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To enjoy long term fundraising success, it's important to take the time to let your donors know that you really appreciate their support. If you're a development professional, don't allow yourself to fall into the trap of only getting in touch with your best supporters when you want or need to ask them for money. Donors give to particular charities because they are interested in supporting the organisation's work and activities. Most philanthropists enjoy hearing about how their money is being put to work, and take pleasure in hearing about how the organisation is progressing in between fundraising campaigns. Otherwise, they may actually wonder if their donations were really needed. Make sure your donors feel like they are an integral part of your organisation all the time, not just when you need more money. If you neglect them when your efforts aren't focused on raising money, you're likely to find that they have been wooed away from you by other charities during the time that you and your organisation lost touch. It's in your best interest to make sure you keep your donors up to date on the activities of your charity, so they feel connected to your group's work on an ongoing basis. There are a number of things you can do to express appreciation to donors on an ongoing basis. Sending periodic letters, newsletters, and email updates can be a simple and effective way to keep the people who fund your group's activities informed about the progress your group is making. Recognition is also an important part of maintaining positive relations with your donors. Be sure to provide recognition to those who fund your efforts in your marketing materials. As a busy fundraising professional, don't lose sight of the fact that it is much easier to keep the donors you have than it is to recruit new ones. By making sure existing donors see the benefits of their efforts and receive the recognition they deserve, you'll be laying the foundation for a solid, long term relationship between them and your charity.
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