The goal of successful fundraising is not a one-time donation. Your goal must be to develop lifetime donors. How do you do that? Aim to have lifelong relationships with your donors.
This idea is ground-breaking. It’s one thing to have a one-time giver, and it’s quite another to engender lifelong relationships with people who desire to support your vision for the long haul.
I have donated to organizations who do a good job following up with me when I make my first donation. While I am not looking to be honored because I donate, it is simply a common courtesy to say thank you. Unfortunately, it has become uncommon for an organization to do so. But the few who do a good job expressing their sincere appreciation are much more likely to create relationships with repeat donors. Of course, there will be some years people can donate and other years they cannot, but lifetime donors are rooted in lifelong relationships.
How about making lifetime donors a part of your support family? As long as they love your work and believe in your cause, they will donate to you. Treat them genuinely as a lifelong friend, and they are exponentially more likely to become lifetime donors.
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