Synopsis
Getting new donors in the door can be exciting for Nonprofits. It’s important not to neglect the existing supporter-base though, or charities run the risk of having to spend more to acquire more donors.

In any relationship, consistency is key to keep things stable over time. While there are always ups and downs, both partners need to make each other happy if things are going to work out long-term. 

The same goes for a charity’s relationship with their donors. 

Long-term growth and sustainability is a challenge that all Nonprofits contend with. Acquisition costs can be high, but the relationship is not over once a donor is on board. It’s cheaper to keep donors happy and coming back than it is to acquire new ones – though both are important.

Here are some obstacles that Nonprofits face when it comes to sustaining long-term supporters, while still bringing new donors in the door.

• Visibility to the public

Larger Nonprofits with big budgets seem to have no problem at all with marketing, brand awareness and consumer visibility. This leaves little room for the smaller guys trying to compete for supporter attention. Simply put, there are a lot of organizations competing for the same funds.

• Impression on target audience

Even for charities who have narrowed down their ideal audience, competing ads and priorities can still cause problems. With thousands of charities vying for donor attention, it’s likely that a given charity’s audience is already bombarded with asks from likeminded organizations. Further the organization needs to ensure they are not wasting efforts broadcasting to just everyone. The charity needs to target a specific type of donor they know is likely to stay on file for the long haul.

• Donor loyalty is a constant process
  Retention is just as important as acquisition. The work doesn’t stop as soon as a donor signs on as a supporter. In order to secure second, third, and recurring gifts, charities must steward their donors constantly which is a huge undertaking and ongoing process to manage.
• Outreach strategy
  While donors likely have similar characteristics, no two donors are the same. Some may respond better to mailed appeals while others prefer digital content. Social media is constantly changing with technology, so keeping open communication across platforms on a consistent basis is a lot to keep up with, especially for a smaller charity.

Finding the sweet spot between thanking existing donors, upgrading, converting, and focusing on acquisition is surely a difficult balancing act. With so many great causes competing for funds, a donors wallet can only stretch so far.

This is why focusing on things like community engagement and long-term partnerships are so important. Having an army of supporters that are willing to spread the word to their network, attend events and share social media posts can create organic traction. Charities that work on community-building so that their supporters feel like they are a part of something are less likely to experience donor turnover. 

With small budgets, economic uncertainty and often not enough manpower, long-term retention remains a major challenge for Nonprofits of all sizes.