With the state of the economy, recent tax law and other legislative changes, ongoing conflicts overseas, the outcome of local and national elections and other factors, Americans will likely be reevaluating where they will focus their charitable giving in the future.
In some cases, donors may be newly drawn to your organization’s mission—or they may return to a core interest from the past. Therefore, as we’ve advised in the past*, it’s critical for charities to take every opportunity to be “near,” “dear” and “clear” to their donors.
Are you near?
If your organization is not physically close to many of your donors, it is important to take steps to make it seem like you are. This can be done in several ways—ongoing communications efforts through a dedicated planned giving newsletter, digital updates through emails, videos on your website, handwritten cards and phone calls and even personal visits when possible are all good ways to bring your organization “closer” to your donors.
Why are you dear?
Something that is dear to you probably didn’t become dear overnight. It took time for an emotional attachment to develop. Where do you begin? In our experience, almost any type of nonprofit entity can form strong ties to donors. Discovering the “why” and making relationship-building an ongoing priority can ensure you stay top of mind with donors as they are considering their current—and future—plans.
Staying clear
Would you feel comfortable making gifts if you weren’t quite sure what a charity did and who they served? Staying true to your mission and then demonstrating that to your donors through “show and tell” is essential. Is your mission clear on your website? Do you send regular print and digital communications and include stories to demonstrate how their support is furthering your mission? In your conversations with donors, do you cite examples of how your mission is being carried out with their help?
As you begin planning for a new year, ask yourself, “What can I do in 2025 to make sure we stay near, dear and clear to our donors?”
*From the archives and still relevant today. This article is adapted from “Are You Near, Dear and Clear?” originally published in 2001 in Sharpe Group’s Give & Take newsletter
