In the best of times, many nonprofits struggle with donor acquisition, retention, and, worst of all, lapsed donors. Now, with the North American financial markets imploding from the sub-prime mortgage fallout in the US, experts predict that voluntary sector organizations will need to refocus on the communication that truly reaches their donor populace: sincere acknowledgment based on donor-centred principles.

From Vancouver, Lynne Boardman, managing director of Harvey McKinnon Associates, a consulting firm dedicated to "building loyal donor relationships", tells CharityVillage that this year it’s more crucial than ever for nonprofits to acknowledge donors and also to think carefully about how they choose to recognize them.

"Nonprofits should be considering higher-touch or more targeted ways of thanking donors, such as having volunteers make short calls to certain donor segments," she says. "Consider some added personalization in your thank-you for the campaign of last gift. The added benefit here, of course, is being able to report back on progress, which is a fabulous stewardship tool. Try to be as specific as possible. We also recommend special acknowledgement for that small core of super-loyal donors - perhaps a premium or a donor recognition event. Even if they don’t give as much this year as before, [the organization should] continue to acknowledge their ongoing support to the same degree."

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