Top Recommendations for Preventing Donor Fatigue and Burnout

You think you have it all figured out—then, for seemingly no reason at all, you notice that your donations are falling. What happened?

The dreaded donor fatigue spells trouble for nonprofits. It’s frustrating when it seems like your organization isn’t doing anything wrong, but you’re bleeding donors anyway. Frequently, though, this has less to do with how donors feel about your mission and more to do with how nonprofits are engaging with them.  By taking deliberate action to reinvigorate donors, your organization can overcome fatigue and secure revenue for your nonprofit. Here are our top recommendations for getting donors excited to support your cause again.

Host an exciting event

99Pledges’ guide to team fundraising reminds us that “the idea you choose can make or break your fundraiser.” Hosting the same annual gala for the thousandth time isn’t going to inspire donations to your cause. If you’re struggling with event attendance, try incorporating one of these ideas to ignite excitement about your fundraiser:

• Get moving with a Walk-a-thon fundraiser. During a Walk-a-thon, participants collect pledged donations from their friends and family based on the distance they walk. At the Walk-a-thon event, participants complete their walks while tracking their distance. After the event, donors deliver their pledges based on the walker’s distance. Walk-a-thons and other peer-to-peer fundraising strategies can invigorate your top supporters by empowering them to be a part of the action themselves.
• Host an auction. A lively auction is exciting for donors who want to support your cause while getting a little something for themselves. Present desirable prizes like gift baskets, overnight trips, or experiences like a spa day or art class to entice donors to participate. You can even seek out in-kind donations for the prizes to keep costs low.
• Have a museum after-dark event. Working with a museum, zoo, or aquarium to use their space for the night and offering great food, music, and drinks is an exciting way to treat your donors and inspire large donations. Guests will buy tickets for the fundraising event in advance, and you can boost your revenue by selling custom t-shirts during the event, making it an unforgettable experience.

Planning an event with an appeal beyond the fact that it benefits your cause will encourage donors’ attendance and engagement. Donors are sure to remember the fun they had at your event the next time they receive a fundraising ask from your organization.

Make it easier to give

Some donors may want to contribute to your cause, but your donation process is making it too difficult for them. Prevent donor fatigue by ensuring your donors have a positive experience using these easy tips:

• Include links to your donation form. When sending fundraising emails to your supporters, include a clear call to action with a link to your donation form. No matter how compelling your appeal is, it can die in supporters’ inboxes if you don’t guide them to the next step. 
• Make your donation site mobile-friendly. These days, most people browsing your webpage are probably using a phone rather than a computer or tablet. Confirm that your site has legible fonts, easy navigation, and optimized loading times to encourage donations from mobile users.
• Simplify donating via print media. Physical letters to your donors should have an easy way for them to either send back cash or a check or access your online form. Emphasis on easy—that means clear instructions and minimal fancy folds or seals. Better yet, add a QR code that they can scan to access the online donation site so they don’t forget to mail off their gift.

Simplifying the giving process for your donors will ensure you aren’t losing donors halfway through and motivate one-time donors to give again.

Reimagine your marketing strategy

Too often, nonprofits’ marketing strategies aren’t resonating with the average donor. Creating a donor-centric marketing strategy can help you communicate with your supporters more effectively. Implement these strategies to improve your marketing:

• Create a persona. It’s easy to get overwhelmed by the sheer number of people your marketing must appeal to. Creating audience personas makes this task a little more manageable. Analyze your donor data for commonalities among groups of donors, then segment those supporters. Create a donor persona that outlines their specific traits, desires, and hesitations, and focus on communicating with that one imaginary donor.
• Use omni-channel marketing. Omni-channel marketing utilizes multiple communication channels, including email, social media, and direct mail, to create a holistic and consistent experience for its audience. Allegiance Group’s guide to omni-channel marketing outlines how these tactics can benefit your nonprofit by inspiring deeper connections with donors, increasing your conversion rate, and helping you capitalize on every opportunity.
• Make them the focus. We all want to be the hero of the story. There is certainly a time to tell supporters about the work your staff members do or your beneficiaries’ stories. However, if your donor retention seems wobbly, it may be time to put your donors in the spotlight. Interview your most dedicated donors, having them describe what it means to them to be a part of the change, and see how it inspires your supporters to put themselves in that role.

Prioritizing the donor’s experience can reinvigorate enthusiasm for your organization and aid in your fundraising efforts.

Show you care

Donors may be pulling back from your organization because they feel like you don’t appreciate their contributions or feedback. Here are some ways to assure donors that you see their efforts:

• Write thoughtful thank-you notes. Giving back feels rewarding, but when your good deed goes unnoticed, it can leave a sour taste in your mouth. Make donors feel valued by sharing personalized thank-you messages. Using donor data from your online fundraising platform, refer to supporters by name, mention past donations, and explain the impact their most recent gift will have.
• Ask for input. The best way to learn what donors want from your organization is to just ask them! Send donor surveys to learn valuable information about donors’ priorities, preferred modes of communication, and questions about your work. Furthermore, make sure donors can easily contact your fundraising staff so they can address any pressing concerns. Taking these steps will show donors that their experience matters to you.
• Keep the relationship alive. Communicate with supporters consistently, not just to make a fundraising appeal. Don’t just focus on the need—show the potential impact. A heartfelt donor newsletter can build trust in your organization as donors see you achieve your goals, and it invites donors to be an ongoing part of your organization.

Letting donors know you value their contributions—financial or otherwise—can set you apart in their minds. If donors feel seen and heard by your organization, they will reward you. 

It may be called “donor” fatigue, but the effects are nothing short of exhausting for nonprofits. However, there are steps your nonprofit can take to make donors feel inspired by your mission. Reassessing your organization’s approach to donor communication and reinvigorating the opportunities you offer for supporters to get involved can reverse the effects of donor fatigue and ensure your organization can continue its important work.

Guest poster: Brad Dowhaniuk

Brad Dowhaniuk is the co-founder of 99Pledges, which provides schools and teams with an easy-to-use, web-based fundraising solution to manage and drive success in Fun Runs, jog-a-thons, baseball hit-a-thons, and much more.