The Importance of Segmenting Your Donors

5786426902_1b9405e1a5_wYear-end fundraising time is here. I’ve already started receiving appeal letters and I know this is just the beginning. 

I get appeals from nonprofit organizations I don’t already support and many of these are generic and impersonal. This is annoying. But what’s even more annoying is receiving generic appeals from organizations I do support.

Maybe I’ve donated for at least five years. In many cases, I’m a monthly donor. Do these organizations recognize that? No, they don’t. I just receive a one-size-fits-all letter. 

This is a mistake. If you don’t segment your donors and send different letters to different types of donors, you’re telling them you don’t recognize them for who they are.

Do not send everyone the same letter. You don’t need to create 100 different types of letters. Four or five should be sufficient. Besides segmenting your appeal letters, you also need to segment your thank you letters. You need to segment your donor communication (newsletters, etc), too, but I’m only going to cover appeal and thank you letters in this post.

Your donors are getting tons of appeals right now, as we enter one of the busiest times of the year. Your appeal will stand out if it’s not the same old same old.

Here are a few different types of donor groups. Feel free to add more if that’s relevant. The more you can segment, the better. Investing in a good database will help you with this.

Current single gift donors

One of the biggest hurdles nonprofits face is ensuring first-time donors give a second time. If they keep giving after that, they’re showing their commitment to your organization. Don’t blow it by ignoring this.

An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. This is also good opportunity to ask for an upgrade. Many organizations don’t do this, but it’s a good way to increase your revenue. 

If these donors give again, they should get a handwritten note, phone call, or letter letting them know how much you appreciate their continued support. If they’ve upgraded their gift, acknowledge that, too.

Potential/new single gift donors

If you’re sending an appeal to someone who’s never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you just purchased?

The more you can establish a connection, the better chance you have of getting a donation.

The retention rate for first-time donors is abysmal. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.

New donors should get a handwritten note, phone call, or letter welcoming them as donors. Invite them to connect with you in other ways such as signing up for your newsletter, following you on social media, or volunteering.

Then a week or so later, send them a welcome packet by mail or email. Personalization is crucial with new donors.

Are We Sure An Automated Email Welcome Series For New Donors Is A Good Idea?

New monthly donors

Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors. 

Current monthly donors

Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional year-end gift. Here’s an example from the Southern Poverty Law Center.

What’s In My Mailbox | How are you upgrading your monthly donors?

When your donors renew or upgrade their monthly gifts, they, of course, get a super fabulous thank you.

Current donors who become monthly donors

Your current donors who decide to become monthly donors are also showing their commitment to you. They get a handwritten note, phone call, or letter thanking them for their continued support and for joining your family of monthly donors. From now on they should get specialized appeals and other communication targeted to monthly donors. 

Segmenting your donors can pay off

You might be panicking because this type of segmentation sounds like extra work. But it will be worth it if you can raise additional revenue and boost your retention rate.

11 Ways To Segment Your Donors To Improve Your Fundraising

How to Effectively Segment Your Donors and Audiences 

How to Make Your Online Thanks Yous More Personal

4102985881_0c855d40d7_nMany people donate online now. There’s a good reason for this. It’s usually fast and easy, or at least it should be.

One problem with online donations is the poor thank yous that come after your donor has given you a gift. Even though your thank you landing page and thank you email are automatically generated, it doesn’t mean they need to sound like they were written by a robot.

There’s a human being on the other end and they just did something nice by donating to your organization. Don’t they deserve to be lavished with gratitude?

It’s not hard to make your online thank yous more personal. Here’s what you need to do.

Use words that convey gratitude

First, make a list of words you associate with gratitude. Did you come up with words such as transaction and processed? Because those are words I often see after I make an online gift. I want to tear my hair out every time I see transaction complete or your gift was successfully processed.

Words matter and some words of gratitude include appreciate, grateful, and of course, thank you. 

Think of the donations you receive as the start or continuation of a relationship and not a transaction. 

Make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it’s usually about as engaging as an Amazon receipt. In fact, I’ve received online shopping receipts that are more personal than some nonprofit “thank you” landing pages.

Remember to use words that convey gratitude. You could open with Thank you, David! or You’re amazing!  Include an engaging photo or video and a short, easy to understand description of how the donation will help the people you serve.

Invite donors to connect with you in other ways such as signing up to receive your newsletter, following you on social media, and volunteering.

If you use a third-party giving site, you might be able to customize the landing page. If you can’t, follow up with a personal thank you email message within 48 hours.

Don’t let your donors think they only made a transaction.

How to Create Post Donation Thank You Pages That Delight Donors

Six Tips for a Stronger Post-Donation Thank You Landing Page

Write a thank you email that will impress your donors

Start off by thinking of a good subject line. At the very least say Thank You! and not Donation Received. Stay away from the dreaded words processed and transaction. You want your thank you email to stand out in your donor’s overflowing inbox.

