6 Ways to Strengthen Your Relationships With Supporters

As a fundraising professional, you’ve heard countless pieces of advice about why and how to connect with your supporters: say thank you, write handwritten notes and be sure to do it all as swiftly as possible.

Most of the time, these discussions are rooted in a desire for increased donations. And this is understandable—after all, you rely on donations to drive your mission forward and make the world a better place.

But supporter relationships should be more than just a means to an end. While it’s true that stronger connections lead to more successful fundraising, your donors will be able to sense your inauthenticity if you’re only pursuing a payday.

By cultivating relationships with intentionality and sincerity, you form a strong community that your nonprofit can depend on. 

At Aly Sterling Philanthropy, we empower organizations to engage their communities, fundraise more effectively and plan for the future. Through our work as nonprofit consultants, we’ve compiled a list of recommendations to deepen your relationships with supporters:

  1. Put the donor first.
  2. Offer diverse opportunities for engagement.
  3. Maintain campaign-level energy throughout the year.
  4. Leverage supporter data.
  5. Craft a compelling story.
  6. Consider a nonprofit consultant.

As you develop your stewardship plan, remember that every organization and supporter base is unique. These tips are general enough to be appropriate for most nonprofits, but you should always take the time to tailor your strategies based on what you know about your donors. A nonprofit consultant can help you develop a stewardship plan that works for your unique audience.  With that in mind, let’s dive in.

Put the donor first.

As any happily married couple can tell you, a successful relationship is a two-way street. This is true for your donor relationships as well.

To be fulfilled, both partners need to be able to give and take. Your supporter is already doing their part by dedicating their time or resources to your organization. Therefore, your nonprofit must also invest energy back into the relationship and put the donor first whenever possible.

This analogy stretches a bit then when you recognize that large nonprofits must cultivate relationships with thousands of individuals, but that doesn’t mean you’re off the hook.

Ensure a donor-centric approach is baked into the foundation of everything you do, from your communications efforts to your fundraising campaigns. 

Most importantly, confirm that you have a solid donor recognition plan in place. Your plan may include a physical display like a donor recognition wall, digital elements such as social media shoutouts or traditional handwritten notes. However you choose to thank donors, make sure your plan differentiates between giving levels for a targeted approach.

Then, even in communications that aren’t specifically intended to thank donors, you should continue to frame your supporters as central to everything you do. When you create your annual report or write your monthly newsletter, share your accomplishments from a plural perspective to inspire a feeling of community. The difference between “Our organization did this” and “We made this happen together” is a small but meaningful shift.

Offer diverse opportunities for engagement.

Supporters will feel more connected to your cause if they can take action in ways besides simply making a donation.

To further engage your community, offer diverse opportunities for interaction and connection, such as the following:

  • Volunteer opportunities. Give supporters a chance to contribute labor and energy to your mission. Depending on the nature of your organization, you may even be able to offer virtual activities for supporters to donate their time. 
  • Stewardship events. These events (like a virtual happy hour) give supporters the opportunity to bond and network with each other in addition to engaging with your team.
  • Social media campaigns. While you should always encourage supporters to follow and interact with you on social media, a specific campaign heightens the opportunity for participation.
  • Behind-the-scenes tour. Give supporters a glimpse of where the magic happens with a tour of your facility. You can do this via video conferencing or livestreaming if you aren’t able to host visitors in-person. 

If you aren’t sure what activities your supporters would like to participate in, it never hurts to ask! Consider putting together a survey that asks supporters to share their desires and preferences for interacting with your organization. Based on their feedback, you’ll be able to implement new programming that you already know will be in-demand.

Maintain campaign-level energy throughout the year.

During your biggest fundraising campaigns, you treat every activity with care and consideration. Each interaction, communication and ask are part of a broader plan. 

Extending this intentionality to your everyday operations will help you connect more deeply with your supporters.

At Aly Sterling, we call this attitude “campaign mentality,” and it essentially means you treat each day like you are in the midst of a capital campaign.

While this may sound exhausting, we believe wholeheartedly that this effort is worth it. Working with a campaign mentality will give your team extra urgency and purpose as you execute daily responsibilities. 

