“Louie, I think this is the beginning of a beautiful friendship.”
So, nightclub owner Rick Blaine has insight on donor retention. The classic line spoken by Humphrey Bogart in Casablanca (1942) rings true for nonprofit-donor relationships. Of all the nonprofits, in all the towns, in all the world, they “walked into” yours. Don’t let that donor relationship slip away… onto a plane… in the fog, out the door at your latest event…
If you have never seen the film, put this cinematic masterpiece on your calendar. It’s all about relationships. The film connects to what Madeline Turner, managing editor of the Content Marketing Program at Blackbaud, suggests in 5 Ideas That Will Give Your Donors A Reason to Stick Around.
Likening donor acquisition and retention to making new friends, Turner advocates for simple strategies. Get to know your donors, check in with them consistently, be genuine in your interactions, and openly appreciate the relationship. Put doing these things on your calendar.
Frank Barry shares similar insight, offering 12 Super Simple (but Effective) Donor Retention Tips from Nonprofit Fundraising Experts. 3 out of 4 donors give once and never come back, so Barry asked nonprofit leaders the big question: “what’s the key to an effective donor retention strategy?” And all of their answers offer a similar message to Turner’s: care about your donors, follow up, and share stories about the wonderful things your donors do for you.
The advice is simple, but essential.
Has your nonprofit strayed from the path of donor retention? Think about your personal friendships and apply what makes them great to your donors. Build upon the relationships your nonprofit already has and always be open to making new friends.
For further insight, read more of 5 Ideas That Will Give Your Donors A Reason to Stick Around & 12 Super Simple (but Effective) Donor Retention Tips from Nonprofit Fundraising Experts. And watch Casablanca and make a date to spend some time at Rick’s.
Want some more ideas on creative fundraising and donor retention? Check out these other posts.