Open your message with Thank You or You just did something incredible, and not the usual On Behalf of X organization. Then let your donors know how they’re helping you make a difference for the people/community you serve.

Basically, you want to follow the rules of writing a good thank you letter, the key word here being good. I covered this in my last post The Purpose of a Thank You Letter is to Thank Your Donors. It amazes me how many thank you letters/emails don’t do a good job of saying thank you.

You won’t be able to segment much, but you should be able to distinguish between single gifts and monthly donations.

Speaking of monthly donations, many organizations send their monthly donors an email acknowledgment each month. There’s nothing wrong with that, but what’s wrong is many of these are dreadfully boring and usually include the same message each month.

Your monthly donors have made a long-term commitment to you, you can show the same commitment to them by writing a better thank you email and mixing up the content by sharing updates.

You can include a donation summary or receipt with your thank you email, but that should be at the end – AFTER – you pour on the gratitude. I prefer the term donation summary because it doesn’t sound as transactional.

Again, don’t make your message sound like it was written by a robot. Write something warm and personal.

Thanking a Donor by Email: Best Practices and Examples

7 Best Practices for Donor Thank You Emails

Give your donors a good thank you experience 

Since your thank you landing page and email are automatically generated, you can’t make them as personal as a handwritten note, phone call, or letter. That’s why you need to do at least one of those for your online donors. An online thank you is not enough.

You want to give your donors a thank you experience. Your thank you landing page and email acknowledgment are just the beginning. Make them engaging and personal and keep up that theme as you continue to show gratitude to your donors throughout the year.

 

The Purpose of a Thank You Letter is to Thank Your Donors

Thank youYou would think the purpose of a thank you letter is to thank your donors, but way too many of them have barely an ounce of gratitude.

As you work on your year-end appeal, you need to spend just as much time planning how you’ll thank your donors. Thanking your donors after an appeal (and throughout the year) is equally important, yet many organizations leave this as a last-minute to-do item and it shows.

There are many ways to thank your donors after an appeal – by mail, phone, email, on your website, or a combination of those. The more you can do the better.

Thanking your donors is something you need to take seriously. Don’t shortchange your donors with a lame, generic thank you letter.

Here are a few ways to do a better job of thanking your donors.

Start planning now

Don’t wait until the day after your appeal goes out. Give yourself plenty of time to plan.

Figure out what you’ll be able to do. I highly recommend a handwritten note or phone call. Can you do that for all your donors? If not, maybe you’ll break it down by new donors, long-time donors, or donors who have given a certain amount.

At the very least, your donors should get a letter, even if they’ve donated online. Whatever you decide, get started on the content now.

Make your donor’s day with a handwritten thank you note

I love it when a nonprofit sends a handwritten thank you note. This is a rare occurrence, so if you do this, your thank you note will stand out in your donor’s mailbox.

Handwritten notes are great in many ways, but one advantage is you don’t have to write that much and it shouldn’t take too long. How to Write 3 Minute Thank You Notes

You could make thank you cards with an engaging photo or buy some nice thank you cards. Get together a team of board members, staff, and volunteers right after your appeal goes out and have a thank-you party. 

Think about how much your donors will appreciate this nice gesture. Here’s a sample note.

Dear Steve,

Thank you so much for upgrading your gift to $75. This will help us serve more families at the Parkside Community Food Bank. We’re so happy you’ve been a donor these past five years.

Phone calls are another personal way to say thank you

Calling first-time donors is known to improve retention rates. But you could also call long-term donors to make them feel special.

Again, you want to get a team together for a thankathon. This is a great thing for your board to do. You may need to do a short training first. 6 Keys to Rock Thank You Calls and Retain More Donors  Here’s a sample phone script.

Hi Linda, this is Jean Perkins and I’m a board member at Neighbors Helping Neighbors. Thank you so much for your donation of $50 and welcome to our donor family. Your gift will help us purchase winter coats for homeless children.

Write an amazing letter

If it’s impossible to send handwritten notes or make phone calls, you can still impress your donors with an amazing thank you letter. Many thank you letters aren’t amazing and are mediocre at best. You’ll have an advantage if you take some time to create a great, donor-centered letter.

Remember, thank you letters are about thanking your donor. Keep that in mind at all times.  

Don’t start your letter with On behalf of X organization…. If you’re sending it on your letterhead, it should be apparent it’s coming from your organization. Instead, start your letter with Thank you or You just did something incredible.

You also don’t need to explain what your organization does. This is usually done in a braggy way by saying something like – As you know, X organization has been doing great work in the community for 20 years…. Someone who’s donated to your organization should already be familiar with what you do.

And, don’t ask for another gift in your thank you letter. You did that in your appeal letter. Nothing diminishes that feel-good moment by being asked to give more money again so soon. Remember, you’re supposed to be thanking your donors.