Additionally, a campaign mentality encourages you to prioritize stewardship rather than placing it on the backburner. And when you approach each conversation with a supporter with this heightened sense of commitment, your energy will be contagious. 

Leverage supporter data.

A better understanding of your current supporter base and any prospective donors will make your relationships more meaningful and sincere. To deepen your knowledge of supporters, you can analyze your existing donor database or conduct additional prospect research.

First, consider the information you already have on file. This data can help you evaluate your current engagement tactics—for instance, do supporters respond more favorably to direct mail or texting campaigns? What was the participation rate for last year’s year-end campaign? What do you know about supporters’ interests and motivations?

Instead of looking only at individual-level data or a broad overview, use this information to develop donor segments. Utilizing segmentation in your outreach efforts helps you create targeted and relevant communications that will resonate more strongly with each group.

In addition to making use of this existing data, you can also gather fundraising-specific information on current and potential supporters through prospect research. According to Double the Donation, prospect research helps your nonprofit determine a potential donor’s ability and desire to contribute to your cause.

Prospect research data generally falls into two categories:

  • Philanthropic indicators. These data points represent a donor’s warmth towards and interest in your nonprofit. Key philanthropic indicators include previous donations to your nonprofit and others, history of board involvement, and background information like hobbies and interests.
  • Wealth indicators. These markers reveal an individual’s financial capacity to give, including real estate ownership, stock holdings, past political contributions, and known business affiliations. 

Both types of data are essential to forming a complete picture of each prospect.

With prospect research, you’ll be better prepared to initiate conversations and make fundraising asks without overstepping or damaging relationships. This helps establish a culture of trust and respect. 

Craft a compelling story.

How do you tell the story of your nonprofit? 

Hopefully, you have some powerful constituent testimonials or volunteer stories up your sleeve that spotlight your work. For your story to be persuasive, you must be able to convey why your mission is important as well as empower supporters to contribute to that mission. 

When you tell the story of your nonprofit, make your donor the hero. This doesn’t mean a cape-wearing superhero, but rather the protagonist in your mission’s story. Your organization is simply the conduit by which your supporters are able to reach your community and make a difference. By representing your donor as the hero, you can more effectively call them to action. 

In addition to your written story, you can include multimedia elements to further demonstrate your work. When possible, feature photos and videos of your supporters making a difference. Even though you won’t be able to highlight every one of your donors, their presence as part of your story will make it easier for other supporters to see themselves in your narrative too.

Consider a nonprofit consultant.

Since donor relationships are foundational to your success as an organization, it’s worth considering seeking the advice of an expert. An experienced nonprofit consultant can bring a fresh perspective and seasoned advice to improve your stewardship strategies.

While it’s possible to strengthen your supporter relationships without external support, a consultant can help to amplify and accelerate your existing efforts.

Specifically, a nonprofit consultant can assist your organization with:

  • Crafting a donor recognition plan.
  • Making recommendations to improve donor retention.
  • Conducting prospect research to better understand existing and potential supporters.

Just be sure to select a nonprofit consultant with the right area of expertise. In the Aly Sterling Philanthropy guide to hiring a fundraising consultant, we explore who should be part of the decision-making process, how to find and assess a potential consultant, and the questions you should ask to confirm an appropriate fit. With the right consultant, you’ll be well-positioned to fortify your connections with donors. 


Every moment that your nonprofit invests in supporter relationships will pay dividends as your organization grows. With a community that is dedicated to the success of your nonprofit, in good times and bad, you’ll be prepared to weather any storm. These recommendations should put you on the right path to strengthen those critical connections. Best of luck!


About the Author: Aly Sterling

Long before Aly Sterling founded her eponymous consulting firm, she was solving the unique yet similar problems encountered by nonprofit organizations.

Her decision to start her own business in 2007 was driven by her belief in leadership as the single most important factor in organizational success, and her determination to work with multiple causes at one time to scale societal change.

Aly’s expertise includes fundraising, strategic planning, search consultation and board leadership development for the well-positioned nonprofit. She is regularly sought for comment by trade and mainstream media, including the Chronicle of Philanthropy and U.S. News & World Report. She has contributed to publications of BoardSource and The Governance Institute, as well as the Toledo Chamber of Commerce and The Giving Institute.

