Spring Forward to Better Donor Retention

Donor retention is a perennial problem for nonprofit organizations. Many organizations spend all this time and energy on acquiring donors, concentrating more on volume and don’t seem to be concerned that they’re churning through different donors year after year.

You should be keeping track of your retention rate. If you’re losing donors, it could be because you’re either not communicating enough or communicating poorly. Fortunately, this is something you can fix, but donors don’t magically donate, or more important, keep donating to your organization.

You need good donor relations

One of the most important components of fundraising is building relationships with your donors.

Donor relations should be easier than raising money, and it can be fun, too. Make it a priority, as well as something you do throughout the year.

But it will take more than leprechauns granting wishes. If you want to keep reaching for that pot of gold at the end of the rainbow, you’ll need to work at it. If you ignore your donors or communicate poorly, they’re unlikely to donate again.

New beginnings

Spring is just around the corner (hopefully) and it’s a time for new beginnings. Maybe you can share a new initiative that you were able to launch with your donors’ help.

Speaking of new beginnings, think about sending something special to your first-time donors. Let them know how much you appreciate this new relationship. If you don’t, it’s likely to be a short-term relationship. 

5 Ways to Improve New Donor Retention

One-and-done fundraising is just March Madness

In college basketball, players are allowed to turn pro after playing one season. This is known as one-and-done. If you watch the NCAA tournament (aka March Madness), it’s likely many of the players won’t be around next year.

Another place you’ll find one-and-done is in nonprofit fundraising. The donor retention rate for first-time donors is around 25%. Obviously, we can do better.

If you can get your first-time donors to give again, it’s much more likely they’ll keep giving. That second donation is known as the golden donation. This is why it’s important to engage with your new donors. But don’t stop there, you also want to acknowledge your longer-term donors and make them feel special.

A consistent stream of donor communication is key

Here in the Boston area where I live, we have the most inconsistent weather. This winter has been no exception. One day it was 65 and two days later we got a foot of snow.

Inconsistent levels of donor communication should have no place in the nonprofit world. You don’t want to barrage donors with appeals and then go silent for a while.

Ideally, you want to reach out somewhere between once a week and once a month. And not just with appeals. You need to thank donors and share updates. This is crucial for good donor retention.

A communications calendar will help. So will sending shorter, more frequent updates.

How will you reach out?

March may be a slower time for you. Maybe you have a fundraising campaign or event planned this spring. If so, you definitely want to engage with your donors first. If you don’t, the in-between times are just important. 

As you’ll notice, I’ve made references to a bunch of March themes – St. Patrick’s Day, daylight saving time, March Madness, spring. But you don’t need a holiday, special occasion, or a theme as a reason to reach out to your donors. Do it just because they’re great and you can’t do your work without them.

Keep reading for more ways you can spring forward to better donor retention.

Donor Retention Strategies: Get Donors to Give Again

7 Donor Retention Tips for Growing Organizations

Two Key Strategies For Donor Retention And Engagement As We Emerge From The Pandemic

3 Strategies to Find New Nonprofit Supporters Online

Are you ready to build your nonprofit’s online audience in the new year? Consider these three innovative strategies to connect with new supporters in 2022.

By Cassie Losquadro, Solutions Executive at GoodUnited

There are many strategies for discovering new donors for your nonprofit. Perhaps you rely on word of mouth and encourage existing supporters to share their stories and bring their peers into the fold. Or, perhaps you use direct mail to send information about upcoming events in your local area.

These strategies aren’t bad, by any means. However, there is power in embracing entrepreneurship and taking a risk on innovative strategies to find new supporters online.

For example, your nonprofit likely has an entire audience of potential supporters online that you haven’t encountered or attempted to engage with before. By embracing the third wave of giving, social fundraising, you can not only find those online supporters but also retain them for the long term.

This guide will focus on three social fundraising-driven strategies for finding new supporters online, including:

  • Virtual-First Fundraising
  • Thank-You Notes
  • Conversational Messaging

The GoodUnited team specializes in helping nonprofits elevate their social giving practices, so we’ve seen firsthand the power that these strategies can have when discovering new supporters online. With that in mind, all three of the following strategies are related to social giving— whether it’s virtual-first fundraising experiences, thanking existing supporters, or stewarding social supporters for long-term relationships.

Let’s dive in.

Virtual-First Fundraising

Virtual-first or virtual-native fundraising experiences describe fundraisers that are created to take place entirely online through social networking sites. Rather than planning a traditional, in-person fundraiser and formulating ways to incorporate online engagement into it, virtual-native fundraisers are conceptualized with the internet in mind from step one.

This is part of what we call the third shift in fundraising, a new frontier for nonprofit efforts. First, nonprofits were fundraising through direct mail and using mailing addresses to send and receive gifts. Later, the second shift occurred as nonprofits embraced online fundraising through email and websites. Now, the third shift— fully in-channel fundraising and engagement through virtual-first fundraising— is here.

Virtual-native fundraising is so powerful because research has shown that it’s an additive fundraising method.

With more traditional fundraising efforts, your nonprofit likely carefully builds a fundraising calendar in which campaigns don’t overlap (or if they do, they target different audiences). This is because you don’t want to target the same donors over and over again in a short time period. Soliciting donations soon after a supporter has given to your organization can lead to donor burnout.

However, the additive nature of virtual-native fundraisers alleviates this concern. “Additive” essentially means that the fundraisers build on top of your existing campaigns, rather than drawing support away from them in the form of donors giving to the virtual campaign over another one. This is possible because virtual-first fundraisers connect with an entirely new audience — an online audience that is likely to be interested in your nonprofit but hasn’t engaged with it before.

This is noticeable in the Challenges on Facebook hosted by Susan G. Komen in 2021. The nonprofit connected with 13,000 new supporters, 90% of whom were new to Komen. 

To make the most of virtual-native fundraising in 2022, consider following Komen’s lead and incorporating Challenges on Facebook into your strategy. A Challenge is a time-bound peer-to-peer fundraising effort. During the Challenge, participants complete a task (such as running, walking, or calisthenics) while raising funds for your nonprofit using a Facebook fundraiser. Participants are added to a Facebook group to connect with one another and experience a digital community.

