{"id":9102,"date":"2019-12-20T00:00:00","date_gmt":"2019-12-20T00:00:00","guid":{"rendered":"https:\/\/www.causevox.com\/?p=9102"},"modified":"2024-05-08T20:57:41","modified_gmt":"2024-05-08T20:57:41","slug":"trust-habit-loyalty-donor-relationship-building","status":"publish","type":"post","link":"https:\/\/www.causevox.com\/blog\/trust-habit-loyalty-donor-relationship-building\/","title":{"rendered":"The Power Of Trust, Habit, &#038; Loyalty In Donor Relationship Building"},"content":{"rendered":"\n<p>As a fundraiser, you wear many hats. You plan, you market, you sell. You collect money, manage volunteers and organize activities year-round. And your role is constantly evolving because the needs of your organization and the scope of your resources can vary year to year and sometimes even month to month.<\/p>\n\n\n\n<p>Through all the normal ebbs and flows, highs and lows, busy times and not-so-busy times of fundraising, one thing remains constant: your responsibility to bring money (and thus, donors) in the door.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Need: Donor Retention<\/h2>\n\n\n\n<p>But, how do we keep individual contributions consistent or growing year over year, making our jobs easier (and more secure)? The answer is donor retention!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>&#8220;How do we keep contributions consistent or growing year over year? The answer is donor retention!&#8221;<\/em>&nbsp;<a href=\"https:\/\/ctt.ec\/fF3NA\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: .5em;\"><i class=\"icon ion-social-twitter\"><\/i>tweet this<\/span><\/a><\/h3>\n\n\n\n<p>Studies like the Association of Fundraising Professional\u2019s Fundraising Effectiveness Project have shown us that donor retention rates increase compared to the number of gifts a donor makes. Therefore, it\u2019s safe to assume that you\u2019ll hold onto donors making second or subsequent gifts at higher rates than first-time donors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Download a free copy of our Donor Engagement &amp; Retention Playbook:<\/h3>\n\n\n\n<div class=\"_form_18\"><\/div><script src=\"https:\/\/causevox.activehosted.com\/f\/embed.php?id=18\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n\n\n<p>[amp-optin id=18332]<\/p>\n\n\n\n<p>You may have even seen a number of the blog posts and resource guides our <a href=\"https:\/\/www.causevox.com\" target=\"_blank\" rel=\"noopener\">CauseVox<\/a> team has compiled around the subject over the years. We focus on retention because we see these gifts as \u201cmoney in the bag\u201d for your cause.<\/p>\n\n\n\n<p>And while there is no sure-fire way to guarantee 100% donor retention or even to <a href=\"https:\/\/www.causevox.com\/blog\/donor-relations\/\" target=\"_blank\" rel=\"noopener\">ensure every donor is happy<\/a>, there is one underlying component to every tip and strategy we\u2019ve offered over the years: relationships.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Strategy: Relationship Building<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2017-03-06-at-11.52.49-AM.png\" alt=\"trust\" class=\"wp-image-9104\"\/><\/figure><\/div>\n\n\n\n<p>To retain your donors, we believe you must prioritize building quality, genuine, two-way relationships with your donors. These relationships aren\u2019t just about what your donor does for your organization (read: hand you money), but what you do for your donor<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>&#8220;To retain your donors, we believe you must prioritize building quality, genuine, two-way relationships.&#8221;<\/em>&nbsp;<a href=\"https:\/\/ctt.ec\/g78aN\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: .5em;\"><i class=\"icon ion-social-twitter\"><\/i>tweet this<\/span><\/a><\/h3>\n\n\n\n<p>To begin wrapping our heads around this idea, let\u2019s think back to how we used to \u201cengage\u201d with donors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Past<\/h2>\n\n\n\n<p>Fundraising methods have changed over the years and many strategies we used in the past aren\u2019t as effective today as they were before.<\/p>\n\n\n\n<p>Do you remember collecting names from real estate records and making cold calls? Maybe you put a weekly ad in the local paper to promote your capital campaign or mailed some pledge cards out to prospective donors. It\u2019s possible you recently ramped up your website\u2019s SEO and even put some money into Google and Facebook ads.<\/p>\n\n\n\n<p>After all, it\u2019s important to be seen and heard, and that\u2019s what these strategies helped with. You got in front of a lot of people, which is exactly what you wanted to do.<\/p>\n\n\n\n<p>But, guess what? Everyone else has the same idea. It\u2019s a hard truth to swallow, but it\u2019s one all of us in the nonprofit sector need to face. Our nonprofit or charity is putting out promoted Instagram posts, but so is XYZ organization. We\u2019re all paying for attention.