As nonprofit pros, we know donors are the lifeblood of our organizations.
But, they can also make us feel like pulling our hair out with their unpredictability. 😂
If you’ve ever received a random check in the mail or a surprise donation from someone you’ve never cultivated, you know what I mean.
On the other hand, you can spend weeks chasing and pandering to a potential major donor only to find out that they don’t have the kind of expendable income you imagined. 🤦
What is a hardworking executive director to do when it seems like the lifeblood or your organization operates under a chaotic set of rules and expectations?
Great question. For the answer, you’ll have to ask them.
Last week, I told you if you really want to retain donors, you have to get to know them and the underlying motivations that led them to donate to your NPO.
But, while donor appreciation plays a huge role in the donor onboarding process, each type of donor has vastly different expectations of how and how often you should interact with them.
Let me say it again: Whether you’re focusing your fundraising efforts on annual donors or major donors, the strategy you use is going to vary big time.
Annual donors, those who typically give once a year; and major donors, who give 6-figure+ multi-year unrestricted gifts, do not operate by the same rules when it comes to supporting your organization.
They vary by mindset, process, and timeline.
But, Rhea, you ask, is it really going to be beneficial to personalize each donor’s experience? Sounds like a lot of unnecessary work.
To that I would say, YES, a thousand times yes.
The statistics about annual giving show that 74% of all giving is done by individuals. And, 90% of individual gifts are given by 10 percent of the donor pool.
Clearly, if you’re going to spend your time and money improving any part of your process, you should spend it on getting to know what your donors want!
But…
There’s a much easier way to break it all down and add some order to your chaos.
I’ll tell you all about it in this week’s podcast episode: Ep. 286: Annual Donors vs. Major Donors. Listen now or find out more below 🎧: https://podcasts.apple.com/us/podcast/286-annual-donors-vs-major-donors/id1436858854?i=1000655412923
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🌟 Are you wrestling with understanding what your donors really want?🌟
If you’re an executive director on the hunt for that sweet strategy that separates annual donors from major donors, pull up your comfy chair! Here’s the scoop: treating both types of donors with the same approach just isn’t cutting it. Annual and major donors are as different as chai is from espresso – both amazing but distinct in flavor!
On today’s episode of Nonprofit Lowdown, I’ll be diving deep into the magic formulas that distinguish these donors not just by the size of their gifts but by their expectations, engagement, and your strategic communications with them. Understanding these critical differences can revolutionize your approach, shifting your outcomes from spinning wheels to celebrating wins!
💡In this must-listen episode, we’ll explore:
- Why recognizing and catering to the unique characteristics of annual versus major donors can drastically enhance your fundraising efforts.
- Practical strategies to tailor your outreach, making every donor feel like the hero in their own story.
- The secret to transitioning from transactional to transformational relationships with your donors – because they’re more than just ATMs!
Ready to stop the guesswork and start engaging effectively? Tune into the full episode to transform your donor interactions from ordinary to extraordinary. Trust me; your nonprofit can’t afford to miss out on this gem!
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Want to 10x your budget while learning a foolproof strategy to find, nurture, & convert major donors? I’ve got you! Check out the Big Ask Gifts Program! Our next cohort begins June 13th. Apply today!