Here are the basic steps of hosting a Challenge on Facebook:

  1. Choose a Challenge task.
  2. Create the corresponding Challenge group on Facebook.
  3. Use Facebook ads to spread the word about the fundraiser.
  4. Once participants sign up and the Challenge begins, engage with the group by sharing discussion topics, fundraising tips, and more.

To maximize the audience-discovery potential of these fundraisers, target your ad campaigns to groups that are outside of your normal audience— such as lookalike audiences that haven’t engaged with your nonprofit before. Additionally, hold multiple events throughout the year. By layering Challenges on Facebook into your fundraising strategy, you’ll have a diverse, multichannel fundraising calendar that maximizes revenue.

Thank-You Notes

Online fundraising has evolved— now, with social fundraising tools, your supporters can start fundraisers on behalf of your nonprofit and drive those fundraisers across the finish line before you’re even aware of them. This is a major benefit of online fundraising, as donations can come in without any additional work from your nonprofit. However, it’s also a challenge as you may have existing online supporters that you’re simply unaware of!

The best way to capture one-time social supporters— for example, individuals who conduct a birthday fundraiser for your nonprofit on Facebook but haven’t engaged with you otherwise— as long-term champions is by thanking them for their efforts.

One example of expressing appreciation virtually is posting thank-you comments on all fundraisers started for your nonprofit on Facebook.

While Facebook won’t notify you when users create a fundraiser on your behalf, you can discover newly-created fundraisers using the Sort & Filter tool. Essentially, you’ll navigate to the “Fundraisers” section of your nonprofit’s profile and use the tool to:

  • Sort to show recently-created fundraisers first.
  • Filter out any fundraisers on which you’ve already posted a thank-you note.

This tool is crucial as the default “Fundraisers” view will first show campaigns that are closest to their goals or that are almost at their end date. This means you could be overlooking newer campaigns, especially if those campaigns take longer to raise a significant amount.

Once you’ve sorted and filtered your campaigns, go through and post thank-you notes on each individual campaign. Admittedly, this can be a time-intensive process, especially for nonprofits that have a significant amount of social support. Consider working with a social fundraising services provider, which can automate much of this process for you.

Discovering new supporters online isn’t always finding entirely new people to connect with— sometimes, it’s making the most of the support you already have, but that you’re unaware of.

Bonus! This section focuses on how to thank individuals who start fundraisers on your behalf. But what about the supporters who donate to those fundraisers? GoodUnited has a full guide to thanking donors on Facebook to help you get started.

Conversational Messaging

Discovering individuals online who are interested in your nonprofit and willing to fundraise on your behalf is only part of the challenge. The second part is engaging with those individuals, building a relationship between them and your nonprofit, and retaining them for years to come.

One of the best ways to do this online is through conversational messaging, or one-on-one conversations between a representative from your nonprofit and an online supporter held via a social media chat functionality. For example, in the thank-you notes from the previous section, you can invite supporters to start a chat with your nonprofit using Messenger. In Messenger, you can share:

  • Gratitude: Thank the supporter for their work on behalf of your nonprofit and discuss the impact that the funds they raised will have. The more specific you can get, the better!
  • Educational Information: From the donation payout process to whether Facebook fundraising has fees— it doesn’t— your supporters will likely have many questions about how social fundraising works.
  • Opportunities: You can share upcoming fundraisers and volunteer campaigns that the individual can participate in. Or, you can share information about matching gift programs so the supporter can speak with their employer about beginning the gift match process!
  • Questions and Surveys: This could be as straightforward as asking the supporter about what types of opportunities and communications they’d like to receive in the future, or more complex such as sharing a link to an external survey where they can provide additional information.
  • Additional Contact Data: One of the biggest controversies with social fundraising is that Facebook retains most donor and participant data, which can make it challenging for nonprofits to connect with supporters off of the platform down the line. In your messaging sequence, ask them to share additional contact information such as their mailing and email addresses. This way, you can connect with that supporter in your multichannel efforts as well!

Conversational messaging is so powerful because it can be customized to each of your individual supporters’ interests and needs. Rather than sending out information en masse, which is how social media has been used previously, you can tailor your communications to build a relationship with each individual.

And, if you’re worried about holding conversations with hundreds or even thousands of social supporters, there are social fundraising services providers that can assist with that task as well. They can create custom automated messaging sequences that are tailored to both your nonprofit and your supporters, creating a realistic and valuable experience for each individual who opts in to chat with your organization via Messenger.

Wrapping Up: Next Steps After Discovering New Supporters Online

When you discover a new audience online, you’ll suddenly have access to a wealth of information— contact details, preferences, demographics, and more. Prioritize your nonprofit’s data hygiene as you expand your online engagement efforts to ensure your organization’s constituent relationship management (CRM) system isn’t overwhelmed by all of your new supporters.

From there, it’s up to you to continue engaging with these supporters and building relationships over time! Aim to treat your newfound online supporters as you would those discovered through more traditional means. By embracing the third wave of giving, social fundraising, you’ll be set up for success in the coming years. Good luck!

Cassie Losquadro is a sales leader at GoodUnited, the social giving solution. Cassie has spent the last 5 years in the fundraising technology space. Cassie is energized by working with nonprofit leaders and changemakers who are to a person, saving the world through their initiatives. Hailing from Rhode Island, Cassie lives in Charleston, SC with her husband, two children, and a rescue pup, Bella. Connect with Cassie on LinkedIn: https://www.linkedin.com/in/cassiefaella/

How You Can Create a Better Annual Report

What do you think of when you hear the word annual report? If you’re a donor you might think “Oh, it’s that long, boring thing I don’t have time to read.” If you’re a nonprofit professional, you might think “It’s such a pain to put together.”

What do you do? Organizations need to share accomplishments and show gratitude to their donors, but is the annual report the way to do that? It can be if you do it well. 

Unfortunately, many nonprofits fall short with this. Most annual reports are too long, boring, and basically a demonstration of the organization patting itself on the back. There’s often very little appreciation for donors. And yes, it’s time-consuming to put together.

