Donor management helps nonprofits successfully raise money for their cause with the support of a loyal and engaged community. Every stage of the donor lifecycle comes with intricacies and best practices that add up to a sound fundraising strategy.
Before you explore donor management software options, take some time to understand what goes into a streamlined giving experience and specific metrics to measure success.
This go-to guide answers all of your questions, including:
- What is donor management?
- Why is donor management important to nonprofits?
- What are the donor lifecycle stages to manage?
- What tips support acquisition, retention, and upgrades?
- What are the best practices around tracking and donor segmentation?
- How do you choose donor management software?
What is donor management?
Donor management is the process of building and growing relationships that fuel a nonprofit's mission. It's about cultivating, maintaining, and enhancing connections between donors and the organizations they support.
Effective donor management considers how a nonprofit attracts potential new donors, secures donations, nurtures relationships, retains support, and encourages further generosity. Without these practices in place and well-organized, nonprofits can struggle to execute fundraising strategies to the fullest and achieve new goals.
Why donor management is important for nonprofits
Relationships go a long way in the modern giving landscape, where donors seek more connection to the causes they're passionate about. People are far less interested in giving passively and want to feel like they are an extension of the mission.
Mastering a donor management strategy is a critical step in maximizing the impact of any new or existing fundraising initiative.
6 nonprofit donor management benefits
- 1. Deeper donor insights: With the ability to categorize donors into segmented groups, you can learn much more about what drives engaged individuals and when they’re most likely to give. From there, you can tailor fundraising tactics to align with what your specific donors respond well to for the most significant results.
- 2. Stronger donor relationships: More information about donors helps you personalize your outreach and foster trust and loyalty that sustains their generosity. People like to see that they matter and have new opportunities to support your cause that aligns with their preferences.
- 3. Donor retention: Donor insights can reveal when individuals or groups are less engaged, offering a clear path to retain them before they churn. As you strengthen relationships and see what's working well, you can create a compelling reason for each of your donors to stay.
- 4. Greater efficiency: Automated donor management frees up time to focus on other tasks, often simplifying the outreach process and follow-up regardless of your donor base's size. You can gain back hours when you can check in and see what you need at a glance or a simple search.
- 5. Smarter decisions: Tap into your donor management tool for powerful insights when planning the year or deciding on campaign goals. Data-driven choices will support your scalability and the highest ROI on new promotions or initiatives.
- 6. Stronger compliance: Lastly, your donor management efforts will establish a clean record of every donation, donor, and giving history. Those detailed records can support nonprofit accounting, tax compliance, and other audits you may endure.
The stages of donor management for nonprofits
The donor management process starts with an individual's first interaction and continues throughout their relationship with your nonprofit. Developing efficient practices that move the needle begins with thoroughly understanding each donor management stage and what you should prioritize at each.
Identification
The donor management process starts with identifying potential donors. You could look at patterns and trends within your giving history data, which could point you to specific targeted segments.
Donor segments can help you send the proper appeals at the right time and determine which channels to reach people. Interests, location, demographics, and most-used social media channels can categorize prospective donors.
Consideration and interest
Once you know which donors you’d like to introduce your organization to, you'll determine how to create that first interaction point. The more personalized you can be in this stage, the more likely you’ll be to leave a lasting impression.
The goal of the consideration stage isn't always to drive people to take action but instead to educate them about your mission. Any opportunities to welcome individuals into your nonprofit's founding story and the shared passion that fuels your work will help build interest that may lead to future action.
One study found that total advertising investment by nonprofits increased by 13% in 2023, showcasing organizations' importance in getting their name out there. Online fundraising helps break down barriers such as location and opens a world of individuals who may become your newest loyal supporters.
Outreach and engagement
The interest you build will help you transition into more intentional and regular outreach. Consider engaging potential donors with thoughtful ways they can support you.
This stage is a great time to share fundraising campaigns, a link to a straightforward donation form, and upcoming events. Using the information you know about each donor (or potential donor), you can create custom appeals that speak to their interests and giving preferences.
Stewardship
Stewardship considers all of the moments in between a donation or action. It helps to create a strategy that includes nurturing emails and touchpoints that feel organic and relevant to make sure supporters keep your nonprofit top of mind.
Some examples of stewardship touchpoints may include:
- Social media updates
- Newsletters
- Updates on campaign fundraising totals
- Invitations to new campaigns
- Impact or annual reports
- Personal check-ins
- Success stories from programs and beneficiaries
- Thank you emails
Modern AI-based tools like ChatGPT are making it easier to personalize outreach and develop new ways to share fun and engaging information based on your platform to reach donors.
Retention and growth
A donor retention plan is critical to continue each donor's journey with your organization and expand fundraising potential. Continuous engagement and a focus on inviting donors back to give again will help you see the most significant return on investment for each new relationship you create.
