You already have a core group of donors and other supporters, but how well do you know them? One way to get to know them better is to send short surveys asking why they donate, what issues are important to them, and how they like to communicate (by mail, email, social media, or a combination of those).
Let’s look at some of these more closely.
Why do your donors give to your organization?
Donors are not just money machines. They’re people who have a reason to support you.
Do you know why your donors give to your organization? This is very important and if you can find out, it will help you with your donor communication.
Most likely they feel a connection to your cause. After the Parkland shooting, I felt compelled to start giving to a couple of organizations that advocate for gun control. I support the American Cancer Society because way too many people I know have been affected by cancer.
The best time to find out this information is right after someone donates, especially for first-time donors. This will be easier to collect online and you could include this question on your donation form.
Of course, not everyone donates online. You could also include a short survey and a reply envelope or a link to an online survey with your thank you letter or welcome packet for new donors. (You do send those, right?)
What issues are important to them?
You also want to know what issues are important to your donors. If you’re an organization that’s working to combat hunger, you may find your donors are most interested in free, healthy school lunch programs for low-income students. Then you can share stories and updates about that initiative.
What communication channels do your donors prefer?
It’s probably more than one, but listen carefully. Don’t spend a lot of time on channels your donors aren’t using much.
Most likely email will be your biggest communication tool. You won’t use direct mail as much because of the cost, but you do need to use it at least a few times a year, especially if you find out some donors don’t use electronic communication.
The Museum of Fine Arts (MFA) in Boston recently included a link to an online survey about direct mail on one of their flyers. One question they asked was where you were more likely to go to get information – direct mail, email, website, or any combination of those.
They also asked about frequency of mailings – twice a month, once a month, or every other month. Since they’re a large organization, they can afford to mail quite often. You could also ask this question about email.
The advantage of email and direct mail is you have complete control of them, unlike social media. Speaking of social media, some of your donors may have deleted their Facebook accounts or are taking a break from it. I’m on hiatus with Facebook and I’m not sure I’m going to return since I don’t like it that much. But that’s just me. Other people love it.
This is a good opportunity to monitor your email and social media to see if people are responding to your messages. Look at the open rates, click-throughs, and likes. (I know likes don’t mean that much, but they do reflect some sort of engagement.) You may be seeing a drop on Facebook and who knows if another social media platform will have some kind of scandal. Monitor this frequently.
Other ideas to connect
You could ask your donors what’s their favorite article in an issue of your e-newsletter. You could also get feedback on your annual report. Going back to the MFA survey, they asked if you preferred flyers for a single exhibit or one that covered everything going on in one particular month. Here you could ask if people prefer your monthly e-newsletter or shorter updates.
Creating a survey
Instead of overwhelming your donors with a long survey, start with short surveys focusing on one topic at a time throughout the year. Here is more information about creating a survey.
While surveys are a great way to connect, not everyone is going to respond to them. Another tactic to try is to create donor personas. You can use your database to figure out vital information and/or interview a few donors.
Use your database
As you gather vital information about your donors, put that in your database. Your database also comes in handy because you want to segment your donors – first-time donors, long-term donors, monthly donors, etc – so you can personalize their communication as much as possible.
Putting your work into action
Now that you’ve gotten to know your donors, think about why they give to your organization, what they would like to hear from you, and which channels are best for connecting with them. Do this before you send a fundraising letter, thank you letter, or newsletter.
If you take the time to get to know your donors, you’ll have a better chance of keeping them for a long time.