Donors are not widgetsDonors are not widgets. They are not interchangeable. You can’t pick up a new lot at the hardware store. And they need maintenance. Now, I’m sure most people in social impact organizations recognize that donors aren’t widgets, but why then is there a tendency to concentrate on getting new donors and not on keeping the ones you have? The longer donors stay with you, the longer they stay with you. And that means you don’t have to go out looking for so many new donors, many of whom won’t stay with you. Your loyal donors are the ones who get how important monthly giving is. And they may increase their annual gifts over time. Plus they are great candidates to approach about putting you in their wills. So concentrate on loving the people who already love you – the donors! Make strategies to get to know them and to let them know how important they are to you. Remember: they’re people, not widgets. Julie Mikuska · |
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