Organizations become trusted by donors when organizations show up, again and again, with communications that are relevant to the donor.
Those donors have lots of interactions with you. Those interactions over time, repeated and reinforced, lead to trust.
You cannot earn trust very quickly when you have one event and two pieces of fundraising a year.
And remember, the primary things that a donor cares about are:
- What’s happening directly to the beneficiary group or cause that she cares about
- How her gift can make a difference
- How her past made a difference
That’s what she cares about most. That’s what your fundraising should be about to be most relevant to her.
If your communications are mostly about your organization, you’re not talking about what she’s passionate about.
In 2021, resolve to talk more about what she’s passionate about. Tell her about the negative things that are going on with the people you serve for the cause you work on, and tell her what her gift will do to help. That’s asking. Then be sure to report. Tell her the positive news about how her gift made a difference.
Don’t stay silent for long periods of time. Don’t go dark. Earn her trust.
Not very many organizations have it in them to build a habit of regularly contacting their donors with relevant messages. It’s hard work.
That means there’s an incredible opportunity for you and your organization.