Today’s donors are pulled in so many different directions when it comes to where they should be donating their time and money. With so many organizations, causes and projects that pull at the heartstrings, donors are tasked with a decision, and you are tasked with finding a way to attain and retain these donors.
One of the most successful strategies to get those donors to become backers and repeat givers is to make sure that your communication and interaction with them is personalized. Donors are overwhelmed with information as nonprofits continue to take advantage of the power of social media and digital marketing. So how can you use your resources to help your donors feel special, unique and appreciated?
- Take advantage of a CRM system: First and foremost, use the tools at your disposal to make sure you are accurately tracking your donor communications and other details about your constituents. A CRM helps you log your conversations, track and process gifts, segment donors, and make notes about those little personal details that you want to remember.
- Identify the “why”: Your constituents are donating their hard-earned money and/or limited time to your cause, so it’s vital that you identify why they chose your organization. Having this insight will give you an inside look at your donors’ passions and interests.
- Send personalized communications that detail the impact their contribution made: If your donor’s gift went toward building a school, let them know the progress of that specific project. Showcasing your donors’ gifts in action will make them feel like part of your organization and an individual member of your team.
- Segment your donors: You’ve heard it time and time again – not every donor is the same, so you have to segment. This will help you personalize your communications and make sure that you’re inviting donors to events that they’ll likely be interested in, asking for gifts that are appropriate and tailoring your ask.
- Talk like a person, not like an organization: Your donors are people, so talk to them like that! That means no stock letters and no “Dear Sir or Madame.” Have a conversation with your donors. Ask them about their kids, wish them a happy birthday, ask them what interests them about your organization. Having a real conversation will make your donor feel like an individual, not the subject of a sales pitch.
- Make phone calls and write personalized letters or emails: Take the time to write a handwritten note thanking your donor for their contribution. Give them a call on their birthday or follow up personally after a large donation, or if they gave for the first time in a while. These small gestures will go a long way.
How do you make your donors feel like individuals and personalize your fundraising strategies? We want to know!