Maintaining and Developing the Active Base of Donors

You want to find new donors? You’d like to ensure that you are receiving cash from the donors that you already have? What can you do to ensure that both occur? If you don’t have a plan and a clear intention to build and sustain the donor base, you’ll encounter financial difficulties. “Form this and they’ll donate” doesn’t work well for many non-profit organizations. Here are three points to think about to build and maintain a strong donor base: Donor Management System

1) A Compelling Purpose.

You must have a compelling motive. Are you doing anything donors might be interested in contribute financially? Are you offering your community services that are actually needed? If a potential donor can connect to, or be attracted by the services you offer they are more likely to feel comfortable by donating to the cause. If there are a lot of organizations in your area offering similar services, you’ll need work harder to differentiate your organization from other non-profits.

Perhaps your goal is compelling…to you. You are aware of the necessity of your organization that the general public isn’t able to grasp. For instance, the need for an organization that helps homeless people is evident. If you’re on the other side the purpose of your organization is to find ways to treat dry eye syndrome, you’ll have a difficult time securing broad financial backing for your research. The people who have the issue will be quick to sign up however, your work is shared along with the rest of the world. You must understand the third step below the concept of communication. But don’t skip #2. It’s big.

2) A Efficacious program.

If you wish to have a chance of keeping existing donors as well as attracting new supporters, your company has to produce results. There’s no quicker method to lose the trust of your donors and degrade the foundation of donors who are interested than to go through one year with no improvement. In reality many people are operating on the ” What have you done for me recently?” mentality. It’s never been more relevant than in this recession. You could still experience an interval of time that involves mostly than planning than actions. It’s fine, as long as your plan moves you towards improvement. But , even then, the never-ending planning leads to exhausted supporters. You must get moving!

The concept of progress is subjective. Based on the plans of your company and goals, your accomplishments could be measured in terms of miles or inches. There is no need in explaining that mile numbers speak about themselves, at least to some extent. Inches are an entirely different issue. For your specific line of work, the inches could be equivalent to miles. However, it is the responsibility on your company to…yes you’ve guessed it…communicate! You can now visit #3.

3.) Regular communication regarding accomplishments and the Needs.

The majority of donors would like to know if their money they contribute is helping. As we mentioned, donors appreciate a well-designed program. This means that you must communicate to people about your achievements. If you’re in the middle of a phase of planning, you must explain what the planning process could bring about over time. The information about achievements should be supported by a description of the needs that are ongoing for the non-profit. It’s difficult to raise funds for an activity that you do not be aware of the need for funds.

If you’re like those “dry-eye men” mentioned above and seek new help, you’d better be ready to pitch the necessity. This isn’t easy however, it’s not difficult. It’s just a matter of working more to clarify the reason behind the issue and the reasons why your company is essential in meeting the demand.

There are a variety of methods of communicating, but here are four ways to communicate that you should consider:


Websites are no more an option. It’s a necessity. It is impossible to leave this out. There are a myriad of cheap hosting options and, with the advent of software like WordPress (our preferred blog platform) It has become much simpler to manage. If you’re not a web-savvy person seek assistance from a 20-something. One of the first places potential donors will check out is your site. Last note Make sure your website is simple and up-to-date. The only thing more embarrassing than a website that is not updated is one that’s messy, unorganized and outdated.


Email – You might have become a bit snobby about email, but it’s extremely effective in communicating with large numbers economically. There are numerous highly popular mass emailing tools on the market. For instance we send around 64,000 emails per month for around $150. Try it at your local postoffice!



Social Media – The social media like Facebook and Twitter have become extremely popular methods of sharing information. With FaceBook for instance you can set up an account on your company that allows supporters, and others who are interested in your organization to view details and connect with one others. You can organize events and upload photos of your programs’ activities. On Twitter, your supporters are able to receive real-time updates on what’s happening within your organization. It may seem like something that is not in the language of your organization. We get this. However, don’t let technology’s apprehension keep you from playing the game. These are the norm and not the exception. If you need help, get it.


Mailings and printed letters The tried and tested method of sending out newsletters and letters. It is still popular to receive an email in the post. If you are not a fan of the idea of email, and you don’t wish to be associated with social networks or social media printing, the printed document could be the best option to consider. However, keep in mind that it is a costly process that is time-consuming and expensive to choose. If your group is older than 65, then you may be able to do this on your own. However, don’t be relying on it! Grandmas love Facebook!


Finding and maintaining a committed group of people to support you is the effort of. However, it is better than the option of working on your own with no money. Get started now!

Greg McRay, EA is the co-founder and CEO and co-founder of Foundation Group, Inc.


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