How to Avoid Donor Fatigue Year After Year: 3 Strategies

Donor fatigue. It’s that dreaded phrase that puts a pit in the stomach of any nonprofit, PTA, or church group.

There’s a lot about donor fatigue that we can’t control. For example, current federal funding declines necessitate nonprofits to make more fundraising appeals, and recent economic volatility can make it harder for supporters to make donations.

However, there are steps you can take to prevent and respond to donor fatigue. Check out these recommendations for your campaigns and communications to keep donors engaged.

1. Get creative with your fundraisers.

Offering a new event or campaign is a surefire way to ignite some excitement about your cause. Give your old fundraiser a makeover by upgrading to one of these ideas:

• Sell fun treats. Especially for youth-oriented groups like schools, churches, or sports teams, selling products like popcorn, discount cards, and flower bulbs is a great way to raise money while inspiring involvement from kids and parents alike. ABC Fundraising’s school fundraising ideas guide recommends getting input from your supporters to see what initiatives they’re most excited about.
• Host a silent auction. Create an engaging atmosphere with food, drinks, and desirable prizes at your auction. To source prizes, seek out in-kind donations from supporters and local businesses.
• Have a movie night. Sell tickets in advance or at the door for a true theatergoer experience with movie snacks, comfy chairs, and a fun film on a projector screen. You can even show a movie related to your cause. For example, if you’re a school basketball team raising money for travel fees, you could show a movie like Air Bud.

These events aren’t just important for your short-term goals, like raising funds for a specific program or project. Donors will remember these events long after they’re over, encouraging donor loyalty.

2. Send engaging communications.

It’s easy for donors to send a generic fundraising appeal or impact report straight to the trash. Tailoring your content to your individual supporters will catch their attention and inspire them to spend more time engaging with your messages. Here are a few easy ways to make your donors take a second look at your communications:

• Personalize your messages. Address donors by name and reference their specific involvement with your organization in your communications. Additionally, DonorSearch’s donor database guide recommends using this type of tool to segment donors into relevant groups and personalize your communications to their needs and preferences.
• Be a storyteller. Go beyond the typical pleas for donations by telling stories that demonstrate why your organization matters and the impact it makes. However, don’t get stuck only telling stories of pain and suffering. Fatigued donors want to feel like your organization provides hope, so be sure to include specific examples of your staff and volunteers’ triumphs.
• Center donors’ experiences. Donors want to see themselves reflected in your communications, so try inviting engaged donors to share their testimonies in your newsletters! A donor who sees someone like them making a commitment to your organization is more likely to feel inspired to do the same.

Making your communications more personal and vivid will grab your supporters’ attention and revive their interest in your mission.

3. Celebrate your donors.

If you only contact supporters to ask for donations and then disappear as soon as you receive them, donors may feel underappreciated and hesitate to donate again. Here are some ways you can show you appreciate your supporters:

• Send thoughtful thank-yous. Send donors prompt, specific, and sincere thank-yous after they make a donation. Assure donors you’ve received their gift or order. Here’s an example of a thank-you you could send to a supporter who participated in your cookie dough fundraiser:

Dear Ellen, 

We have received your order of two tubs of chunky chocolate chip cookie dough. Thank you for supporting the Flying Squirrels basketball team’s equipment refresh. Your generous donation makes it possible for these kids to spend another year learning teamwork, practicing sportsmanship, and having fun.

Include pictures and videos of your team or your beneficiaries to really engage donors!

• Create a donor recognition wall. Establishing a donor wall allows you to publicly celebrate your donors. Consider opting for a digital donor wall that allows you to acknowledge different giving tiers, share donor highlights, and spotlight donors’ stories.
• Acknowledge donor milestones and giving anniversaries. Donors don’t want to give to an organization with the memory of a goldfish. Acknowledging supporters’ continued commitment to your organization and celebrating your history together will show them you really care.

Your work wouldn’t be possible without donors’ support. Show them you appreciate their contributions so they feel valued and motivated to continue supporting your organization.

Donor fatigue is a drag for any nonprofit, but using these strategies will help you awaken donors from their slumber. Treat donors as members of your community instead of acting like they’re nothing more than a check, and it will make them want to stick around in the long run. Together, you can ensure revenue for your organization for years to come.