Your thank you letter needs to make your donors feel good about giving to your organization. Let them know how their gift is helping you make a difference. Include a brief story or example.

As with all writing, make your letter personal and conversational. Write to the donor using you much more than we, and leave out jargon and any other language your donors won’t understand. Also, you must address your donors by name – not Dear Friend.

A few other ways to make your letter stand out are to use a colored envelope or include a teaser that says Thank You! If you can hand address the envelopes and include a handwritten note inside, that will help make it more personal. You could also include an engaging photo in the letter.

Yes, you do need to include the tax-deductible information, but do that at the end, after you impress your donors with your letter, or include it on a separate page. It’s easiest to include this with the thank you letter or email. Then you don’t have to send it again unless your donor requests it.

 5 Thank You Letters Donors Will Love

How to write a donation thank you letter

How To Write Memorable Donor Thank Yous

Free Download – Nonprofit Thank You Letter Template

With fundraising revenue and retention rates down, you can’t afford to not do a good job of thanking your donors. In my next post, I’ll share some ways to improve your online thank yous.

Photo by Marco Verch

How You Can Write a Better Fundraising Appeal

28108457619_e48bd8944e_mWow, what happened to summer? How did it get to be September already?

We’re about to enter the busiest time of the year, especially if you’re doing a year-end appeal. Hopefully, you’ve started planning your campaign. Now it’s time to think about writing your appeal.

Your donors will receive a multitude of appeal letters this fall and many of them will be the same old generic, boring appeal.

You can stand out if you take some time to write a better appeal. Don’t settle for the same old, same old. 

Make your first impression a lasting impression

First, you need to get your donors to open your letter. If you can’t get them to do that, then all your hard work has gone to waste.

Perhaps you’d like to include a teaser on the outer envelope. That doesn’t mean one that says 2019 Annual Appeal. That’s not inspiring. Instead, say something like Learn how you can help the Miller family move into a home of their own.

An oversized or colored envelope can also capture your donor’s attention.

You want to be both personal and professional. If hand addressing the envelopes isn’t feasible, make sure your mailing labels look clean, are error-free, and aren’t crooked. Use stamps if you can.

Create an inviting piece of mail.

Share a story

A good appeal letter should open with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’ll be helping. For example, you could tell a story about how the Miller family moved from shelter to shelter before being able to move into their own home.

You could also share a first-person story from a client/program recipient.

Include a photo

Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here’s more information on creating stories and photos.

Tell the Stories Your Donors Want to Hear

Entice Your Donors With Visual Stories

Next comes the ask

Ask for a donation at the beginning of the next paragraph (after the story). Make sure it’s prominent and clear. Also, ask your current donors if they can give a little more this year.

Phrase your ask like this – We’re so grateful for your previous gift of $50. Could you help us out a little more this time with a gift of $75?

If you’ve been doing a good job of engaging your donors throughout the year, they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people often don’t remember what they gave before.

Make donor-centered front and center

Don’t make your letter all about your organization. Show your donors how they can help you make a difference and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.

Share your success

Highlight a few accomplishments from the year and show how you plan to continue your good work with your donor’s help. Remember to stay donor-centered!

Personalization is key

Send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.

Don’t send everyone the same appeal. The more you can segment, the better, but at the very least, you must do these two things.

Send a personalized appeal to current donors. Let them know how much you appreciate their support.

Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. You can ask them to upgrade, too.

It’s a huge pet peeve of mine when I get a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so they’ll continue to support you.

Your appeal letter should also have a personal salutation and not be addressed to Dear Friend, which is really more like Dear Anonymous Stranger.

This may sound like a lot of work, but if you give yourself enough time, it should be doable. Personalizing your letters can also help you raise more money.

Make it easy for your donors

Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Do this on your donation page, too.

How To Create Donation Tiers That Drive Donations

Some donors will prefer to donate online. Direct them to a user-friendly donation page on your website.

Donation Page Best Practices For Nonprofits; Tips for Great Donation Pages

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue and improve donor retention. Encourage your donors to give $10 or $20 a month. If they do, you’re getting gifts over $100 each!

How to start a monthly giving program for your small nonprofit

Be careful and don’t send an appeal to your current monthly donors that invites them to become monthly donors. That’s one reason why they need their own appeal.

Your letter must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for keywords, but keep it tasteful. Make it easy to read and scan. Most people won’t read your letter word for word. Use a simple font and 14-point type.

It’s fine to go over a page, especially if you’re breaking up the text with a photo and short paragraphs, but I wouldn’t go over four pages. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Think of your letter as a conversation with a friend

You can create a better appeal if you think of your letter as a conversation with a friend. That means not using jargon like at-risk youth and underserved communities. Be specific and use everyday language. Your goal should be for your reader to understand you.

Refer to your reader as you and use you a lot more than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?

