Ghost Donors: Now You See Them, Now You Don’t

Every non-profit has ”Ghost Donors.” You know, those people who gave a onetime gift or once gave every month and then mysteriously you never hear from them again. Just imagine if you could regain every Ghost Donor. Okay, I’m not making any promises, but here are a few things you might want to try to make them reappear.

1)     Have a one-time gift campaign – People are scared of commitment and with the holidays just around the corner, now is the perfect time to plan a onetime gift campaign. “Provide one Thanksgiving dinner for $5.” “Bring one toy to your local community center.” “Give $20 to show your candidate support this Christmas.”

2)     Economy woes – Who hasn’t been effected by this roller coaster stock market and real estate crisis? Many people are taking a cut in pay or aren’t bringing in a profit like they used to. Use different levels of giving to accommodate these setbacks. Maybe your $50 a month donor can give $20 instead. Emphasize that every cent counts; it’s not the size of the gift but the act of giving itself that keeps your organization running.

3)     Be specific where the funds will go – Your supporters are sacrificing to give to your cause, so they want to know that the funds are being used wisely and frugally. Also, different direct mail campaigns appeal to different donors. If you are a homeless shelter, maybe one donor family is passionate about getting school supplies into the hands of children while another family has a heart for providing warm clothes. You might want to do specific fundraising campaigns for various needs your charity is compelled to fill.

4)     Appreciation – With Halloween just around the corner, don’t you want to give an extra handful of candy to the kid who says please and thank you and makes eye contact? Show genuine appreciation and results from your donors’ generous gifts. Make a call that is just to say thank you. Send Christmas cards to say “You made a difference.” If you only contact your donors to make an ask, when they see you coming they’ll run the other way.

5)     Keep them updated – Social media is a great way to let people know what you’re doing, what projects you are working on and what help you need. Make your posts short, sweet and to the point. Your donors will feel connected and online giving is the quickest, most convenient way to give – you’ve got to strike while the iron’s hot.

No one can survive in a haunted house full of ghost donors, so get creative to make these apparitions magically reappear. But, make sure you are using the best social fundraising tools to help you better find, engage, and retain all of your donors.