Nonprofits thrive on the support of a strong community that is not only dedicated to their mission but also deeply invested in the impact of their work.
Donors who attend your nonprofit’s events are demonstrating their commitment and interest in making a difference. If your fundraising strategies are feeling stagnant, start by focusing on these individuals. They already have a desire to contribute to your mission—it’s up to you to retain their support.
Let’s walk through four best practices your nonprofit can implement to retain donors after an event.
1. Send a prompt, personalized thank-you message.
Every donor matters. After an event, it’s crucial to express your gratitude promptly and personally. It’s an easy way to show your appreciation and reinforce the donor’s decision to support your cause.
For example, SchoolAuction.net’s charity auction guide recommends thanking each attendee with an email that addresses them by their preferred name and references the items they won during the event. Doing so can go a long way toward making donors feel individually valued by your organization.
To really stand out, consider these additional post-event thank-you strategies:
- eCards. Quick and customizable, eCards are an eco-friendly way to express thanks and can be tailored to reflect the donor’s specific contribution to your event.
- Social media shout-outs. Public acknowledgments on platforms like Facebook or Instagram not only thank donors but also share their generosity with your community, encouraging others to give.
- Small gifts of branded merchandise. Items like pens, notepads, or tote bags with your nonprofit’s logo serve as a constant reminder of their support and your mission.
When crafting your thank-you messages, focus on the donor’s impact and highlight how their contributions are helping to drive real change. Your team can use innovative tools, such as generative AI, to brainstorm compelling subject lines and create templates for heartfelt thank-you emails.
2. Share exclusive post-event content.
Don’t let your event’s excitement fade out right after it ends. As Getting Attention points out, social media platforms like Instagram are perfect places to share photos that capture the energy attendees felt during the event.
Sending exclusive post-event content directly to attendees is another great way to keep them engaged. Consider sharing:
- Recap video clips. Quick highlights show attendees in action and underscore the fun and impact of your event. For instance, you might include a memorable speech or a spontaneous dance-off, capturing those standout moments that made your event unique.
- A photo gallery. A curated collection of photos from the event, shared through a private link, lets attendees relive the experience and spot themselves and friends.
- A follow-up Q&A session. A post-event Q&A session can answer any lingering questions attendees might have and further explain how their contributions directly benefit your ongoing projects or initiatives.
- Sneak peeks: An insider’s look at an upcoming project, program, or event can get donors excited about future involvement opportunities with your nonprofit. For example, if you’re planning an auction, you could tease enticing auction items that attendees will be able to bid on.
Exclusive post-event content makes your attendees feel special, keeping them connected to your cause and increasing their likelihood of registering for more events down the line.
3. Promote additional involvement opportunities.
Avoid only asking your donors for donations. Instead, offer a range of opportunities to keep them involved. This approach allows you to cater to different interests and capacities, ensuring everyone has a meaningful way to contribute.
For example, your nonprofit can invite donors to:
- Check their matching gift eligibility. Many donors may not realize their employer offers matching gifts, which could double their contributions to your organization.
- Join your social media community. Doing so allows donors to stay informed and engaged with your activities and success stories. Share photos and updates from recent projects or events and post short polls to create a vibrant, interactive online community.
- Become a volunteer. Volunteering offers a hands-on way for donors to see the impact of their support and connect deeper with your cause. Volunteers could help with anything from office tasks to organizing major fundraising events.
- Sign up for your email newsletter. Regular updates keep donors in the loop about upcoming events, project progress, and more. You could also produce special editions of your newsletter that feature donor stories and detailed reports on project outcomes.
- Opt into receiving text communications. Texts can provide immediate updates and opportunities, keeping your nonprofit at the top of donors’ minds. For instance, quick reminders about donation drives or last-minute tickets available for a gala can prompt your donors to act immediately.
- Participate in your advocacy efforts. Involve donors in campaigns or initiatives that require active support and advocacy. This could be as simple as asking them to sign a petition or as involved as speaking on behalf of your nonprofit at community events.
Use the information stored in your donor profiles to tailor involvement opportunities to match each donor’s preferences and interests. This personalized approach enriches their experience with your nonprofit and increases the chances that they’ll feel inspired to take action.
4. Collect feedback from donors.
Surveys are powerful tools for understanding a donor’s satisfaction with your nonprofit, their motivations for supporting your mission, and more. By sending post-event surveys, you show that you’re committed to providing your donors with the best experiences possible.Consider including these questions in your post-event survey:
- On a scale of 1-5, how would you rate your event registration experience?
- What aspects of the event did you find most enjoyable?
- What improvements, if any, would you like to see at our next event?
- Would you recommend this event to your friends and family? Why or why not?
- What types of events or activities would you be interested in for the future?
Use the responses you receive to identify areas to improve, whether that’s looking for more user-friendly silent auction software or implementing more accessibility best practices into your event planning. Gathering this feedback not only shows your donors that you value their input but also helps you tailor future events to meet their expectations better.
By regularly assessing your fundraising and donor engagement strategies, your nonprofit can stay on top of donors’ expectations and preferences. Keep a close watch on your donor retention rates following events to gauge the effectiveness of your post-event strategies. This insight will help you understand if you’re meeting donors’ needs or if you need to continue adjusting your efforts for better results in the future.
About the Author
Roger Devine is a co-founder of Northworld, the developer and distributor of the award-winning SchoolAuction.net auction management software. Roger has 30+ years of experience working in software, website development, and publishing. He has chaired at least 30 auctions over the past 20 years and has served on the boards of several area nonprofits, including K9 Kavalry and the Golden Leaf Education Foundation. Roger currently lives in Portland, OR, and loves all dogs on the planet.