Too many editors spoil the appeal

Your entire staff doesn’t need to be involved in writing your appeal. Generally, the more people you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.

Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t send it to a committee.

If you don’t have someone on your staff who can write a good fundraising appeal, then hire a freelancer or consultant to do it.

Besides weakening the content, involving more people takes extra time.

Keep that good impression going

Repeat your ask at the end of your appeal. Don’t forget to say please and thank you.

Be sure to add a PS. People often gravitate to the PS as they scan the letter, so include something that will capture their attention. Here you could emphasize monthly giving, ask if their company provides matching gifts, or thank them for being a donor.

Get your pens out

Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking her for a previous donation or letting him know it was nice to see him at a recent event. Hand sign the letters in blue ink.

Are you ready? Spend some time writing a better appeal letter that will capture your donor’s attention and bring you the donations you need. Good luck!

Read on for more advice and resources on writing a better fundraising appeal.

10 Steps to Create a Fundraising Appeal Letter That Brings in the Money

Six Ways to Punch Up Your Fundraising Appeals

Direct Mail Fundraising: 5 Strategies for Every Nonprofit

Write the Perfect Donation Letter (+ Examples & Template)

FUNDRAISING LETTER TEMPLATES

 

Nonprofit Fundraising: 5 Ways to Expand Community Engagement

Funds2Orgs_Ann Green Nonprofit_Nonprofit Fundraising 5 Ways to Expand Community Engagement_Feature

By Wayne Elsey

Fundraising is the lifeblood of nonprofit organizations. But, planning and executing effective fundraisers is not an easy task to juggle while pursuing your mission. However, without crafting and enacting successful fundraisers, nonprofit organizations would not be able to continue their charitable work.

While many fundraisers focus on the amount of funds you earn, what has a greater impact on the progress of your organization is the amount of support you receive.  

Rather than focusing on just revenue, your nonprofit organization should be focusing on building relationships with your donors and expanding your engagement with your community. 

Bring your nonprofit’s fundraising success to new heights by focusing on these 5 ways to expand community engagement:

  1. Donor Communication
  2. Social Media Fundraising
  3. Community Events
  4. Community Drives
  5. Corporate Philanthropy

Let’s delve into the top strategies to expand your community engagement and your organization’s fundraising strategy!

Funds2Orgs_Ann Green Nonprofit_Nonprofit Fundraising 5 Ways to Expand Community Engagement_Header 1

1. Donor Communication

Think of pursuing your mission and engaging your community as twin sides of the same core goal. You have to put time into both tasks to succeed as a nonprofit organization, and hosting fundraising campaigns is where they meet.

Nonprofits need to fundraise effectively to garner support from their community of donors. For the best results, and to ultimately make more of an impact, you must keep your communication donor-centric.

Donor-centric communication shows your donors that you care about them and their community. Focus on your donors’ interests, acknowledge them in your appeals, and recognize donor differences to enhance your donor communication.

Do not fall into the trap of writing generic donation appeals and other communications— it’s boring and irrelevant. Become fluent in the language of your donors and talk with them, not at them.

For example, if your organization is located within a school district, try to organize fundraisers to be held throughout the school year. Reach out to parents, teachers, and the district’s board to promote all of the benefits incorporating fundraisers would provide their children, their families, and their communities.

If your nonprofit, for example, holds a shoe drive fundraiser, focus your communication efforts on the points that truly matter to your donors. Emphasize the impact donors will make if they participate in the fundraiser. Emphasize that by engaging with your nonprofit, donors can teach students the benefits of philanthropy and unite their community by aiding others.

Before sending your next donor message, make sure that it follows these donor-centric tips:

  • Stay focused on your donors and their needs. Your organization’s communication with your donors should remain focused on your donors, their aspirations, and how your organization aligns with their interests.
  • Lose the jargon to gain donors. While your organization’s office may be up-to-date on all the latest nonprofit jargon, many of your donors are not. Do not patronize, confuse, or bombard them with unfamiliar language. Opt for decisive and donor-centric communication instead.
  • Glow with gratitude. Your thank you letters should demonstrate your appreciation for the donor’s gift. Your appeal should be teeming with compliments, praise, and recognition of your donor’s efforts.
  • Illuminate their impact. Show your donor more than your gratitude, show them how their gift made (or is going to make) a valuable impact. Specify the exact ways their contributions will be used—can $25 feed a family of four for one week? Include photos, personalized messages, or videos from those impacted by your donor’s contribution. Personal appeals to your donor will create stronger bonds with your organization.
  • Recognize each donor specifically. Storing information in your database and referring to this relevant information about your donors is vital to the success of donor-centric communication. The way you address each donor should differ depending on whether this is a first-time donation, an increased donation, or a recurring donation.
  • Build relationships and trust with your donors. Ensure that your appeal is directed toward the correct segment of your donor base. Your message to a committed donor of five years should not sound the same as your message to a new donor. Personalizing messages to your donors will foster trust and build relationships.

