FIVE STEPS TO MOTIVATING YOUR DONORS
Study after study shows, when you do get a donor (which isn’t often enough!), they are apt to leave after one year. And you are stuck on a treadmill of constantly finding new donors. Instead, think about how motivate your donors to not just stay with you, but to regularly up their generosity and their involvement.
How? Let’s count the ways:
HEAR YOUR DONORS Too often, as nonprofits, we focus our energies in telling our donors and would be donors why what we do is so very important. And frequently the way we do that is to recite a litany of how we go about doing what it is we do. Instead, try asking them about themselves. What do they care about? What do they know about you? How do they want to be communicated with? Ask them, and they will tell you. I know, you cannot have a personal conversation with each and every donor, but you can create surveys, online discussions, invite them to email you. Technology has provided us with many gifts; use them!
SEE YOUR DONORS. They are not all the same. As you ask them who they are, respond in ways that will resonate with them. If someone tells you that they don’t respond to phone calls, well duh, don’t call. More to the point, is to let them know that you see who they are—from loyal donor to new to your family; committed to your cause or moved by a story.
VALIDATE THEM by sending very personal notes, telling them how important their support is and what they have accomplished. And ask them to help you in your endeavors. Will they write a thank you note to someone? Let you spotlight them in your newsletter? Perhaps do some peer-to-peer fundraising?
WELCOME THEM. Six in ten donors who make a gift to your organization never, ever make a second gift. What a wonderful opportunity you have to identify those first timers and make them feel as special as they truly are. Ask a board member or, if appropriate, a client or staff member, to write a personal thank you and let them know what happens because of their support. If they allow you, give them a shout out on your website, in your newsletter, on social media. And do this not just for larger donors but all donors who are helping your to make a difference.
EMBRACE THEM. This means don’t only connect when you want something from them. Share exciting news—and even not so exciting information. Remind them that what you do you do because of what they do and that, together, you are partnership that makes a difference. And don’t underestimate the power of engaging them in non-financial ways. Provide opportunities to volunteer regularly or from time to time. Create pathways where they genuinely feel part of what you do.
Using these five steps will not just motivate your donors, but get your board and your staff excited about who you are and how you share your mission with the larger world.