The only thing constant is change.
Greek philosophers have given the world much to ponder over a few thousand years, but this (paraphrased) sentiment from Heraclitus may be the realest way to describe working at a nonprofit in 2024.
From leadership transitions to shifts in strategic priorities to the increasing adoption of AI, nonprofits continue to experience significant evolutions that can impact their relationships with donors. The reality is, as the frequency of change increases, donor engagement strategies must evolve to keep up.
To navigate these transitions successfully, nonprofits have an opportunity to employ a proactive approach to nurture donors through organizational changes. Whether it’s a new leader or a change in the scholarship experience, understanding how to guide donors through these shifts is essential to maintaining their trust and support.
Increasing Frequency of Change
First, let’s acknowledge that organizational change is happening all around us, and its frequency is on the rise. Nonprofit leadership is more transient than ever, with the tenure of university presidents now averaging just 5.9 years—shorter than the typical comprehensive fundraising campaign. Additionally, many presidents aren’t actively preparing their successors, creating uncertainty that can affect both staff and donors. (American Council on Education’s 2023 American College President Study).
Meanwhile, the average tenure of nonprofit CEOs is at 6 years and expected to decline (Nonprofit Quarterly).
And leadership transitions aren’t the only changes affecting nonprofits. Changes in recognition programs, CRM systems, strategic plans, and how scholarships are being awarded all have ripple effects that can influence donor relationships. As such, it’s essential for donor relations professionals to recognize the potential impact of these changes on their donors and prepare accordingly.
Why Change Affects Donors
It’s important to recognize that organizational changes do not affect all donors equally. Some may not notice certain changes, while others could be significantly impacted. For instance, the departure of a beloved development officer might have a larger impact on a major donor with a close personal connection to that individual, compared to donors who interact less frequently with the organization.
Regardless of the specific change, what’s paramount is maintaining donor trust and ensuring they continue to feel connected to the organization’s mission, and to the impact of their generosity. Donors typically give because they believe in the cause, not simply because of the relationship with individual people involved. However, if they feel out of the loop during a period of transition, they may begin to question the organization’s stability and direction.
The key here is communication. Nonprofits must remain transparent with their donors, especially during times of significant change, to keep them informed and engaged. While it can be overwhelming for staff to consider what to say and how to say it–especially while managing their own response to big transitions–silence during these periods can lead to confusion, frustration, and a sense of alienation among donors. The worst response to change is to do nothing and leave donors in the dark.
Here are a few practices to consider that will help your donors and your team navigate these changes together:
1. Communicate Early and Often One of the best ways to avoid surprising donors with sudden changes is to make a plan in advance. As we know, change is inevitable, and whether your senior leadership has been in place for 10 months or 10 years, a transition is coming–why not plan for it during periods of relative calm? For example, during a leadership change, donor relations should have a communication strategy in place to keep donors informed at pivotal moments. It’s important to understand who needs to know what, and when, which means keeping notification lists consistently updated. Depending on the relationship to the change, the communication plan should include personal calls, texts, emails, and even social media updates.
2. Involve Donors in the Process Involving donors in organizational changes whenever possible can deepen their engagement. This can be done through surveys, committee participation, or personal meetings. By inviting their feedback, nonprofits can help donors feel more invested in the organization’s future, even as things shift.
For instance, when considering changes to the scholarship experience for beneficiaries, invite donors who fund these awards to discuss the new direction and create understanding of why it’s necessary. This involvement demonstrates respect for their contributions, and helps prevent any feelings of disenfranchisement.
3. Focus on Long-Term Relationships, Not Individual Roles
Staff turnover is unavoidable. The average tenure for development professionals is between 16-18 months, a period often too short for building lasting donor relationships. For nonprofits, it’s critical to ensure that engagement efforts are focused on the donor’s long-term experience rather than the individual relationships with current staff members.
This means creating a seamless donor experience that can withstand personnel changes. It’s important to implement systems and processes that allow donors to continue feeling connected, regardless of who holds a particular role. Your organization’s CRM platform can play a key role here by ensuring that donor history and preferences are easily accessible to new staff members–and a thoughtful onboarding process is essential to ensuring the information is shared.
4. Leverage Built-In Opportunities Organizational changes also present opportunities to strengthen donor relationships. For instance, a leadership change can be framed as a new chapter for the organization, one where donors are key stakeholders in shaping the future.
Hosting in-person and virtual events with new leadership can be a way to connect with donors and reinforce their importance to the organization. These events provide opportunities for donors to ask questions, connect with new leaders, and continue feeling valued. Social media presence can also be leveraged to share behind-the-scenes content, giving donors a glimpse of the transition and allowing them to stay engaged with the process.
5. Be an Advocate for Donors As nonprofit professionals, no matter how organizational change is affecting our own role, it’s our responsibility to be the donors’ advocate. In many cases, donors won’t be at the table when major decisions are made, so it’s up to us to ask how these changes will affect them. Whether it’s the introduction of new gift acceptance policies or changes to event logistics, always consider the donor’s perspective.
By proactively thinking through the potential impact on donors, nonprofits can avoid reactionary decisions and ensure that their actions reinforce the trust that donors have placed in them–the fundamental ingredient to building and maintaining loyalty.
Whether we like it or not, change is coming for our organizations and our donors. And the time to prepare is now–because how we navigate it can make all the difference in maintaining strong donor relationships. By communicating clearly, involving donors, and focusing on long-term engagement, nonprofits can guide their generous partners through transitions and strengthen their commitment to the mission. After all, everything we do with donors should reinforce their trust, the most valuable resource we can nurture.
Written by Matthew Helmer
Matthew S. Helmer, DRG Consultant, Strategist and resident Unicorn, is no stranger to organizational change–in fact, he’s often at the forefront, helping teams and donors navigate the transitional waters that surround today’s nonprofit world. Connect with Matthew to share more ideas and dreams about fundraising and the donor experience. Just don’t surprise him with a pop quiz on Greek philosophers.
