Editors’ Note: The following is an excerpt from Chapter 18 of Roger’s Retention Fundraising: the new art and science of keeping your donors for life. Available here in paper or e-book versions.

What better time than the end of this year and the start of a new year to review — and improve — how your organization shows its appreciation to donors.

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Remember when you first fell in love? You were sure that exhilarating rush would last forever. Alas, as we all know, the early flames of a long-term relationship usually die down. A stable bond replaces the exhilaration. But that bond, too, needs occasional juicing if it’s to stay healthy and deepen.

As I show in Retention Fundraising, donor relationships are no different.

Keeping a healthy, fiery, and deepening connection takes effort. In my experience there are three ways to keep the spark alive and forge a devoted, lasting connection between your organization and donors.

 1. Know and experience your organization from the donor’s perspective.

Most organizations work hard and spend a lot of time marketing their missions and their brands. But a wise fundraiser knows it’s just as important to experience an organization’s core behaviors, benefits, and experiences just as a donor does. This is really the only way to feel your organization’s value and make sure it hasn’t lost its way.

One simple technique is mystery shopping. Years ago Ken Burnett, in preparation for his book Friends for Life: Relationship Fundraising in Practice (White Lion Press, 1996), organized a series of tests in the United Kingdom, United States, Canada, and Australia to gauge the levels of donor service.

He sent a lovely letter from ‘Rebecca’, a recent widow, to thirty U.S. organizations. ‘Rebecca’ hinted she might eventually make a large gift (she did include a $5 bill as an indication of interest), but that she would like more information about the organization’s work. She even included such tip-off phrases as “until my husband’s estate is settled.”

The results? Disappointing to say the least.

Of the thirty groups ‘Rebecca’ wrote to, only fourteen answered. Of those fourteen, most took three or four weeks to respond. ‘Rebecca’ received lots of irrelevant standard letters and forms. Only one organization used large type, although it was clear she was an older lady.

An activity like mystery shopping — and mystery listening — can be eye-opening. Spend a few hours in the mail room opening correspondence and some nights or weekends on the phones in your organization’s donor service center. See what questions donors are asking, become familiar with folks who handle the mail or who work the phones, and how they answer questions.

Another approach is to visit a project and let it subtly be known that you’re a donor. Were you welcomed? Well received? Treated like a member of the family?

There are few investments in time worth more. You’ll discover strengths and weaknesses you never knew your organization had.

2. Delight with novelty and surprise.

Almost every organization falls into routines. Changing things up and adding a little variety can boost your donors’ commitment.

Simone Joyaux calls these extraordinary experiences “memorable moments . . . their purpose is to delight the donor.”

According to Simone, such moments can be as simple as an informal gathering at the office where you tell donors how you spend their money and invite their input. Or you might collect donors’ philanthropic stories and share them on your website or in your newsletter. Or invite donors to tell their stories at events.

I wish I worked at a zoo, because my favorite suggestion from Simone is to invite donors to help feed the animals!

There are numerous ways to create extraordinary experiences, delight donors, engage their interest, and create surprise. As Simone preaches, “If you focus on these, rather than always focusing on raising more money, ironically the increased donor loyalty wil result in more money.”

3. Know when to listen and communicate — genuinely.

If you take the term donor-centric seriously, you’ll uncover which of your donors’ interests matter most and help them reach their aspirations through memorable moments, unique giving opportunities — even after the donor has stopped giving.

The Audubon Society of Rhode Island goes to a lot of time and trouble to show their donors how much they understand and care for them — including giving away free memberships to those who have stopped giving. Audubon calls it a “Don’t-worry-about-it” forgiveness program.

Members who were with the society for ten-plus years, but haven’t renewed their memberships, receive a special package.

It’s possible the renewal has escaped your notice, the letter says, but even if the member chooses not to renew, the society knows he or she is committed to protecting birds and their habitat.

Given that it doesn’t want the former member to miss out on important information, a new card is enclosed, and the donor’s membership is extended for another year — for free.

Yes, free!

The result? Lapsed members began sending in their $45 dues, with some sending $100 or more. In fact, since Audubon began this effort, an impressive 50% of the lapsed members have renewed, with a whopping 50% making larger gifts than before they lapsed!

To its donors the Audubon Society of Rhode Island walks the walk: “You, dear member, are worth far more than your donation.”

Roger

P.S. You can find the case history, including illustrations, of the Rhode Island Audubon Society’s lapsed member effort on SOFII.org