The Simple Habit That Builds Stronger Donor Relationships
Over the years, I've had the opportunity to work with a ministry organization that serves Syrian refugees and, more recently, Lebanese families displaced by conflict in the Middle East. While the humanitarian work of Heart For Lebanon (Heart for Lebanon) is inspiring, one of the things that has impressed me most isn't what they do in the field. It's how intentionally they communicate with the people who make that work possible.
One of the things I appreciate about this organization is that they often refer to their financial supporters as "investors" rather than simply donors. It's not because the word donor is wrong, but because the word investor better reflects the kind of long-term partnership they're trying to build.
They use a number of traditional methods to communicate with their investors… direct mail at key points throughout the calendar year, and an excellent thank you email that goes to every monthly investor sharing a direct story of impact. Plus, a consistent rhythm of text messages and phone calls from their development team.
But, the added secret ingredient that they also offer their financial partners is a quarterly investor call. Modeled after the annual stockholders calls that large for-profit public companies hold, these quarterly virtual meetings are structured to accomplish some very important goals, including:
Build Trust Through Transparency: Each investor call includes a clear, open-handed update on the financial position of the organization, without an ask – just an update. Even if the report is that your organization is behind in budget – honesty is a must.
Reporting on Ministry Impact: Investors hear an update from the field about all that is happening, and specific stories of ministry impact.
Casting a Bigger Vision: Investor calls aren’t just about reporting on the last quarter. They are also a look into the future, to explore questions like, Where is God leading us? What new opportunities are emerging because of current events and the changing cultural landscape? What is next for our ministry? Investors feel like they are hearing about the future that they are helping to create with their generosity.
Creating a Predictable Communication Rhythm: Instead of investors wondering when they will hear from the organization next, they know:
"Every quarter, we'll get together and hear what's happening."
That consistency reduces the temptation to only communicate during campaigns.
Quarterly investor calls are a great vehicle to accomplish a couple of larger strategic objectives for your nonprofit. First, a key step in the donor journey between the first gift and the second ask is the moment when you add value to the donor without an ask. (for more about this, check out episodes 54 and 55 of the podcast). Investor calls are an excellent way to accomplish that. Secondly, investor calls build the bridge for donors from transaction to relationship. Regular reporting and access to the leadership give investors the feeling of being an “insider”.
Ultimately, quarterly investor calls communicate something every investor hopes is true: "My generosity matters, and I'm part of something bigger than myself."
The organizations that build the strongest long-term donor relationships don't simply ask well. They communicate well. They consistently help supporters see the lives being changed, the challenges being overcome, and the future they're helping to build. When donors experience that kind of transparency and ongoing connection, they stop feeling like occasional contributors and begin thinking like true partners in the mission. And partners don't just make another gift. They stay, they advocate, they introduce others, and they become some of the most valuable champions your organization will ever have.
I love solving fundraising challenges for small nonprofit organizations, and I can help YOU raise more money and reach your mission goals. Working with me is easy and begins with a FREE discovery call! 👇🏻