Reading Time: 3 minutesOriginally published May 20, 2016 on LinkedIn as “Don’t hate your donors. You need them.”
Updated September 2026
No charity sets out to push donors away. But small habits – the ones that save a little time or feel like the way it’s always been done – can leave donors feeling forgotten.
Almost everything in fundraising has been studied. Before you launch a plan, spend a few minutes looking for what the research and benchmarks say. Then look for these five habits.
1. Emailing without a rhythm
I subscribe to emails from every charity I support. Many still send at random – a hard ask one week, a long digest the next, then nothing for a month.
For a sense of what’s normal: M+R’s 2026 Benchmarks report found that nonprofits sent an average of 50 emails per subscriber in 2025 – about four a month, most of them fundraising messages. The right number for your donors depends on your cause and your audience. What matters most is a steady, predictable rhythm that gives people something to look forward to.
- Segment your list. A volunteer in Toronto doesn’t need the event email for Calgary.
- Split your content. Replace the monthly digest with a few short emails, each telling one story.
- Keep a schedule. If the research update goes out every Wednesday afternoon, keep it there. Watch your own open data to find your best times.
- Design for phones. Most people will read your email on a small screen. Test it on yours before you send.
- Use their name. I once received a thank-you email that called me “Donor.” It rhymes with Conor. It isn’t Conor.
- Send good news with no ask. Everyone has that one friend who only calls when they need something. Share a happy update, thank people for making it possible and leave a quiet link to give.
A note on consent: registered charities have an exemption under Canada’s anti-spam law (CASL) for messages whose main purpose is fundraising. Your other messages still need consent, and every message should make it easy to unsubscribe.
2. The form letter
I keep a stack of form letters in my home office, as a reminder of how charity used to be done.
An automatic receipt emailed five minutes after an online gift can be generic. What follows should be personal – a phone call, a handwritten card, a short video from someone on your team. That’s where donors feel the love.
3. Forgetting to say thank you
Sometimes a thank-you takes longer than it should. Most donors understand, as long as it arrives within a few days and it’s sincere. Aim for 48 to 72 hours.
What donors don’t forgive is silence. I’ve made significant gifts, one-time and monthly, that were never acknowledged at all. No card, no call – not even a form letter. That silence ends relationships.
4. Missing the milestones
Very few charities celebrate their donors’ milestones. Set up queries in your database for:
- Anniversaries – at least at one, five, ten and fifteen years. Welcome your new donors, and honour your loyal ones.
- Giving milestones – when a $20 monthly donor passes $500, $1,000 or $5,000 in lifetime giving, that’s a big deal. Tell them how much it means.
5. The silo
I once took part in an event for a Calgary cause. After that, I stopped hearing about their shelters and women’s programs. I’d been moved into the “event participant” list, and my emails shrank to a handful of event reminders a year. Getting back onto the right list took real effort.
Imagine a restaurant that only offers you the shrimp scampi you ordered last time – no menu, just scampi. Let your donors see the whole menu. Donors who find more of your work to connect with stay longer and give more, and that’s good for them and for you.
Try this
Sign up for your own emails with a personal address, and make a small gift online. Keep track of everything you receive over the next 90 days. You’ll see your charity the way your donors do.
Be well.
Sources
- M+R Benchmarks 2026, Email Messaging – https://mrbenchmarks.com/email-messaging/
- CRTC, Canada’s Anti-Spam Legislation: frequently asked questions – https://crtc.gc.ca/eng/com500/faq500.htm