With these facets of donor-centric communication incorporated, the next message your organization sends to your donors should illustrate how much your nonprofit cares about the individual donor and your community of donors.

Once you’ve got your messaging down-pat, it’s time to think about how you’re going to distribute those messages. By using the powerful features of social media fundraising, your nonprofit can create stronger ties between your organization, your donors, and your community.

Funds2Orgs_Ann Green Nonprofit_Nonprofit Fundraising 5 Ways to Expand Community Engagement_Header 2.jpg

2. Social Media Fundraising

As the popularity of online fundraising among donors continues to rise, ensure that you are maximizing your community engagement by investing in your online outlets for both communication and fundraising.

The useful aspects of social media have allowed for two very prominent nonprofit fundraising techniques to stem from this central concept:

Crowdfunding

What if there were a way to grow your organization’s social media presence and use your online prominence to secure more donations? With crowdfunding, there is.

Crowdfunding not only provides the opportunity to increase your fundraising revenue but also enables your organization to strengthen and widen the scope of its community support. By fostering a sense of camaraderie and teamwork with crowdfunding, your organization can capitalize on community support and the power of social media to spread awareness. Crowdfunding enables your organization to:

  • Collect small donations from a broader audience by convincing them to fund your cause
  • Make your fundraising appeal outside of your usual donor base
  • Grow your donor community
  • Share your mission, fundraiser, and impact
  • Promote your campaign on all social media avenues

Check out this list of some of the ultimate crowdfunding websites. Choose a platform that will help expand your community engagement and your crowdfunding campaign’s success.

Crowdfunding, however, isn’t the only social media fundraising tool. With peer-to-peer fundraising, social media gives supporters the chance to fundraise on your behalf.

Peer-to-Peer Fundraising

With crowdfunding, your nonprofit organizes the campaign and solicits donations. With peer-to-peer (P2P) fundraising, your donors act on your behalf. Your supporters are given the opportunity to make more of a direct impact and take on more responsibility by creating their own fundraising pages for your organization.

When donors engage with your organization through peer-to-peer fundraising, they:

  • Share their fundraising content with all of their social circles across their various social platforms
  • Raise money in support of your organization through online promotions
  • Convince their friends to join your organization’s fight and invite them to your events
  • Expand your organization’s reach to new prospective donors
  • Persuade their peers with personalized appeals

The absolute magic of P2P fundraising comes from the relationships that your organization will build. Carefully cultivating donor relationships can be a tricky process, but with peer-to-peer fundraising, your organization reaps the reward of previously developed relationships between existing and potential donors. 

Through networking with your donors, your organization receives an immediate donor referral. It’s a boost of trust and authenticity to prospective donors to hear about the amazing work that your organization does from someone that they already know and trust. Remember to follow the donor relationship advice in section 1 to help you keep these new donors.

With social media fundraising, your organization can more easily optimize your web presence for mobile donors while gaining new relationships. With these relationships primed, you can continue to grow them by inviting donors to community events.

Funds2Orgs_Ann Green Nonprofit_Nonprofit Fundraising 5 Ways to Expand Community Engagement_Header 3

3. Community Events

Communities are built on trust. Without the stability of trust and transparency, your organization’s donor base would dwindle, and your fundraiser’s effectiveness will suffer. After all, donors need to trust that you’ll responsibly steward their gifts. One way to expand your nonprofit’s community engagement, your community trust, and, thereby, your fundraising efforts is to host community-oriented events.

Whether you hold an open house or coordinate a silent auction, you need to do something special for your donors as a way to thank and encourage them. There are so many fundraising ideas out there that can engage, enliven, and educate your donors about your organization’s cause.

Your community events do not need to be elaborate productions— in most cases, that will work against your goals. Forgo the glamorous for the authentic. 

  • Keep it informal and informative. Let your donors drop by after work, with their children, or in any way they can. Do not exclude donors with any formal dress code. The gathering should be a chance for your organization to meet and impress donors, not for donors to impress one another.
  • Keep it personal. Embrace the proximity of your donors. You have an opportunity to speak with each donor personally. Take advantage of this opportunity instead of speaking on stage.
  • Keep it focused on the community. The point of these community events is to bring people together, inspire community spirit, and achieve donor unity. If your donors can work together to solve a problem in front of them— like seeing which team can surpass the others in collecting and donating running shoes—they can work together with your organization to help the people/community you serve.
  • Keep it fun! Make sure your donors are having a good time. Do not allow donors to leave your community event without a smile. It will not bode well for their loyalty to your organization or the community’s trust in your organization. 

To maximize your organization’s community events, your fundraisers must increase community engagement. One of the most potent events you can do to harness community spirit is a community drive.

