How to Create a Better Fundraising Appeal That Will Stand Out

Can you believe September is already here? It happens to be my favorite month. As someone who doesn’t like heat and humidity, I welcome the refreshing air it brings.

It also brings us to the start of the busiest time of the year for nonprofit organizations, especially if you’re doing a year-end appeal. 

Even if you’re not planning on launching your campaign until later in the fall, you should get started on your appeal now. Everything takes longer than you think, especially in these uncertain times.

You need to create an appeal that will stand out and resonate with your donors. That doesn’t mean using the same boring, generic template you’ve used for years.

You need a letter that takes into account what’s going on in 2021. You must address how the current state of the pandemic is affecting your clients/community.

Your appeal also needs to be personal – both for your donors and when you write about your clients/community. Be sure to check in with your donors and wish them well.

Here are some ways to create a better appeal that will stand out.

Make a good first 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 2021 Annual Appeal. That’s not inspiring, especially now. Instead, say something like – Find out how you can help local families put food on the table.

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 compelling 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 and it needs to be relevant to the current climate. 

Here’s an example – Martha, a single mother with three kids, has had a tough year. It’s been hard to find steady work and there’s barely enough money to pay the bills and buy groceries for her family. 

But thanks to generous donors like you (or because of our generous donors if you’re writing to people who haven’t given before), she’s been able to get boxes of healthy food at the Riverside Community Food Bank. At first, Martha was embarrassed that she had to rely on a food bank to feed her family, but she’s always treated with respect and dignity when she visits. 

We want to continue providing Martha and other members of our community with healthy food when they need it.

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.

Make Connections With Your Donors by Sharing Stories

Keep Connecting With Your Donors by Using 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 right now. Don’t be afraid to ask your donors to upgrade their gifts. People want to help if they can.

Phrase your ask like this – We’re so grateful for your previous gift of $50. We’re continuing to see more people coming into the food bank right now. Would you be able to help us out a little more this time with a gift of $75?

Asking for an upgrade can help you raise more money. Also, if you’ve been doing a good job of engaging your donors throughout the year (and I hope you have been), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people don’t often remember what they gave before.

Be donor-centered, as well as community-centered

There’s been some dichotomy this past year between being donor-centered and being community-centered, but I think you can be both. What you don’t want is to be organization-centered.

Show your donors how they can help you make a difference for your clients/community and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.

At the same time, respect your clients/community by not undermining them by using terms like at-risk youth or underserved communities. They are people, after all.

Share your success and challenges

I’m sure your organization continues to face challenges. Maybe you’ve started to provide in-person services or put on performances, but you’re not sure how much longer you’ll be able to do that thanks to the Delta variant. 

How you do your work is less important than why you do your work. You need to continue to provide healthy food to families while doing it safely.

Highlight some of your accomplishments, but you can share challenges, too. 

Show how you plan to continue your work with your donor’s help. Remember to stay donor-centered! You need your donors right now.

Personalization is crucial

Don’t send everyone the same appeal. Try to 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. 

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. They’re your best bet for getting donations now. Let them know how much you appreciate their support. If a donor stepped up with additional contributions over the last 18 months, be sure to thank them for that. These donors are committed to helping you through this difficult time.

Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. You can ask them to upgrade or give an additional year-end gift.

This is not the time to send 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 or Dear Valued Donor. How much do you value this relationship if you can’t even use a person’s name?

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 to give

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, give you a steady source of income throughout the year, and improve donor retention. Encourage your donors to give $5, $10, or even $20 a month. This may be a more viable option for some of them. 

Why Monthly Giving Makes Sense

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. I know longer letters can perform better, but donors have a lot going on, so if you’re going to write a longer letter, make every word count. 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.

How to Ruin Good Copy

Make a good lasting impression, too

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 someone for a previous donation or hoping a potential donor will support you. Hand sign the letters in blue ink.

We could be looking at another tough fundraising season. That’s why you need to spend some time writing a better appeal letter that will stand out and help bring you the donations you need. Good luck!

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

10 Ways to Make Your Year-End Appeal Letter Better

How To Write A Fundraising Appeal In 5 Steps

Direct Mail Appeals for Nonprofits: 5 Best Practices

So you want to write to donors

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

Plan Ahead for Your Year-End Appeal

Some people need the stress of waiting until the last minute to get them motivated. Not me. I like to plan ahead, both professionally and in my personal life.

Speaking of planning ahead, now is a good time to start planning your year-end fundraising campaign. I know it’s still summer and there’s plenty of time to go to the beach and get ice cream, but fall will be here before you know it (like it or not).

Also, our current state of uncertainty makes it more important to plan ahead. I’ve put together a checklist to help you get started. You can also use this for fundraising campaigns at other times of the year.

How much money do you need to raise?

You may have already set a goal for your year-end campaign in your 2021 fundraising plan (at least I hope you did) and maybe that has changed. 

You must determine how much money you need to raise before you start your campaign, and raising as much as we can is not a goal.

Do you have a plan?

Put together a plan for your campaign that includes a timeline, task list, and the different channels you’ll use. Make it as detailed as possible.

When do you want to launch your appeal? Plan on everything taking longer than you think it will, so earlier is better. You’ll be competing with other organizations who are doing appeals. 

I strongly encourage you to mail an appeal letter. Direct mail appeals are more successful. You can also send an email appeal and follow up that way (more on that in future posts). 

Maybe you want to send your appeal letters the first week in November. If so, make your goal to have the letters done at least a week before that. Maybe more if people are working remotely.

Also, how are you mailing your appeal? Do you use a mail house or do you get staff and volunteers together to stuff envelopes?  If it’s the latter, it might be harder to get a group together, so you’ll need more time. 

13 Steps to the Perfect Year-End Giving Campaign

An Annual Appeal Fundraising Timeline You Can Use

Do you have a good story and photo to share?