It’s possible to make this a better experience for both donors and nonprofit organizations. Here’s how.

You don’t have to do an annual report

One way to make this a better experience is to not do an annual report at all. This doesn’t let you off the hook for sharing accomplishments with your donors. You could send short progress reports a couple of times a year or monthly e-updates instead. This makes a lot of sense if taking on a big report sounds too overwhelming.

If you decide to do an annual report, I encourage you to move away from the traditional multi-page one. Aim for something no longer than four pages. Bigger isn’t always better.

Why One Size Doesn’t Fit All

Your annual report is for your donors

Keep your donors in mind when you create your annual report and include information you know will interest them. Also, donors have a lot going on, so that’s another reason not to create a huge report that they may or may not read.

You might want to consider different types of annual reports for different donor groups. You could send an oversized postcard with photos and infographics or a one-to-two-page report to most of your donors. Your grant and corporate funders might want more detail, but not 20 pages. See if you can impress them with no more than four pages.

Make it a gratitude report

Donors want to feel good about giving to your nonprofit. Think of this as a gratitude report. You may want to call it that instead of an annual report. Many donors have stepped up to help during the past two years and deserve to be thanked for that.

Focus on thanking your donors for their role in helping you make a difference. 

What’s in My Mailbox | This Nonprofit Gratitude Report Shines

Why You Should Stop Saying “Annual Report” (And What to Call it Instead)

Address the current situations

We’re still in a pandemic, which I’m sure is affecting your work. We’re also dealing with a precarious economy and the heightened awareness of systemic racism. Your donors will want you to address these situations and focus on how they’re affecting your clients/community. I go into more detail about this below.

How are you making a difference?

The theme of many annual reports is look how great we are. They’re organization-centered instead of being donor-centered and community-centered.

They also include a bunch of statistics, such as the number of clients served. You need to share specific accomplishments that show how you’re making a difference.

Focus on the why and not the what. I know your organization has had to make a lot of changes due to the pandemic, but what’s most important is why you needed to do that.

You can say something like this – Over the past two years, we have seen triple the number of people at the Riverside Community Food Bank. As COVID rates fluctuate, we need to ensure that we can continue to serve people safely. Thanks to donors like you, we are able to meet our demands and provide local residents with boxes of healthy food.

Phrases like Thanks to you and Because of you should dominate your annual report or any type of impact report.

Tell a story

Donors want to hear about the people they’re helping. You can tell a story with words, a photo, or a video. 

For example – Diana, a single mother with three kids, has been trying to make ends meet with periodic work. Ever since the pandemic started it’s been a struggle for her family. She could barely afford groceries, rent, and utilities. Diana had never gone to a food bank before and felt ashamed to have to do that. But when she reached out to the Riverside Community Food Bank, she was treated with respect and dignity. Now she’s able to bring home healthy food for her family.

Make it visual

Your donors have a lot going on and won’t have much time to read your report. Engage them with some great photos, which can tell a story in an instant. Choose photos of people participating in an activity, such as volunteers working at a food bank or a one-to-one tutoring session. Be sure to get permission if you want to use pictures of clients.

Use colorful charts or infographics to highlight your financials. This is a great way to keep it simple and easy to understand. Include some quotes and short testimonials to help break up the text.

Be sure your report is easy to read (and scan). Use at least a 12-point font and black type on a white background. A colored background may be pretty, but it makes it hard to read. You can, however, add a splash of color with headings, charts, and infographics.

Write as if you’re having a conversation with a friend

Beware of using jargon. Most of your donors don’t use words like underserved or at-risk, and neither should you. Use everyday language such as – Because of you, we found affordable housing for over 100 homeless families. This is even more important as COVID-19 continues to be a part of our lives and living in a shelter or with other families isn’t always safe. Now, these families have a place to call home.

Write in the second person and use a warm, friendly tone. Use you much more than we.

Skip the donor list

Think twice about including a donor list in your annual report. It takes up a lot of space and there are better ways to show appreciation. If you feel you must have a donor list, you could put one on your website or just include major funders. 

Planning is key

I know putting together an annual report can be time-consuming. One way to make it easier is to set aside a time each month to make a list of accomplishments. This way you’re not going crazy at the end of the year trying to come up with a list. You can just turn to the list you’ve been working on throughout the year.

This will help ensure that your 2021 annual report doesn’t go out in the middle of 2022. Ideally, you should send out an annual report by the first quarter of the following year. When nonprofits sent out their 2019 reports after the pandemic started, it seemed irrelevant.

You also want to create a story and photo bank and you can draw from those when you put together your annual report.

Creating a shorter report or an infographic postcard will also help make this easier for you. Remember, you also have the option of not doing an annual report and sending periodic short updates instead.

Whatever you decide, put together an annual report that’s a better experience for everyone. Here is more information about creating a great annual or impact report.

Useful Tips & Resources for Your Nonprofit’s Annual Report

Your Nonprofit Annual Report: 10 Things to Include This Year

Nonprofit Annual Reports: 8 Essential Tips [& Template]

How to Craft a 1-Page Nonprofit Annual Report

How You Can Improve Your Donor Communication

One of the many lessons since the pandemic started is generic, organization-centered communication has to go.

I know there has been some conflict about donor-centered vs community-centered over the last two years and I think we can have both. What you don’t want is to be organization-centered. You can’t communicate with your donors without focusing on them. This is true for any type of audience. Write to your readers.

Explained: Donor-Centric and Community Centric Fundraising

We’re also seeing real people with real problems. Using vague, generic terms such as at-risk and underserved is demeaning to your clients/community.

You can do better if you make some of these improvements to your donor communication.

Fundraising Appeals

  • Your fundraising appeal shouldn’t be focused too much on your organization – rambling on about how great you are. Your organization may be great, but let your donors figure that out. Your donors are the ones who are great, and they want to hear how they can help you make a difference for your clients/community.
  • Segment your appeal to the appropriate audience. Thank past donors or reference your relationship to a potential donor. Maybe they’re event attendees, volunteers, or friends of board members.
  • Address your appeal to a person and not Dear Friend.
  • Don’t use jargon or other language your donors won’t understand. Instead of saying we’re helping at-risk youth, say something like – With your support, our tutoring program can help more students graduate from high school on time. Many students fell behind when the pandemic started.
  • Your appeal should make people feel good about donating to your organization.

