If you’re tired of chasing new donors and hoping something sticks, you’re not alone. Donor acquisition can feel confusing, expensive, and slow. But it doesn’t have to be. Let’s break it down.

AcquisitionDonor Relations
Written By Shelley Wiebe

Here’s the heart of Finding New Friends: A Practical White Paper on Donor Acquisition. It’s about building real relationships. Not just collecting names.

The Donor Acquisition Myth

Many nonprofits think they have a traffic problem. More ads. More events. More lists.

But often, the real issue is connection.

Are we clear about who we’re trying to reach? Do we make it easy for someone to say yes? Or are we asking strangers for commitment before we’ve even said hello?

Acquisition isn’t about volume. It’s about alignment.

Start with Your Best People

Before you look outward, look inward.

Your current donors, volunteers, and board members already believe in you. They know your story. They trust you.

So ask:

  • Who are they connected to?

  • Who shows up with them?

  • Who shares their values?

Warm introductions beat cold outreach every time. People give because someone they trust invited them.

Clarify the Invitation

Here’s a simple truth. Most acquisition struggles come from unclear messaging.

If someone lands on your website today, would they know:

  • What problem you solve?

  • Who you help?

  • Why it matters right now?

  • What their gift actually does?

If the answer is “sort of,” that’s your starting point.

Keep the invitation clear. Keep it simple. Make the next step obvious.

Make the First Yes Easy

Not everyone is ready to become a major donor. That’s okay.

Think in steps:

  • Follow

  • Subscribe

  • Attend

  • Give a small first gift

Small yes leads to bigger yes. Always.

Donor acquisition is not a transaction. It’s the start of a friendship. And friendships grow over time.

Measure What Matters

It’s tempting to focus only on cost per donor. But ask a better question.

Are these the right donors?

Look at:

  • Second gift rate

  • Retention

  • Engagement

A $25 donor who stays for five years is worth far more than a $100 donor who disappears.

At the end of the day, acquisition is about finding new friends who care about what you care about.

So instead of asking, “How do we get more donors?” try asking, “Where are our future friends already gathering?”

That small shift changes everything.

What’s one small step you could take this month to invite someone new into your story?

Shelley Wiebe
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