If you’ve been using the same boring, generic appeal letter template for the last few years, stop. You need a new one. Your appeal must address the current situations.

A good way to start is to create an engaging story for your appeal. How are the pandemic, systemic racism, and economic challenges impacting your clients/community right now? Focus on them, not your organization. This year is different than last year, but not the same as pre-pandemic times. That’s why you need new stories.  

You’ll want some good photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

Make Connections With Your Donors by Sharing Stories

Keep Connecting With Your Donors by Using Visual Stories

How did/can your donors help you make a difference?

Your appeal letter should highlight some of the accomplishments you’ve made recently and state what you plan to do in the coming months. 

Here’s an example from a nearby food pantry. They’re seeing a huge increase in the need for their services since the pandemic started –  from 175 households per week to 750 at three different locations. But thanks to their generous donors, they were able to move into a larger space. They want to continue serving as many families as they can as the pandemic continues.

Remember to focus on your clients and show how your donors are helping you make a difference or can help you make a difference. Don’t brag about your organization.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date. Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled.

Also, now is a good time to segment your mailing lists – current donors, monthly donors, lapsed donors, event attendees, etc. This is more important than ever. Your current donors are your best source of donations. You should have more success if you can personalize your appeal letters.

5 Data Hygiene Methods for Your Nonprofit

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until October to check your supply of letterhead and envelopes. Make sure you have enough. Perhaps you want to produce a special outer envelope. You may also want to create some thank you cards. 

According to the post below, we could be facing a paper shortage, so plan ahead!

Getting Forward to Normal: What Ketchup Packets, Yeast and Nonprofit Mail Pieces Have in Common

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of their last gift.

Stamps are more personal, so you might want to find some nice ones to use. Also, stamp prices are supposed to go up on August 29.  Now is a good time to stock up on Forever stamps.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials. Highlight your year-end appeal on your homepage and include a prominent Donate Now button.

20 Easy Ways to Optimize Donation Forms for Nonprofits

Nonprofit Donation Form: Make it Easy to Make More Money

Do you offer a monthly or recurring giving option?

A monthly giving program is a win-win for your organization. You can raise more money, boost your retention rate, receive a steady stream of revenue, and allow your donors to spread out their gifts.

If you don’t have a monthly giving program or you have a small one, now is an excellent time to start one or grow the one you have.

Why Monthly Giving Makes Sense

How will you thank your donors?

Spend as much time on your thank you letter/note as you do on your appeal letter and write them at the same time. You need to thank your donors, and thank them well, as soon as you receive their gifts, so have a thank you letter/note ready to go.

Handwritten notes and phone calls are much better than a preprinted letter. Create or buy some thank you cards (see above) and start recruiting board members and volunteers to make thank you calls or write notes. Put together a thank you plan to help you with this.

How will you keep up with your donor communication?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication this fall. Keep engaging your donors and other supporters (who may become donors) by sharing updates and gratitude. Pour on the appreciation! 

Send at least one warm-up letter or email. You could create a thank you video or a video that gives a behind-the-scenes look at your organization right now. Just don’t disappear until appeal time.

Don’t let stories about donors giving less scare you. Some donors may not give as much or at all, but others will give more. They won’t give anything if you don’t ask.

Best of luck!

Photo via creditscoregeek.com/

Make Connections With Your Donors by Sharing Stories

After the year we’ve just been through, most people have realized the importance of connection. Your nonprofit organization also needs to make connections with your donors. One of the best ways to do that is to share stories.

Donors want to hear your stories

I would guess you’re not using stories as much as you should. That’s a mistake because people respond better to stories than a bunch of facts and statistics. Stories bring the work you do to life by using everyday language to create a scene.

You may be reluctant to use stories because it’s more work for your organization, but that shouldn’t stop you. The summer is a good time to come up with some new stories.

Your stories need to be relevant

I don’t need to tell you the world has changed since March 2020. Your stories need to take the current climate into account. That’s why you new need ones. This year is different than last year, but not the same as 2019. Let your donors know how the pandemic (which is still with us, by the way), the economy, and systemic racism are impacting your clients/community right now.

Create a culture of storytelling

If you create a storytelling culture in your organization, you can make storytelling the norm instead of the exception.

Work with your program staff to create stories that will help you connect with your donors. Everyone needs to understand how important this is. Share stories at staff meetings and/or set up regular meetings with program staff to gather stories. Do this virtually if you’re not in the office.

How To Create A Culture of Storytelling in Your Nonprofit

When you put together a story, ask.

  • Why is this important?
  • Who is affected?
  • Why would your donors be interested in this story?
  • Are you using clear, everyday language (no jargon) to make sure your donors understand your story?
  • How are your donors helping you make a difference or How can your donors help you make a difference?

Client or program recipient stories are best. Remember, donors want to hear how they’re helping you make a difference for your clients/community.

Another way to find stories is to put a Share Your Story page on your website. This could be a good way to get some current, relevant stories.

4 INSPIRATIONAL “SHARE YOUR STORY” PAGES THAT WILL KNOCK YOUR SOCKS OFF

Language is important

It’s time to stop using jargon such as at-risk and underserved. These terms undermine your clients/community. These aren’t terms your donors use, anyway. Use language they’ll understand. 

You also don’t want to give the impression that your organization is coming in to save someone. This is especially important if the majority of your staff and donors are white, but your clients are people of color. This is known as white savior complex. Most likely that’s not intentional on your part, but watching how you tell your stories will help you avoid that. Be respectful of your clients/community.

4 Resources to Help Shift the Narrative for Equity in Nonprofit Communications

Your stories aren’t about your organization

Remember, your stories aren’t about your organization. Your organization may have had to make a lot of changes to do some of the work you do, but that’s not your story. Your story is why this is important for the people/community you work with. 

