There are many techniques of managing donor relationships. The first step is segmenting the donors. The nonprofit organizations should utilize various strategies and levels of involvement for the donors depending on their size of their grant or any other funding characteristics ( Laura & Sally, 2000) . Therefore, after segmenting the donors depending on their funding characteristics, it becomes easier for the organization to make a strategic plan on how to approach them.
The second tactic is encouraging involvement. For each of the identified donor groups, the organization should come up with the level of involvement or engagement that is required to manage the relationship while seeking to involve the donors most efficiently. For the larger donors such as the high net worth individuals or foundations, the organization should seek a profound relationship that goes just beyond the funding ( Merchant, Ford & Sargeant, 2010) . For the smaller donors, the organization should seek informal was of engagement such as social media, fundraisers, or volunteering. The next tactic is the establishment of goals and efficient channels of communication. There should be frequent communication especially with the larger donors regarding the progress of the projects while the smaller donors may only require an annual report or a newsletter.
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The nonprofit should also be keen to gather and incorporate the necessary feedback. When donors are engaged, it becomes easier for the organization to get valuable feedback regarding the level of satisfaction among the donors. For instance, asking the smaller doors how frequent they should receive the emails. For the larger donors, there can be n person or written reporting. Moreover, the organization should explain the investment in the most efficient way. The major donors should understand the intent of the funding and how it will assist the community. Also, donors are highly likely to give funding if they have an emotional connection. It is vital for the organization to be presented as both mission driven and emotionally compelling ( Laura & Sally, 2000) .
References
Laura, W., & Sally, H. (2000). Building donor relationships: An investigation into the use of relationship and database marketing by charity fundraisers. The Service Industries Journal , 20 (2), 114-132.
Merchant, A., Ford, J. B., & Sargeant, A. (2010). ‘Don't forget to say thank you': The effect of acknowledgment on donor relationships. Journal of Marketing Management , 26 (7-8), 593-611.
