9 Reasons Your Donor Drifts Away

A Business Insider article on ending friendships inspired me to list 9 reasons donors drift away. The reasons really aren’t that different from the reasons we grow apart from a loved one or a childhood friend.

1. The relationship is one sided. She sends money, writes notes, and tries to develop a relationship with your organization. Do you reciprocate? Are you keeping her updated on your latest campaign, where her money is going, and how her support is making a difference in the world?

Keep her in the loop and don’t let communications go dark! No one likes to be, as the kids say, ghosted!

I recently wrote an article about reciprocity decay. Data shows donors quickly forget about your cause if you don’t communicate consistently. Response rates plummet as time goes on. Keep your donors involved by showing them that their goals are your goals. Describe how you’ll achieve your goals and the benefits of doing so.

After all, relationships are two-way streets. Donors support your organization and you help your donors change the world. Share with them!

2. He feels betrayed. Did you spend the money the way you said you would? Did you report back to the donor?

We’ve all had a nasty relationship or two. Often a half-truth or outright lie signals the beginning of the end. Never let it get to that point! Complete honesty is always the right choice. It’s what builds the strongest bonds between friends.

Tell donors about your organization’s work and be specific. They’ll be interested to hear all the details. Everyone wants to know how they’re helping their preferred cause. Your website and social media are great ways to share this information and keep donors up to date. But I’ve seen some really amazing copywriters work massive amounts of detail into an appeal.

3. She doesn't feel appreciated. Some organizations argue they can't afford to spend precious resources to thank their donors. The question is, can they afford not to thank them?

There are few things worse in life than someone you care about not recognizing your contributions. After a few months of neglect, things can boil over.

On the other hand, receiving a bit of sincere thanks can solidify a relationship and make it last.

Does your copy give the donor credit for the good work she makes possible? Thank people early and often. And include a paragraph or two in your fundraising appeal thanking her and explaining how her donations impact your work and the world!

4. You cry wolf. Emergencies raise lots of money. They also cause a lot of emotional stress. If you’ve ever been in a relationship with someone who loves drama, you’ll understand what I mean. It can wear people down and lead them to just say “forget it.”

It's often easier to come up with another emergency instead of engaging donors… but after a few false alarms, donors may begin questioning your word. There’s nothing more harmful to your mission than losing the trust of those you depend on most. The data is pretty clear that while emergency appeals bring in fast donations, they also lead to donor attrition.

5. You just don’t have that much in common anymore. What initially attracted you to your significant other? What originally brought you and your longtime friend together? Chances are that it was a shared interest or belief.

Relationships built solely on superficial qualities tend to be flimsy. There needs to be something deeper.

You might have an amazing acquisition program that brings in droves of new donors - but does it accurately present your organization's mission? After donors are added to your house file, do they feel at home? Are they being served the meal they ordered when they responded to your initial appeal?

Your acquisition program is your opportunity to explain why your cause matters. Be upfront about what it is you do and show readers that you’re on the same team. You share the same goals and seek the same results. You’re in this together – it’s a real relationship! It can seem like you’re not casting as wide a net as possible, but with persuasive copy, you’ll acquire dedicated, committed donors.

6. You’re so negative! It can be a real drag always hearing about someone’s problems. Don’t forget to share the good news too!

It’s easy to get into the negative loop. But we’re raising money to improve things, right? Tell him about the problem. And then tell him how you want to work with him to solve it.

7. You’re shrill, aggressive, & even angry if she doesn't give. Don’t be that guy or girl. Most often, “it’s not you, it’s me” is a lie.

8. You don’t respect your donor. You’ve heard it before: listening is a fundamental part of any relationship. Set up channels for him to communicate with your organization. Create a ‘contact us’ page on your site, list an email address, and post your donor services phone number. Listen to donors’ concerns, suggestions, and questions. Take them seriously. We all want to be heard.

And I can’t emphasize it enough… You work for the donor. She pays your salary. She allows you to do all of the good work you’re doing. Give her the credit she deserves.

9. Being around you makes him feel worse. He believes in your cause and wants to help. Do you celebrate his good work or bleed him dry? Show her the good he is doing and how your organization is built upon the support of donors like her. Instead of a box of chocolates or flowers, you can give her the satisfaction of knowing she’s made a difference in the world. Make it clear what her good work is accomplishing.

Like any relationship, you need to keep the other party interested! Otherwise, when things aren’t quite as fresh as they used to be, the partnership might be in trouble.

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