Donor fatigue is one of those phrases that strikes fear into the heart of non-profits. It happens when donors reduce or stop their non-profit giving, and can have a significant impact on your non-profit’s ability to meet fundraising goals and achieve your mission. Here’s what it looks like, and how to beat it.
What Does Donor Fatigue Look Like?
Times are tight, and we’re all experiencing extra demands on our wallets. Non-profits that don’t understand their donors’ needs and habits can overwhelm donors by reaching out too often, in a generic way, or by failing to show the value of giving. When this happens, donors may donate less or less often, or may even stop giving altogether.
Signs of donor fatigue or frustration include:
- Decreased donations or donation frequency
- Fewer emails or texts being opened
- Lower website or social media engagement
- Lower attendance at events
- Increased donor attrition (unsubscribes, unfollows, donation pauses)
How to Combat Donor Fatigue and Frustration.
If you’ve identified donor fatigue based on shifting giving stats and dropping engagement, it’s time to develop a plan to win donors back. Start by:
- Identifying your audience(s) and their specific backgrounds, needs, and habits. Remember, you might be serving multiple audiences.
- Using a variety of outreach channels to keep donors engaged – with a unique mix of channels targeting each group of donors. Donors who use TikTok aren’t the same as donors who watch TV ads.
- Personalize your outreach by using donors’ names in your outreach, mentioning their specific gift history, and showcasing how their support has helped your non-profit achieve its goals.
- Being transparent about where gifts are going and the specific metrics you’re hitting. This is vital for building trust and encouraging giving.
- Exploring new income streams such as planned giving, fundraising partnerships, or telethons. These can help reach new audiences or generate excitement around giving.
- Thanking your donors for their generosity, and continuing to show the good they’ve helped achieve – even if they haven’t given recently.
- Offering flexible payment or giving options, such as micro-donations, small recurring monthly donations, or payment options that don’t require a traditional credit card.
- Check in with donors to see how they feel about your non-profit and whether there are any areas they’d like to see you focus on, or where you could improve.
Don’t Forget to Check on Your Reps!
Donor frustration and fatigue can also be a result of stress or burnout experienced by your reps. Reps who are doing too much, who are struggling to reach unrealistic goals, or who are using old-fashioned manual ways of doing things may not be putting the best foot forward – and this may be affecting donor engagement.
As part of your donor frustration and fatigue audit, ensure that:
- Reps undergo regular training on best practices, conflict resolution, changes to the brand mission, and any software or technology updates.
- Fundraising goals are achievable, and reps aren’t feeling out of their depth or like they’re part of an impossible undertaking.
- Reps get to do more than request donations, and are encouraged to share success stories or even put together or attend community events.
- The technology you’re using makes life easier, instead of harder. At ACD we’re all about giving our reps the tools to succeed while also reducing friction.
Reduce Donor Fatigue While Improving Rep Outcomes with ACD!
At ACD we’re known for facilitating thoughtful, tailored campaigns that deliver the best possible experience for your donors – and the best possible outcomes for your non-profit. We’re proud to offer a convenient, comprehensive platform that makes coordinating campaigns a breeze, as well as a pool of trained, experienced reps who can help support your team answer questions, take donations, or help coordinate support. To book a demo and see it in action, get in touch!
