Fundraising in a Donor Fatigue Era

Here’s the truth: you’ll raise far more money from people who’ve already given, even if they have lapsed. Too many nonprofits chase shiny new donors while ignoring the ones who already said YES. Want them to give again, more often, and at higher levels? Here’s my field-tested recipe: Thank, Connect, Educate, Engage, Inspire.

Say Thank You, every which way to Sunday. A tax letter isn’t stewardship—it’s a receipt. Real stewardship is personal, thoughtful, and timely. Handwrite a note on Thank You (and appeal) letters, send random thank you notes, mail donors a candid event photo, or fire off an imperfect but sincere iPhone thank-you video. Bonus Tip: a child’s handprint art or puppy paw print are pure magic.

Connect Authentically. Quick email updates, congratulations emails, site visits, or just calling to check in—these build trust. During the pandemic, I called donors just to ask, “How are you holding up?” No ask. Just a call. They still remember.

Educate. Onboard new donors with an email welcome series and direct them to your website for resources. Help them better understand your work through mission events, focus groups, or industry updates because if they don’t fully appreciate your impact, they won’t give.

Engage. Today’s donors want to see and feel the mission, even before donating. Offer behind-the-scenes tours, invitation to client events, or hands-on activities like packing backpacks or sorting donations. More engagement = more giving. 

Inspire. Tell stories that matter. Let donors celebrate your wins. Share your challenges. Stay consistent. Donors fund what inspires them.

Track Engagement, Not Just Dollars. Donations are just one measure. Who’s opening your emails, volunteering, showing up to your events? These are your future major donors. Is there a donor who gives small amounts consistently? This is a candidate for an estate gift. 

Your Next Move - Pick five donors. Call them. Don’t ask for money, just thank them, ask why they gave, or ask for advice (people love to give their opinion). That simple connection builds lasting generosity.

In today’s noisy world, relationships are what cut through the clutter! Donors don’t remember the slickest mailer, they remember how you made them feel. Build real connections, and the dollars will follow.