Don't Fret, Simply be in Touch

I've handled huge portfolios where I felt as though I was playing catch-up all the time on certain donors. They rarely responded when I sent something like an update until they were ready to talk about their gift.

Other times, I worked with donors who I couldn't give enough information, and in some ways there were "easier" as we had a lot of back and forth.

Both kinds of donors deserve to hear about your nonprofit, the impact they are supporting in the world with their gift, and what's on the horizon - the "insider" info that our supporters want to know. So I want to share a few tips:

1. Only 1 in 3 donors wants to relate more closely with you. (Research from the Veritus Group.) So you might reach out to your ENTIRE portfolio in a 2 week period, and only hear from 1/3 of them. Keep sharing information.
2. If a donor or prospect hasn't been in touch, that doesn't mean they are not interested in hearing what you share. People are busy with their lives. Work, retirement, leisure, family, health concerns... philanthropy is important to most of the major gift donors, but sometimes the stuff of life is what they are doing.
3. It isn't about you. If it were about you, you would hear from them - or from your boss. Remember that you are a representative of your charity, supporting them in living their values through giving. And... I did have a donor get in touch with my boss when they believed I wasn't as quickly in touch with them as they wanted.
4. If you haven't been in touch, don't apologize unless you were supposed to respond and didn't. Starting out an email about why you have not been in touch as you should have because you were busy with... is really all about you. Just pick up the conversation thread with info on what their gift is doing, what loyal supporters they have been, or a heads-up for an upcoming event. Just a you would with a dear friend.
5. Have a gracious attitude toward the donors, and keep sharing great info on a regular basis. I try to be in touch with donors at least 4 times a year in a personal way. I like to keep the door of communication open for them, when they are ready.
6. Mix up the manner of your communication - you might learn their unspoken preferences. When I first meet with donors (by phone, in person, virtually, by email), I like to ask how they prefer for me to communicate with them. Email... "Is this the best email?" I also ask the same for the phone. Sometimes, if I receive the cell, I won't add that to the database but put it in a note - especially if they don't like to be called except by the fundraiser. I'll also send a graphic sometimes, scan an article headline (which is more visually appealing, then add the link), or pop something in the mail.

You want to be sure you donors know how important their support is to making a big impact in the world - or your region, town, etc.

Every donor wants to know their gift was received, appreciated, and is doing the work you promised when you asked. Don't let them down! ​