How to reconnect and strengthen relationships with major donors

Have you ever lost touch with a major donor? And is it feeling awkward to try reconnecting after all this time?

If so, you’ll find this research super useful: 

A 2022 study published in the Journal of Personality and Social Psychology found that casually and quickly checking in with the people in our lives is one of the easiest, but highest-impact actions we can take.

Researchers asked participants to check in with others in small ways — a brief call, a short email, a text — and then directed both sides of the interaction to rate how meaningful it was.

Those who reached out consistently underestimated how much their small act meant to the recipient.

And here’s the most interesting part:

Researchers found that the impact of the message increased with how surprising the check-in was.

So people we haven't spoken to in a while or we aren't as close to are even more grateful to hear from us!

Counter intuitive, right?

But when you think about it, it does make a lot of sense. The lead author on the study, Peggy Liu of the University of Pittsburgh, reminds us of an important truth:

“People are fundamentally social beings, and enjoy connecting with others.”

She also points out that initiating social contact, especially after a prolonged period of disconnect, can feel intimidating because we worry about how we might be received.

But the study suggests that these fears may be unnecessary, as other people are much more likely to appreciate being reached out to than we think.

What do you think - does this research inspire you to reconnect with a donor you’ve lost touch with?

If you liked this post, consider signing up for our newsletter.