Engaging Lost Funders
During our last two Community Connections events, I’ve moderated discussions with panelists representing both corporate and foundation funders. During both of those conversations, the audience questioned how to re-engage funders after they were lost. As we all know, there is natural funder attrition because of a shift in giving priorities or change in leadership. But, far more often, funders are lost because their nonprofit fundees don’t adequately report on grant funding received, lose touch during a staff transition, or don’t follow cultivation/stewardship best practices that keep relationships strong and thriving.
So, if you find yourself in a position where you need to revive a funder relationship, here are some suggestions I hope you find useful.
First and foremost, reach out with an update! Once you realize a donor has fallen off your radar and hasn’t given in a while, it’s important to initiate contact. I suggest starting with a report on the last gift you received. Even if you provided them with report after the last gift, it’s still a good practice to remind them of what you accomplished by working together. And, you can never say thank you enough!
Take ownership of the silence. There’s no reason to skirt the issue or pretend like there was some sort of miscommunication. Whether it was a staff transition, calendar mis-que or simply a product of being understaffed, honesty is always the best policy. And, I find that such transparency and vulnerability can often work to strengthen the relationship moving forward. Everyone appreciates candor!
Engage them in a conversation, and if at all possible, do it in person. Offer to grab coffee to share a personal update on what the organization has been up to since your last conversation. Invite them to tour your organization and see firsthand what you’re up to. Comp them a ticket to an upcoming event so they can meet your leadership team and board members. Whatever route you decide to take, ensure you are meeting the funder on their terms by asking them how they would like to re-engage.
If the funder hasn’t been engaged for several years, you’ll likely need to get reacquainted; so be sure to carve out time to learn about how the funder has changed. Are giving priorities the same? Are giving amounts and timelines what you remember? Are there new members of their team you should meet? Does it make sense for you to apply again? How can you be a better partner this time? All great questions that require a two-way dialogue.Once you re-establish the relationship, you’ll need to focus on potential synergies. What element of your mission most excites the funder? What projects and/or needs align with their giving plans? What are the keys to submitting a funding request that both helps your organization and also gives them a strong ROI? Remember, it’s not all about what your organization needs. You want to balance your needs with their interests.
You’ll also want to agree to timing and next steps. Whether or not you are invited to re-apply, it’s good to have an agreed upon follow-up plan. If it’s not the right time to apply for funding, ask if it’s okay to check back in 6 months. If their funds are already expended, determine if there’s an employee engagement opportunity you can follow-up on. If your mission isn’t a perfect fit for funding, inquire if there’s an executive who might consider board membership. There are a variety of ways to engage potential funders and it’s important to keep your eye on the long-term relationship.Last, but definitely not least, follow through with your commitment and stay in touch! There are a variety of tools to assist you with reminders. From expert CRM systems to simple calendar reminders and excel spreadsheets, it’s important that you don’t drop the ball again! By staying connected you’re more likely to be top of mind when a funding opportunity does become available.
Keeping donors engaged in meaningful and inspiring ways is of the utmost importance when it comes to strengthening your fundraising program. Donors don’t want to be treated like ATMs we only approach when we need funding. By engaging them in regular, two-way dialogue you’ll ensure a lasting and thriving relationship.
About Rachel M. Decker
Having spent nearly 20 years in the nonprofit sector as an effective and strategic fundraising and foundation executive, Detroit Philanthropy Founder and President, Rachel Decker is passionate about helping others, making meaningful connections, solving problems and, most importantly, creating impact in our community. With the founding of Detroit Philanthropy, she turned that passion into a commitment to champion philanthropy throughout metro Detroit as a fundraising consultant, philanthropic advisor, and public speaker. Learn more about her work at www.DetroitPhilanthropy.com