Funds2Orgs_Ann Green Nonprofit_Nonprofit Fundraising 5 Ways to Expand Community Engagement_Header 4

4. Community Drives

Hosting community drives highlight the ties between your organization and the community, ultimately strengthening your bond. Community drives not only support your organization, but they support your community.

Hosting community drives is an innovative and inexpensive fundraising idea for your organization to grow your community connections. Because these types of fundraising events are low-cost, your organization can build your community without blowing your budget!

Try coordinating one of these drives into your next community fundraiser

There are plenty of ways that your organization can inspire your community into action and demonstrate the power of teamwork. While it is certainly essential to unite your organization with your community, it is equally important for your organization to partner with your community’s corporations.

Funds2Orgs_Ann Green Nonprofit_Nonprofit Fundraising 5 Areas to Expand Community Engagement_Header 5

5. Corporate Philanthropy

The rising generation of donors and consumers are socially conscious and philanthropic. That means that for both nonprofits and corporations to secure these incoming prospective donors and consumers, they must work together. They must engage in corporate philanthropy.

Corporate philanthropy creates opportunities for both nonprofits and corporations to expand their community engagement through corporate giving programs.

Corporate giving programs allow:

  • Nonprofits to secure more financial backing to achieve their missions
  • Corporations to gain socially philanthropic equity among their consumer market
  • Both to expand community engagement because employee donations drive the programs

With matching gifts and volunteer grants, the two main types of corporate giving programs, your nonprofit can maximize the number of donations it receives and encourage further community involvement.

Matching Gifts

Matching gifts are the buy-one, get-one coupon of the nonprofit world. The matching gifts process is a simple one:

  1. A donor makes a gift to your organization
  2. They check their eligibility in a matching gifts database
  3. If eligible, they submit their application for their matching gift request before their company’s deadline
  4. Your organization receives the donor’s initial gift plus a matching gift from the donor’s employer based on their matching gift ratio.

Without any extra work on your organization’s part, you have just increased your organization’s fundraising efforts and your donor’s impact two-fold!

The more your organization expands its community engagement and encourages matching gifts, the more success you will have with your fundraising.

Volunteer Grants

Volunteer grants are the premier way for corporations and nonprofits alike to encourage direct community engagement. When employees of eligible corporations volunteer their time to better their communities, companies donate financial compensation to match their employee’s efforts.

With volunteer grants, donors in your community can now directly impact your organization through both hard work and financial benefits.

_______________________________________________________________________________

Your nonprofit is all about one thing: achieving your mission. But your nonprofit’s fundraiser is all about another thing: your community.

You cannot achieve your mission without the support of your donors and your community. Try incorporating these 5 ways to expand your organization’s community engagement and the impact your supporters have on your nonprofit’s fundraisers.

Wayne Elsey is the founder and CEO of Elsey Enterprises (EE) and a member of the Forbes Business Development Council. Among his various independent brands, he is also the founder and CEO of Sneakers4Funds, which is a social enterprise that helps schools, churches, nonprofits, individuals and other organizations raise funds while helping to support micro-enterprise (small business) opportunities in developing nations. 

Improving Donor Communication: A Q&A Guide for Nonprofits

 

Snowball_Ann-Green-Nonprofit_Improving-Donor-Communication-A-Q&A_Feature

By John Killoran

One of the most important assets of a nonprofit is its donors. Donors are crucial to the growth of your nonprofit, so it is key to both attract new donors while also keeping up relationships with previous donors. Nonprofits are constantly looking for new ways to raise money and having a wide network of donors and supporters can help create sustainable fundraising revenue.

In the end, nonprofits should have an effective and organized platform to attract new donors, and a qualified communications and research team to support relationships with existing donors. 

With this in mind, there are certain questions that nonprofits should ask themselves in order to strengthen relationships and improve communication with their donors:

  1. What kind of fundraising software should I choose?
  2. What kind of communication team do I need?
  3. How can I learn more about my donors?
  4. How can I create the perfect donation page?
  5. How can I keep up with donor communication?

Ready to improve your donor communication? Let’s dive into the answers to these top questions. 

Snowball_Ann-Green-Nonprofit_Improving-Donor-Communication-A-Q&A_Header-1

1. What kind of software should I choose?

In this day and age, it makes sense to assume that most of your donors are going to be coming from the same place—the internet. That is why it is extremely important for your nonprofit to have the most effective software tools at your disposal. The donor’s interaction with your online presence is crucial.

Having effective software for your nonprofit can make your interactions with donors more streamlined and efficient. It makes things both easier for the donor and yourself, leading the way to stronger communication and a more positive relationship. Having the perfect software should be one of the first things you find when you are starting your nonprofit organization. 