Thank you letters

  • Your thank you letter shouldn’t come across as transactional and resemble a receipt. This is one of my huge pet peeves. Yes, you need to acknowledge the donation is tax-deductible, etc, but most donors are more concerned about how their gift made a difference.
  • Your thank you letter (or better yet, a handwritten note) needs to be filled with appreciation. Start your letter with You’re amazing! or Thanks to You!, and not On behalf of X organization.
  • Address your thank you letter to a person and not Dear Friend.
  • Tell your donors the impact of their gift. For example – Thanks to your generous donation of $50, a family can get a box of groceries at the Westside Community Food Bank. This is crucial since we’ve been seeing triple the number of people over the past two years.
  • Recognize each donor. Is this the first time someone has donated? If someone donated before, did she increase her gift? Acknowledge this in your letter/note.

Newsletters

  • Your newsletter shouldn’t sound self-promotional and focus on all the wonderful things your organization is doing. Since the pandemic started, I’ve seen organizations patting themselves on the back because of all the changes they needed to make to their programs. What’s most important is how this is affecting your clients/community. Yes, you may have changed the protocols (possibly several times depending on COVID positivity rates) at your homeless shelter, but that’s because you needed to continue to offer a safe place to those who need it.  
  • Write your newsletter in the second person. Write to the donor and use the word you more often than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass? Keep in mind, all your donor communication should be written in the second person. It’s much more personal.
  • Include stories about clients, engaging photos, and other content your donors like to see. Remember, donors want to see the impact of their gift.
  • Use the right channels. Perhaps you only send an e-newsletter, but some of your donors prefer print.
  • Show gratitude to your donors/supporters in your newsletter.

These suggestions for improvement can be used in other types of donor communication such as annual reports, your website, email messages, and social media posts.

Better donor communication can help you build relationships. This is especially important now when your goals should be donor retention and sustaining long-term donors.

9 Best Practices for Communications That Stand Out

Nonprofit Communication Best Practices To Make Communications More Impactful 

Improving Donor Communications: 7 Tactics to Keep In Mind

Image credit –  www.epictop10.com

Fundraising Should be About Building Relationships, Not Making a Transaction

Why does making a donation often feel like a transaction? Organizations get so caught up in the raising money part, that they forget about building relationships with their donors.

Yes, relationships! This is just as important as raising money. 

It’s hard to keep raising money if you don’t build a good relationship with your donors. The two go together. Every single interaction with your donors needs to focus on building relationships. That includes fundraising appeals. It’s possible to raise money and build relationships at the same time.

You’ll have more success if you move away from transactional fundraising and focus on building relationships. Here are some suggestions.

Stop using transactional language

First, the word transaction should not appear anywhere in your fundraising. Sometimes I see the words “Transaction complete” after I make an online donation. That’s not giving me a nice, warm, fuzzy feeling at all. I made a gift, not a transaction.

Even more prevalent is the word receipt, which is often used in lieu of thank you. After a donor makes a gift, they should feel appreciated. 

An email subject line is one of your first chances to connect with your donor. How would you feel if this is what you saw? 

“Your Recurring Donation Receipt” 

“Donation tax receipt”

This again is emphasizing the transaction. Payment information should not be the lead of any type of thank you. Where are the words thank you?

It’s not easy to find good thank you email subject lines. Here are some that are better.

“Thank you for your generous monthly gift”

“You are wonderful!”

“Your monthly gift in action” 

That last subject line leads into an email that emphasizes how the donor is helping that organization make a difference, which is a good example of building relationships.

When organizations lead their fundraising appeals by saying “It’s our annual appeal” or “It’s GivingTuesday,” they’re not connecting with their donors by concentrating on why donors give. 

Many donors don’t care that it’s your year-end appeal. They care about your work and want to help. Instead, say something like, How you can help families put food on the table. 

Make relationship building part of your fundraising campaigns

You need to build relationships before, during, and after each of your fundraising campaigns.

Before your next appeal, send your donors an update to let them know how they’re helping you make a difference. This is especially important if you do more than one fundraising campaign a year. You don’t want your donors to think the only time they hear from you is when you’re asking for money.

Segment your donors

One way to help ensure you’re focusing on relationships is to segment your donors and personalize your appeal letters and other types of donor communication. 

Don’t send the same appeal to everyone on your mailing list. What is your relationship with these individuals? Maybe they’ve given once or many times. Perhaps they’re event attendees, volunteers, e-newsletter subscribers, or friends of board members. Mention your relationship in your appeal letter. For example, thank a long-time donor for supporting you these past five years.

Monthly donors get their own appeal letter. This doesn’t happen enough and it’s one of my biggest pet peeves. Build relationships with these committed donors. Recognize they’re monthly donors and either invite them to upgrade their gift or give an additional donation.

Make This the Year You Segment Your Donors

Create an attitude of gratitude

Your focus on building relationships continues when you thank your donors. Many organizations do a poor job with this. Send a handwritten note or make a phone call, if you can.

Welcome your new donors. Let them know how much you appreciate this new relationship. If you don’t, it’s likely to be a short relationship.

Be sure to also shower your current donors with love to keep your relationship going. Do something special for donors who have supported you for several years.

Make sure your donors get a heartfelt thank you, not something that resembles a receipt.

Thanking donors is something you can do at any time of the year. I think one of the best ways to connect is by sending a handwritten note. It always warms my heart when an organization does this.

Holiday cards are a nice way to reach out, but don’t put a donation envelope in one. You have other opportunities to make appeals. Make it 100% about showing appreciation.

You can also send thank you cards at other times of the year. If money is tight, spread out your mailings over the year so each donor gets at least one card.

Don’t miss out on opportunities to build relationships

There are many ways you can build relationships with your donors throughout the year. 