Maybe you had to change the way you run your food pantry, but what’s most important is that people in your community continue to have access to healthy food. 

Make your stories personal 

Tell a story of one (person or family). Use people’s names to make your stories more personal. I realize you might run into confidentiality issues, but you can change names to protect someone’s privacy. You could also do a composite story, but don’t make up anything.

Fundraising with Names Have Been Changed Disclaimers

Use different stories for different types of communication

Create a story bank to help you organize all your stories. You want to use stories as much as possible. Use them in your appeals, thank you letters, newsletters, updates, annual reports, website, blog, and other types of social media. 

While you can come up with some core stories, they’ll be slightly different depending on the type of communication. 

In a fundraising appeal, you want to highlight a problem or need. Let’s say you run a tutoring program. Here you can tell a story about James, a high school student who didn’t fare well with remote learning and is behind in his grade level. Because of this, he could benefit from a tutor. 

In your thank you letter, you can let your donors know that because of their generous gift, James will be able to start tutoring sessions with Mark, a local college student. 

Then in your newsletter, annual report, or update, you can tell a success story about how James is doing much better in school after starting weekly tutoring sessions with Mark. 

Make connections with your donors by sharing stories. Read on below for more information about creating stories. In my next post, I’ll write about sharing visual stories. 

Making a Great Story into a Powerful Fundraising Story

How to Write an Impact Story that Moves Hearts & Minds

A Comprehensive Guide to Writing Nonprofit Impact Stories

INFOGRAPHIC: A Nonprofit Storytelling How-To

5 Data Hygiene Methods for Your Nonprofit

Is your nonprofit database starting to look like a library without a librarian? Use these 5 tips to clean it up and establish better hygiene practices. 

By Gabrielle Perham

Your nonprofit’s donor database is like a library. When a librarian is present, the library stays clean and orderly, with everything in the right place so visitors can quickly find what they’re looking for. Without a librarian, the system falls apart — you’ve got books everywhere, it takes visitors hours to find what they’re looking for, and no one’s getting the information they need!

The same thing can happen to your nonprofit’s donor database. If your nonprofit has operated for many years, you may have gone through different iterations of your data input procedures. Now, your database looks like a library with several different coding systems. If this sounds familiar, you’ll want to set aside time to do some cleaning and establish better data hygiene practices. 

As AccuData Integrated Marketing’s data hygiene guide explains, data hygiene is important for businesses because “dirty” data leads to inefficiencies in tracking leads, marketing missteps, and the inability to personalize outreach materials. The same concerns apply to nonprofits seeking to connect with supporters to increase engagement and boost donations. 

To clean up your nonprofit database, here are five data hygiene steps to take: 

  1. Conduct an audit of your nonprofit database. 
  2. Remove unnecessary or harmful information.
  3. Take a closer look at the data you have left. 
  4. Standardize processes for ongoing maintenance.
  5. Bring an expert on board to help. 

Conducting a little data cleaning now will put you on the road to better donor engagement. You’ll have greater confidence that you’re communicating with real people who are excited to hear your message. Let’s take a closer look at each step!

1. Conduct an audit of your nonprofit database.

To start the process of cleaning up your database, first assess the current state of your data. With an audit, you can conduct an official review of your database to understand which areas contain the highest number of inaccuracies, what information is missing, and where there are gaps in your data. Recharity’s guide to data hygiene best practices explains that an audit provides a “high-level overview of your database’s health.” 

To conduct a database audit:

  1. Identify problems you’re facing regarding data collection. What are the main issues your organization is facing that impede proper data collection? What are you looking to get out of the audit process? Identify these problems and goals up front so you can keep them in mind as you move through the rest of the audit process. 
  2. Pinpoint unhelpful information. Some of your data points (pieces of information) are probably inaccurate, outdated, or completely incorrect. Make note of these points because this information is more harmful than helpful. 
  3. Identify inconsistencies. Over the years, your team has probably gone through several different data input procedures, leading to different ways of uploading names, addresses, dates, and other types of information. Even if your process has stayed the same, there’s always the human error factor that can lead to variability. Use your audit to note any inconsistencies that have occurred. 
  4. Share the findings with your team. After the audit is complete, ensure all stakeholders (such as your board members and development director) are aware of the findings and on board with moving to the next steps of the data hygiene process. 

After reviewing your database from a bird’s-eye view, you’ll have a better idea of where you stand. This allows you to create a more accurate timeline and action plan for correcting irregularities and establishing better data procedures moving forward. Your nonprofit may even consider using an external source to audit your database, such as AlumniFinder’s free Data Quality Report, which provides a free analysis of the contact names, phone numbers, postal and email addresses, and dates of birth in your database.

2. Remove unnecessary or harmful information.

The audit process will reveal any information in your database that is irrelevant or extraneous. You don’t want to waste time and money sending marketing materials and messages to those who don’t want or aren’t able to engage with the information. Plus, you shouldn’t overload your database with useless information. 

Examples of these unusable data points include:

  • People on do not call lists: People who wish to opt out of telemarketing calls register with the National Do Not Call Registry. Businesses cannot call those who are listed on the registry. Nonprofits are generally exempt from these regulations, but if you partner with a commercial telemarketing company, you will have to comply with these guidelines. If this is the case for you, be sure to frequently scrub your call lists according to the registry. 
  • People on do not mail lists: Similarly, consumers who wish to not receive mail and emails from businesses can register with the Direct Marketing Association (DMA) website, DMAchoice. If you work with a direct mail provider, keep an eye out for those who have registered for this service and respect their wishes. 
  • Minors: Remove names of minors (those under 18) from your database. If you conduct direct marketing to children, you can be fined by the Federal Trade Commission (FTC). 
  • Incarcerated individuals: Those who are currently within the prison system cannot respond to marketing materials. Remove the names of those currently held within federal and state prisons, county correctional facilities, and jails. 
  • Deceased persons: Remove any information about people who are now deceased. This helps prevent sending unwanted marketing materials to their family members. 