With the right communication software, your nonprofit can:

  • Organize your donors. Some software helps compile a database for your donors so you have an easy way to find the information you need. It can look for key traits like donor location, donor amount, and more! This can help you communicate with your donors.
  • Have an easy payment experience. Certain software can improve the donation process, for both the donor and the nonprofit. They can provide options like online donation pages to text-to-give tools. 
  • Improve fundraising planning. Planning for a fundraiser is always hard, but with the right software, you can easily plan a walkathon or a t-shirt drive for your nonprofit.

For more information, check out Snowball’s extensive list of the best nonprofit software.

Snowball_Ann-Green-Nonprofit_Improving-Donor-Communication-A-Q&A_Header-2

2. What kind of communication team do I need?

While having the right software in order to keep up your online presence is important, you shouldn’t be reluctant to do things like sending letters or meeting your donors in person.

Having the right communication strategy and team is important because different methods work with different types of people. Your grandpa probably wouldn’t respond to a text asking him to donate, but a millennial donor might.

It’s important to make your message stand out. The more effectively you communicate with your donors, the more likely they will donate. And then donate again.

Depending on your nonprofit’s goals, different strategies will work best. Make sure you focus on one main need in your message so you don’t bombard possible donors with too much information. No one wants to read about a fundraising event, volunteering, and donating all in one email.

The right medium will help. Often people will let unread emails pile up in their inbox, so it’s good to consider what kind of donor you are dealing with. Also, don’t forget about direct mail! You might think it outdated, but most people at least look at their physical mail as opposed to clearing unread email and phone notifications.

You can hire a nonprofit fundraising consultant. If you want some outside help or just a professional’s opinion, it makes sense to talk to a fundraising consultant. Make sure to look at consultants whose focus lines up with your nonprofit’s. For help picking the right consultant, Averill Fundraising Solutions has a guide of the top nonprofit fundraising consultants.

Having the right strategy will be a big help with your donor communication. The wrong type of communication can end even the strongest donor relationship. For more on common donor communication problems check out this list

Snowball_Ann-Green-Nonprofit_Improving-Donor-Communication-A-Q&A_Header-3

3. How can I learn more about my donors?

Having the right communications strategy all depends on how much we know our donors. Gaining a few pieces of information about them can help you improve our relationship with them. 

Why do they want to donate? This can vary from having a personal connection to just wanting to contribute to any good cause. Knowing why they want to donate can help you count on them for future donations. One way you can find this out is with surveys. Keep these short and to the point. Many people won’t fill these out if they take up more than 5 minutes of their time.

How do they donate? Knowing their preferred method of donation is helpful. This way you won’t pester donors by email if you know they like doing donations over text instead. Various nonprofit software can help you track this information.

How much do they donate? If your donor gives a huge amount, you will be more inclined to see if they want to give in the future. Look into your CRM to review their donor history. This way, you’ll pose the right asks to the right donors.

Using these methods you can improve communication with your donors as well as make your organization’s marketing more efficient and effective. Once you have the right information on your donors, you can segment them into different groups with their own marketing strategy. This personalization will definitely improve donor communication.

Snowball_Ann-Green-Nonprofit_Improving-Donor-Communication-A-Q&A_Header-4

4. How to create the perfect donation page?

Now is when you should start thinking about the page that donors are most often at⁠—your donation page. Your donation page is the beginning of your relationship with your donors. 

There are two things that your donation page should do, avoid incomplete donations and encourage future donations.

Avoid incomplete donations

Often, when potential donors attempt to start a transaction they give up. They don’t finish the donation, much like a trend among online shoppers called shopping cart abandonment. This could be for many reasons, but having the right donation page can help prevent it. Make sure that your page is: 

  • Customized to your cause. When a donation page looks and feels like a seamless part of your brand, donors are more likely to feel inspired to complete their gift.
  • Easy to use. Your donation page is navigable and not too complicated. The harder it is to donate the less likely someone will.
  • Make it fast. Don’t have a string of links for the donor to press. The longer the process takes the more time the donor has to change their mind.
  • It has to work. In the end, the most important thing about your donation page is that it actually works. If your page is broken or takes forever to load, it signals to your possible donors that this isn’t an established nonprofit. 

Encourage future donations

We all want that golden donation. Golden donations are the second donation that a donor can make. This is what your donor page should encourage. And when a donor gives twice, there is a 63% chance that they will do it again!

To help retain more donors and get that golden donation you can:

  • Have a recurring donations option. This makes it an easy option for your donor when they make that first contribution!
  • Establish a personalized relationship with the donor. Make your donor feel special, like their donation is essential. And their donation is essential! You just have to let them know that. More on this later on in the next section.

Having the perfect donation page is important because this is where your donor ultimately decides if contributing is worth their time. This can improve donor communication because it simplifies the process of donating and encourages future donations.

For more tips on creating a donation page, click here.