You can give donors other opportunities to connect, such as volunteering, participating in advocacy alerts, and signing up for your newsletter. Done well, a newsletter or another form of an update is a good relationship-building tool. You could also offer virtual tours or Zoom discussions.

I’m amazed that after I attend an event, support someone in a walkathon, or give a memorial gift, most organizations don’t do a good job of building a relationship. I could be a potential long-time donor. Personally, I would never give a memorial gift or support someone in a charity walk if I didn’t believe in that organization’s cause. Don’t miss out on a potential opportunity to build longer-term relationships.

Have a relationship-building day

My main objection to giving days, such as GivingTuesday, is they focus so much on asking. What if we put all the time and energy we focus on giving days into a relationship-building day?

I’m not saying you can’t participate in giving days, but instead of the relentless begging, follow the formula above and build relationships before, during, and after your appeal.

Of course, you could choose not to participate in a giving day and have an all-out relationship-building day instead.

Giving Tuesday: What if it was called Living Schmoozeday?

Build relationships all year round

It’s easier to stay focused on donors when you’re sending an appeal or thank you, but this is just the beginning. Many organizations go on communication hiatus at certain times of the year and that’s a huge mistake. Ideally, you should keep in touch with your donors every one to two weeks, once a month at the most.

Stay focused on relationships. Good relationships with your donors will help you raise more money and keep your donors for a long time. 

9 Ways to Build Strong Donor Relationships

4 Relationship-Building Strategies for Nonprofits to Know

How Your Nonprofit Can Ensure Success in the New Year

The New Year is here. Do you wonder what’s ahead for us? The last two years have brought about so much change and uncertainty. Sometimes it’s hard to predict what’s going to happen next. 

I’m sure your nonprofit continues to face challenges, but since the pandemic started many organizations were able to confront these challenges and make changes to the way they ran their programs and implemented their fundraising and communications. Some were successful and some weren’t.

If 2021 was not a successful year for your organization, you can work to make 2022 better. 

Here are some ways to ensure a more successful year.

Have a plan in place

You must have fundraising and communications plans. If you haven’t put together these plans yet, do that now! 

You know from recent past experience that you may need to make changes to your plans. In 2020, organizations that were able to make changes to a plan already in place were most successful.

Take a look back at 2021 to see what worked and what didn’t in your fundraising and communications. Incorporate what you’ve learned into your 2022 plans. 

Be sure your fundraising plan includes a diverse stream of revenue. Individual giving has been fairly successful throughout the pandemic. A lot of small donations can add up!

Planning an in-person event right now is tricky. If you rely on event revenue, it might be best to stick with virtual or have a plan to shift to virtual, depending on what’s happening with the virus.

Revisit your fundraising and communications plans regularly and make changes as needed. You may need to do this more often now.

Remember that donor engagement and donor retention should be part of your fundraising plan. Those are key to your success.

[Free Download!] Nonprofit Development Plan | 3 Helpful Tips

How to Prepare a Nonprofit Fundraising Plan

6 Simple Fundraising Plan Tips [With Free Templates!]

Nonprofit Marketing Plan in 8 Steps (+ Free Templates!)

Communications Planning 101: What Every Nonprofit Needs to Know

Pay attention to your donor retention

Many donors have stepped up over the past two years to support nonprofit organizations. You don’t want to lose these valuable donors.

Donor retention should be a priority. You’ll have more success if you work to keep the donors you already have instead of focusing on getting new ones.

First, if you don’t already know it, figure out your retention rate. Do this after every fundraising campaign.

A Guide to Donor Retention

If it’s low, it’s something you can fix, usually with better communication. Donor retention is a huge problem for nonprofits. Your goal should be to have donors who support you for a long time.

It’s easier and less expensive to keep your current donors than to find new ones, so, once again, make donor retention a priority.

That said, you may have some new donors who saw a need and felt a connection to your cause. Don’t let these donors slip away either.

Donor Retention Strategies: Get Donors to Give Again

Ultimate Guide to Donor Retention

Make Time to Welcome Your New Donors

Step up your monthly giving program

Speaking of retention, the retention rate for monthly donors is 90%. These donors are dedicated to your nonprofit. 

Monthly giving makes sense at any time, but it’s been especially crucial over the last two years. Organizations that had monthly giving programs saw a steady stream of revenue throughout the year. Donors who opt for monthly giving find it’s easier on their finances. Dedicated monthly donors have also stepped up and have given additional donations.

Work on starting or growing your monthly giving program so you can have a bunch of highly committed donors. A good way to start is to invite your current donors to become monthly donors.

Monthly donors are also potential major and legacy donors.

Why Monthly Giving Makes Sense

10 Quick Tips to Create a Great Monthly Giving Program

Do a better job of communicating with your donors 

Lets’s say goodbye to boring, generic communication. Over the past two years, donors have seen real people with real problems in real time. They turned on the news and saw long lines at food banks. They’ve witnessed a much-needed awareness of systemic racism in our society. 

It makes a difference if you can put things in human terms. Organizations that do this did a better job of connecting with their donors.

Stop using jargon, such as at-risk and underserved. These terms are demeaning to your clients, especially if they’re people of color. Tell more stories and go easy on the statistics. If you’re making a difference, you have stories to tell.

Better communication also means more frequent communication. Donors want to hear from you and they want to feel appreciated, too. Better, more frequent communication will help you raise more money. A communications calendar will help you with this. 

Keep relationships front and center

You may think the most important component of fundraising is raising money. While that’s important, so is building relationships with your donors. 

It’s hard to raise money year after year if you don’t build a good relationship with your donors. Every single interaction with your donors needs to focus on building relationships. That includes fundraising appeals. It’s possible to raise money and build relationships at the same time.

Good relationships with your donors will help you with retention.

How to Build Authentic Relationships With Nonprofit Donors

Don’t forget about gratitude

A big part of building relationships is showing gratitude to your donors. Many nonprofits do a poor job with this. 

You need to start by sending a heartfelt thank you immediately after you receive a donation and then find ways to thank your donors throughout the year. Put together a thank you plan to help you with this.

