Don’t be fooled into thinking technology, specifically AI, will replace the most important part of philanthropy: building relationships with your donors. That remains the secret sauce of fundraising.

Technology is changing rapidly.  Everyone who works in the nonprofit sector needs to keep up, stay informed, and leverage new tools to support your missions — we can take all the help we can get!

But there are no tricks, or get-rich-quick schemes for fundraising.

Fundraising — and by that, I mean sustainable, long-lasting, committed philanthropy — is grounded in connections. It’s about understanding what matters to your donors, and figuring out how their values align with your mission. It’s about listening, crafting messages that resonate, and spending real time with people in your community.

Technology won’t build relationships for you.

What it can do is help you:

  • Identify strong matches for your mission
  • Segment your donor list for better returns
  • Prioritize outreach based on capacity and interest
  • Organize your donor management work

But none of this truly matters without the personal touch. Without good old fashion relationship building.  “Real” interactions will matter more with the increase of technological tools, and over saturation of all things digital, over coming the years.

Here are three simple ways to double down on building relationships with your donors this year:

  1. Be in the room.
    In-person engagement is irreplaceable. Whether it’s a stewardship event, a tour, or a one-on-one meeting with a major donor — do it in person if you can. We’re all tired of the Zoom-and-email life.
  2. Engage before you ask.
    Don’t let your only donor communication be a solicitation. Reach out personally — with a call, a postcard, or a thank-you from your board. Find ways to connect without asking for money.
  3. Add personal notes.
    Handwritten notes on direct mail still rule. For example, a note for a social service organization might be “Emily, it was great to see you at the volunteer event last week, and I remain grateful for your continued support.” or for a dance company,  “John, thank you for being a donor for over five years! That’s amazing, and I hope to see you at the theater in the new year.” Just make it personal!

They stand out, they feel personal, and they increase response rates.

So, keep doing the good work that truly makes a difference. Build real relationships with your donors — and at the same time, use technology to support that work, not replace it.