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    Ollie Rothmann By Ollie Rothmann • September 2, 2021

    Donor Retention in Healthcare: What To Focus On This Fiscal Year

    In 2020, we experienced record-high first-time donors across all nonprofits. However, much of the contributing force to this record stems from the healthcare nonprofit space. With COVID dominating our daily lives, healthcare workers literally acted as our lifeline, and throughout the crisis, people stepped up to support them. 

    Donor Retention in Healthcare: What To Focus On This Fiscal Year

    Whether it was the images of hospital ICUs that we experienced on the nightly news or patients showing their gratitude after life-saving medical care, so many different variables influenced such a spike in first-time donors, which is only the second time in the past decade where a spike has occurred. So, now that we are past the initial shock of the pandemic, how do you plan to capitalize on this influx of first-time donors?

    FY22 represents an opportunity to establish relationships, grow affinity, illustrate impact, and augment donor value over time. However, we know that retaining these newly enrolled supporters requires significant attention. Lindsay Salmony of Blackbaud explains that “nearly two-thirds of first-time donors never make a second gift. So, your donor retention efforts should be immediate and thoughtful.”


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    We all know that a simple personalized “thank you” is not going to do the job. Instead, frequent and personalized engagement with these new donors is critical. Fundraisers must work to build mission-centric relationships. However, without having the resources in place to do this, meaningful relationships are often limited to known major donors leaving little room for pipeline growth. The excuses of “we do not have enough staff” or “there isn’t enough time for us to do that” are Luddite excuses from an age before we had the resources that are available now.

    “Nearly two-thirds of first-time donors never make a second gift. So, your donor retention efforts should be immediate and thoughtful.”

    Several nonprofits are using Gravyty’s AI fundraiser enablement tools in order to provide all of their donors with personalized gift recognition and relationship-building engagement. By delivering fundraisers with everything they need to know about each donor and gift right to their email inbox, Gravyty prompts fundraisers to take action. The program even goes so far as to write the fundraisers’ emails for them, as each is unique to the individual receiving the message. 

    Engaging more donors is a matter of fundraiser capacity. Interested in seeing how your fundraisers can work as much as 4x more efficiently without costly and vague training sessions? See a live Gravyty demo today and learn how artificial intelligence can help your organization achieve its goals:

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