How to Create an Individual Donor Plan
Individual donors remain the cornerstone of nonprofit revenue. In fact, in 2023, 67% of charitable giving came from individual donors! This should tell us as nonprofit leaders that a well-crafted individual donor plan that helps you find and retain support but also deepens relationships and increases giving over time should be a top priority in the organization’s development. This blog focuses on four key strategies and tactics to build an individual donor relations plan.
Understanding the Importance of Segmentation
A critical first step is segmenting your donor list. Not every donor is the same, so dividing them into distinct groups ensures that your communications resonate with each audience. Consider segmenting by:T
First-Time Donors: Those giving to your organization for the very first time.
Major Donors: Those whose contributions have a significant monetary impact. This dollar amount is different for every organization, but is usually categorized by the total annual amount by an individual donor (or family). For smaller nonprofits (under $500,000 a year) a major donor could be anyone who gives $1,000 or more in a year.
Monthly Donors: Donors who give on a reoccurring basis. If you do not have a monthly giving program, consider creating one as a part of your individual donor plan.
One-Time Donors: Those who gave once and never again. Perhaps they were a guest at a fundraising event, but do not have a personal relationship or tie to your organization.
Lapsed Donors (LYBUNTS): Those who have given in the past but stopped giving in the last year.
Event Donors: Those who attended and gave at a specific event or events, but not at other times during the year.
Recaptured Donors: Those stopped giving for a period of time and have recently been re-engaged.
These are several examples of how to segment your individual donors. There may be other categories specific to your organization. Be sure to include them!
2. Developing a Multi-Touch Communication Strategy
A successful donor relations plan involves multiple touch points throughout the year. Aim for 7 to 12 donor touches annually, with at least four of these being personal interactions. Consider a mix of channels, including:
Phone Calls: A personal call from the ED or a staff member can make a world of difference, particularly for major donors.
Emails: Regular updates (such as newsletters), success stories, and impact reports keep donors informed.
Direct Mail: Using snail mail to send out holiday cards, highlight a certain moment that was particularly impactful, etc. can be a great way to create a tangible touchpoint.
Personalized Touches: Handwritten thank-you notes (try to send this within 48 hours after receiving a donation from a first-time donor!), or a birthday card shows a personal sense of appreciation.
Your organization might not have the capacity for four personalized touchpoints per donor each year. Instead, aim for at least seven annual communications—like holiday cards, newsletters, or impact reports—to keep everyone engaged. Use your segmented list to decide who gets extra personal touches and when. For example, first-time donors could receive a welcome kit or handwritten thank-you note plus a follow-up call or text, while major donors might get a birthday card, an annual call from the Executive Director, an in-person meeting, or an exclusive monthly donor party.
It is important to think through your organization’s capacity when creating this plan. Who is going to make these touch points (e.g., Executive Director, Development Director, Board Members,)? When? What months make the most sense to do which touch points? On what platform (e.g., CRM, Google Sheets, Google Doc) can we track these touch points to ensure they get done?
3. Creating a Living Donor Retention Plan
Document your plan. Your plan should clearly outline:
The Donor Segments: Detailed descriptions of each group (e.g., major donors, first-time donors, lapsed donors, etc.).
Scheduled Touchpoints: A calendar of at least 7–12 touches per year with specifics on which are personal (handwritten notes, ED calls) versus general (newsletters, event invitations).
Communication Channels: Define which channels will be used for each segment and purpose (phone calls, emails, direct mail).
The Team Member in Charge: Decide who is in charge of each touchpoint and keep each other accountable for completing them throughout the year.
Prospecting and Engagement: Incorporate strategies for identifying new donors through your board, existing networks, volunteers, and even clients.
Metrics: Outline how you will track engagement, retention, and conversion rates.
4. Focusing on Relationship Building and Stewardship
At the heart of your donor relations plan is genuine relationship building. Remember, donors are people, not ATMs—they want to feel connected and see the impact of their generosity. A well thought out individual donor plan not only keeps donors coming back but also encourages them to give more over time, deepening relationships with your current supporters while nurturing new or even future prospects.
Make sure donors have personal access to your leadership. They appreciate direct updates and invitations from your Executive Director or a trusted team or board member—whether it’s through a personal call, a personalized email, or a special invitation to an event.
Keep your communications balanced. Out of the 7–12 annual touchpoints, only one in every three should be an "ask" (including events, fundraisers, or donation requests). The rest of your communications should celebrate their impact, share success stories, and reinforce the meaningful connection they have with your mission.
Lastly, remember the importance of staff continuity. Donors often build strong bonds with individual team members, so if a change occurs, be sure to introduce them to someone new who can maintain that trusted relationship.
If you’re ready to elevate your fundraising efforts with a tailored, effective individual donor plan, I offer expert coaching and consulting to help you build and implement a strategy that aligns with your organization’s unique needs. Contact me today to get started on a plan that not only retains your current donors but also sets the stage for future growth.
Individual donors are still the number one way nonprofits drive revenue—don’t miss out on maximizing your impact through strategic, relationship-driven donor stewardship!
