of logical answers. But some indicated reasons that could have been fixed.
For example, one said her physical disability had worsened and she couldn’t attend meetings any longer without the ability to drive her car. How compassionate would a nonprofit be if we just said, “OK, sorry to hear that,” and moved on? I worked with the executive director to find another member who could drive her there and back. She would never have thought to ask for assistance, but once it was offered, she was thrilled that she could retain her membership and the connection it provided her. There may be valid reasons why some donors or members jump ship, but there’s a good chance you can save a few by making some simple accommodations or changing the way you interact with them.
Communicate, Communicate If your organization accepts a donation or membership payment and that ends the relationship until the next time you ask for money, it’s no wonder that you’re experiencing attrition. People want to get value for their money. Communicate regularly with your stakeholders. Let them know how you’re using their money (for donors) or what the organization is offering its members.
For organizations that claim they don’t have the funds to do this on a regular basis, this is a shortsighted strategy. Donors, especially, can easily grow tired of donation “asks” if that’s the only communication coming from your organization. Staying “top of mind” is one of the keys to building support for your mission.
1. Newsletters – in both print and electronic – are ideal in getting your message out and can also be used for other purposes such as media kits or corporate sponsorship packages. To learn more about the differences between print newsletters and electronic ones, check out our e-book entitled, Creating Effective Newsletters - How to develop compelling, professional newsletters that your audience will want to read. 2. Thank you letters accompanied by envelope stuffers give your donors/members a brief glimpse into the work you’re doing. Once a payment has been processed, the envelope stuffer (cut to fit into a #10 envelope with your thank-you letter) focuses on one program or service your organization wants to feature. If you have many programs and services, you can create different ones and rotate them, creating themed stuffers to match your campaigns, meetings, conferences, holidays, etc. 3. Random phone calls are excellent ways to open a dialog with select donors or members. Divide the list among your volunteers and staff and choose a target date to complete the calls. Provide them with some training, a script they can start with and then allow for some deviation. Volunteers and staff convey passion for the mission and your donors and members will pick up on it. This is also a good opportunity to see what your constituents like and don’t like, often without any prompting required. Listen and then listen some more. 4. Random e-mails can also send a strong message that you care. If you know your donors/members well, and you’ve segmented them into categories, send your key supporters, volunteers or members an article or study you found that will be of interest to them. This shouldn’t be about the organization, but a topic that relates to their jobs, lives, hobbies, etc. If you have the time, and your list is manageable, send these individually with a personalized message. 5. Surveys, whether conducted in writing, online or by telephone, give your constituents a voice. The feedback will be invaluable in determining your communication, fundraising or membership acquisition and retention strategies. 6. Annual reports serve two purposes: one is to show your accountability to stakeholders, and the other is as marketing material. As a communications piece, the annual report tells your supporters what you’re doing, how much money you made and are spending, what your vision and needs are for the future and how you’re “living your mission.” As a marketing tool, the report adds value to corporate sponsorship/partnership packages, planned giving kits, important media kits for major news, events or campaigns, and when approaching major gift donors. For those donors and members who don’t read other communications all year, the annual report may be the one piece they do check. One note… I personally haven’t seen many membership association annual reports, but I do believe it’s an excellent idea, even if the piece is produced solely in electronic format, available to members only. It helps convey what the organization has done to promote its mission.
Show Appreciation It doesn’t have to be December to show how much you appreciate your key donors/members/volunteers. Sometimes, sending a personal note with a small trinket in the mail, like a promotional item with your logo on it - something they’ll use - goes a long way in building brand loyalty. People who are loyal are less likely to jump ship.
And for those who are big givers, or for special volunteers and members who have reached a milestone (1, 5, and 10 years stand out), a handwritten note expressing your gratitude for their support will go far. For larger organizations, a variable data printed card in the mail can accomplish the same thing. Pins or branded gifts to acknowledge milestones are also a nice touch, especially when you present them at an annual meeting in front of others. This public display also sends a strong message to their peers and serves as a positive model.
Live Your Brand and Go Above and Beyond When you under promise and over deliver for donors and members, you’re well on your way to retaining them for life. Ensure that every brand touchpoint in your organization – employees, materials, displays, your physical office, etc. give your donors and members an incredible brand experience.
These are but a few ideas organizations can do to retain donors and members. Brainstorming with your fundraising or membership committees will likely produce even more practical tactics. The more you invest in your donors and members, listen to their wants and needs, and maintain a “customer-centric” focus, the longer these relationships will last. And who knows – the donors or members who feel special as a result, may become your best brand advocates and perhaps major givers. And best of all, their word-of-mouth marketing can bring others to your organization.
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