Aspects of retention include:
- Collecting donor feedback
- Establishing loyalty and membership programs
- Regularly offering opportunities to upgrade gift amounts and frequency
- Data analysis on what drives donor loyalty
7 donor management best practices
Set realistic goals
Use your donor insights and campaign performance to establish ambitious but realistic goals. The more specific you can be about the results you're trying to achieve throughout each stage of the donor lifecycle, the more aligned your actions will be.
A few areas to consider setting specific targets include:
- Donor acquisition goals
- Donor retention goals
- Donor upgrade goals
- Donor engagement goals
As you establish goals, you can always check in on your metrics for success to realign and strategize. We’ll talk about what to track next.
Track the right metrics
Every organization is different regarding what you want to track to determine donor management effectiveness. Based on your goals, you can take a look at metrics such as:
- Donor retention rate: The percent of donors that support your organization over a specific period (ex. [(Donors at the end of 2024- donors acquired in 2024)/donors at the start of 2024] x 100)
- Donor acquisition cost: The average expense related to acquiring a new donor through various promotional or outreach activities
- Donor lifetime value: An estimate of the total value an individual's contributions have on your organization
- Average donation amount: The average gift size you've received over a specific period
- Donation frequency: The average amount of donations received over a particular period
- Donor churn rate: The percent of donors who choose to end their relationship with your nonprofit over a specific period (ex., Lost donors in 2024/ donors at the start of 2024) x 100
- Donor engagement: Qualitative measures such as email open rates, event attendance, social media interactions
- Donor satisfaction: Measured through surveys and feedback forms
- Campaign performance: Total amount raised, conversion rates, donation frequency, and other measures of success
As you choose a core group of metrics that ladder up to your fundraising goals, you can create benchmarks that clarify how well you’re hitting your targets and the health of your overall strategy.
Ensure donors know the impact of their gifts
Never leave a donor wondering what happens after they give and whether their contribution made a big enough impact. Instead, overcommunicate each dollar's value to your fundraising goals and greater mission.
It's helpful to update donors regularly with details such as:
- The total amount raised on a campaign they participate in
- The outcome that their single contribution helped bring to life
- Statistics about the number of people, families, groups, or other beneficiaries supported with their help
- Quotes and testimonials from communities served
- A personal note from leadership or team members to express appreciation
You want to showcase how a donor's actions as an individual are part of the larger impact story you're writing. Using information about which campaigns donors support and when will help you craft these meaningful updates.
Keep donor information updated in real-time
The best way to manage donor information is to capture the correct details and automatically sync them into your donor database. You should also regularly confirm with donors that their information is current.
In the event of a marriage and name change, a move, a new phone number or email address, or a simple shift in preferences, you want to rely on the most accurate information. It may be helpful to prompt donors quarterly to check in and confirm that information is current through an automated email.
Donor information to collect and check in on includes:
- First and last name
- Mailing address
- Email address
- Phone number
- Communication preferences
- Age
- Gender
- Occupation
- What drew them to your cause
Beyond the basics, you can keep tabs on data like:
- Events attended
- Volunteer activities
- Campaign participation
- Survey responses
- Email history with your organization
- Average gift size
- Giving history and frequency
What to look for in donor management software
Donor management isn't something you can do on your own. You'll need a trustworthy software solution to keep things consistent, automated, accurate, and efficient.
We've compiled a checklist to choose a solution built to scale with your nonprofit's growth.
Donor management functionality to look for:
- Easy import of existing donor contacts and past transactions
- Automated information update with each new transaction
- Easy export and filtering of contact lists
- Notes for donor files to further personalize relationships
- Tags to support donor segmentation
- Automated emails and visibility into communication history
- Accessible receipts for donors and fundraising campaigns
- Payment method tracking
- Automated tax receipts
- Automated reminder emails
- Pre-filled forms customized to the donor by campaign type
- Pre-filled amounts on donation forms per donor
How efficient donor management helped one nonprofit raise over $47K
Community Music School (CMS) of Santa Cruz set out to find a free donor management system that would easily transfer the years of data it relies on. They came across Zeffy’s 100% free solution built specifically for nonprofits, which quickly became crucial to their fundraising strategy.
“What started as a way for me to track donations soon became a solution for much more: not only could we receive donations without any charges, but we could also conduct our camp registration and concert ticket sales. Over the past 17 months, we’ve saved over $2000 in fees that we’d normally pay to PayPal or Square. That is a big chunk of money for us!” - Susan Willats, The Community Music School of Santa Cruz
A seamless way to execute various campaigns, track every transaction in real time, and automate personalized outreach to engage donors helped CMS of Santa Cruz raise an impressive $47,664.50. The organization also saved an additional $2,383.25 in transaction fees because of Zeffy’s free model.
FAQs: Donor management
