In the realm of charitable work, there’s a powerful yet often overlooked concept that goes beyond the conventional notion of fundraising – it’s called “Friendraising.” In a world where relationships play a pivotal role in the success of any cause, nurturing donor engagement can be the key to not just surviving, but thriving as an organisation.
With changing dynamics in donor-organisation relationships, the supporters of a charity are more than just financial contributors; they are brand ambassadors and storytellers. Just as we value recommendations from friends about products or services, in the charity sector, loyal donors can be the voice that amplifies your impact and mission.
The essence of “Friendraising” lies in treating every donor with the care and attention you would give to a close friend. Listening actively, providing unwavering support, and ensuring their experience is positive and meaningful are all essential aspects of this approach. As the saying goes, it takes far less effort to retain a donor than to recruit a new one.
So, how can organisations transform donors into active advocates? By shifting the narrative from constant appeals for support to expressing gratitude for achievements made possible by their contributions. By showcasing the tangible impact of their support, donors are not only encouraged to stay engaged but also inspired to share their positive experiences with others.
Maintaining donor loyalty requires effort and dedication. By personalizing interactions, sharing testimonials from existing donors, and making each supporter feel valued and instrumental to the cause, organizations can forge lasting connections that go beyond just financial transactions.
Remember, every donor is significant. They have chosen to invest in your vision, your mission, and your success amidst a sea of charitable options. Acknowledge their generosity, express gratitude sincerely, and consistently reinforce the importance of their role in helping your charity grow and thrive.
In conclusion, “Friendraising” is not just a buzzword; it’s a mindset that can transform the way charities engage with their supporters. By treating donors as friends, cherishing their contributions, and nurturing these relationships, organizations can create a network of advocates who believe in their cause and will help it flourish.
Kelvin Glen’s insights as a Trustee of the SA-UK Trust underscore the power of building authentic connections in the charitable sector, where each donor is valued as a crucial ally in achieving collective goals.

Kelvin Glen
Trustee