Don't Be Such a Stranger

A recent study examining giving patterns of wealthy donors noted that 60% of households that stopped giving to a specific charity did so because they no longer felt connected to the organization.

This lesson is important for all nonprofit organizations, particularly in these difficult times. Economic circumstances may result in declined giving, even from long time supporters, but it is more important than ever to maintain relationships with donors.

Charity executives need to be turning up the communications--emails, letters, reports--to ensure that donors continue to feel connected to the organization and understand that their support is making a difference. Donor cultivation is always important, but in this economy it becomes even more critical to let your supporters know how much you appreciate them.