Keeping Donors Engaged During and After a Capital Campaign
In the development world, I believe one of the most rewarding experiences we witness is the satisfaction of assisting a donor with structuring and completing a gift for purposes that are important to their interests.
Years ago, as I was anxiously preparing for my first major six-plus figure donor ask, I had a mentor tell me,
“Don’t be afraid. You are visiting with someone who is passionate about our organization, and if you play your cards right, they will find your involvement and conversation to be helpful and motivating.”
Thanks to lots of coaching and some great volunteers, we got the gift. From that day forward, I started viewing major asks as the opportunity to match donor interests to ways that will enable our mission and purpose.
Too often we forget, however, that once donor relationships are established and gifts are secured, it’s critical to find ways to keep donors informed about your project and how efficiently and effectively you are applying their gifts.
Some of the communication I’ve found helpful over the years include:
Regular and periodic written updates
While formal newsletters and organizational updates are extremely valuable, a personal note or email directly from you can develop a deeper relationship. Personally letting your donor know the positive effect their gift is having keeps them engaged and satisfied.
Invitations to semi-private events
Depending on the length of the campaign, consider inviting your donors to a project update meeting where you can share the progress of your campaign, an update on cashflow, and reinforce how important their gifts are.
Donors will also appreciate the opportunity to meet and discuss the project with like-minded donors, developing a deeper understanding and reinforcement.
Other events may include private behind-the-scenes events, hard-hat tours, and designed milestone celebrations.
Pictures and videos
Nothing screams progress like pictures and videos of construction or other capital improvements. These are also very effective when promoted through social media.
Your pictures and videos don’t necessarily need to be professionally produced and staged. But they do need to be clear and steady and need to capture and deliver your topics in a personal way. Our phones capture quality images and sound, so put it to use.
The power of a periodic hand-written note
Especially one that appears out of the blue and simply says, “thank you,” or “let’s get caught up soon over coffee.”
Involve the donor in how they would like to be recognized and how they can help
Your donors will appreciate you asking how they would like to be recognized. While some donors will prefer to remain behind the scenes, many others may be willing to provide a written or verbal testimonial on why your project is important to them.
Those who have made gifts are often your most committed and dedicated volunteers. Beyond the traditional recognition methods, inviting your donors to participate in events, volunteer opportunities, or committees will encourage others to participate as well.
Consider a donor feedback interview or confidential survey
It can be as simple as asking your donors if they have any questions, what worked and motivated them, what didn’t, and what you can do to improve your campaign as they see it. Asking for donor input on something they’ve contributed to strengthens their commitment, improves your campaign, and increases their trust in you.
Reinforce your organization's long-term mission
Your mission continues long after your capital campaign is completed.
And for those donors in it for the long haul, consistent reminders and placeholders about your planned giving program are critical. It may be years before a legacy gift is realized, and you may never see it coming, but the reminders you leave today that will pay off down the road.
All of this can be overwhelming at times, but when you are able to establish these donor connections in a meaningful way, it seldom feels like work. It becomes our reward for a job well done!
Enjoy these days – as it’s about the journey and the wonderful donor relationships we build along the way.
Dan Koenig has been in the nonprofit development world for 35+ years. Dan and the team at Strawhecker Nonprofit Services welcome the opportunity to assist you and your organization with all your development needs.