What’s more valuable than getting donors? Keeping them!
— Written by Karl Tischler, Founder & Idealist at Marlin Communications.
In fundraising we are often wholly focussed on donor acquisition. For many regular giving journeys, the highlight is the face to face experience. The lowlight is the lack of consideration that follows.
Donor care isn’t about sending more communications. It’s about helping supporters feel valued, connected and confident that their generosity is making a difference.
The following three tips are designed to ensure your donors feel the love and stay loyal.
1. Make it about ‘you’, not ‘us’
Many donor care communications focus on the organisation: what we’re doing, what we’ve achieved, what we’re planning next. This is inherently very boring and self-obsessed. Your donors are more interested in the role they’re playing. A simple shift from ‘we’ to ‘you’ helps supporters see the impact they’re making possible and reinforces their importance to your mission.
2. Report back more often than you ask
Many organisations communicate with donors primarily when they need something. The strongest donor relationships are built when supporters hear from you between appeals. Sharing stories, milestones and moments of impact demonstrates that donors are valued partners, not just a source of funding.
3. Surprise and delight
Not every donor communication needs to be a newsletter, appeal or receipt. Unexpected thank-you calls, handwritten notes, behind-the-scenes updates or stories from beneficiaries can create memorable moments that strengthen emotional connection and remind donors why they chose to support your cause.
Donor care isn’t a nice-to-have—it’s one of the most powerful drivers of donor retention. When supporters feel seen, appreciated and connected to your mission, they’re far more likely to stay with you for the long term.
