Should you care about… donor communication preferences?

The what

Your donors aren't monolithic. Some check email religiously. Others never look at their inbox but respond instantly to texts. Some still appreciate a thoughtful piece of mail they can hold in their hands, while others want everything digital and immediate.

Here's the challenge: multichannel donors give three times more than single-channel donors, yet most nonprofits communicate with donors almost exclusively through the channel they used to donate. If someone donates online, they get emails. If they mail a check, they get direct mail. And rarely do those two worlds connect.

The why

The missed opportunity isn't just about using multiple channels. It's about using them intentionally, based on what each donor actually prefers.

Imagine sending someone a dozen emails when they never check email but always respond to texts. You're not just wasting resources — you're training donors to ignore you.

The organizations getting this right pay attention to signals: who opens what, who responds where, who ignores which channels. Then they adjust. It's not complicated, but it does require tracking and using that information.

Should you really care?

This isn't about perfecting some complex omnichannel strategy. It's about basic respect for your donors' time and preferences.

When you consistently reach people through channels they don't use, you're essentially telling them you're not paying attention. When you meet them where they are, with messages timed and formatted for how they actually engage, you're showing them they matter enough to get it right.

Your donors are already telling you how they want to hear from you — through every action they take and don't take. The question is whether you're listening.