<\/p>\n\n\n\n<p>With so much information, stories, and \u201casks\u201d passing by our donors every day, how can you differentiate yourself from the pack?<\/p>\n\n\n\n<p>The answer is relationship building.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Future<\/h2>\n\n\n\n<p>In today\u2019s fast-paced, noisy, and connected world, what sets you apart from others isn\u2019t your aggressive marketing, Google ads, promoted Facebook posts, or perfectly timed fundraising emails. No, it\u2019s the relationships you form with donors that make you memorable, relevant and keep your donors coming back time after time.<\/p>\n\n\n\n<p>Similar to any sort of partnership, the donor to nonprofit relationship is built on a foundation of trust, habit, and loyalty.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>&#8220;The donor to nonprofit relationship is built on a foundation of trust, habit, and loyalty.&#8221;<\/em>&nbsp;<a href=\"https:\/\/ctt.ec\/K8e37\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: .5em;\"><i class=\"icon ion-social-twitter\"><\/i>tweet this<\/span><\/a><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">1. Trust<\/h3>\n\n\n\n<p><em>trust: <\/em><em>firm belief in the reliability, truth, ability, or strength of someone or something.<\/em><\/p>\n\n\n\n<p>You trust your hairdresser to cut your hair without nicking your ear. You trust the dry cleaner to take good care of your cashmere sweater. As consumers, we trust companies to give us safe products and services that improve our lives. We do this because, as humans, we\u2019re hardwired to want to trust. Not surprisingly, <a href=\"https:\/\/hbr.org\/2017\/01\/the-neuroscience-of-trust\" target=\"_blank\" rel=\"noopener\">trust makes us happier<\/a> and less stressed.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.forbes.com\/sites\/margiewarrell\/2015\/08\/31\/how-to-build-high-trust-relationships\/#5a4e8fa8b2d0\" target=\"_blank\" rel=\"noopener\"><em>Trust lies at the core of all our relationships. It&#8217;s the currency of influence in every workplace and organization.<\/em><\/a><em>&#8211; Margie Warrell<\/em><\/p>\n\n\n\n<p>Ultimately, your relationship with donors is built on trust. Your donors deserve to give to a <a href=\"https:\/\/nonprofitquarterly.org\/2016\/01\/11\/the-publics-trust-in-nonprofit-organizations-the-role-of-relationship-marketing-and-management\/\" target=\"_blank\" rel=\"noopener\">transparent, effective organization<\/a>. To cultivate, build, and sustain donor trust, focus on the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Avoid \u201cpushy\u201d asks. Do not guilt or force donors to make a gift. Be respectful when a donor says that it\u2019s not the right time.<\/li><li>Keep all messaging (website, emails, social media posts, direct mail, ads) clear and consistent. This doesn\u2019t mean you should just copy and paste your mission statement or slogan and leave it at that. Instead, build on your mission statement and relate it to segments of your donor population. Use similar \u201caction verbs\u201d. For example, United Way encourages supporters to \u201cGive, Advocate, and Volunteer\u201d. Then, the organization builds of this call to action by offering opportunities to engage catered to the intended audience.<\/li><li>Practice transparency. Here are a few ways to prove your organization is transparent: <ul><li>Keep your <a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/update-guidestar-profile\/\" target=\"_blank\">Guidestar<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/update-charity-navigator-profile\/\" target=\"_blank\">Charity Navigator<\/a> profiles current and accurate<\/li><li>Upload your Form 990 to your website<\/li><li>Include a conflict of interest policy in your board manual<\/li><li>Maintain accurate records of all expenses, including supplies, marketing costs, travel and per diem <\/li><\/ul><\/li><li><a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/build-trust-with-donors\/\" target=\"_blank\">Share your results<\/a> often and effectively. We suggest you prepare an annual report that includes statistics and stories covering donors, gifts, and overall impact. If possible, calculate a donor\u2019s return on investment (ROI) and share this as well.<\/li><li><a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/10-ways-to-thank-your-donors-2\/\" target=\"_blank\">Thank your donors<\/a> immediately after they donate. The more personal the outreach, the better. If you have time to write a handwritten thank you, then, by all means, do so. You can also pick up the phone and give your donors a call or even shoot them an email that says you received the gift and are so grateful for their continued support.