Tuesday, May 27, 2008

I'd Like To Introduce You To Steward Donor

With corporate dollars dwindling during the economic crunch it is more important than ever to make sure you are creating a strong relationship with each and every donor - corporate and individual.

On the heels of the Columbus Dispatch corporate giving article we feel it necessary to point out the importance of donor stewardship. If you have great donor stewardship you will have great donor retention. It is after all much more expensive to acquire a new donor than it is to renew a past supporter.

There are several ways in which you can work to retain donors and columbus imPRessions can help. But basically it's as simple as treating others the way you'd like to be treated. Create a heartfelt relationship, ask what they want, meet their needs, give good customer service and follow-up.

Follow-up for anyone, but especially corporations, is essential. Corporate sponsors like to see what they got for their money - brand impressions, PR, and marketing benefits. But what keeps them coming back year after year is to see what their funds accomplished and how they personally made a difference.

Unfortunately, non-profits are so busy trying to raise money that when they have a donor committed they tend to move on to the next prospect before showing the committed donor the impactful end result. If the donor doesn't see their difference they don't feel personally connected and most likely will move on to another organization. It can become a very bad cycle, one that is hard to get out of.

Don't let this happen to your organization. Take the time to fully steward your donors - beginning to end. Be sure you are making a good imPRession with all of your donors all of the time. You'll find they will stick around. You'll have a beginning, but there really won't be an end.

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