AHP Connect Articles

Picture this: you’re following up with a donor after a successful campaign. They were enthusiastic, made a generous gift, and seemed deeply invested. But when it comes time to give again, they hesitate—or worse, disappear altogether. It’s a scenario many fundraisers face, and it raises an important question: what keeps donors coming back? Building lasting relationships goes beyond a single “thank you”; it’s about understanding their motivations, showing meaningful impact, and creating experiences that inspire them to give again.

Here are three research-tested strategies to not just secure donations, but to foster loyal, repeat donors who stay connected for the long term.

Let Them Designate Their Gifts

Giving donors the ability to designate that their gift will go to a specific program, service or department, or to generate a specific result, makes them more inclined to give. Not only do they feel like they have more control, it addresses their basic need to know how they can make a difference. Research shows that giving donors the ability to designate where their gift goes will create higher donations.

Of course, don’t take gifts with strings attached. Quid pro quo gifts are considered unethical. The ability to designate means the fundraiser truly listens to donors and helps them find the place where they want to make a difference.

Acknowledge Gifts Promptly and Meaningfully

Fundraisers used to say “thank before you bank,” but that’s not as easy to do in a world of digital payments!

Your acknowledgements should go out within 24 to 48 hours of receipt of the gift in the form of handwritten notes, personal emails, and phone calls. Finding time for a phone call can be difficult, but you already have a built-in team in your board. If your organization hasn’t tried it already, thank-you calls are a great way to generate engagement among your board members, especially from those who are hesitant to fundraise. Your thank-you notes can also come from a physician, or, in the case of a grateful patient, a caregiver who interacted with the donor.

Don’t use boring, standard opening lines, such as “Thank you for your generous gift of...” Instead, seek to surprise and delight with an opener like “Imagine my surprise when I opened your card and found your gift!” And remember, do not ask for a gift in a thank-you card, no matter how timely the ask may seem.

Show Measurable Results from Their Last Gift

Report the impact of a donor’s last gift before asking them again. You can do this through newsletters, social media, or other marketing outlets that you already employ, as long as you know it will reach the donor before your next ask. The message should reinforce your project’s end result: what will donors (and patients) see when we’re finished and/or successful?

The old adage says that 80% of gifts from from 20% of donors, so it is important to give those 20% what they need to ensure them that their gift was a wise decision, and one that they should repeat.