Want to Keep Donors Engaged? Try This…
This weekend, my husband and I did the La Cava Tequila Experience at Epcot. Yes, we spent too much money. Yes, it was worth it. And somewhere between the extra añejo and the tiny cantina with 4 other couples, I realized something:
We were paying for access.
Not tequila. Not Disney. Access.
That’s when it occurred to me. What exclusive experiences are we creating for our donors?
We send thank-you notes when we get to them.
We plan big fundraising events and hope they attend.
We send newsletters we hope they read.
But are we giving them a moment they’ll talk about later?
Are we giving them moments so special, so personal, so “I can’t believe I got to be part of this” that they walk away more connected to our mission than ever?
Examples might be:
Coffee with our CEO + someone served by your work
A behind-the-scenes visit (even if it’s a hallway, classroom, or warehouse)
A hands-on mini-workshop tied to our mission
A first look before something launches
And if you don’t have a space to invite them into?
Flip it! Visit their world.
A quick, true story: I used to manage a major gala for a local university. One year, a board member purchased an expensive live auction item. Instead of handing him the details during the chaos of the event, I delivered the auction packet to his office the following week.
He was surprised I came in person and immediately offered to give me a tour of his office.
When the tour wrapped, I gratefully handed him the packet. He paused, looked at me with watery eyes, and said:
“I’ve been on this board for six years, and you’re the first person from the university who has ever come to my office. No one has ever offered. Thank you for visiting me.”
He wasn’t thanking me for the auction item.
He was thanking me for showing up. For taking ten minutes to step into his world and witness the business he was building.
Sometimes the most meaningful “exclusive experience” is simply making someone feel seen.
How can you apply this approach?
Ask yourself:
What makes our organization different?
What do we have access to that no one else does?
What moments, people, spaces, or stories are uniquely ours to share?
You don’t need fancy venues or elaborate events.
You just need to offer donors something real… a glimpse behind the curtain, a seat at the table, a moment of connection that says:
“Because you are committed to us, we are committed to you.”
Those are the experiences people remember.
Those are the experiences that build true affinity with donors.
One Last Thought:
If you’re reading this and thinking, “Okay…but where do we even start?” That’s where we come in. At Jenni Craig & Co., we help organizations discover the special moments and insider experiences that make donors feel seen, valued, and connected. If you want to brainstorm what that could look like for your organization, we’d love to help.