Snowball_Ann-Green-Nonprofit_Improving-Donor-Communication-A-Q&A_Header-5

5. How can I keep up with donor communication?

In the end, it seems that one of the most important, if not the most important, goals for your nonprofit is to retain your donors. You want to keep them! You want them to keep coming back to you! It makes sense that when you have an established relationship with a donor, it will take less time (and effort) to steward them for another contribution. 

So you have the right software, communications strategy, donation page, and vital information on your donors. How do we strive for that golden donation? 

It all comes back to your communication with your donors. You need to keep this relationship strong no matter what. If you don’t, your donor may think their contribution is not important and ultimately forget about you.

Don’t ignore your donors! Remember to keep up donor communication throughout the year with updates or newsletters. Tie in current events to make them feel connected. 

Remember to thank them! Give them some love. Whether it is with a simple card or a more elaborate gift for a larger donation. Show them how their past contribution made a difference. Make sure they know that their donation is appreciated. 

Relationship building should be a part of your fundraising campaign. Donors will be more likely to respond to a fundraising campaign if they have a personal connection to it. Ann Green has some great tips on how to build relationships with your donors. 

Building the right relationship with your donors is key to improving communication! We all have questions about how to go about this, but with this guide, your team should feel confident enough to move forward. Good luck!

John KilloranJohn Killoran is an inventor, entrepreneur, and the Chairman of Clover Leaf Solutions, a national lab services company. He currently leads Clover Leaf’s investment in Snowball Fundraising, an online fundraising platform for nonprofit organizations. 

Snowball was one of John’s first public innovations; it’s a fundraising platform that offers text-to-give, online giving, events, and peer-to-peer fundraising tools for nonprofits. By making giving simple, Snowball increases the donations that these organizations can raise online. The Snowball effect is real! John founded Snowball in 2011. Now, it serves over 7,000 nonprofits and is the #1 nonprofit fundraising platform.

 

Entice Your Donors With Visual Stories

46728822135_8c5d713f5b_mIn these days of information overload, it can be hard to get your donors’ attention. In my last post, I wrote about the importance of telling stories. Written stories are great, but since donors get so many messages from different sources they may not want to read another word. 

This is why you also need to use visual stories. Some people respond better to visual stimuli, anyway. Here are a few ways to tell visual stories.

Tell a story in an instant with a photo

You can capture your donors’ attention in an instant with a great photo. That doesn’t mean a one of your executive director receiving an award. Use photos of your programs in action.

Print newsletters and annual reports tend to be dominated by long-winded text. Most of your donors won’t have time to read the whole thing. But if you share some engaging photos, your donors can get a quick glance of the impact of their gift without having to muddle through a bunch of tedious text.

You may want to try a Postcard Annual Report instead of the usual boring booklet. Postcards with an engaging photo are also great for thank you cards and updates. I’m a big fan of postcards because they’re a quick, less expensive way to communicate by mail.

If you use social media, you need to communicate several times a week. As your donors scroll through an endless amount of Facebook and Twitter posts, an engaging photo can pop out and get their attention.

Use photos everywhere – appeal letters, thank you letters/cards, newsletters, annual reports, updates, your website, and social media. Create a photo bank to help you with this. It’s fine to use the same photos in different channels. It can help with your brand identity. Be sure to use high-quality pictures. Hire a professional photographer or find one to work pro bono.

Work with your program staff to get photos and videos (more on videos below). Confidentiality issues may come up and you’ll need to get permission to use pictures of kids.

5 Killer Photography Tips for Nonprofit Brands

6 Steps to Establishing a Photo Policy that Boosts Giving & Shows Respect

5 Photo Tips For World-Changing Nonprofits

Highlight your work with a video

Create a video to show your programs in action, share an interview, give a behind the scenes look at your organization, or my favorite – thanking your donors. Make your videos short and high quality. If you’re interviewing someone, make sure that person is good on camera.

You can use videos on your website, in an email message, on social media, and at an event.

Nonprofits should Use Video Storytelling to Create Impact!

TIPS FOR CREATING A NONPROFIT VIDEO MARKETING STRATEGY

5 Steps to Successful Video Storytelling

Liven up your statistics by using infographics

A typical annual report is loaded with statistics. You want to share these, as well as your accomplishments, but you don’t want to overwhelm your donors with a lot of text.

Why not use an infographic instead of the usual laundry list of statistics and accomplishments?  

Here are some examples. A Great Nonprofit Annual Report in a Fabulous Infographic

Brochures are becoming a relic of the past, but what if you want an informational print piece to give to potential donors or volunteers?  An oversized infographic postcard should do the trick.

5 Must-Have Nonprofit Infographic Templates to Supercharge Your Campaigns

Infographics for Nonprofits: How to Create One and Why They’re Effective

10 Nonprofit Infographics That Inspire and Inform

Good visuals will enhance both your print and electronic communication. Keep your donors engaged with all types of stories.

Using Visual Storytelling in Your Nonprofit for Greater Impact