When you eliminate this extraneous information, you’re left with a database that contains only information about those who are interested in hearing from you and able to respond to your messages. If you don’t know exactly where to start on a process like this, data hygiene providers, such as AccuData Integrated Marketing, can assist you with removing these types of records from your database or suppressing them from your direct marketing efforts.

In future data-gathering efforts, remember that more data isn’t necessarily better. It’s more important to focus on gathering high-quality information that will help you get in touch with interested audience members. 

3. Take a closer look at the data you have left. 

After you’ve eliminated unwanted information, assess your remaining data with a magnifying glass. Getting the small details right could be the difference between conducting a successful marketing campaign or wasting your marketing dollars on sending materials with inaccurate names, physical addresses, phone numbers, or email addresses. 

In particular, it’s important to assess and correct the database errors you identified during the audit stage. Ensure your records are clean by:

  • Eliminating duplicate entries: Perhaps you accidentally recorded information on the same donor twice, inputting a slightly different spelling of their name. Or, maybe a certain donor changed their name, and now you have two separate entries for the same individual. Verify the correct entry and eliminate any copies that might have popped up over the years. 
  • Standardizing mailing addresses: For instance, are some addresses written out with the full spelling of “Street” while others just have the abbreviation “St.?” Do some addresses use the standard five-digit postal code, while others use the ZIP+4 code? Take this opportunity to standardize all mailing addresses.
  • Verifying email addresses: Scrub your email addresses to ensure all remaining addresses are real and active. This helps increase your email engagement rate and allows you to save time and resources by only sending newsletters and other messages to correct, active email addresses. 
  • Ensuring numbers and abbreviations are standardized: Besides just mailing addresses, you’ll want to make sure any numbers or abbreviations your team uses are standardized. This includes titles, ages, and any code words your team uses to categorize donors or prospects. 

Taking a fine-tooth comb to your data helps correct small inconsistencies that can add up to large issues. Your team will have more confidence in your marketing strategy moving forward. Remember, data hygiene companies can assist with these processes too.

Plus, this adjustment process will also give you an idea of areas where you can enhance your database. Using a process like data append, you can add missing information to donor records for a more complete picture of your donor base. This information may include adding accurate phone numbers, email addresses, employment status, net worth, or details about philanthropic involvement. 

For example, let’s say you’re looking to identify prospective major donors. You can use a data append to add information about a certain donor’s history of charitable giving to determine their affinity to give your cause and their ability to contribute a larger gift. This will give you a better idea of potential donors who are most likely to become major donors. 

As you can see, cleaning your data can open a new world of possibilities to enhance your marketing efforts and target a more specific audience. 

4. Standardize processes for ongoing maintenance.

To save yourself time and hassle in the future, it’s better to adopt continuous data hygiene practices than conduct occasional major cleanses. Set your team up for future success by creating an ongoing process for standardized data entry and maintenance. This includes: 

  • Standardizing data input practices. Outline the rules for team members to follow when they input new information into your nonprofit database. This includes procedures for inputting names, phone numbers, physical and email addresses, employment information, and all other relevant data points. 
  • Creating a data training process for staff members. Create a shared document that includes all the details team members need to use the database effectively. Review the process in a meeting or training seminar so everyone’s on the same page. 
  • Defining rules for handling errors. Mistakes are inevitable, but how will you correct them when they occur? Define this process and include it within your data input process documentation. 
  • Streamlining your donor-facing forms (like your newsletter sign-up page or online donation form) to only ask for essential information. This helps prevent the buildup of unnecessary or harmful data that clogs your database. By asking for only essential information, you can reduce the amount of extraneous information in your database. 

These regulations don’t have to be set in stone. Check in with your team and review your database frequently to ensure all new measures are effective and make adjustments as necessary. By creating a centralized, uniform process up front, you’ll have a strong framework from which to make changes or updates as needed. 

5. Bring an expert on board to help. 

Establishing good data hygiene practices can be challenging, especially if your database isn’t in good shape to start with. Whether you’re an in-house marketing specialist for a nonprofit or an external marketer who’s been hired by a nonprofit, you may not have all the expertise needed to take a deep dive into the data review process. 

If this is the case for you, it’s helpful to bring an expert on board to help you out. 

Professionals that specialize in data hygiene can help set your team up with a concrete plan for future data management practices. 

According to this blog post, database marketing specialists can assist with all of the processes above, plus provide services such as: 

  • Merge and purge: Identifying and combining or eliminating duplicate records in your database. 
  • File conversion: Converting files into useful formats according to your organization’s needs. 
  • A/B splits: Segmenting your data into groups to determine which marketing strategies are most effective. 
  • Parsing: Splitting up the elements of one record into separate fields in your database. 

These are all advanced services that take a deep dive into your database and configure it based on your needs. Beyond just data hygiene services, data marketing firms also conduct data enhancement, audience building, targeted digital marketing, and other long-term marketing efforts, leaving you with a stronger framework for future campaigns. 


By thoroughly cleaning your database and establishing standardized maintenance procedures, you can focus less on dealing with the effects of dirty data and more on making your marketing message stand out. Remember, a database marketing service provider might offer the push you need to carry out the data cleaning process more successfully. Good luck!

Gabrielle Perham is the Director of Marketing for AccuData Integrated Marketing. She joined the organization in 2017 and possesses more than 15 years of experience in strategic marketing, branding, communications, and digital marketing. She earned a B.S. in Marketing and an M.B.A in Marketing Management from the University of Tampa.

How Fundraising is Like Strength Training

I’ve been doing strength training with a personal trainer for about three and a half years. My initial assessment was humbling, to say the least, and at the beginning, there were several times I wondered “Why am I doing this?”

