The recently released Giving in Kansas City report cited the number #1 reason (68.9 %) respondents stopped donating to previously-supported organizations was “frequent appeals.” The number #2 reason (61.2%) was that they “lost connection” with the organization. I find it interesting that the top two reasons for declined gifts involve communication with donors.
In a recent webinar I attended, Rita Galowich, President of Fund Inc®, a strategic partner of Jeffrey Byrne & Associates, Inc. told attendees that taking care of your donors translates to sending correspondence separate from solicitations. She emphasized the need for nonprofit organizations to keep donors up-to-date on organizational current events and to thank donors for their support the old fashioned way – call them! In combining frequent communication with strategically planned appeals, organizations may be able to maintain and even build donor support year after year!