In the fundraising world, donor fatigue is when people who have donated to organizations in the past, no longer do so. It can happen for a variety of reasons – financial or prioritization changes, communication issues, organizational shifts – and can be incredibly frustrating for nonprofits with ambitious plans and goals.
So why does donor fatigue usually happen? Here is the tough love: if a donor gives regularly to an organization for a number of years and then stops for a noticeable period of time, (unless there is another Great Recession) the reason is usually the organization. It can be tempting for nonprofits, especially small ones with relatively small donor portfolios, to feel like they are always going back to the same tired donors. But even in this situation, there is no need for donors to stop giving altogether. In fact, there are many development professionals and experts who believe donor fatigue is a myth.
How to prevent donor fatigue
The best way to prevent donor fatigue is to follow a structured year-round development plan that is made up of 5 phases: (1) identify prospects, (2) educate and cultivate donors, (3) the ask, (4) thank and recognize donors, and (5) inclusive involvement. If a longtime donor falls away, you failed at one of these steps. Create a calendar to see how your fundraising events, asks, and larger campaigns fit together. Some donors tend to give near the end of the year, while others prefer to give monthly. Keep these trends in mind when planning your larger asks.
In addition to sticking to your development plan, make your relationship about them, the donors. Sometimes making the ask is not enough – you have to ask the right way (for that person). If you don’t have the time or staff capacity to personalize each and every letter (though you should always do this with your highest donors), consider segmenting your donor portfolio by personality type. Spend time figuring out which donors will respond best to which asks and act accordingly. If a donor seems to be pulling away, suggest a new or different structure to their giving. It is much easier to keep a donor engaged at a lower denomination than to win back a donor who has stopped giving completely.
Finally, remember to always cultivate the relationship with the donor away from the ask. That is, contact them throughout the year (as part of your year-round development plan) to let them know what the organization is doing, always clearly communicate exactly what their donation is funding, and invite them to cultivation events that don’t cost money or have an ask attached. If the only time you reach out to a donor is to ask them for money, it will feel like a transaction to them instead of a relationship they have with your great organization.
So if you’re feeling like your portfolio is full of fatigued donors or you’ve seen regular donation slipping, go back to basics. Stick to a development plan, get to know your donors, and get them involved and learning about your organization without asking for a dime. Focus on your donors as people and stay persistent.