A Donor Resolution for 2022 You Will Want to Keep

Start the New Year off by making fundraising and communications plans, if you haven’t already done so. Prioritize donor retention, donor engagement, and monthly giving. This will help bring you more success in 2022.

Here are a few more ideas on how to plan for the New Year.

6 New Years Resolution Ideas for Nonprofits

Preparing for 2022: What Your Nonprofit Should Know

Photo by Marco Verch

4 Storytelling Tips for Your Online Donation Page

Every nonprofit has a story, but not every nonprofit knows how to tell their story on their fundraising page to drive online donations. Check out these tips!

By Murad Bushnaq

Humans have been telling stories for at least 30,000 years. Why? Good stories create connection and understanding between people, helping us cultivate empathy and positive change within our communities. 

What does this mean for you as a nonprofit professional? Storytelling is a critical skill for you to master. If you can tell stories that help people connect with your cause, you’ll generate more support that will help you keep your organization moving toward accomplishing your mission. 

While your nonprofit won’t be recording stories on cave walls like humans did thousands of years ago, you do have an excellent tool for sharing stories related to your cause — your organization’s website, and more specifically, your donation page. Your donation page is the last chance you have to capture a potential donor’s support. By using stories, you can inspire your donors to give to your cause. 

You might be unsure of how to begin your storytelling journey, but don’t worry. We’ve rounded up four tips for leveraging your nonprofit content management system (CMS) to help you share stories on your donation page: 

  1. Incorporate striking visuals. 
  2. Share real people’s stories. 
  3. Use words to create emotional connections.
  4. Use strategically-placed CTAs. 

As you work to enhance your donation page (and other parts of your website) with strong storytelling, think through what stories will resonate with your specific audience. After all, stories aren’t one-size-fits-all. Let’s get started! 

1.Incorporate striking visuals. 

They say a picture is worth a thousand words, and in some ways, that’s true. Though strong writing will be vital to sharing your organization’s story on your donation page (more on this to come), pictures can often communicate things that words simply can’t. 

Plus, visuals can tug at our heartstrings, getting us to feel something while our brain digests the information we’re reading. This is why having an eye for great images and knowing how to best use them on your donation page will benefit you as a storyteller. 

Here are a few things to keep in mind as you choose visuals and use your CMS to incorporate them into your donation page: 

  • Remember that photos of real people go a long way. Visuals help drum up emotion in your audience, so why not tap into their empathetic side by choosing a picture of a real person (or an animal or a place, depending on your cause.) to illustrate the issue at hand? Being able to see a real person who is affected by the issue your organization is trying to resolve will encourage your donors to put themselves in your beneficiaries’ shoes and inspire them to give. 
  • Make sure the style of the image matches with your branding. If all of the images on your website are black and white, make sure you aren’t throwing a brightly colored image onto your donation page or vice versa. Keeping the visual brand on your donation page consistent with the rest of your website will make you appear professional and organized.
  • Use your CMS to optimize your images. The right nonprofit CMS can help ensure your images are up-to-par for a professional and conversion-driving donation page. Use your CMS to convert your images to web-friendly versions and resize them appropriately. Also, don’t forget to zoom and crop your images to get your desired focus. 
  • Consider adding in other multimedia elements. If you think your donation page would benefit from a short video overlaid with music or even an audio clip, consider adding these to your page. However, use these multimedia elements sparingly. You don’t want your donor to get bogged down in your donation page and never make it to your donation form. 

As you choose and edit visuals for your donation page, don’t forget to take inspiration from other websites. Check out Morweb’s list of the best nonprofit websites to see some great examples of sites that clearly display what the organization is all about and create an excellent user experience!

2. Share real people’s stories. 

Just as your supporters will benefit from seeing pictures or videos of real people on your donation page, you should aim to share real people’s written stories. Having a face or a name associated with an issue they care about will help your cause stand out to your donors and convey the importance of contributing to your mission. 

Here are a few ways you can share real people’s stories on your donation page: 

  • Include one longer story about a specific individual at the top of your donation page. When a potential donor navigates to your donation page, your goal is to have them fill out or click through to a donation form. Catch their eye at the top of your donation page with the story of one specific beneficiary. Keep the story to a few paragraphs at most and share the beneficiary’s background and how your organization helped them. 
  • Use your CMS to create a section of “testimonials” supporters can scroll through. Gather quotes from your beneficiaries that you can use as short testimonials. This option will let you tell multiple stories at once without slowing your donor down in their giving journey. 
  • Add a gallery of beneficiary pictures donors can click through to read specific stories. Some donors may want to read multiple stories about your beneficiaries. Offer this option by using your CMS to create a gallery of pictures that act as buttons for your donors to access specific stories. A striking visual and a call to action (CTA) like “Read Joseph’s recovery story here” or “Learn more about Whisker’s adoption journey” can draw your donor in and get them reading these stories. 

No matter how you decide to share your beneficiaries’ stories, remember to show that they are real people. Use plain language and try to capture people’s real voices, perspectives, and journeys. This will make your stories feel more authentic to your donors, which in turn will make your cause seem more legitimate and worth supporting. If confidentiality is an issue, you can change someone’s name.

3. Use words to create emotional connections. 

Every word in a story counts, and the right words can help your reader feel something. That means you need to choose your words carefully when writing a story to share on your donation page. 

Here are a few different ways to use your words to tap into your readers’ emotions: 

  • Be descriptive. Remember when your high school English teacher taught you the “show, don’t tell” rule? Well, it applies here, too. If you’re an animal shelter, don’t just tell us you recently rescued a dog. Describe the conditions the dog was living in. Then, share how the dog looks and behaves now that you’ve rescued him. Describe how much he loves his new home. Descriptions and details make stories much more interesting and emotionally captivating!
  • Include the donor in the story. To feel truly involved with and emotionally invested in your cause, your donors need to be part of the narrative. Use pronouns like “you,” “your,” “we,” and “ours” to make your donor feel included. For example, you might write a sentence like, “Because of donors like you, last summer’s peer-to-peer fundraiser was a great success, allowing us to provide 500 meals to families in need.” Language like this will show donors they have an important part to play in making a difference for your beneficiaries. 
  • Illustrate how your organization can provide solutions to problems. A story isn’t a story without both conflict and resolution: A princess is captured by a dragon (conflict) and then rescued by a prince (resolution). An alien crash lands on Earth (conflict) and meets humans that help him find his way home (resolution). Once your donors are presented with the problem your organization is focused on solving, you need to show them how, with their help, you’re going to solve it. This helps convince donors that your organization is the one they should entrust with their support because it helps you look like you’re the one who’s going to get the job done. Plus, conflict creates tension in a story, so when you can resolve that by providing a solution, your story will bring much more emotional satisfaction to your reader. 

