Closing the Loop: How Follow‑Up Prevents Donor Drift
Jerry devotes an entire rule to what many of us treat as an afterthought:
“Follow up and follow through.”
He even suggests a rhythm: check in with prospects every five to ten days after a solicitation.
At first glance, that might feel like a lot. But when you look at donor retention trends, it starts to make sense. The space right after an ask is where donors can either lean in or drift away.
Why the post‑ask window is so fragile
After you make a significant ask, several things are happening in the donor’s world:
They are processing the size of the request.
They may be discussing it with a spouse, advisor, or other family members.
They are comparing this opportunity to other commitments on the table.
Silence from you during that window leaves room for doubt:
“Did they really want my gift, or was I just another meeting?”
“Was that project as compelling as it sounded?”
“If I have questions, will they actually be responsive?”
Thoughtful, timely follow‑up does not “pressure” the donor; it reassures them that their decision matters and that you will be there, whichever way they lean.
Follow‑up is about relationship, not nagging
The key is how you follow up. Jerry is clear that you must always be thinking in terms of closing, but closing is not the same thing as hounding.
Consider a five‑to‑ten‑day rhythm that focuses on:
Clarifying questions: “You mentioned wanting more detail on X. I pulled together a short summary for you.”
Human stories: “I thought of our conversation when I heard this student’s story. I wanted to share it with you.”
Encouragement: “Thank you again for considering this. Your support, at any level and on whatever timing works best, would mean a lot.”
You are not just chasing a yes. You are walking with the donor through their discernment.
Practical follow‑up tools that work now
To make this sustainable with a full portfolio:
Create a simple post‑ask sequence. For major solicitations, map a short sequence:
Day 1–2: Thank‑you note or email recapping the conversation.
Day 5–7: Follow‑up call or email with any promised information.
Day 10–14: A brief touch – a story, update, or check‑in.
Vary your channels. Mix email, phone, and, when appropriate, a handwritten note. Different donors respond differently; variety keeps it human.
Use your CRM to track “open asks.” Tag solicitations that are pending and set reminders at reasonable intervals so no one falls through the cracks.
Know when to give space. If a donor explicitly asks for more time or a specific date to revisit the conversation, honor that. Put that date in your system and resist the urge to nudge before then.
Closed loops build confidence
Think about how it feels in your own life when someone circles back without being prompted. A contractor who updates you before you have to ask. A colleague who remembers a deadline you mentioned in passing.
That small act changes how you see them.
The same is true for donors. When you consistently close loops – on information, on questions, on asks – donors experience you as reliable.
And reliable is a foundation for long‑term loyalty.