Happy Valentine’s Day and Random of Acts of Kindness Week! I hope you have a wonderful day full of love and kindness. I don’t know about you but I need it.
Today I want to talk about love. Valentine’s Day is a great time to reflect on the relationships that make your nonprofit’s work possible—your donors, volunteers, and supporters. Using nonprofit donor engagement strategies to show appreciation and build strong connections can make a lasting impact.
So, in the spirit of Valentine’s Day, let’s talk about how to build lasting love and loyalty with your supporters. Because a little bit of nonprofit romance (a.k.a. gratitude and engagement) can go a long way.
Love is in the Follow-up
Ever been on a first date where someone seemed interested… but then they ghost you? That’s how donors feel when they give to an organization and never get a follow-up.
A simple “thank you” isn’t enough. Donors want to know they’ve made an impact, even with small donations. Show your supporters you care beyond the donation with ongoing updates, exclusive behind-the-scenes content, and personal touchpoints.
Examples
St. Jude Children’s Research Hospital excels at donor follow-up. When someone donates, they don’t just send a receipt—they provide heartfelt updates on the children and families being helped. This makes donors feel emotionally connected to their impact.
Either a board member or an employee at Lutheran Social Services of Central Ohio (LSS) phones each mid to large donor to personally thank them for their donation. They leave a voicemail if no one answers. These personal touches inspire donors to give again because they feel like they made a difference.
Action Step
Send a Valentine’s Day email or handwritten note to recent donors, letting them know how their support is making a difference.
Show Them You Care – Without Asking for More
Nobody likes that friend who only reaches out when they need something. Relationships thrive on unprompted appreciation, and so does nonprofit fundraising.
Take a moment to thank your supporters without a hidden agenda—no donation ask, no volunteer request, just genuine appreciation.
Examples
The San Diego Zoo does this beautifully by sending random “thank you” emails to supporters with cute animal videos and a simple message: “We couldn’t do this without you!” It makes donors smile and reminds them why they love giving.
The phone call LSS makes never include an ask, just a sincere thank you. Donors feel seen and heard without pressure.
Action Step
Record a short, casual thank-you video from your team or beneficiaries and send it to your supporters. Just because. Bonus points if you make it light and fun!
Loyalty Over Transactions
I constantly preach about nonprofit engagement versus transactional marketing. Engagement wins every time. A one-time donor is great, but a lifelong supporter? That’s where the magic happens. Retention matters more than acquisition. Why? Because it’s less expensive and delivers a better ROI.
What’s the key to loyalty? Making donors feel like their part of the team. Offering them an inside look at how your organization is fulfilling your mission. Giving them a chance to weigh in on your offerings and engage with your staff and clients. When donors feel like insiders, they’ll throw even more of their time, talent, and treasure behind your mission.
Example
The Adventure Project, a nonprofit focused on sustainable poverty solutions, treats their recurring donors like VIPs. They create exclusive behind-the-scenes content just for them—videos, impact stories, and handwritten notes—so they feel like part of the journey.
LSS offers a monthly giving program called Faithful Friends that engages recurring donors every month with insights, information, stories, and opportunities to engage.
Action Steps
Launch a “Members Only” email newsletter series for your recurring donors with early access to stories, mission updates, or personal thank-you’s from leadership.
Invite recurring donors to tour your facilities or provide them with special volunteer opportunities.
The Power of Storytelling
Let’s be real: facts and figures don’t spark emotions, stories do. Our brains are hardwired to engage with great stories. A love story pulls at our heartstrings, and so does a compelling mission-driven story. When our hearts are involved, it’s almost impossible to engage.
Example
Water.org shares video stories of real people gaining access to clean water—not just stats about how many wells they’ve built. These personal narratives make donors feel the impact on a human level.
Action Step
Share a “love story” about your impact—a testimonial, a transformation story, or a note from someone whose life was changed by your work.
A Little Romance Goes a Long Way
Sometimes, the simplest gestures make the biggest impact. Why not surprise your donors, volunteers, or staff with a small act of appreciation? It doesn’t have to be on Valentine’s Day. Any day is a good day to show love.
Example
One nonprofit sent out customized Spotify playlists to their top donors with songs about love, change, and hope. It was a creative, no-ask, purely-for-fun way to say “we appreciate you.” The response? People LOVED it.
Action Step
Send a fun thank-you gift—maybe an e-card, a special photo gallery, or a heartfelt handwritten note. No ask. Just appreciation.
Final Thought: Make Your Supporters Feel the Love
Just like in any strong relationship, the little things matter. A thoughtful thank-you, an unexpected check-in, or a heartfelt story can turn casual donors into lifelong champions of your cause.
So this Valentine’s Day, think about ways to spread love—not just with your mission, but with your messaging, gratitude, and storytelling.
And if you need help crafting a nonprofit engagement strategy that builds deep emotional connections with your audience, let’s chat! I’d love to help you make your mission irresistible to supporters.
Happy Valentine’s Day! 💖
