[GUEST POST] 5 Ways to Build Stronger Donor Relationships and Increase Giving
Fundraising isn’t just about asking, it’s about listening, connecting, and making every donor feel like they matter. Too many nonprofits fall into the trap of treating donors like transactions. But today’s donors expect something different. They want to be seen, understood, and know they’re making a difference.
The good news? You don’t need a massive team to create personal donor experiences. You just need the right approach.
Here are five ways to build stronger donor relationships, increase generosity, and turn one-time gifts into long-term support.
1. Listen to donors through data and feedback
Donors are constantly telling you what they care about. The question is…are you paying attention?
Listening goes beyond surveys. Yes, donor surveys and interviews are great tools, but the real magic happens when you combine explicit signals (survey responses, direct feedback) with implicit signals (email open rates, website clicks, donation frequency).
Here are some ways to do this:
- Use surveys to ask the right questions. Don’t just ask about giving preferences, ask about donor motivations. What inspired them to give? What stories resonate most?
- Track donor engagement. Which emails are they opening? What blog posts are they reading? What donation page converted them?
- Monitor giving patterns. A donor who suddenly stops giving may be a lost gift, but it’s also a missed opportunity to understand why.
Action Step: Pull a list of lapsed donors. Segment by engagement data (opened emails but didn’t give, attended events but didn’t donate). Then, send a message that speaks directly to their last interaction.
2. Personalize every donor interaction
Your donors don’t all look the same. So, why would you talk to them in the same way?
Personalization isn’t just about adding a first name to an email. It’s about relevance. The right message, to the right donor, at the right time.
What can this look like? Here are a few ideas:
- Segment by interests. If someone gives to disaster relief, don’t send them general program updates. Show them the latest emergency response efforts instead.
- Acknowledge giving history. A first-time donor shouldn’t get the same message as a 10-year supporter.
- Respect communication preferences. Some donors love direct mail. Others prefer texts. Meet them where they’re at.
Action Step: Review your last email appeal. Could a donor tell that you know them? Or does it read like a mass blast? Adjust the next appeal based on past giving and engagement.
3. Leverage technology to scale personalization
You can’t have a personal conversation with 10,000 donors. But your CRM and marketing automation tools can.
The right tools help you create personal connections at scale without drowning in manual tasks. This allows for a human approach supported by technology.
This could look like automation for timely follow-ups. Did someone donate? Set up an automated thank-you sequence based on their gift size.
Or perhaps a trigger outreach based on donor behavior. If someone watches a video about a specific program, follow up with an invite to a behind-the-scenes webinar.
Action Step: Set up an automated email that triggers when someone donates for the first time. Instead of a generic receipt, send a personalized welcome message introducing them to your mission.
4. Show donors their impact with clarity and consistency
If donors don’t see their impact, they’ll assume there isn’t any. Open communication loops usually are filled with the negative. Closing this loop is essential.
Donors want to know: Where did my money go? What changed because of my gift? Make it obvious.
- Use stories, not just stats.
- Send donor-specific impact updates.
- Make impact digestible and shareable.
Action Step: Find one donor story from the past month. Turn it into a personalized email to donors who supported that program, thanking them for making it possible.
5. Foster a donor community, not just a list
People give more when they feel like they belong. A strong donor community creates stronger donor retention. Below are some ideas to move your organization further in this direction:
- Encourage peer-to-peer fundraising. Let donors rally their networks to support your cause.
- Celebrate donors publicly. Highlight supporters in newsletters, social media, or impact reports.
- Invite donors into the mission. Host exclusive virtual Q&As, behind-the-scenes tours, or impact roundtables.
Action Step: Identify your most engaged donors. Invite them to a private online group where they can connect, share ideas, and feel like true partners in your mission.
Stronger donor relationships = more generosity
Fundraising isn’t just about asking. It’s about building trust, making donors feel valued, and showing them they matter.
When you listen well, personalize engagement, leverage technology, show impact, and foster community, you don’t just raise more money. You build a movement.
Start small, track the results, and watch your donor relationships grow.
Looking for a better way to build personal donor relationships at scale?
Chances are, you don’t need (or have) more hours in the day. Instead, you need the right approach, plus the right technology.
A responsive CRM helps you listen to donor signals, personalize engagement, automate outreach, and show every donor the impact of their giving.
Want to see how the right platform can help you create deeper donor connections and grow generosity? Connect with our friends at Virtuous to see how your organization can take the next step in adopting a responsive CRM and growing generosity.
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By Scott Holthaus, Manager of Campaigns & Programss
Scott Holthaus is the Manager of Campaigns & Programs at Virtuous, where he helps nonprofits grow generosity and implement responsive fundraising. Before joining the Virtuous team, Scott spent 15+ years working in local nonprofits and ministries in a variety of roles, including marketing and communications. Scott lives in the Chicago area with his wife, three kids, and Great Dane/English Mastiff, Bertie.
