I have written a few articles focusing on the building connections with donors to inspire renewal. In this article I am inviting you share your thoughts, questions, or challenges on donor renewal. It would be great to begin a conversation all readers. I will respond to your comments.
Since I know that currently annual giving renewal of donors leaves fundraisers spending much time looking new people. It becomes the top question in our minds. The goal we are trying to reach is a financial one. The pressure on the executive director and members of the board is to have money to fund the mission’s programs. There is no donor renewal goal. There is no judgement made on donor renewal. Many organizations don’t know their renewal rate.
We have developed excellent skills at getting new people. We focus on getting the money to the point that people who give larger gifts are the ones remembered. Fundraisers are successful at this model of operation. So why and how does donor renewal become a good thing. If there are 50 donors giving $50,000 and they all renew the money stays the same. But the work changes and the fundraiser’s focus and skills need to adjust.
According to reports smaller organizations especially are having a hard time meeting financial goals. With fundraisers changing jobs in 2 years or less it is hard to build meaningful donor connections with the mission.
Is it possible to build a “community of donors” who renew every year? Can we create fundraising system that enables the fundraiser to focus on connecting donors (current and lapsed) with the mission? Can we reduce searching for new people to <10%?
What support does a fundraiser need? How does the relationship with the executive director and the board members need to change? What skills would fundraiser want to develop?
Your ideas, thoughts, questions, or challenges are encouraged. Not one of us can do this alone. We need a community of professionals who want to have find happiness in recognizing generosity and fundraising.
Please make you comments and conversation respectful. I look forward to your ideas.