If you’re running a small charity and relying on the strength of your cause alone to engage donors, it might be time to rethink your approach. Adding a personal touch to your communications can make a real difference the next time you fundraise, and it doesn’t require huge effort.
For instance, instead of sending a generic “Dear Donor” email, you could use a free nonprofit CRM from KindLink to personalise messages with the donor’s name and highlight the impact of their contribution.
Even when inviting donors to a fundraising event, you don’t need to spend heavily on giveaways. A simple handcrafted item can be easy to achieve, especially by sourcing materials from a quality haberdashery online. These thoughtful touches can make donors feel valued and help turn them into long-term supporters.
But why do you need a personal touch? Is donor relationship building really all that important?
It is, and here’s why…
1. Donors Want to be Seen
One of the core reasons that donors give to a cause, apart from believing in it, is that they want to be appreciated for it. It’s a very human tendency to want to be acknowledged when you’re doing something good, and your donors are no different.
When you show them appreciation through personalised communication and gifts, they see that their contribution isn’t just a number for you and that you actually appreciate it. This little bit of recognition could lead them to choose to keep donating to your cause.
2. It Builds Trust in Your Organisation
All donors donating to a charity wonder about the same thing – whether their donation is actually making a difference. This is why a personal gesture could really help them trust your charitable organisation’s integrity and transparency.
These could include a personalised thank-you card or an email with a photo of the project to which their donation was made. These messages show your donors you care and that their donation is making a difference somewhere.
3. It Creates Stories People Want to Share
A personal gesture doesn’t stay private between you and your donor. It often gets talked about and shared with others in their community. And it is this word-of-mouth that can tempt others to contribute towards your charity.
However, it’s more than just about getting your organisation’s name out there. It lets them know that there are real people behind the scenes, running the show. These things truly stand out in a world where automated emails and generic marketing are all around us.
4. It Helps Donors Connect With the Impact, Not Just the Organisation
Many nonprofits make the error of focusing solely on their work rather than the individual or community they are supporting. When you communicate with donors about their individual impact, they will remain emotionally invested in the long run.
In order to do that, your communications need to shift the focus from sharing what you’re doing to sharing what their donations helped you achieve. Even a short, sincere update with a name, a photo, or a simple quote can make your donors feel like their contribution was real, visible, and deeply appreciated.
5. It Makes Repeat Giving Feel Natural, Not Forced
When donors feel personally connected, donating again feels natural to them. They don’t need flashy campaigns or countdowns to convince them about donating again. A simple heartfelt note about their contribution is often enough to tempt them to come back.
That’s the impact of adding a personal touch. You’re not spending energy trying to constantly get them to care about the same cause over and over again. You’re just nurturing a relationship that already matters to them.
6. It Helps You Learn What Motivates Your Donors
We all feel special and valued when we receive something that is personalised just for us. In the case of a donor, this also opens up a communication channel where they are happy to talk about what drew them to your cause and the things that made them donate the first time.
Maybe it’s a story about a single parent who moved them, or maybe your handwritten notes reminded them of their childhood friends. These insights will really help you when you’re planning your next fundraising event.
7. It Strengthens Donor Resilience During Difficult Times
When there’s a dip in the economy, one of the first things that is affected is the donations that charities receive. However, if you have donors who feel personally connected to the cause, they’ll find a way to show up.
Even if they can’t match their previous donations, they might still keep donating, and they might start helping out in other ways, like volunteering. They are also more likely to increase their donations when things start improving.
Summing It Up
In an age of online donations and fundraising, it’s important to maintain a human touch. With a personal touch, your donors are more likely to stick around and help you grow, like spreading the word about your cause.
At the end of the day, that’s what your charity needs. You don’t need one-time donations; you need people who believe in the cause and stand by you in the long run. These gestures might feel small, but they add up to something big, like loyalty, which is priceless when it comes to charitable organisations.
