The Biggest Mistake I Made (and How to Avoid It)
Top 10 Donor Connection Mistakes
They say hindsight is 20/20. Looking back on my 20+ years as a fundraising executive director, the biggest mistake I made was not contacting donors more often. I let busyness and fear get in the way. If I could go back, I'd make those calls a priority.
Why? Because connecting with donors isn't just about asking for money. It's about building relationships, sharing your passion, and inspiring others to join your mission. And the good news is, anyone can do it. If you can answer these four questions, you're ready to pick up the phone:
Why am I passionate about this organization?
(This is your fuel.)
What's the most inspiring story from our organization in the last month? (This is your hook.)
What's the top way a donor can give or get involved right now that has the biggest impact? (This is your primary ask.)
What other thing can the donor do if the primary way isn't feasible?
(This is your "by the way" ask.)
With these answers in hand, you're equipped to have a meaningful conversation with any donor. And to help you avoid the pitfalls I encountered, here are the top 10 mistakes executive directors make when trying to connect with donors…
The Top Ten Mistakes Executive Directors Make When Trying to Connect with Donors
Not Scheduling Time on Their Calendar for Donor Contact
If a person does not have dedicated time, the urgent issues of the day will crowd out any opportunity to call donors. Donors do not have deadlines for us calling them. Everyone else does. They are often the first calls to be rescheduled. However, they are arguably the most important calls because you need to stay connected with people who are giving or who are giving.
Not Calling Their Top Donors After a Recent Gift
Top donors who get a call after a recent gift are more likely to give again. It is also respectful and can lead to an opportunity to meet them in person for coffee or a small visit. This can lead to opportunities to share big dreams you have for your nonprofit. The small things matter and give you goodwill from donors to ask for their time, which is as valuable as their financial giving.
Not Scheduling a Thank You Tour if They Are New to the Role
A thank you tour can be accomplished by you or an assistant to reach out to your top 50 donors. Let them know you are scheduling visits with key partners over the next 60 days to introduce yourself and get to know them. Not all key donors will have time to meet. Try to get 20 to 25 visits. You are always looking for a reason to interrupt the lives of your donors to meet. This is an easy way to interrupt them to thank them.
Not Asking Board Members or Staff Members for Introductions
When you ask board, staff, or donors for referrals, let them know you will not ask for money on the first visit. The first visit will be to make their acquaintance. You will want to talk about your best accomplishments and challenges. You can offer ways for them to get involved. After the meeting, you will call the person to thank them and ask if they are interested in learning more or wanting to get involved. Let their interest dictate your pace and pressure.
Not Asking Donors for Referrals to People They Respect
If a donor has recently given to you and you are thanking them, politely ask them, "Do you know anyone who, properly informed about our passion for helping people and you respect, would be interested in knowing about us?" Ensure them that you will not ask the person for money. You just want to share your passion and let them decide how they get involved. There is a spectrum of engagement a donor may have with you. Match their energy and interest.
Not Preparing Both a Primary and Secondary Ask for Donor Meetings
You want a primary ask with the highest capacity because it tells the donor you are passionate about your cause. However, sometimes the donor is not passionate about this particular option. Having a backup plan allows them an option to say yes to a path to partner with you. If you have only one, you can get stuck, and the person doesn't feel good about saying no. Give them an opportunity to say yes.
Forgetting to Invite Regular Volunteers Who Haven’t Given Recently to a Coffee
Volunteers are often overlooked because the primary way they show their care for an organization is an act of service. Challenging them to give financially gives them another way to show their compassion. Sometimes they have never been approached to give because they started as a volunteer. Adding them to your mailing list and having a specific way to engage volunteers can help.
Not Looking for Regular Givers Who Give Smaller Amounts Multiple Times a Year
You can run quarterly reports that calculate which donors have given five or more gifts in the last 12 months. Hopefully, you have donor software that can give you these reports. If you do not have donor software, we suggest Donor Dock, which can help you at an affordable rate. Other software we recommend includes eTapestry and DonorPerfect.
Not Following Up with Attendees After an Event
The best way to follow up with attendees is to send a thank you card, call them to thank them, and, if you have a photographer at the event, send any photos you have of the donor as a keepsake (make sure they are good). Let them know the impact of their giving at the event. Ask them what their favorite part was. You could even ask them a two-question survey: "What was your favorite part of the event?" and "What surprised you most?"
Talking Themselves Out of Contacting Donors Who Haven’t Given in a While Sometimes the best thing to do is have a list of your top donors and just call them to say thank you. Don't think about it, just call. If that feels too rigid, get a report of the contacts you have made with key donors or long-time donors. Call anyone that you have not contacted in 90 days. Get a list of donors who have not given in 10 months. Call them. The key point is there are always donors you can call. Get their numbers and their giving profile and call them. Review your previous notes for 5 minutes and call.
By avoiding these common mistakes and implementing these strategies, executive directors can strengthen their connections with donors and foster a more engaged and supportive donor community.