For most smaller nonprofits, most of your fundraising revenue comes from a few key donors. And like it or not, your major donors can make or break your fundraising goals. So what should you do about it?
- In order to keep your major donors actively giving, you need to know who they are. This requires you to run a report that lists your active major donors and then build a predictable and repeatable communication plan, specific for each donor, for the next 12 months.
- Through study and experience I know that your major donors will continue to give to your cause for an average of about 5 years. This assumes you apply principle #1 noted above. The best way to extend their giving life to your cause is to thank your donors promptly and emotionally for their donations.
- Give your donor the credit for making the world a better place via timely reporting. These reports are delivered typically via your newsletters. Your newsletters clearly give your donors the credit for making the world a better place. At times, specific Reports for specific large gifts are necessary as well!
Your major donors are waiting right now for you to thank them for their most recent gift. Take the next few minutes and pick up the phone, write them a note or stop by their place of business to say thank you. Your words and actions today will solidify the relationship, and your long-term planning for each donor will pay huge dividends down the road!