But I’ve benefited so much. Not only am I stronger, I’ve lost weight, I’m sleeping better, my mood is better, and I have a more robust immune system. I’ve also been able to keep up with it during the pandemic, although now I’m doing it virtually.

Believe it or not, strength training has a lot in common with fundraising and when I say fundraising, I’m including the all-important stewardship and relationship-building components. Here’s what they have in common.

It’s supposed to be hard, but doable

If I ever say one of my training exercises is hard, my trainer will respond, “It’s supposed to be hard.” That said, it also needs to be doable.

What a wonderful world we’d live in if people just donated money to nonprofit organizations without us have to do anything.

Fundraising is hard. It doesn’t just happen. You have to work at it, but you also need to be realistic. I’m not lifting 100-pound weights. That would be too much for me. If you’re a small organization, trying to pull off a huge event would probably be too much for you.

How to raise money: 3 steps to creating sustainable funding for your new, young, or small nonprofit

Starting small is often the way to go

I work out twice a week and do what’s known as a circuit –  seven or eight exercises on each of the days, usually three sets of 10-12 reps each. People who are more advanced in their training might do four or five sets of two different exercises with heavier weights.

This same formula can work for your organization when you concentrate on individual gifts. Many of these will be under $100 each, but you’ll be able to get a larger number of them. You can also raise a good bit of revenue from monthly gifts, even if they’re only $5 or $10 a month.

Be patient and you’ll see results

It took about two or three months for me to see the results I mentioned above. Some of your fundraising will take even longer.

You can get smaller gifts fairly quickly. Securing major gifts and grants will take longer.  It can take up to a year to cultivate major gifts and it takes a lot of relationship building to get there. If you get approved for a grant, it can take several months to get the money and these often come with restrictions.

But if you persevere, you should see results.

Take it to the next level

If I kept doing the same exercises I started with, I wouldn’t make much progress. The same is true with fundraising.

Most appeal letters are generic,one-size fits all. You’re missing an opportunity to grow when you don’t ask donors to upgrade their single gifts or invite them to become monthly donors.

There are so many opportunities to take your fundraising to the next level. Smaller dollar donors can upgrade to mid-level donors, mid-level donors can become major donors, and major donors are potential legacy donors.

You need to stick with it

If I miss a week or two of training, it suffers. The same is true with your fundraising. If all you do is send appeals a few times a year, you won’t have much success.

You need to engage with your donors regularly – at least once or twice a month. That includes showing appreciation and sharing updates.

Moving Away from Transactional Fundraising

You need a plan

When I started strength training, my trainer designed a plan for me that we can build on and modify as needed. You need to do the same thing with your fundraising.

You shouldn’t be raising revenue without a plan in place. You also need a donor communications and thank you plan. 

You may need to make adjustments to your plans. Most likely that happened for you last year when the pandemic started. I had to make adjustments early on in my training when I tweaked my knee doing a quad exercise and had to strengthen my hamstrings, as well as do a modified version of it for a while.

How to Prepare a Nonprofit Fundraising Plan

The Importance of Having a Thank You Plan

5 ELEMENTS OF A STELLAR DONOR COMMUNICATIONS PLAN THAT BUILDS DONOR LOYALTY

The whole is greater than the sum of its parts

My workout consists of exercises for the upper body, lower body, and core. Your fundraising will also consist of different tactics, such as individual giving, major gifts, grants, events, etc.

And as I mentioned before, and I’ll mention again since many organizations ignore this, your fundraising also needs a gratitude and relationship-building component.

Fundraising, like strength training, takes a lot of hard work, but you should see results if you keep building and stick with it.

Photo via www.ptpioneer.com

Some Important Investments That Can Help You Raise More Money

Your nonprofit organization may have cut some expenses over the past year. When times are tough, some organizations, especially small ones with limited resources, veer towards trimming, with the mindset “we can’t afford this.”

Use caution before you nix something you think you can’t afford. It may be something you should be investing in.

This doesn’t mean going wild with your budget. You need to make good investments. Here are a few areas you should be investing more money in. The good news is, if you do it right, these investments will help you raise more money.

Invest in a good CRM/database

Plain and simple, a good CRM (customer relationship management)/database can help you raise more money. You can segment your donors by amount and politely ask them to give a little more in your next appeal – $35 or $50 instead of $25.

A good database can help you with retention, which will save you money since it costs less to keep donors than to acquire new ones. You can personalize your letters and email messages. Make sure to invest in a good email service provider, too.

Personalized letters and messages mean you can address your donors by name and not Dear Friend. You can welcome new donors and thank current donors for their previous support. You can send targeted mailings to lapsed donors to try to woo them back. You can send special mailings to your monthly donors. You can record any personal information, such as conversations you had with a donor and their areas of interest.

In short, you can do a lot with a good CRM/database. Invest in the best one you can afford, and Excel is not a database.

Nonprofit Software

Invest in direct mail

You may not have used direct mail that much over the last year when many workplaces were closed and the mail was unreliable. But some organizations were never or rarely using it before the pandemic.

If that’s the case for you, you’re missing out on an effective and more personal way to communicate with your donors. Think of the enormous amount of email and social media posts you receive as opposed to postal mail. Your donors will be more likely to see your messages if you send them by mail.

Yes, direct mail is more expensive, but you don’t have to mail that often. Quality is more important than quantity but aim for three or four times a year.

Give some thought to what you send. Some ideas, besides appeal letters, include thank you letters/cards; Thanksgiving, holiday, or Valentine’s Day cards; infographic postcards; two to four-page newsletters; and annual/progress reports. You could put a donation envelope in your newsletter to raise some additional revenue, but do not put one in a thank you or holiday card.

Shorter is better. Lengthy communication will cost more and your donors are less likely to read it. Case in point, the 55-page annual report I received last month.

