Amongst the hustle and bustle of the holiday season donors to the UC Master Gardener Program came through with strong support of our programs. Across the state we raised more than $86,000 (cumulatively during Nov. and Dec.) for county programs. Giving Tuesday donations alone account for more than half of those funds ($46,000). In looking at the year as a whole, 1,230 donors made 1,591 gifts which raised a total of over $270,000.
It's with these numbers in mind that making sure our donors know how grateful and appreciative we are of their support is at the top of my list for 2022 goals. As we think about volunteer appreciation as a key component to maintaining participation in our program, donor stewardship is its equivalent in fundraising.
Organizations in the non-profit industry all face a common challenge: donor retention. It's typical for organizations to lose up to 60% of their donors to attrition on an annual basis. This puts organizations in a cycle of constantly needing to bring in new donors to maintain funding. Why do donors stop their giving? Often it's the result of not hearing back from the organization as to how their donation made an impact.
Knowing that this is a common threat to our fundraising goals, how can we address it? In addition to stewarding donors with a thank you note, if we take the extra step of letting donors know how their gift made a difference, we gain their trust and make it much more likely for them to give again. Simply put, the act of reporting back will help donors to keep coming back.
This year I encourage programs to incorporate a You Made A Difference (YMAD) communication piece to your donors. Highlight the innovative programs you are delivering, snap a photo of a newly constructed demo garden, or share a glowing quote from a satisfied program participant. I promise you, this little act of gratitude will go a long way to build lasting relationships with your donors and will make it more likely for them to give again the next time you ask.
If you're interested in learning more about specific examples and exploring this topic further please view this recent webinar that I participated in: “Stewardship: The Key to A Lasting Relationship With Your Supporters” recorded February 9, 2022. The recording is posted on the UC ANR Learning and Development website under the fundraising category.
I'm here to support you, please contact me for questions about donor stewardship or any fundraising topics.
Kelly Scott
kdscott@ucanr.edu
Donor Relations Officer
UC Master Gardener Program