{"id":125391,"date":"2025-04-16T05:00:00","date_gmt":"2025-04-16T09:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=125391"},"modified":"2025-10-20T14:32:45","modified_gmt":"2025-10-20T18:32:45","slug":"how-friendliness-wins-donors-and-builds-loyalty","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/how-friendliness-wins-donors-and-builds-loyalty\/","title":{"rendered":"The friendly factor: how going above and beyond wins donors and builds loyalty"},"content":{"rendered":"

In the highly competitive world of nonprofit fundraising, standing out is more than just having a great mission\u2014it\u2019s about creating memorable experiences that leave lasting impressions. One of the most overlooked yet powerful ways to do this is through friendliness and unexpected<\/i> gestures of appreciation.<\/p>\n

People like to do business with people they like, trust, and know. If donors, vendors, and partners consistently have\u00a0unexpectedly pleasurable\u00a0interactions with a nonprofit\u2019s board members and staff, they will not only stay engaged but also become loyal advocates.<\/p>\n

But what does \u201cunexpectedly pleasurable\u201d mean? It means going beyond standard expectations. It means\u00a0surprising donors with genuine kindness, friendliness, thoughtfulness, and personal attention\u2014the kind that makes them say,\u00a0\u201cWow, I\u2019ve never experienced anything like this before!\u201d<\/i>\u00a0This level of engagement is rare in the nonprofit world, which is precisely why it\u2019s a game-changer.<\/p>\n

Here\u2019s why friendliness can make all the difference<\/h2>\n
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  1. People give to people they like<\/strong>. Studies show that donors are more likely to give when they feel a\u00a0personal connection\u00a0to the organization. In fact, after four years of giving, one of the primary reasons donors continue to give is because of the close, personal, friendly relationship they have with the person who asked them for money.<\/li>\n
  2. Retention is cheaper than acquisition<\/strong>. Keeping existing donors engaged through great experiences costs far less than finding and cultivating new donors. Remember, it costs five times more to find a new donor than to keep an existing one.<\/li>\n
  3. Positive word of mouth<\/strong>. People talk about extraordinary experiences. When donors feel deeply valued and appreciated, and when they feel like you\u2019ve done or said something exceptional that makes them feel special, you can bet they\u2019ll spread the word.<\/li>\n
  4. Increased lifetime value of a donor<\/strong>. The better the experience of donor year in and year out, the more likely a donor is to give larger and more frequent gifts, and there is a strong likelihood they\u2019ll eventually make a bequest.<\/li>\n
  5. Competitive advantage<\/strong>. Most nonprofits don\u2019t prioritize friendliness as a strategy. They send form letters, make scripted calls, and welcome donors to events with a congenial smile and a limp handshake. Their focus is more on quickly finding new donors than doing the time-consuming work it takes to cultivate and steward loyal, long-time donors<\/a>. They do the minimum and donors feel it.<\/li>\n<\/ol>\n

    A culture of friendliness can separate you from the pack if you go above and beyond\u00a0to create interactions that leave donors feeling valued and appreciated on a deeply personal<\/i> level… and yes, it will set your organization apart from others and stakeholders will notice.<\/p>\n

    Examples of friendliness creating tangible benefits<\/h2>\n

    Research supports the idea that\u00a0being friendly and going above and beyond builds stronger relationships and increases donor support.<\/p>\n