A few ways you can use direct mail without breaking your budget are to clean up your mailing lists to avoid costly duplicate mailings, spread thank you mailings throughout the year – perhaps sending something to a small number of donors each month, and look into special nonprofit mailing rates. You may also be able to get print materials done pro bono or do them in-house, as long as they look professional.

Of course, you can use email and social media, but your primary reason for communicating that way shouldn’t be because it’s cheaper. It should be because that’s what your donors use. If your donors prefer you to communicate by mail, then that’s what you should do.

Why Direct Mail is Your Best Option to Raise Funds Right Now (With Examples)

Turbocharge Your Direct Mail and Digital

Invest in donor communications

By donor communications I mean thank you letters/notes, newsletters, and other updates. Some organizations don’t prioritize these and want to spend their time “raising money.” They don’t seem to realize they can raise more money with better donor communications. Remember this cycle – ask, thank, report, repeat.

Don’t skimp on your communications budget. Creating thank you cards and infographic postcards is a good investment and a necessity, not a luxury. Thank you cards are a much better investment than mailing labels and other useless swag.

Maybe you need to reallocate your budget to cover some of these expenses. You could also look into additional sources of unrestricted funding. 

Remember, you can also use email and social media to communicate with donors. This reiterates the need for a good email service provider with professional looking templates for your e-newsletter and other updates.

5 ELEMENTS OF A STELLAR DONOR COMMUNICATIONS PLAN THAT BUILDS DONOR LOYALTY

Speaking of unrestricted funding 

We need to stop treating overhead or infrastructure as something bad. Some funders want us to spend our budget on programs, but how can we successfully run our programs if we don’t have enough staff and can barely afford to pay the people we do have? A rotating door of development staff makes it hard to maintain those important relationships. Even though some people may be working from home, we still have rent and other expenses.

Until these funders stop worrying so much about overhead, you may want to invest some time in finding unrestricted funding sources – often individual gifts, including major gifts.

Don’t limit yourself by saying you can’t afford certain expenses. If you make the right investments, you should be able to raise more money.

Photo by  CreditScoreGeek.com

Make Time for Some Spring Cleaning

Spring is officially here and depending on where you live, it may or may not feel like it. Here in Boston, we’re starting to see the beginning of warmer weather.

I’ve been hearing a lot about spring cleaning lately. I know, groan. Some people took on a bunch of cleaning and decluttering projects during the pandemic. I wasn’t one of them. It was too much to deal with, although I did shred two years of financial documents recently. 

I know I should do more. As much as I dislike cleaning and organizing, I’m happy once it gets done. Often getting started is the hardest part.

Your nonprofit organization may have put off some version of your own spring cleaning and decluttering. You were just trying to run your organization during a tumultuous year.

Make time to take on these so-called cumbersome tasks. Just think how happy you’ll be once you tackle them. You’ll also make some much-needed improvements to your infrastructure and donor communication.

Here are a few suggestions to help you get started.

Clean up your mailing lists and database

Has it been a while since you’ve updated your mailing lists? Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? This is a good time to clean up and update both your direct mail and email mailing lists.

Don’t wait until right before your next mailing to clean up your donor data. And, if you didn’t communicate by mail over the last year, then you really need to do some what is known as data hygiene.

Even though it’s tedious, have someone who’s familiar with your donors (your development director?) go through your mailing lists and database/CRM (customer relationship management) to see if you need to make any additions, changes, and deletions.

Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.

Your donor database is an important tool and it needs to be up-to-date and filled with accurate information about your donors.

CLEAN UP YOUR ACT: DONOR DATA MANAGEMENT FOR NONPROFITS

7 strategies for keeping your nonprofit donor database clean

Run your donor list through the National Change of Address database. It may cost some money to do this, but it’s worth it if you come out with squeaky clean data. Do this at least once a year.

Also, if you haven’t already done this, segment your donors into different groups – new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.

Segmenting Your Donors is More Important Than Ever

You might also want to move some lapsed donors who haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve never gotten in touch with any lapsed donors from 2020, you could reach out to them now.

Do the same thing with your email list. It doesn’t make sense to send email to people who don’t respond to it. Give these people a chance to re-engage, and if they’re not even opening your emails, move them to an inactive file.

Spring cleaning for your email list(s)

Maybe you need a better CRM/database. If you’re using a spreadsheet to store your donor records, then you need an actual database. Get the best one you can afford.

Fundraising Software Advice

Spring is about bringing in the new, and a better database would be a wise investment. It can help you raise more money. Organizations with good databases were able to quickly launch an emergency fundraising campaign when the pandemic hit.

Freshen up your messages

Now that you’ve cleaned up your mailing lists and segmented your donors, it’s time to freshen up your messages. As I mentioned in my last post, your donor communication needs to reference the current situations. When it doesn’t, it leads me to wonder if you’re using a template from way back when. 

It’s important for you to update your fundraising and thank you letter templates. If you’re still using vague jargon, such as at risk or underserved, you’re undermining your clients/community. Your donors look at the news every day and see people lined up at food banks or countless examples of discrimination. You can’t ignore this by hiding behind your jargon. Over the last year, we’ve seen a lot of authenticity. Bring that into your donor communication.

This post From Jargon to Generosity references a fundraising letter that opens with “Your gift of as little as $44 can provide quality resources for a child at the children’s home.” What do quality resources mean? Is it healthy food, a warm bed at night, a safe environment with a compassionate staff? Be specific and use language your donors will understand. 

Your thank you letters need to actually thank your donors, not brag about your organization. Make sure your automatically generated thank you emails and landing pages don’t look like boring receipts. Create separate templates for new donors, current donors, and monthly donors.

The Importance of Having a Thank You Plan 

Don’t put it off too long

I know you have a lot going on, but you need to tackle these projects sooner rather than later. Just like the clutter and dust in your home won’t disappear on their own, the longer you ignore it, the worse it gets. 

