People give to People—The importance of building authentic relationships with donors.
When it comes to fundraising, many people ask about my personal fundraising mantra: “People give to people…not to organizations.” This philosophy has sustained me over the course of two decades and has always proven to be true. What´s the key ingredient in any fundraising plan you ask? Respectful, reciprocal relationships. You may have been banking on your fancy new website or the beautiful fall gala you´ve put together but all of that is null and void unless you understand the power of human connection. According to a survey conducted by MIP, 53% of donors say that they give because they know someone who works or volunteers for the organization. Donors are absolutely more likely to give to a cause that they feel connected to through personal relationships.
Throughout my fundraising journey, I have learned that building a good rapport with potential donors is crucial. Having strong interpersonal and communication skills can help create a trustworthy relationship with donors and maintain a sustainable relationship where donors are more likely to contribute to a cause time and time again. In fact, according to the 2021 Blackbaud Charitable Giving Report, 81% of donors say that trust is the most important factor when deciding to give to a nonprofit. Trust for an organization, its mission, and its fundraising team takes time, dedication, and a sincere interest in philanthropists. Building trust can take months, even years at a time, and breaking that trust can take minutes. It goes without saying that ethics plays a major role in building trust and is something that I do not take lightly. A fundraiser's reputation and principles can directly affect the types of organizations they fundraise for. In a time where transparency has never been more important, remaining true to values and operating in an ethical way is just good practice for the long haul.
In addition to building a trustworthy relationship, I cannot stress enough the importance of clear, respectful, and consistent communication. Understanding your donors, their values, and what´s important to them should remain at the forefront of what you do. Donors trust fundraising professionals that are invested in them, listen to them, and keep them informed about the great work that is happening in your nonprofit. I cannot tell you how often I have seen small things fall by the waist side. Sending thank you notes, acknowledging major life events, and updating donors on upcoming events may feel like busy work but it is absolutely essential to creating connections. Fundraising is a long-term play. It’s important to focus on relationship longevity that can create perpetual donations. Studies show that 76% of donors want to be thanked promptly and 56% of donors say that they want to receive personalized communication from nonprofits. Just like anyone else, donors want to be thanked and acknowledged for their efforts. I don´t think this is too crazy considering the work we do relies completely on their generosity.
In conclusion, donors give to fundraisers that are passionate about the organizational mission and take the time to create a human connection with them. Being creative, agile, flexible, and motivating donors to join in the mission can help secure long-term support for your organization. A successful fundraiser is one that prioritizes authentic relationship-building and aligns the organization´s mission with those of its donor base.