You don’t have to be a trained writer to construct an emotionally engaging story to include on your donation page. Simply focus on providing a lot of details and showcasing solutions to a problem, and your readers will start to feel that emotional connection to your cause. 

4. Use strategically-placed CTAs. 

A call to action (CTA) is simply a statement that encourages someone to complete an action. In the context of storytelling on your donation page, you may craft calls to action asking your donors to do something after learning about a particular issue or learning about a specific beneficiary’s experience with your organization. Those CTAs could lead your donor to: 

  • Donate to your cause using your donation form 
  • Opt into your monthly giving program 
  • Explore information about matching gifts 
  • Share your donation page on social media 
  • Register for an upcoming event 
  • Sign up for a volunteering opportunity 

Though your CTA to donate to your cause will be most important on your donation page, other CTAs can help you engage your donors further, so don’t be afraid to include them in your storytelling. 

When writing a CTA, remember to keep it clear and simple, but tailor it specifically to your cause. Something like “Give now” won’t be as effective as “Give now to help stomp out cancer.” 

In addition to writing out your CTAs, you can also use your CMS to make your CTAs into buttons that link to different resources, like your donation form or your volunteer page. Including these in the body of a story can help break up the text and ensure that when your donor feels inspired to act, they can do so right away. 


According to Morweb’s guide to donation page design, 54% of donors prefer to give online, which means you should pay special attention to your donation page and the stories you’re sharing on it. Remember to tap into the human element of your organization’s story and use your CMS to enhance your story with visuals, multimedia elements, and CTAs. 

The greatest stories can motivate us to act, and once you’ve honed your storytelling skills with these tips, you’ll be able to inspire your donors to give and engage with your cause for the long haul. Good luck! 

Murad Bushnaq is the Founder and CEO of Morweb. Since its inception in 2014, Murad has acted as Creative Director and Chief Technologist to help nonprofits spread their vision online through engaging design, intuitive software, and strategic communication.

Make This the Year You Segment Your Donors

Do you send all your donors the same appeal and thank you letter? Do you also feel your appeals aren’t bringing you the donations you need?

There may be a correlation here. If you’re not segmenting your donors into different groups, you’re missing a chance to raise more money and let your donors know you recognize them for who they are.

Your donors are not the same. Some donors have given for at least five years (these donors should get a lot of attention). Some are monthly donors. Yet, nonprofit organizations fail to recognize that and send everyone a one-size-fits-all letter. 

Sometimes smaller organizations do a better job of personalization. Not that long ago, I received a generic, one-size-fits-all appeal from a large, national organization. I’m a monthly donor and they didn’t acknowledge that. In fact, the letter included a blurb encouraging people to become monthly donors. Um….

That organization missed an opportunity to do a better job of connecting with their donors. Unfortunately, they are one of many.

When you’re too big to succeed

If you’re not segmenting your donors, make this the year you start. And if you’re already segmenting your donors, kudos to you!

You may be worried about how much time this will take. Plus, you don’t think your current database can handle it and it will cost too much to get a better one. 

In reality, it may cost you more not to segment.  A good database/CRM is worth the investment. Segmenting your donors will help you with retention, which costs more than trying to find new donors. Donor stewardship/engagement is usually easier and it’s more fun.

You also don’t need to create 100 different types of letters. Four or five should be sufficient. Your appeals and thank you letters will stand out if you can personalize them and not send everyone the same generic letter.

Here are a few different types of donor groups. You may want to include others. The more you can segment, the better. Remember, investing in a good CRM/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 a good opportunity to ask for an upgrade. Many organizations don’t do this, but it’s a good way to increase your revenue.

Your donors will be more receptive to upgrading their gifts if you’ve been doing a good job of thanking them and staying in touch throughout the year.

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, be sure to 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 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 horrible. 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 package 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 gift. 

When your donors renew or upgrade their monthly gifts, they, of course, get an amazing 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 communications targeted to monthly donors. 

Segmenting your donors makes a difference

In these uncertain times, some donors may cut back on their giving. Don’t let them choose between organizations that communicate throughout the year with engaging personalized appeals, thank yous, and updates and organizations who just send generic, one-size-fits-all communications. People are also looking for a personal connection right now. 

Spending some extra time segmenting your donors and personalizing your communications will be worth it if you can raise additional revenue and boost your retention rate.

Here’s more information about segmenting your donors.

How to Segment Your Donors

Donor Segmentation: The Ultimate Guide for Nonprofits

4 Smart Donor Segmentation Strategies for Nonprofits

KEY DONOR SEGMENTS FOR A BETTER YEAR-END APPEAL

Keep Calm and Stay Strong

As summer wanes and we move toward fall, many nonprofit organizations are entering the busiest time of the year as they launch their year-end fundraising campaigns. In the best of times, this is stressful, and we are not in the best of times.

We’re still living in a time of uncertainty. I feel there’s more uncertainty now than last year. In the spring it looked like we were on track to something better and then along comes the Delta variant, not to mention low vaccination rates in some states.

I’m sure your nonprofit organization is still dealing with many challenges. People may have returned to the office and now you’re wondering if that’s safe. You may be falling short of your revenue goals. You may be stressed out figuring out how you’ll pull off your year-end campaign and that’s understandable, but it’s important to keep calm and stay strong.

The need your clients/community face is still there. You can’t raise money if you don’t ask. Donors still want to help if they can.

