How to Generate Donor Loyalty
Updated: Jul 2, 2021
We've all heard the phrase "Actions speak louder than words." And that's because our behaviors signal the values and beliefs that are inside of us already. That's powerful stuff!
So when someone finally takes action to support your organization, whether that be their time or treasure, it presents a prime opportunity for your nonprofit to become a deeper part of their identity and how they see themselves: "I support our public schools." or "I fight for women's equality."
Their first move is testing the waters...your organization...to see if it is warm. And you've got to move pretty quickly. What's your nonprofit's strategy for meeting a donor at the water's edge and welcoming them in with a cold drink, a pool floaty and a smile?
65% of first-time donors do not make a second donation, a shocking statistic but one that also represents a tremendous growth opportunity. A strategic stewardship program that says "You are one of us. Thank you for joining our team!" establishes that bond. It says, "You are one of us now."