With more than 1.5 million nonprofit organizations in the United States and many more across the globe, it’s no wonder some donors feel overwhelmed. For almost any cause, there are many options to address it. And with similar names and acronyms that can be confusing, sorting through the choices to find the few that deserve my giving and my loyalty is a difficult task for any donor.

Look through a stack of mail that you receive. Other than checks, what stands out? Too often, everything just blurs – grocery store ads, fundraising appeals, sales pieces… Email is often worse; when you have dozens of emails to deal with first thing in the morning, deleting as many as possible often becomes the only goal.

What’s limited in our mail and email is personal – that email from a friend or a card from a family member. And that provides a great opportunity for a nonprofit to differentiate itself from the pack by providing genuine personal communication. For example…

People who attend your events often benefit from personal contact, but those who don’t attend may not have the same sense of connection to your organization. If you have a group of non-event donors, consider mailing to them a few times a year for no reason other than to strengthen your relationship with them. Send a birthday card or a Thanksgiving card. Drop a note and share some photos from a project location and so they can feel part of the mission. There are a myriad of options, but when it is as personal as possible – not a long letter, but instead a short note – you’ll stand out.

The donors who give regularly but in smaller amounts may seldom get a personal contact from your organization. This is an opportunity to involve volunteers who can call donors at their convenience to say “thank you” on your behalf. You’ll need to provide them with training and include a confidentiality agreement, but this can be an ongoing strategy to make your organization stand out.

And don’t forget the people who give monthly through your automated program. Sure, they’re committed, but they also deserve more than a tax receipt at the end of the year. An occasional note, photo or call will show them that they aren’t taken for granted.

Standing out in the crowd doesn’t need to be expensive or time-intensive. It’s just a matter of treating your donors as friends. In this age of “likes” and links, simple acts of friendship can make you stand out.