Keep them invested: 10 ways to retain supporters

So often, charities talk about acquiring new supporters, volunteers, or fundraisers, but don’t forget that retaining existing ones is important too.  

Keeping people who are bought into your cause interested is much easier and less time-consuming than finding new ones. This is something we talk about a lot at Charity Meetup. The answer is that a simple thank you is usually enough to let supporters know they matter and to make them feel valued.

Here are my top tips:

  • Make your thank you timely. Don’t leave it weeks or months to get in touch after someone has volunteered their time or donated money

  • Personalise your communications. Use their name and mention how they helped or how much money they raised or donated. A handwritten note or a printed letter which is signed at the bottom (as in written in ink, not printed) can show extra thoughtfulness, or a phone call or private chat could also leave them with a warm glow and a big smile

    A call or face-to-face talk might also spark a conversation where you learn a golden nugget of information about why they volunteer or what they get out of it that, with their permission, could be used in your wider comms

  • Show how their support has made a difference. This helps them to see tangible results of their work

  • Supporters aren’t motivated by what they can get in return, but treats and very small gifts may be appreciated as long as they don’t use up valuable resources that the supporter has worked hard to gain for your charity.

    As a volunteer, my local Cats Protection branch shows appreciation in simple but thoughtful ways – a get-together with some homemade sandwiches, cake and tea, a volunteers’ fun quiz with small boxes of chocolates as prizes, and a Christmas tree hanger with a hand-drawn cat picture. All of these things were inexpensive but thoughtful. That meant more to me than anything more lavish ever could

  • If you prefer something on social media, how about making a heartfelt video? You can add a personalised touch by naming your supporters or using their initials, whichever is appropriate (that may be neither depending on your cause and the people in question), or tagging them (if they’re in the public domain, such as corporate supporters) and talking about the impact they made. Just make sure you have the correct permissions in place for using names publicly and personal/private account tags

  • Could you give them something exclusive, such as a newsletter just for active supporters so they’re the first to hear your updates?

  • Track and celebrate milestones, such as five/ten/fifteen years as a volunteer or £100, £1,000 raised. You could even contact them to wish them a happy birthday each year

  • Don’t forget to thank them at your key times, such as when your annual report is published

  • Volunteers’ Week in June is a UK-wide celebration of people who give their time to support good causes, so you could hold a thank you event or post on social media then

  • Tell volunteers if a service user, fellow volunteer or staff member gives you positive feedback about them. For example, if a volunteer goes above and beyond and a staff member tells you how grateful they were for their help, make sure they get to hear about it 

Not sure what to do?

You could always ask them their preferences.

In terms of comms, some people really hate chatting on the phone, some love getting post that’s not bills (the joys of adulting, eh?), but others might prefer an email to save paper and the cost of a stamp.

For events, some might love the idea of getting together to let their hair down and have some fun with other volunteers; others, less so.

Tempo - time credits

A few years ago, I booked a speaker from the charity Tempo for Charity Meetup. With Tempo, volunteers log their hours, and the credits they earn can be used for free experiences such as cinema trips. The rewards are donated by local businesses that want to give back to their communities. It’s a simple but brilliant concept, so do take a look at their website.

The boring but necessary footnote re gifts…

The intricacies of compliance are not something I know much about, but I want to mention that you might need to check any charity policies regarding the use of funds and the giving/receiving of gifts.

My understanding (teeny-tiny) is that it’s best to avoid regular gift-giving, offering gifts in kind (such as free use of facilities), or giving high-value gifts to volunteers, as this can suggest you have a ‘contract’ with them, similar to staff.

Volunteers must not be able to make financial gains from gifts. Giving money, vouchers or gifts that will grow in value may also affect benefit claims or tax.

Best to do a bit of homework if you’re not sure.