The 3 Step Plan To Retaining Donors During a Crisis

Its not that unusual to have a few donors throughout the month cancel their gifts during normal times. However, these are very uncertain times for our listeners. No one really knows what to expect over the next few weeks or months. You might experience a few more people canceling their gifts during these uncertain times. What is your plan to keep them in your family as a supporter? Here are 3 steps to consider:

Online Cancelation –  Dont encourage donors to cancel online. When they go to your website to cancel their gift, steer them to your phone number and the person to ask for. Train your donor staff to ask if its ok to pause their gift instead of canceling. Get their permission to contact them in 90 days to see if their gift can be reactivated. Spend time sharing with the donor how much you appreciate them and understand the decision they have made.

Mark The Donor – Make sure you are keeping records on which donors have either canceled or placed their gift on hold. Youll want to segment your mailing list so you can re-engage them in the future. This will allow you to reach out to this donor through direct mail, email, and phone calls.

An Act of Love – During this down time for your donor, check on them and show that you care, even though they are not currenting giving. Have a staff member call them or send an email just to see how they are doing and ask if they need any prayer. This would NOT be attached to any kind of ask. Its powerful when we love our listeners.

This is your time to shine as a radio station. Dont take it personally when someone cancels or hits pause. Know that they are also facing challenges and this is a great time to bless them as a ministry. At Vidare Creative, we believe the best is yet to come.

Bill Scott
Vidare Creative

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