<\/li><\/ul>\n\n\n\n<p>Establishing and then maintaining trust is the first step toward building relationships with your donors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Habit<\/h3>\n\n\n\n<p><em>habit: <\/em><em>a settled or regular tendency or practice, especially one that is hard to give up.<\/em><\/p>\n\n\n\n<p>When we talk about habits, we tend to focus on the ones that are \u201cbad.\u201d You know what I\u2019m talking about\u2014letting out the occasional swear word, eating fast food, watching a Keeping Up With the Kardashians marathon. We\u2019re all guilty of them!<\/p>\n\n\n\n<p>But some habits are good and actually beneficial for both your donor and your cause. So, if you find your donor connecting with you online or even making gifts in a seemingly automatic or regular way, then you\u2019re on your way to a stronger relationship, and thus, a retained donor.<\/p>\n\n\n\n<p>When all\u2019s said and done, <strong>you want donors to connect out of habit.<\/strong><\/p>\n\n\n\n<p>In fact, humans are supposed to respond to habits because it\u2019s just a form of automation. Per the <a href=\"https:\/\/hbr.org\/2017\/01\/customer-loyalty-is-overrated\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Harvard Business Review<\/a>, r<em>esearch into the workings of the human brain suggests that the mind loves automaticity more than just about anything else\u2014certainly more than engaging in conscious consideration.<\/em><\/p>\n\n\n\n<p>There are quite a few ways that you can make giving and connecting a habit for your donors, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Running similar fundraisers (proven successful) at the same time year after year. For example, if you know your donors love donating and sharing your cause on #GivingTuesday, then keep this momentum going annually.<\/li><li>Try to have the same staff person or volunteer connect with donors. Yes, it is brutally hard to tackle <a href=\"https:\/\/www.causevox.com\/blog\/nonprofit-staff-management-burnout\/\" target=\"_blank\" rel=\"noopener\">turnover in nonprofits<\/a>, but consistency can definitely help to minimize confusion or questions when it comes time for the next ask.<\/li><li>Keep <a href=\"https:\/\/www.causevox.com\/blog\/keep-storytelling-consistent\/\" target=\"_blank\" rel=\"noopener\">branding and tone consistent<\/a>, whether you\u2019re sharing a story on Facebook or sending out a fundraising email. If your brand is appealing and recognizable to donors, don\u2019t change it unless absolutely necessary.<\/li><\/ul>\n\n\n\n<p>When donors come to you out of habit, that means you\u2019ve earned their trust. They no longer have to \u201cthink\u201d or consider giving, they just need to be asked.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Loyalty<\/h3>\n\n\n\n<p><em>loyalty: <\/em><em>a strong feeling of support or allegiance<\/em><\/p>\n\n\n\n<p>Loyalty is another part of the foundation of a strong relationship between a donor and nonprofit.<\/p>\n\n\n\n<p>Donors may choose to give because they trust you, or automatically give out of habit because they\u2019ve done so before. But when donors seek you out and connect because they wholeheartedly believe in your cause, they\u2019ve moved past being passive participants in the process. Instead, they\u2019re active, engaged, and ready to rally.<\/p>\n\n\n\n<p><em>\u201cWhen customers have an <\/em><a href=\"https:\/\/hbr.org\/2017\/01\/customer-loyalty-is-overrated\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><em>emotional connection with your brand,<\/em><\/a><em> they\u2019ll make an effort to get it.\u201d <\/em><\/p>\n\n\n\n<p>But loyalty doesn\u2019t happen overnight and it doesn\u2019t necessarily happen after a year. It takes nurturing.<\/p>\n\n\n\n<p>Here are some ways to cultivate donor loyalty:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Promote your <a href=\"https:\/\/bloomerang.co\/blog\/how-transparency-drives-donor-loyalty\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">shared values<\/a>, but make them about your donor. Always! In the end, each donation is about making your donor feel good. They\u2019re giving to help your cause. They\u2019re the people responsible for making the impact happen.<\/li><li>Respond promptly and honestly to your donors. When supporters reach out to you, whether to pay you a compliment, offer suggestions, or because of an issue\u2014communicate appropriately and with respect. Donors expect and deserve to be heard.<\/li><li>Give them something to care about by telling your <a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/tell-stories-connect-move-inspire-everyone\/\" target=\"_blank\">nonprofit story<\/a>. Share videos and images of work in the field. Tell stories about clients helped by donor donors. Prove to your donors that their gift doesn\u2019t just matter, it\u2019s vital.