In simple terms, there are two ways to look at how you approach your donors. Transactional and transformational – transactional fundraising is when you use the same approach to communicate with all your donors, frequently ask for donations and know your donors only through the donor database. Whereas in transformational fundraising, you customize your communication according to the interest of your donors and share more about donor impact. You also develop personal relationships with individual donors through one on one interactions. Choosing between having a transactional and transformational approach can really have an effect on your campaign results. This article talks about the latter and how you can reach out to donors to form life long bonds for the benefit of your nonprofit organization.
Establish Yourself as a Thought Leader
Leaders get followed, that is why they’re called leaders. Therefore, you need to become a thought leader in your sector or industry. Getting people to trust you is the first step to be seen as a leader. It is important to not underestimate your audience as these are people who very well know about the societal problems that you are seeking to solve. The point is to brush up your skills and knowledge so that your audience can find confidence in your confidence. This will eventually lead to you getting financial support. Initiate engagement by sharing educational materials.
- Virtual events for like minded individuals to share their concern on issues related to society and discussion on solutions for the same.
- Weekly webinars raising awareness about your services and how the society needs them.
- Images, videos, infographics and articles that compliments your mission. Make sure these are shareable on social media, you can also add hashtags to your posts.
Leverage Email Marketing
It’s quite an easy task to send emails to donors using details from your donor database. The challenge comes when you have to draft the content of your emails in such a way that it grabs the interest of your donors. It’s not fair to just ask and ask for more donations each time. Make sure that you share impact stories from your previous fundraisers, emphasizing on the huge role that your donors played. Do not underestimate the importance of subject lines to boost your open rates. It is also important to have a direct Call To Action button in your emails, this initiates action in more ways than one.
Celebrate Your Donors
This is about celebrating your supporters’ personal milestones. It is almost like how Facebook reminds you of your friendiversary with your friends and lets you appreciate bonds even more. Doing this will make your donors feel seen, cherished and appreciated. There are several donor milestones that you can celebrate.
- New donors are new to your organization, so it is important to welcome them with great warmth. A shout out on social media is a good idea. You can even create a wall of donors on your website and do a highlight of new donors.
- Donorversary is the anniversary of your donor’s first donation to your organization. As a nonprofit organization working towards a mission, there will be many donors and it might be difficult to keep a track on each anniversary. This is exactly why you need to have a proper donor management system that will send alerts and reminders to you. Do the same for major donors and talk about them on your social posts.
Organize Your Donation Page
As mentioned earlier, a transformational approach is all about your donors and their convenience. Making your donation page simple and easy to navigate will only make it easier for your donors to donate. The aim is to make your donors want to come back to donate again. A clean and organized donation page, optimized for mobile usage, is an ideal way to present your donation page.
Get a Bird’s Eye View
While you may think that you have a good grip on your organization and its working, it is extremely important to get a bird’s eye view of everyone that is involved in your nonprofit and its mission.
- Using your donor database, take a look at the amount of lapsed donors that you may have. Come up with strategies to retain donors while you follow up on the lapsed ones.
- Listen not just to your donors, but to your volunteers, staff, board members and the people that your organization is helping. Get them to give an internal review and ask for their opinion on how your campaigns can be made even better. Include everyone, see them and get to know what they think. You can do this monthly and use it as a tool to help plan your next strategy.
Creating meaningful relationships with your donors is not that hard, all you need to do is put in some effort. Make use of your donor data in ways that will benefit your organization in the long run. If you need help with donor management and other aspects of nonprofit fundraising, you can reach out to us anytime.