Donor Acquisition, Engagement & Retention

Donor Acquisition Campaigns

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Donor Engagement & Communications

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Donor Retention Marketing Strategies

All organisations will concentrate on attracting high-value supporters. Totally understandable in a sector where competition is everywhere. However, this logic can skew an organisation’s priorities on how to create supporter value. Once acquisition has been achieved, focus on the ‘captured’ donor quickly reverts to acquiring the next cash cow. This misses the golden rule of creating long term value:

The cost of retention is always cheaper than the cost of acquisition.

Here’s a tip: Treat existing donors like they’re the lifeblood of your organisation. Show them how important they are; in meaningful, personable  and consistent ways. Surprise and delight them with a special gift or invitation (with no strings attached). Ask them why they’ve chosen you above others; and what’s important to them. We’ll do all this for you, but it’s got to feel like it’s coming from you like you mean it.

Major Donor Engagement

We could spend days on this subject. People of means generally get how the world and commerce works better than most. You could stumble across the occasional trust-fund-baby, but in reality, if you’re going to convince someone with sizeable wealth/stature to choose you, better do your homework. Self-worth, legacy and visibility and vision are all traits that are important to consider and understand.