Building Strategies That Feels Personal (Because It Is)

As someone who has worked with small, local nonprofits, I know that it can feel like donor strategy is an idea that is reserved for the “big players” with large marketing departments and development teams. 

 

But here’s the truth: being small is your superpower.

 

Donors don’t support the institution. Donors help people, stories, and values that they connect with. This connection is easier to build in small and more personal environments. The best donor strategies don’t rely on automation or mass email campaigns, rather they thrive on genuine, human relationships that are built and maintained over time.

 

One of the simplest ways to start is with basic donor segmentation or categorizing. Break your donor list into three categories: new, repeat, and major donors (which would be defined by giving level, frequency, or involvement). Then, build a personalized communication plan for each group. For new donors, prioritize a personalized and warm welcom such as a handwritten note or a phone call. For repeat donors, consider quarterly updates showing how their contributions are making a difference within the organization or group they donate to. And for your major supporters, take the time to connect personally by setting up a time to meet and discuss the difference that their contributions have made. 

 

The best development tool I use is the program Bloomerang which offers practical segmentation strategies for nonprofits of all sizes. The Fundraising Effectiveness Project shows that donor retention is the key to long-term fundraising success. Nothing drives retention like thoughtful, personalized engagement.

 

The beauty of working in a small nonprofit is that you often already know your donors because they are community members. This often makes it easy to find out what they care about, how they found your mission, or what motivates them to give. Use that information to your advantage. With regular communication, you will be able to celebrate milestones, ask the donors for their feedback, and make them feel the difference they are making in the organization. 

 

Fundraising and development is more than dollars and metrics, but it's about the human connection towards a shared cause or goal. When this mission is being worked towards with intention, even the smallest groups can create meaningful relationships. It's also important to note that there doesn't need to be a big budget or campaign in order to motivate donors. All there needs to be is the willingness to show up, listen, and make your donors feel seen.