Read More

4 Tips for Building a Flexible Fundraising Strategy

Take a moment to think of your fundraising strategy like a rubber band.

If pressed, how much could you stretch this band? 

A rigid, unyielding rubber band might snap under tension. In this scenario, a lack of flexibility in your fundraising plan could make it much more difficult to bounce back from a crisis. Instead of quickly adapting to change, you’re forced to pick up broken pieces before starting from scratch. 

In contrast, a flexible fundraising plan will be more resilient. This rubber band can stretch and move to adjust to rapidly changing circumstances. 

We’ll go ahead and drop the analogy. An adaptable fundraising strategy will enable you to respond gracefully and creatively to unexpected challenges like the COVID-19 pandemic. 

At Aly Sterling Philanthropy, we partner with nonprofits to power strategic planning, fundraising, and board leadership solutions that allow them to thrive. Based on this extensive experience and our belief in the power of positivity, we recommend the following tips to enhance the flexibility of your fundraising strategy:

  1. Assess your current fundraising strategy.
  2. Lead with a strong case for support.
  3. Diversify your revenue streams.
  4. Offer versatile giving options.

While these suggestions are particularly applicable to the current circumstances, a strategic approach to fundraising will always be relevant. By embracing a fundraising plan that is adaptable, diverse and intentional, you’ll be well-positioned to drive your mission forward. Let’s get started.

  1. Assess your current fundraising strategy.

The best place to start when building a new fundraising strategy is evaluating the plan you currently have in place.

Is your current strategy sustainable and effective? Is it enabling you to reach your fundraising goals? Is it rigid and formulaic, or does it allow for adjustments as needs arise?

Dive into the data your nonprofit has collected from recent campaigns. If you already have a solid data management system in place, it should be simple to pull a report and evaluate the overall trends. Even if you have to take a little more time to compile a report manually, a deeper understanding of your current strategy will be well worth the effort.

This assessment will clarify which tactics are working well and which are underperforming or need improvements. Then, you can refocus your efforts on the most critical activities and make adjustments as needed.

While a full feasibility study isn’t practical unless you’re planning for a capital campaign, your data can still reveal a variety of actionable insights. For example, consider the following questions:

  • What is your donor retention rate year-over-year? What about campaign-to-campaign?
  • Have your recent fundraising goals been set at an attainable level?
  • What percentage of your supporters participated in your last campaign? How does this differ across different types of campaigns?
  • On what platform are your supporters most likely to engage with you? Do you have more success with email, direct mail or social media?
  • Do you have a defined donor recognition policy? How do you convey appreciation to different categories of donors? 

These are just a few of the questions to get you thinking about the state of your fundraising strategy. As you answer them with respect to 2020, take into account any challenges presented by the COVID-19 pandemic. If you experienced setbacks, what would have made the adjustment process run more smoothly?

Then, use this information to set your goal. Even a flexible fundraising plan needs a target! With an ambitious but achievable fundraising goal, your team will be energized and motivated to make it happen. 

  1. Lead with a strong case for support.

Whether you’re preparing for a massive capital campaign or simply refreshing the text on your online donation page, you need a strong case for support.

This statement is what convinces donors why your nonprofit deserves their attention and contributions. Specifically, it should communicate your unique value proposition and share what sets your work apart from other organizations dedicated to similar causes. It should also align with your overall mission statement and strategic plan.

As you prepare your case for support, be sure to articulate the following elements:

  • A clear vision. Do you have a well-defined plan to solve a demonstrated problem?
  • A sense of urgency. Why should the prospect give now? 
  • An investment proposition. What results will the prospect’s gift be able to generate?
  • A call to action. How can the prospect help you achieve your vision?

Overall, a strong case for support builds trust and faith in your organization. When your donors trust that you’ll use their gift wisely, they will continue to have confidence in your work even if you need to make a change.

Additionally, it will be easier to adjust your fundraising strategy if you have a strong foundation to build upon. Your case for support can act as your north star, guiding your efforts even in a turbulent environment.

3. Diversify your revenue streams.

One sign of an inflexible fundraising plan is total dependence on just one or two funding sources. 

