How to Move Donor Relationships Forward

Key Takeaways:

• Understanding Purposeful Touchpoints:

  • A “touch” is direct communication or engagement with donors.

  • Design touches that are both strategic and customized to maximize impact.

• Categories of Touchpoints:

  • Thank You Touches: Focused on gratitude and stewardship.

  • Program Updates: Share new insights, project impacts, and success stories.

  • Personal Connection: Build authentic relationships.

  • Organization-Focused Touches: Highlight the organization’s progress to validate donor investments.

• Maximizing Content for Touchpoints:

  • Use e-newsletters, project updates, and success stories to sustain donor interest.

  • Recycle content across channels for consistent and efficient engagement.

• Building an Arsenal of Touchpoints:

  • Create a structured plan (e.g., word docs or spreadsheets) to organize key stories and resources.

  • Schedule dedicated time with your team to strategize high-impact touchpoints.

• Working Smart with Limited Resources:

  • Prioritize meaningful, varied touchpoints to keep relationships from stalling.

  • Combine stewardship with opportunities for deeper engagement or increased asks.