What would your world look like if you could never recruit a new donor?
To some of us, that’s a scary thought.
Because if you desperately need a constant influx of new recruits, your current pool will quickly become stagnant.
The majority of donors that we find on social media, through our newsletter, or at our events DO NOT repeat their gifts.
In fact, the statistics show that less than 20% of donors will ever give again after their first gift.
And while the tendency for EDs is to tsk-tsk and shake our heads at our seemingly fickle donors, I think we all know that the fault lies with us.
There are likely many reasons why your donors aren’t sticking around long enough to beat the second-time donor scaries…
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👻 Maybe you’ve been too focused on getting people into the wide-open top of the funnel and not focused enough on your heroes’ journeys.
👻 Maybe you haven’t updated them on what their money is accomplishing.
👻 Maybe they want to be part of something bigger and you’ve neglected to show the appreciation they seek.
If you want to cultivate a loyal donor base, you have to start by asking yourself and your donors a few questions:
- How would I feel as a donor giving to my organization? Step into your own funnel for once. Do your donors receive updates? Thank yous? Any communication outside of a solicitation?
- Why do people give a first-time gift to my organization? This is where donor interviews come in handy. You can’t know what your donors are thinking if you never ask. It’s as easy as picking up the phone and following a simple script: “I just really want to thank you for your gift. Tell me, why did you decide to give to this? Why is this important to you? What kind of donor experience would you like?”
- What gift am I giving my donors in exchange for their loyalty? Ask your repeat donors why they give consistently and then double down on that.
And most importantly, remember that a lot of major donors start off as small-dollar donors. Often, they want to feel out the organization with small donations so they can see how well you steward their money.
That’s why investing in a thoughtful and meaningful donor onboarding experience is the best way to ensure that every donor, big or small, gets to have the experience they deserve–no one falls through the cracks, especially not a potential major donor.
Want more practical advice on how you can get to know your donors, fix your leaky funnel, and keep them coming back time and time again? Check out this week’s podcast below!
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What if I told you the reason 82% of your donors never give again is because of something you’re doing? 😳
It’s true – we churn through first-time givers by failing to build real relationships and showcase impact. We leave donors confused about what their money achieved, then bombard them with more asks.
Donors ghost you because you’re giving them buyer’s remorse. 👻
On this week’s straight-talk episode, I’m exploring the psychology behind why donors flee and how we inadvertently trigger their buyer’s remorse. Learn how to flip the script to create onboarding journeys that wow donors by:
- Asking the right questions to uncover their motivations
- Closing the story loop to spotlight their investment
- Shifting from extracting value to nurturing truly reciprocal partnerships
If you’re shaking your head thinking, “Rhea gets me!” – this discussion is for you. I’m bringing solutions that transform donor retention from 20% to 80% overnight. Meet you on the pod!
Catch the full episode right here 🎧: https://podcasts.apple.com/us/podcast/285-why-your-donors-arent-giving-again/id1436858854?i=1000654672900
If you’re looking for a full-scope strategy that could 10x your budget by helping you find, nurture, & convert major donors, I’ve got you! Check out the Big Ask Gifts Program! Our next cohort begins in June. Apply today!
