It’s a universal truth for all nonprofits: fundraising is likely going to be the most important AND challenging aspect of keeping your organization running. Fundraisers are at their best when inextricably connected to the donor’s interests and goals–just like the organization that puts the fundraiser on. Below, we’ve compiled a list of ways to build trust and maintain relationships with both new and existing donors. Use these tips to keep them coming back, so that you can Keep Doing Good.
Know Your Audience
Depending on the organization and the cause they serve, audiences will vary. Knowing who you’re serving, as well as who’s paying attention to your cause, is vital in running your organization to its full potential. Identify your most engaged and involved demographics, then develop campaigns that are target their interests and language.
Show the Outcomes of Donations
There’s a saying in writing–show, don’t tell. For organizations looking to build relationships with new and potential donors, it’s a good idea to apply this advice to yourself as well. Showing what your organization can accomplish (and has accomplished) is essential. Previous donors want to know their money went towards something meaningful, and new donors need to believe they’re contributing to something that will make a difference. Additionally, taking an opportunity to recognize the good that’s been done is a reward for your organization, your volunteers, and your donors.
Make Sure Donor Interactions are Positive
There’s a reason our parents, grandparents, and teachers stressed it to us so much as kids: it’s good to be kind. This is especially true if your organization is dependent on donations to accomplish their mission! Remember that the way you communicate and present yourself to potential donors is a reflection of your organization, its employees and volunteers, and the cause overall. Strive to provide people with a positive view of your organization. Furthermore, nobody likes to feel pressured to donate–so it’s best to keep things light.
Create and Keep Long-Term Donors
Being able to count on repeat donations is a huge boon for any nonprofit, and considering that repeat donors are also more likely to make larger donations, you’ll want to focus on retaining your new and existing donors. Treat your relationship with them as just that–a relationship. Provide them with plenty of positive interactions, answers to any questions they have, and evidence of the good your organization is doing with their help.
Communication is Key
As previously mentioned, donors want to feel like they’re involved and valued when it comes to the work you do with their donations. Send them emails and thank you notes, answer their questions, and listen to their feedback. If they feel there’s a genuine relationship with regular communication, it’s much more likely they’ll continue to support your organization and your cause.
Keep these things in mind when building relationships with your donors, and build practices that enforce these tenets–the fundraising will come naturally!
Leave a Reply