3 donor engagement strategies for small teams 

In the nonprofit sector, donor engagement is a critical component of growth and sustainability. Prioritizing meaningful donor relationships builds retention, which increases giving over time and creates the foundation for sustained impact. Yet, many donor engagement strategies are designed for large organizations, assuming smaller ones can simply adjust to them. However, this one-size-fits-all approach is ineffective. Smaller organizations need strategies aligned with their capacities. 

Build your donor engagement calendar 

Using a donor engagement calendar can improve a strategic approach to engagement. For smaller teams, resources (including time) are limited, so it is important when creating your donor engagement calendar to set a frequency that works best for your organization based on your capacity. However, finding the right balance in communication frequency is also crucial for donor retention. According to NextAfter’s Donor Retention 2024: Complete Nonprofit Guide, your communication should feel personal and relevant to the donor while avoiding the extremes—too much communication can leave donors feeling overwhelmed or annoyed, while too little can make them feel neglected or undervalued.

A multi-channel approach, using more than one communication method, has led donors to give as much as three times more than single-channel donors. For small nonprofits with limited budgets, email and social media platforms make it easier to connect with donors and are among the most cost-effective communication channels. Nonprofits should ensure their donor engagement calendars specify the timing and methods for donor engagement via email and social media, as well as the specific channels to be used. Marking your organization’s mission moments, including giving days and cause-related celebrations throughout the year, is a valuable practice. 

Use technology to strengthen your outreach

Today, smaller teams should leverage technology to save time and money when implementing donor engagement strategies. When using social media, create platform-specific content: Facebook works best for community updates and fundraisers; Instagram is ideal for high-quality visuals and reels; LinkedIn suits professional milestones and corporate partnerships; and TikTok excels with short, trend-driven content. As of 2024, 58% of nonprofits have incorporated AI into their communications. AI tools like Claude, Google Gemini, and Microsoft Copilot can help refine content before posting, and free and low-cost design tools like Canva and CapCut can help create engaging graphics and videos. Across all platforms, your communication strategy should tell compelling stories about your work and its results.

Keeping an up-to-date donor database is also essential for effective engagement and retention. Nonprofit Customer Relationship Management (CRM) software can automate processes such as database management and sending emails, saving valuable time for smaller teams. Free and low-cost tools from organizations like Mightycause and Every.org offer affordable options for fundraising platforms, embeddable forms, and sending donor receipts. Some tools combine both CRM and fundraising platform features, providing an all-in-one solution.

Engage donors beyond the donation and turn supporters into partners 

An often-neglected but critical part of donor engagement strategies for smaller teams is building relationships beyond the gift, which means engaging with donors beyond simply asking for donations. Effective strategies include showing impact by sharing program data through eye-catching infographics and videos that bring results to life, or demonstrating how donors’ contributions make a tangible difference. This builds trust and strengthens connections between organizations and their supporters. Additionally, it keeps donors informed with regular organizational updates about milestones, new funders, staff additions, and board member appointments.  

Ask donors to amplify your reach by becoming social media ambassadors who not only follow your organization but also share your posts and encourage others to join your community online. Encourage donors to engage in peer-to-peer fundraising. Research shows that peer-to-peer fundraising initiatives have a 71% success rate, compared to 22% for direct gift appeals, and donors who give through peer-to-peer efforts give an average of 2.5 times more than those who donate directly. This can be as simple as sharing fundraising posts during online campaigns, talking about your organization, setting up their own fundraising pages, or hosting “friendraisers.” Finally, offer non-financial engagement opportunities such as volunteering or lending professional expertise.

By being strategic about your donor engagement approach and creating meaningful touchpoints throughout the year, you can transform transactional supporters into invested partners who champion your mission long-term. 

Photo credit: Ivan Pantic/Getty Images