Three Steps for Building Long-Term Donor Trust & Mutual Value

Earlier this month, I posted the first article of a series exploring what the “squish” of the Sandwich Generation can teach us about leadership, fundraising and nonprofit sustainability. If you missed it, you can check it out here. 

In the piece, I draw a parallel between caring for family members and donor stewardship, arguing that sustainable fundraising depends on “radical interdependence,” a shared understanding and belief that missions need partners, not passengers, to thrive and survive.

But how do we, as fundraising professionals, begin to demonstrate this kind of partnership in our work? Here, I propose three baby steps to help us move toward a radical new world of interdependence required to sustain the nonprofit sector.

1. Less “Push,” More “Pull”

When was the last time that you asked priority donors for feedback? If you’re hiding behind a marketing vomit veil (impact reports, emails, donation pages), you could be missing opportunities to:

• Build trust with active listening
• Connect mission work to personal interests
• Develop ongoing feedback loops
• Upgrade champions to boards or advisories

2. Real Impact, Clear Plans

Are you guilty of reporting vague impact metrics – or, worse, none at all – because they’re not “big enough?” The right champion donors don’t need to see perfection. Own where you are, and where you’ll be with their support, showing:

• Strong command of your theory of change
• Past learnings & pockets of momentum
• Fundable, multi-year scaling plans
• Interest in having them along for the ride

3. Backbone

Have you ever accepted funding that conflicts with the mission, burns out staff and/or compromises the organization’s integrity? Ensure that you’re not on a fast track to the bottom. Your donor stewardship can instead:

• Support programs built internally
• Require a contribution to operating budget
• Include terms for reviews & discontinuation
• Decline gifts from controversial sources

This is just the start of the conversation. What would radical interdependence look like to you? How could it improve your funding and sustain your organization?

Emily Moyer is the Principal of Impact Ilk Brands, a consultancy designing architecture for growth and sustainability at mission-driven businesses and non-profits. To schedule a complimentary 30-minute consultation with Emily, please visit this page.