Don’t Ghost Your Donors

Ghosting /ˈɡoʊstɪŋ/ (noun): The act of disappearing without a word, usually on a date, a friend or - in fundraising terms - a donor.

It’s Halloween - the season of tricks, treats, and things that go bump in the night. But there’s one kind of ghost story no fundraiser wants to tell - the story of the donor who gave, waited to hear back… and never did.

We value loyalty and consistency from our donors, yet too often it’s the organisation or the fundraiser who vanish after the gift is made. Maybe a major event took over, maybe you were short on time, or maybe stewardship just slipped down the to-do list - it happens to the best of us. But when donors feel unseen or unappreciated, the connection that inspired them to give in the first place begins to fade.

This Halloween, OKC is here to help you make sure the only ghosts around are ringing your doorbell hoping for a bag of Banshee Bones…not haunting your donor relationships!

1. Make your thank-yous meaningful.

A quick, generic thank-you won’t make donors feel valued. They want to know their gift made a difference - and that their support matters to you. They want to feel part of something special, and good stewardship gives them exactly that. Remember to:

• Say thank you promptly - ideally within 48 hours.

• Make it personal - use their name, mention what their gift supported or the difference it will make to your future impact.

• Add a human touch - a handwritten note, a thank you video from a beneficiary, a phone call, a voice note, or a small token of appreciation.

• Tailor your thank-yous to your donor base. A personal call might mean the world to a high-impact donor, while a heartfelt group update works perfectly for community givers.

The tone of your thank you should be warm and specific, not formulaic or generic. When a donor feels genuinely appreciated, they’re far more likely to stay engaged.

2. Stay in touch between asks

One of the quickest ways to lose a donor’s trust is to go silent until the next appeal. If your only communication is another request for support, it starts to feel transactional, and that’s when relationships cool off. Keep donors connected year-round by:

• Sharing stories of impact and progress updates - these can be simple monthly email updates with no financial asks.

• Inviting them to events, briefings, or sharing opportunities to volunteer.

• Ask for their thoughts and guidance, not just their money.

Donors should never feel like they only hear from you when you want something - that’s almost worse than ghosting itself! And remember that good stewardship doesn’t just happen on its own - it needs systems. If you don’t have a CRM, keep a simple stewardship tracker or calendar to make sure every donor, at every level, feels valued throughout the year.

 3. Get your Board on board

Donor stewardship shouldn’t sit solely on the fundraiser’s shoulders. Involving your Board and senior leadership in thanking donors reinforces that donor support matters across the whole organisation. Here are some practical ideas you can try out:

• Give each board member a short list of donors to thank personally - a quick email, note or phone call shows donors they’re appreciated at every level.

• Provide them with 1-2 key messages or stories about your impact so they feel comfortable reaching out - this makes it easier and less intimidating for Board members to share meaningful updates without having to improvise. 

• Encourage them to share enthusiasm and gratitude - the goal is connection, not another ask. 

• Recognise and celebrate board members who actively participate in stewardship, to encourage a culture where everyone takes responsibility for nurturing donor relationships.

When your Board helps thank donors, it not only strengthens relationships externally, it builds a culture of gratitude internally.

4. Show impact, don’t just talk about it

Donors want to see the difference they’ve made. Statistics are useful, but without a human face or story, they can feel flat. Bring your impact to life by sharing real, tangible stories that show how your donors’ support makes a difference:

• Share a photo or quote from someone who benefited from your work and the donor’s support.

• Include short updates: “Here’s what your generosity helped achieve this month.”

• Using storytelling to make outcomes feel human, memorable and emotionally resonant.

When donors can see and feel the impact of their giving, they’re far more likely to stay connected to your organisation.

The Moral of the (Ghost) Story

Strong, proactive donor stewardship is at the heart of sustainable, relationship-based fundraising and philanthropic partnerships. When you stay in touch, show impact and express genuine gratitude, you build trust and loyalty that lasts far beyond a single campaign. And if you’ve let a donor relationship go quiet, don’t panic - it’s never too late to reach out. A sincere update or warm reconnection can bring that relationship back to life. So this Halloween, don’t ghost your donors - celebrate them, thank them and keep the relationship alive!