<\/li><\/ul>\n\n\n\n<p>Once a donor starts inquiring about the next fundraiser or asks how they can get involved, then you know they\u2019ve become loyal to your cause. And here is where the fun begins because you know this donor is now ready to not just give, but participate in the process.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2017-03-06-at-11.52.36-AM-e1488819813555.png\" alt=\"trust\" class=\"wp-image-9105\"\/><\/figure><\/div>\n\n\n\n<p>To maintain loyalty and further cultivate your relationship, incorporate aspects of <a href=\"https:\/\/www.causevox.com\/blog\/people-based-fundraising\/\" target=\"_blank\" rel=\"noopener\">People Fundraising<\/a>. With People Fundraising, you aren\u2019t just asking for <a href=\"https:\/\/www.causevox.com\/donation-page\/\">donations<\/a>, you\u2019re actively rallying donors behind your cause. Try one or more of these tactics:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Activate donors with engagement opportunities. <ul><li>We think that <a href=\"https:\/\/www.causevox.com\/blog\/peer-to-peer-fundraising-ebook\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer fundraising<\/a> is the bee\u2019s knees. It\u2019s the perfect way for donors to put a bit of effort (and heart) into supporting your cause, while also expanding your audience of prospective donors.<\/li><li>Offer activities that allow donors to advocate for your cause, such as signing a petition or participating in a march.<\/li><li>Gather volunteers to help support your programming. <\/li><\/ul><\/li><li>Ask donors to refer you to friends and family or share your campaign. To make it easy, add social sharing buttons to your fundraising website and create social media content worth sharing.<\/li><\/ul>\n\n\n\n<p>When you have a loyal donor, you\u2019re not just receiving the occasional donation. You\u2019re getting a cheerleader, a volunteer, a constructive critic, a personal fundraiser\u2014a true friend to your cause.<\/p>\n\n\n\n<p>Now more than ever, it\u2019s time to step away from those transactional, one-sided requests. You know the one\u2019s we\u2019re talking about: <em>\u201cWe are asking you to give $50\u201d <\/em>\u201c<em>Please help us reach our goal by making a donation\u201d<\/em><\/p>\n\n\n\n<p>Instead, focus on building trust, loyalty, and habit with donors so that down the road they don\u2019t just want to hand you a check, but instead become volunteers, advocates, fundraisers\u2014active participants in your cause.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>&#8220;Focus on building trust, loyalty, and habit with donors&#8230;&#8221;<\/em>&nbsp;<a href=\"https:\/\/ctt.ec\/bq7Y6\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: .5em;\"><i class=\"icon ion-social-twitter\"><\/i>tweet this<\/span><\/a><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2017-03-06-at-11.52.16-AM.png\" alt=\"trust checklist\" class=\"wp-image-9106\"\/><\/figure><\/div>\n\n\n\n<p>Remember, just like friendships, connections with donors don\u2019t form overnight. They\u2019re a process. But after you\u2019ve put in the time, proven your worth, earned trust, gotten into a rhythm, and established loyalty, you\u2019re on your way to a long, fruitful, active, and fulfilling relationship.<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a fundraiser, you wear many hats. You plan, you market, you sell. You collect money, manage volunteers and organize activities year-round. And your role is constantly evolving because the needs of your organization and the scope of your resources can vary year to year and sometimes even month to month. Through all the normal [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":50826,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-9102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"acf":[],"featured_image_src":"https:\/\/www.causevox.com\/wp-content\/uploads\/2024\/05\/yfmjalh1s6s-matheus-ferrero-9.27.34-PM-600x400.jpg","featured_image_src_square":"https:\/\/www.causevox.com\/wp-content\/uploads\/2024\/05\/yfmjalh1s6s-matheus-ferrero-9.27.34-PM-600x600.jpg","author_info":{"display_name":"Candace Cody","author_link":"https:\/\/www.causevox.com\/author\/candace\/"},"_links":{"self":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/posts\/9102","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/comments?post=9102"}],"version-history":[{"count":0,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/posts\/9102\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/media\/50826"}],"wp:attachment":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/media?parent=9102"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/categories?post=9102"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/tags?post=9102"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}