Donors Aren’t ATMs: How to Build Real Relationships in a Noisy, Uncertain World

Braden Pedersen
Jul 18
3 min read

When everything feels unstable, relationships—not campaigns—are what keep nonprofits funded.

It’s 2025. Inflation is still a concern, funding is getting cut, and every donor inbox is flooded with asks. Donors are more distracted than ever—and more discerning with their dollars.

In this kind of environment, one-off fundraising blasts just don’t cut it anymore. What cuts through? Relationships.

Not just “thank-you” emails. Not just coffee meetings. But real, thoughtful, consistent donor relationships built on trust and shared purpose.

Here’s how to build those relationships in today’s noisy world—and why doing so might be the most important work your nonprofit does this year.

🤝 1. Shift Your Mindset: Donors Aren’t Transactions

The people who give to your organization aren’t walking wallets. They’re partners. Believers. Humans with values, questions, and concerns—especially right now.

The best donor relationships happen when you stop asking: “How can we get more money?” And start asking: “How can we add more value to this relationship?”

💬 2. Communicate Like a Person, Not a Brand

We’re living in a moment of distrust—toward institutions, media, even nonprofits. So ditch the jargon. Lose the polished fluff. Speak plainly and personally.

Try:

“I wanted to share this story with you first…”
“I’ve been thinking about something you said…”
“Here’s where your gift made a difference this month.”

📌 Pro Tip: Write like you're talking to one person. Because you are.

🎯 3. Focus on What Matters to Them

Right now, your donors are filtering every message through:

Economic stress
Political noise
Compassion fatigue

If you're not speaking to what matters to them, they'll tune out—even if they love your mission.

So:

Ask for feedback
Send a short donor survey
Track what content gets clicks, replies, and unsubscribes

📌 Pro Tip: The best fundraisers listen more than they ask.

📆 4. Build a 12-Month Donor Relationship Calendar

Relationships don’t grow by accident. They grow through rhythm and intentionality.

Create a simple 12-month touchpoint plan for your key donors. Include:

Thank-you calls (not just after a gift)
Personal impact stories
Invitations to ask questions or give feedback
Strategic asks tied to their giving patterns

📌 Pro Tip: Your CRM should remind you when and how to connect, not just track transactions.

❤️ 5. Surprise and Delight

People give more when they feel seen.

Try:

A handwritten note on a random Tuesday
A quick text or Loom video update
A small gift that reflects their interests (not your branding)

In a world full of noise, personal touches are your superpower.

📉 6. Stop Chasing Lapsed Donors—Reconnect With Lapsed Relationships

Don’t just send a “We miss you” email and move on.

Instead:

Call and ask why they gave in the first place
Thank them for their past generosity—without asking again
Invite them into a conversation, not a campaign

Sometimes what people need most is to feel remembered.

🧠 Donor Retention Is a Relational Issue—Not a Marketing One

You can have the best-designed campaign in the world.But if the relationship isn’t there, it won’t land.

The organizations thriving right now aren’t the ones sending more emails.They’re the ones picking up the phone, asking better questions, and showing up with humility and consistency.