Building Donor Relationships with Captain Obvious at the Helm

We all know these things. They’re simple, straightforward, basic, and obvious. But don’t underestimate the power of these enduring truths. Don’t assume your team knows them, values them, or applies them consistently. No, this list isn’t exhaustive (duh…), but these are five of my favorites.

Retention, retention, retention

It’s obvious that it’s less costly and far easier to retain a current donor than to find a new one. As the old saying goes, “Make new friends, but keep the old; one is silver, and the other is gold.”

Stewardship isn’t just a nice thing to do. It’s a thoughtful strategy centered on understanding who your donors are, what matters to them, what their stories are, and why they support your organization. When you use that knowledge to communicate and connect in meaningful ways, donors are far more likely to remain engaged and committed.

Be a charm school graduate

I remember meeting with a couple who were outstanding volunteers at the agency where I served as Executive Director. Over coffee and bagels, they shared their life stories. We laughed, we cried, and I listened intently.

As they were leaving, they ran into one of my colleagues and told her how much they had enjoyed getting to know me. Of course, they didn’t really know me. But I knew them, and that’s what mattered.

It was the beginning of a beautiful relationship.

Don’t make this mistake

When a board member handed me an extraordinarily generous check, he told me about a mistake made by an organization he had previously supported. Curious, and imagining the worst, I asked what had happened. “They didn’t ask me again,” he said. I vowed never to make that mistake. If you don’t ask, the answer is always no.

Open many doors. Put a welcome mat in front of each one.

Is it convenient and easy for people to make a donation?

Not everyone prefers to give online, respond to a text appeal, or scan a QR code. Some donors still prefer the traditional method of mailing a check. Others want to stop by the office and hand a check to a real person. Some are happy to use a credit card but prefer providing the information over the phone. Is someone available when that call comes in?

Can your organization accommodate all of these preferences? No matter how a donor chooses to give, the experience should be positive, streamlined, and welcoming.

You can never say “thank you” too often

But don’t say it the same way to everyone.

Consider ways to express appreciation that feel personal and meaningful, reinforce your mission, and maybe even bring a smile to a donor’s face. How many plaques does someone really need? And is anyone eagerly waiting for another coffee mug with an organization’s logo?

A wonderful philanthropist once showed me an enormous collection of branded items she had received from the many organizations she supported: Post-it notes, calendars, greeting cards, magnets, mouse pads, and more. She was actually looking for a place to donate them because she felt too guilty throwing them away.

Be creative. Be personal. And never underestimate the impact of a simple handwritten note.

When Captain Obvious’ wisdom is manifest, the ship won’t go down.

Nikki Goldstein, MSW, is a consultant with The Rome Group and previously served as Executive Director of Crown Center for Senior Living.