Hi Rabbi [LAST_NAME GOES HERE],

You have a major donor hiding in your list.

You might not realize it, because their gift is modest – $50/year…for a decade.

Yes, that’s your major donor.

How? Let’s do the math.

A $50 donor who gives every year for 10 years is worth $500. A $500 donor who gives once is worth $500.

But even though it’s the same number, the relationship is totally different. One of these donors chose you once (and left). The other donor chose you ten times.

Most organizations waste a lot of energy chasing the one-time $500 gift, and almost no energy on the $50 donor – who’s already proven, year after year, that they’re not going anywhere.

Your consistent donors should be treated better, and it doesn’t have to take a huge effort on your part.

• A thank-you that sounds like it was written for them.
• A milestone acknowledgment, such as, ‘You’ve been with us for five years!’ Or ten years. Even two years. Most donors have never been told how long they’ve been showing up.
• A loyalty upgrade that doesn’t pressure. (‘Because you’ve been with us so long, we’d love to welcome you into our Founders Circle/monthly giving club.')

The donor who feels acknowledged gives again.

So take a look at your donor database, and filter for donors who’ve given for a few years in a row, regardless of the amount.

Send a personal note and let them know what they mean to you. Treat them like the $500 donor they are.

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