Supercharge Donor Support: 5 Proven Strategies

Individual giving is one of several essential pillars of nonprofit funding, alongside government, corporations and foundations—but we’d argue it’s where you should always keep your focus.

Individual gifts and bequests continue to make up more than 75% of philanthropy and giving decisions aren’t as affected by shifts in corporate priorities, market swings, and other uncertainties. And, it’s much easier to make a compelling case to an individual than to navigate a complicated and competitive grant application process.

If you can tap into a donor’s motivations and show how they align with your organization’s mission, you can lay the groundwork for a long-term relationship and ongoing financial support.

Do you want to focus more attention on your individual donors, but aren’t sure where to start? We have a few recommendations for fostering these critical relationships.

1. Set monthly metrics and stick to them

Take a look at your campaign or annual giving goals, as well as your capacity, and decide how many individual donors you want to meet with. (During campaigns, we recommend aiming for at least 6-8 meetings per month.)

When reaching out, don’t get stuck in an email loop where you offer basic updates, and they reply with a promise to talk soon. Nudge your donors towards setting up regular conversations, whether in-person or face-to-face.

By setting these metrics, you’re not only progressing donors along in their giving journey but also ensuring that you're giving them the attention and focus they deserve.

2. Pick up the phone

What used to feel impersonal is now one of the best ways to establish meaningful connections. There’s incredible power in calling your donors just to check in—it shows you care and are genuinely interested in their well-being.

We suggest setting aside a block of time every week for phone calls and personal outreach. This consistency will establish a habit for you and strengthen relationships that could lead to long-term support.

3. Connect to the why—and tell that story often

The backbone of every successful campaign is a strong case for why this investment is essential. Donors want to understand what your organization stands for, your future goals, and how their support can make a tangible difference.

Before every meeting, revisit your core story: what is your mission and why is it essential for the future of your community? This narrative will be a powerful tool during your conversations and can inspire individuals to give.

4. Get curious, ask questions

Understanding “the why” is a two-way street. In addition to making the case for your organization, you need to know what inspires your donors. Then, you can draw personal connections between their interests and yours, engaging them in a way that resonates..

Asking thoughtful questions will give you deeper insight into your donors’ values, motivations, and concerns. Here are a few to get you started:

• How do you make philanthropic decisions?

• Why do you support this organization?

• What’s top of mind for you and your family in the world right now?

• What kind of impact do you want to make?

• What concerns do you have about the future?

5. Make a specific ask

When it comes to making an ask, too many fundraisers let donors take the lead in determining a dollar amount. We argue for radical transparency, approaching donors with three specifics: dollar amount, time period, and purpose.

Keep in mind, though, that your ask doesn’t always have to be a financial one. Maybe you need a donor to introduce you to a crucial connection, volunteer their time, or make a specific in-kind donation. Maybe you just want to set up a time to meet next month. Whatever you need, don’t hesitate to ask for it clearly and confidently.

Do you have more questions about how to build up your organization’s individual giving?

At the Heller Fundraising Group, we’ve helped our clients raise well over one billion dollars while developing transformational relationships with donors. We can help with feasibility studies, capital campaigns, and individual giving strategies that are directly tailored to your organization, your needs, and your donors. Schedule a free strategy session to find out more.