3 strategies for more meaningful donor engagement 

Donors are an important part of any nonprofit’s mission. Yet, according to the Fundraising Effectiveness Project, donor retention rates have been falling since 2020. Nonprofits may need to reimagine their donor engagement strategies to go beyond occasional outreach or standard fundraising appeals and forge relationships that resonate with their values and inspire continued support. Such meaningful relationships can expand nonprofits’ networks, ensure funding for critical initiatives, and strengthen bonds with longtime supporters. 

Rethinking donor relationships 

When I started Imani Collective, it was a small nonprofit training program in Mombasa, Kenya. As we expanded into a social enterprise and holistic women’s empowerment initiative, I struggled with fundraising. The problem wasn’t the mission or the work we were doing; it was the way we were engaging with our donors. 

I learned that traditional approaches like annual drives, direct mail campaigns, and newsletters felt impersonal, disconnected, and transactional to donors. Then I realized that our donor engagement strategy—or lack thereof—was rooted in a “scarcity mindset”: Not only were we reaching out to donors with a sense of urgency and desperation, we felt uncomfortable asking for money; donors can sense that discomfort. This creates a sense of distrust and unease—a barrier to genuine connection—and makes our asks less effective. 

So, we began to view fundraising not as a necessary evil but as an opportunity to build a community of advocates deeply invested in our mission. We started sharing the stories of the collective’s artisans, illustrating the direct impact of their donations. Donors began to see themselves as being part of our story, and their engagement and loyalty increased. 

3 practical donor engagement strategies 

Here are three lessons learned from our transformative journey rethinking donor engagement strategies: 

1. Shift to a mindset of shared purpose and abundance

Successful fundraising requires shifting from a mindset of scarcity to one of shared purpose and abundance. Remember, you’re not just seeking funds—you’re inviting donors to join a movement, to become active participants in creating meaningful impact. When you speak from a place of genuine passion for your cause, donors are more likely to connect with your message. 

At Imani Collective, we began inviting donors to be part of specific projects, highlighting the unique contributions they could make to our shared goals. I organized workshops to cultivate an internal culture of abundance and shared purpose, which was then reflected in our external outreach efforts. We had open discussions about our personal attitudes toward fundraising and role-played donor interactions. These exercises helped build our confidence, enabling us to approach fundraising conversations with authenticity and enthusiasm. As a result, we not only strengthened our relationships with existing supporters but also attracted new donors. 

2. Get to know your donor beyond the basics 

Truly understanding your donors requires going beyond demographics and giving history—and into their motivations, values, and personal stories. Engage in meaningful conversations and radical listening. For example, instead of merely noting that a group of donors is interested in sustainability, explore whether they’re passionate about reducing plastic waste, supporting renewable energy, or promoting biodiversity. Tailor your communications to reflect these nuanced interests. Highlight projects or initiatives that align with their passions and share stories that connect their contributions to tangible outcomes. 

One way we connect with our donors is by sharing stories of artisans like Janet Nyevu, who had been unemployed, living in a one-room home without electricity, and struggling to provide for her children by washing neighbors’ clothes. Since joining Imani Collective five years ago, Janet has been able to enroll her children in school, upgrade to a house with electricity, and even purchase a small piece of land to build a new home. Many donors empathize with her desire to provide a better life for her children and see their support as a way to help others achieve similar dreams—and feel more connected to our mission. 

3. Be transparent about both successes and struggles 

By candidly sharing both your successes and struggles, you demonstrate accountability and authenticity, the foundation of long-term donor relationships. It ultimately strengthens your relationship with donors because it shows that you’re dedicated to your cause, capable of adapting and improving, and responsible stewards of their generosity. 

Imani Collective’s annual impact reports detail our achievements, the hurdles we’ve encountered, and our plans for future growth. This past year, we set out to refine our systems and strive for better clarity, knowing that change is necessary but not always easy. For the first time in a decade, we lost more team members than we gained, lost more money than we earned, and experienced more tears than laughter. Despite these difficulties, we built up our resilience and kept our culture intact. By openly sharing these struggles, we reinforce our donors’ trust and demonstrate our dedication to overcoming obstacles together.  

Remember, every donor interaction is an opportunity to invite others to join you in making a difference. By cultivating authentic relationships, you increase donor retention and create connections that will benefit the communities you serve for years to come. 

Photo credit: Yasyas Films by Yassir Hassan