Take on these spring cleaning projects as soon as you can. You’ll be happy once they’re done. Your donors will also be happy if they don’t get duplicate mailings and a fundraising letter laced with jargon, but do receive a personalized appeal and a stellar thank you letter.

Navigating the Current Climate One Year Later

We’ve just gone through a tough year. It’s around the one year anniversary of when everything started shutting down in the United States. I know it was earlier in other parts of the world. In addition to the pandemic, we’ve endured an economic downturn, racial reckoning, political turmoil, and climate disasters.

We’re still living through many of these challenges as life veers towards something more normal, but it won’t ever the same.

Your nonprofit organization has gone through a lot and is continuing to navigate this ever-changing climate. It’s important to not give up and persevere.

Nonprofit organizations are essential

We’ve heard a lot about all the people who are essential in our society. Nonprofit organizations are essential. Take a moment to congratulate yourself for making it through this year and continuing to provide essential services as best you could.

In an ideal society, the government is also essential, but in many ways, the U.S. government failed us and nonprofits (with support from essential donors) stepped in to help. For example, a major winter storm in Texas last month caused massive power outages that were made worse because the state chose to isolate its power grid from national grids, making it difficult to import electricity from other states. While some government officials fled the state, those without that luxury had to deal with hardships such as no power and water. And who stepped in to help right away?  A bunch of nonprofits ranging from national organizations to local aid groups.

Keep fundraising

I’ve been telling you for the last year to keep fundraising! Donors will give if they can. If you’re short on revenue, here are a couple of ways to raise more money.

Organizations with a strong monthly giving program have done well. Monthly giving makes sense on so many levels. Nonprofits receive a steady stream of revenue throughout the year, monthly giving makes it easier for donors to spread out their gifts, and the monthly donor retention rate is 90%. Monthly donors are also more likely to become major donors and legacy donors. What’s not to like?

Why Monthly Giving Makes Sense

Another way to pick up some extra revenue is to reach out to your lapsed donors. Donors stop giving for a variety of reasons. Maybe things were tough for them financially last year or they were just too overwhelmed to donate. 

Circumstances change. Reach out to donors who have given in the past, but didn’t donate in 2020. Send them personalized appeals. If you find out a donor can’t afford to give right now, respect that, but keep sending messages of gratitude and updates, unless they opt out.

The right way to win back lapsed donors

Don’t go silent

One reason donors stop giving is because they rarely hear from you or when they do, your messages are uninspiring. This is something you can control.

It’s important to keep up with your donor engagement. An underlying theme of many of my posts this year is better communication will help you raise more money. 

I know it may continue to be hard, but you can’t ignore your donors. You don’t need to take on too much. Aim for short, high-quality messages once or twice a month.

Do the Best that You Can

You can’t ignore the current climate

When I see communication that doesn’t reference the pandemic or other current situations, it makes me wonder if the organization is using a template that needs to be revised. It’s a good idea to refresh your messages at least once a year, but in this ever-changing world, you’ll need to do it more often.

I will say that since the start of the pandemic, most donor communication is more personal and less generic. Some specifically references COVID-19, while others mention a challenging year. You also have specific needs and an urgency. Organizations that made this clear raised more money.

Keep Up the Urgency

Your organization has faced challenges, everyone has, and you need to acknowledge that.

Looking to the future

This is an opportunity to revisit some of your practices. Were virtual events and donor meetings successful for you? We may be looking at a hybrid of in-person and virtual gatherings for a while. 

Donors are also going to expect honest communication about your need and want to hear about your success and challenges. 

The future still holds uncertainty, but things are going to get better. If you’ve communicated more with your donors over the last year, keep that up. If you’ve been hesitant, you need to do more. Don’t be afraid to ask for donations. Keep up the better communication. 

Keep up your essential work!

What Will a Post-COVID Nonprofit Economy Reveal?

A glimpse of the fundraising picture in 2020 reveals some important truths

5 Tips to Use Your Nonprofit Site as A Donor Engagement Tool

By Anne Stefanyk

Your nonprofit website is a valuable tool for modern fundraising. Not only is it the first place prospects look to learn more about your organization, it’s also where current supporters go for updates on your mission and to explore upcoming opportunities. 

As the focal point of almost all of your donor engagements, without your nonprofit website, you’d have trouble both recruiting new supporters and retaining current ones.

There are a number of elements that play a critical role in how your website performs, the way visitors engage with it, and your online conversion rates. To position your site as a successful donor engagement tool, you’ll need an optimized nonprofit website. 

The best nonprofit sites are well-designed, scalable, easy to use, and effectively meet your target users’needs. If you want to leverage your own site as a donor engagement tool, make sure to follow these five tips:

  1. Review general website development best practices
  2. Integrate your site with other nonprofit solutions
  3. Advertise your upcoming campaigns and events
  4. Add consistent content to your blog roll
  5. Consider starting an online webinar series

Let’s dive in by reviewing the basics. 

1. Review general website development best practices

Taking some insight from Kanopi’s team of website user experience (UX) experts: “As the centerpiece of your digital engagements, your nonprofit website UX is extremely important if you want to not only acquire new supporters, but continue to retain current ones.”

Nonprofit website UX encompasses how users interact with your site. From how long it takes to load to how easy it is to navigate through different pages, there are a number of factors that can either encourage site visitors to continue engaging with your site or push them away. 

If you want to improve your own site UX, reviewing general nonprofit website maintenance practices is the best place to start. 

