Have you lost donors and supporters?                      11.13.21

The past 19 months have stretched and tested all of us in different ways and to different degrees, including our fundraising relationships. Especially with staff adjustments and downsizing many organizations have had to navigate, communication with donors and supporters can suffer.

So let me ask you: have you experienced gaps in your donor relationships and need to re-engage?

I was hired some years ago as a Development Director and there had been a gap since the last person in the role. Donors had moved on, critical support had been missed, information was never captured, project momentum had lagged, and programs had not been able to move forward. It was assumed that since they now had a new person, all that “relationship stuff” could be reconstituted. Just add water and the dying flower would bounce back. And it was up to me to water the garden.

Lots of nutrients had to be added to the soil. Reaching out, exploring where donors were at and what had happened in their lives since they last heard about our organization. Did our mission still matter to them and what we were trying to do in the community? Did they have any interest in rebuilding the relationship?

It was a slow slog, as it takes a willing and able flower to respond to your efforts. Unfortunately, the patience from leadership was not there, nor the understanding of how long it would take to see results. Well, in a few cases here and there, we were able to pump some life into the flower and plant some seeds along the way so more flowers could grow. Ultimately, we had to spend time on recruiting new supporters and cultivating them, as well as rebuild past relationships.

So if you are in the position of watering flowers and want to see them bloom - even the ones that have not had any water for quite awhile - here are some suggestions that may help you infuse some life into those relationships:

• Be purposeful and draft a one-page plan to include messaging on what has been happening this past year and a half + how donors have helped the organization continue it’s work.

• Customize each message for donors and funders in your portfolio - an update touchpoint. What was discussed with them during the last conversation? Remind them of where things were, what has happened since, and where recipients are now.

• Focus on finding out how they are and what has been happening with them - everyone has been impacted in some way. Don’t assume you can just pick up where you left off.

• Make sure you lead with what has been happening with the people you serve - that is why your donors and funders support your mission. Share a story that illustrates what the people you serve have experienced during this time.

• Besides a quick update on what has been happening at your org, highlight what you have planned for 2022. This is a great time to bridge this year and next.

• Find out how they would like to hear from you and keep in touch going forward - has that changed?

• Schedule the next conversation - perhaps you’ve got a spring event so it might make sense to connect before that.

And most important, be authentic about what has been happening and let them know you’ve been thinking about them. Don’t make a gift ask if it’s been awhile since you’ve touched base. It’s about revitalizing the relationship! Happy gardening and if you’d like to check out more ideas go to my Relationships page. To get in touch just go to my book online page to schedule a time to talk!