How Often Should You Communicate With Donors?
How Often Should You Communicate With Donors?
Communicating with donors can be tricky—you don’t want to reach out so often that you seem spammy, but you also don’t want to go quiet and risk being forgotten.
Staying in touch should always be part of your organization’s to-do list. The real question is: how often should you be communicating with your donors?
General Rule of Thumb: How Often to Communicate With Donors
A good rule of thumb is to communicate with your donors at least once every 30 days. Studies show that this frequency is the sweet spot for donor retention and cultivation.
For most organizations, monthly communication strikes the right balance. It keeps donors informed and engaged without overwhelming them or becoming repetitive.
3 Factors That Affect How Often You Should Communicate With Donors
While monthly communication works well in most cases, it’s not a strict rule. The ideal frequency can vary depending on several factors.
1. Budget
Your budget plays a major role in determining how often you can reach out to donors. Consider what your organization can realistically afford.
Ask yourself:
Can you send gifts or thank-you emails on a regular basis?
Are digital communications more cost-effective than physical mail or phone calls?
Email marketing platforms like Mailchimp or Campaign Monitor make it affordable to contact donors and even allow you to schedule messages in advance.
2. Message Context
The purpose of your message should guide how frequently you communicate.
For example:
One message is enough when thanking a donor or notifying them that their name has been added to your donor wall
Limit follow-ups when discussing donation pledges to avoid pressuring donors
Two to three messages per month may be appropriate for project updates or campaign announcements
Because different messages require different frequencies, it’s best to segment your donor list so you’re reaching the right donors with the right message at the right time.
3. Communication Platform
The platform you use also affects how often donors should hear from you.
Email allows for more frequent communication without feeling intrusive
Phone calls should be used more sparingly—especially for donors with busy schedules, as frequent calls can feel disruptive or overwhelming
Choosing the right channel helps ensure your messages are well received.
Build Lasting Relationships With Your Donors
More important than how often you communicate is how meaningful your communication is. Sending frequent messages that don’t provide value can actually damage donor relationships.
Always aim to:
Share high-quality, relevant updates
Reinforce your mission and impact
Strengthen your connection with supporters
When donors feel genuinely valued, they’re more likely to stay engaged and continue supporting your cause—no matter how often you reach out.