“This is the meaning of true love, to give until it hurts.” Mother Teresa.
Valentine’s Day has again been and gone. Images of romantic love abound: roses, champagne, chocolates, intimate dinners for two.
But instead of romantic love, I’ve been reflecting on a different kind of love. A love that is more gritty than pretty. A love that gives without expecting anything in return. I’m talking about the millions of people across the planet who show true love, often to those they will never meet. Charity donors.
These wonderful people up and down the country show true love. Helping the homeless, the elderly, the depressed, the hungry, the angry, the forgotten. Whether they give a small one-off gift, donate regularly or make a multi million-pound investment, each and every donation helps make our world a better place. They give selflessly, faithfully and generously and often quietly. Most of them will never meet or be thanked by the people whose lives they impact.
The need to love our donors has never been greater. So, if you’re a charity fundraiser, take a moment to be grateful to all those who donate to your cause. Without them, you could not do the work you do. Say thank you, acknowledge them, relate to them, understand their needs, interests and passions.
We all know that retaining an existing donor is far more cost effective than recruiting a new donor. We also know that nurturing our donors is the best way of keeping them involved, and in securing more contributions from them.
Yes looking after your donors makes great business sense. But even more than that, it is the right thing to do. Each gift is not just a financial transaction; it is an act of love that helps contribute towards a better, more just and more equitable world.
For help and advice regarding charity donor retention, please get in touch.