It’s possible to get through the next few months. Do the best that you can, but make smart choices that will help you succeed.

Plan ahead

My last few posts had a plan-ahead theme. You want to start gearing up for your year-end appeal as soon as possible. This includes figuring out how you’ll thank your donors and getting your website in shape. Now would be a good time to get started.

If this sounds overwhelming, take a deep breath, and start working on a few things each day. Putting together a quality campaign will help you raise more money.

Segment your donors

One aspect of a good fundraising appeal is personalization. You must segment your donors as much as you can. At the very least, segment them by current donors, monthly donors, and people who haven’t donated before.

You’ll have the best luck with people who’ve donated before, and they’re going to want to see a letter that thanks them for their past support.

You can ask past donors to upgrade their gifts. This is an easy way to raise more money, yet many organizations don’t do this because they don’t segment their donors.

Monthly donors are the backbone of many nonprofit organizations and have a retention rate of 90%. Any time you communicate with them you must recognize them as monthly donors. You can ask your monthly donors to upgrade or give an additional donation.

Donors who have supported you before deserve a great appeal letter, and thank you letter too!

Focus on retention 

Donor retention should always be one of your top priorities – before, during, and after your appeal. Remember, your best bet for donations are your current donors. Think about sending a warm-up letter or email to these donors before your next appeal. Don’t ignore them.

Focusing on retention will help during tough economic times. Some donors may not be able to give this year, but maybe they’ll be able to in the future. Keep engaging with them.

A Guide to Donor Retention

Make time for what’s important 

I’m not trying to give you more work. I’m trying to give you better work. You may be saying you don’t have time to do some of these things, but this is important. 

What’s taking so much of your time? Is it meetings you don’t need to have? Are you chasing fundraising sources that don’t make sense? Maybe that online auction or event isn’t worth the time since you don’t raise much money.

Recess time

I just heard a story on the news about how important recess is for kids, especially during these difficult times. Adults need recess, too. Maybe you won’t go out on the playground, but why not?  

There are plenty of things you can do to take care of yourself. Don’t eat lunch in your workspace (at the office or at home). Take breaks! Step away from your screens. Go for a walk, exercise, do yoga, or maybe even take a short nap. I love this phrase – Rest is not a luxury, it’s a necessity. It will make you more productive.

I know there’s a lot going on both at your organization and in the world. Make time for what’s important, take care of yourself, and do the best that you can.

Photo by Marco Verch

Is Your Website in Good Shape?

With everything that’s been going on over the last year and a half, you may not have had time to keep up with certain things. That includes making sure your website is in good shape.

You don’t want to neglect your website. The internet is still most people’s go-to place to get information. Unlike social media, you control your website. You want it to be up-to-date, easy to read/scan and navigate, welcoming, and audience-centered.

I created this checklist a few years ago and I think now is a good time to revisit it. 

Home page

Your home page is often the first place a newcomer will visit. Make it an entryway to the rest of your website.

  • Is it free of clutter and easy to navigate and read/scan? You can include links to other pages on your home page, so you’re not bombarding it with too much information.
  • Does it include an engaging photo and a small amount of text, such as a tagline or position statement?
  • Are you highlighting something current and important? Maybe it’s your response to the ever-changing pandemic. Maybe it’s a fundraising campaign or an event. Be sure it’s up-to-date and the most newsworthy item you can feature.
  • Does it include a Donate Now button that’s prominent without being tacky?
  • Does it include a newsletter sign-up box and social media icons?
  • Does it include your organization’s contact information or a link to a Contact Us page?
  • Is the navigation bar easy to use?
  • Does it include a search feature?

Donation page

Many people donate online. This needs to be a good experience for your donors. You don’t want to stress them out with a cumbersome and confusing donation page.

  • Is it easy to use?
  • Does it include a strong call to action with the same messages as all your other fundraising appeals? You want to include enough information to entice a potential new donor, but not too much to overwhelm any of your donors (new and long-time).
  • Does it show how the donation will be used and what different amounts will fund?
  • Does it include an option for monthly/recurring gifts?
  • Does it have an engaging photo?
  • After someone donates, does it take the person to an engaging thank you landing page and generate a personal thank you email?

5 Questions to Ask Yourself to Make Your Donation Page More Effective

The rest of your pages

Be sure to take a look at the rest of your web pages, too.

  • Are they easy to read/scan and navigate?
  • Do all your pages have a consistent look?
  • Is the content well written in a conversational style (no jargon!) and free of grammatical errors and typos?
  • Are your pages audience-centered? Remember, some visitors know you well and others don’t. A person visiting your volunteer page may not know much about your organization, so you’ll need to include a compelling description of what you do.
  • Do your pages contain a clear call to action? For example, your volunteer page should entice someone to volunteer.
  • Does each page have one or two photos related to its subject matter? Going back to your volunteer page, you could include a photo of volunteers working in the community.
  • Is all the content up-to-date?
  • Do all your links work?
  • Do all your pages include a Donate Now button, navigation bar, social media icons, a newsletter sign-up box, contact information, and a search feature, so your visitors don’t have to go back to the home page?
  • Are you using analytics to see how often people visit your pages? If you have pages that aren’t generating a lot of interest, find out why that’s happening. You may need to make the page more engaging or take it down.
  • Do you periodically survey your supporters to get feedback about your website?
  • Is your website mobile-friendly? This is crucial. Fortunately, most of them are these days, but just in case yours isn’t –  How to make website mobile friendly for your nonprofit
  • Is there other content you should include (or take out)?

After you’ve made all your changes, have someone who isn’t as familiar with your organization (maybe a friend or family member) look at your website to see if the content is clear and that it’s easy to read/scan and navigate.

Your goal is to have a website that’s welcoming and audience-centered for everyone from first-time visitors to long-time donors.

Read on for more information to help you get your website in good shape.

Your Nonprofit Website: The Importance of User Experience

Website Formatting: The Anatomy of a Well-Designed Nonprofit Web Page

15 Nonprofit Website Best Practices You Need to Know in 2021

Best Practices for a Nonprofit Website

Image via www.morecustomersmoresales.com.au