By Gretchen Horn
Horn Research Services

Donor relations is an essential element of a successful nonprofit fundraising program. It is a systematic method of sustaining donor support and engagement with the nonprofit through proper and prompt gift acknowledgement, information sharing, program and fund reporting, and personal involvement with the organization such as donor appreciation activities and events.

A successful donor relations program also offers opportunities for involvement with the organization’s leaders, increased communications from the nonprofit, and membership into special giving societies such as those who meet or exceed a certain level of support or who remember the institution in their estate plans. The mission of any quality donor relations team should be to build and nurture lasting relationships between the organization and its generous supporters.

The ideas behind cultivating a prospect to become a donor and providing excellent donor relations are very similar.  The goal for both is to bring the prospect or donor into a meaningful and lasting relationship with the organization while strengthening the commitment of the donor to the organization's mission. Increasing the donor’s involvement and commitment also allows the organization to appreciate further the donor and understand and develop his or her interests in various aspects of the institution thereby deepening the donor’s loyalty.

An effective donor relations program must include the following elements:

• Timely and appropriate gift acknowledgments. Donors should be thanked quickly for all gifts, regardless of the amount or type of gift. Recognition and acknowledgement should be personalized and genuine.
• Donor relations programs should reflect the organization and while being tailored to the donors. The development staff must be committed to providing top-notch service to the donors no matter what the budget constraints may be. Your donors also need to know that they can rely on a consistently high standard of performance and service from the organization.
• Earn trust, loyalty and commitment by showing a sincere appreciation for the donor’s involvement, efforts and support. Understand a donor’s needs and expectations and get to know them on a person level. Take the time to know them and what motivates them so that you become a trusted advisor. 
• Personal service. Publicize the donor relations staff so that your supporters know the faces and names of the people available to help them with any request.
• A demonstration or report on how the donor’s support was used to benefit the mission of the institution. Keep your donors updated on the results of your combined efforts. They want to know they are making a difference.
• Detailed and thorough maintenance of donor files. Information on giving history, past mailings, notes relating to personal interests and biographical background, staff relationships, event invitation and attendance, news clippings and encounters with the organization should be organized so that they can be located quickly and efficiently.
• Staff availability. The donor relations or appropriate development staff should be available when the donors have a request or question. They should not be left to wait to receive an answer or guidance on an issue.
• Professionalism and courtesy. Always make the donors feel as though you are happy to help.

Donor relations is central to the success of any development operation. The institution’s supporters deserve the best care they can get, not just to keep them coming back and giving again, but because of their generous natures and commitment to the mission cause.