If your plan includes just a handful of major donors or relies on a large fundraising event, that could lead to a disastrous halt in your work if something falls through. Putting all of your fundraising eggs in one basket leaves you vulnerable to crisis or even just a change of heart.

By diversifying your revenue streams, your nonprofit will be more resilient and sustainable.

If the evaluation of your current fundraising strategy revealed little variation in your revenue streams, do your homework to explore new sources of funding. 

For example, funding from foundations, government entities and other grant-giving institutions can make a huge difference in your bottom line. However, since they can be extremely competitive, it’s best to treat grant funding as unpredictable. In other words, don’t count your grant dollars before they’re in the door!

You could also consider exploring donor-advised funds (DAFs) as a potential source of revenue. A donor-advised fund is a giving vehicle that holds charitable assets for future contributions. These accounts are attractive to donors due to their financial benefits, as well as for being a hands-off approach. DAFs are managed by sponsoring organizations including community foundations and commercial sponsors. If your nonprofit forms a relationship with one of these sponsors, you may be connected to dozens or even hundreds of donors.

As you target one or more of these sources, be sure to tailor your ask appropriately. While you should tie each request for funding back to the same case for support, the language and appeals you use should be customized to the recipient. Then, after you’ve secured the funding, create a plan for intentionally stewarding this new relationship. 

If this feels overwhelming on top of your usual workload, consider consulting an expert to help you identify and pursue new funding opportunities. As you start the consultant search, the Aly Sterling Philanthropy guide to hiring a fundraising consultant offers some helpful tips to find the right partner for your organization’s specific needs.

4. Offer versatile giving options.

In addition to diversifying your revenue streams, you should also diversify the opportunities that individual donors have to give. 

As you approach each fundraising conversation, you should have a number in mind based on your previous prospect research, gift range chart, and overall goal. But if the answer to that request is a no, come armed with alternatives. 

Think of these options less like a back-up plan and more as a solution for donors who are passionate about your mission but currently unable to make a major gift. You might present the following alternative giving opportunities:

  • Recurring gift program. Consider amping up your recurring gift program to create a predictable revenue stream. Even small monthly gifts can make an impact when multiplied over the course of the year, and they’re often more accessible to a wider range of your supporters.
  • Matching gifts. Many companies will match employee gifts to eligible 501(c)(3) nonprofit organizations, but sometimes these programs are underutilized. According to re:Charity’s guide to matching gifts, somewhere between $4 and $7 billion dollars in matching gift revenue goes unclaimed every year. To maximize this potentially valuable funding source, spread awareness of matching gifts among your supporters or use a dedicated database to identify gifts that could be submitted for a match.
  • Pledged gifts. Allow donors to commit to supporting your cause at a future date without needing to pull out their checkbooks just yet. By counting on pledges of a certain amount later in the year, you can better plan for future funding while giving the donor time to plan for the gift.  

Loyal supporters will appreciate this flexibility if they experience any financial setbacks. And when the economy recovers (as it always does), your relationships with these supporters will still be thriving.  


Bonus Tip: Consider bringing in a consultant to provide expertise and perspective as you develop your flexible fundraising strategy. Most importantly, the right consultant can help you prioritize relationships with supporters and facilitate even deeper connections. This list of nonprofit consultants includes firms in different areas of expertise, including stewardship. Even if your exact plans for gift solicitation need to change, you’ll still need to rely on relationships to pursue your mission. 

As we move into 2021, it’s time to refocus your efforts and create a fundraising strategy that can weather any storm. By leading with relationships and a flexible approach, you’ll be better able to reach your fundraising goals. Good luck!


About the Author: Aly Sterling

Long before Aly Sterling founded her eponymous consulting firm, she was solving the unique yet similar problems encountered by nonprofit organizations.

Her decision to start her own business in 2007 was driven by her belief in leadership as the single most important factor in organizational success, and her determination to work with multiple causes at one time to scale societal change.

Aly’s expertise includes fundraising, strategic planning, search consultation and board leadership development for the well-positioned nonprofit. She is regularly sought for comment by trade and mainstream media, including the Chronicle of Philanthropy and U.S. News & World Report. She has contributed to publications of BoardSource and The Governance Institute, as well as the Toledo Chamber of Commerce and The Giving Institute.

Read More