Here are the basic essentials to know:

  • Stick to simple user-based design. Your website already hosts a variety of different engagements. To minimize confusion and benefit your site UX, make sure each page and section stays simple and serves one clear purpose. Cramming too much information or site elements into one place can be overwhelming. 
  • Test your site load time. If your website doesn’t load fast enough, the chances of users giving up on it drastically increases. Regularly test your site and flag any obvious loading pain points, like large image or video files.  
  • Make sure it is mobile-optimized. With 51% of online site traffic coming from mobile phones, it’s critical that your site works on any size screen. If not, you’re missing out on over half of your supporters. 
  • Feature Call to actions (CTAs) to popular engagements. It’s likely people are visiting your site because they want to learn more, donate, sign up for an event (virtual for now), or become a volunteer. Include clear buttons and links, as well as a navigation menu that takes site visitors to these pages.

These are just some general tips for making sure your website is in good shape. With these basics down, you can start focusing on specific tools and content you’ll need to take your donor engagement to the next level. Above all, UX is a top priority. Explore these examples of top nonprofit websites to see these best practices in action.  

2. Integrate your site with other nonprofit solutions

As the center of your online engagements, your nonprofit website is doing a very important job: collecting data. This includes metrics of how prospective and current donors find your site and the specific links and pages that they frequent. Information like this can help you create targeted marketing strategies and give you a sense of the different types of supporters you have.

To make good use of this data and expand your donor engagement capabilities, we recommend integrating your other nonprofit solutions as well. Tech integrations connect separate software platforms to centralize their data. 

For nonprofits, having integrations between your online donation tools, constituent relationship management (CRM) database, email communications tool, and website is critical. This ensures that you have real-time access to accurate engagement data. 

What does this mean for your nonprofit website? Use your nonprofit and donor data to help strategize the best ways to create a meaningful and valuable experience for site visitors. This can not only help you capitalize on engagement efforts, but also deepen your donor relationships. It also leverages the best of other tools so your site and staff don’t have to do all the heavy lifting.

3. Advertise your upcoming campaigns and events

This might seem like a no-brainer, but your website should showcase all of your upcoming fundraising campaigns and events. If prospects or current supporters want to participate, they’ll go to your website to find out more. 

For one thing, we recommend dedicating entire pages to each event or campaign. This way, you have ample space to discuss details, how supporters can participate, and even embed a customized and branded online donation form. Then, using website design and layout, make sure to effectively advertise those exciting opportunities.

Here are some ways you can do this:

  • Put your event or campaign marketing content front and center on your homepage. Remember to switch out this content once the event is over or else your website risks looking outdated.
  • Link to your events calendar within your navigation menu.
  • Incorporate key calls-to-action to event sign-ups and donation pages across different web pages wherever it seems valuable. 
  • Include links back to the event or campaign page in other marketing content like email newsletters and social media posts.

Whether you want to get a head start on your year-end giving campaign or you’re announcing a brand new event, connect prospects to your nonprofit website so they have actionable and concrete next steps. 

4. Add consistent content to your blog roll

What if you don’t have any events or campaigns coming up? How can you still send users to your online site? Consider creating consistent and active blog content! You can do this right on your nonprofit website with a dedicated blog roll.

Many organizations, software companies, and services in the philanthropic space create blog posts for their websites. Not only does this paint them as an authoritative figure, but it’s a valuable digital strategy that increases website SEO (search engine optimization). The more high-quality content your website has, the better Google and other search engines will rank it.

But what kind of blog posts should you create and what kind of content is your audience interested in? Use this list to start brainstorming with your marketing team:

  • News stories relevant to your mission
  • Advice and tips for those in the community that your nonprofit serves
  • Updates on nonprofit events, campaigns, and other major accomplishments
  • Announcements for new nonprofit developments
  • Testimonials from community members you’ve helped

For instance, The American Heart Association has blog content specific to healthy living and other health-related topics. Even though these blog posts aren’t directly discussing the campaigns and accomplishments they’ve achieved, they still provide value and offer an additional engagement point for their supporters. 

5. Consider starting an online webinar series

Similar to creating blog content, starting an online webinar series is a key way to position your organization as a thought leader. Webinars are usually meetings or presentations that are hosted online, either live or pre-recorded, and led by professionals of the topic at hand.

Many nonprofit organizations and related businesses host webinars to talk about topics ranging from top fundraising strategies to new advancements in their particular field. But these aren’t just beneficial to teach your nonprofit supporters and peers best practices. They also offer an additional layer of interactivity!

Depending on the webinar and video conferencing platform you use, audience members should be able to comment, ask questions, and even talk to each other. This doesn’t just engage your supporters, but also encourages them to interact with each other and build an online community

Consider asking top staff members or other experts serving similar missions to lead these conversations. You might even crowdsource some good ideas from viewers that you can implement into future fundraising efforts. DonorSearch has a helpful list of nonprofit webinar series that you can explore for inspiration. 

Start small. Don’t commit to too many webinars. If you can only handle one per quarter, that’s just fine. And once the webinar is over? You can repurpose that content into a blog post, which helps address item #4 on our list.

Conclusion

Don’t let your nonprofit website fall to the wayside. As one of your most important donor engagement tools, a well-designed and valuable site can take your fundraising and important relationships to the next level. 

Make sure to review basic site best practices for a solid foundation and then brainstorm creative content to keep visitors engaged. Soon, your website will become the go-to for supporters and donors who want to learn more—not just about what your nonprofit is doing, but about the major updates regarding your mission in general. Good luck!

As Founder and CEO of Kanopi Studios, Anne Stefanyk helps create clarity around project needs and turns client conversations into actionable outcomes. She enjoys helping clients identify their problems, and then empowering the Kanopi team to execute great solutions.

Anne is an advocate for open source and co-organizes the Bay Area Drupal Camp. When she’s not contributing to the community or running her thoughtful web agency, she enjoys yoga, meditation, treehouses, dharma, cycling, paddle boarding, kayaking, and hanging with her nephew.

Twitter – @Anne_Kanopi

https://www.drupal.org/u/annabella

https://www.linkedin.com/in/annestefanyk/