Last week I shared how certain teleservices campaigns are designed as new donor acquisition campaigns where the primary purpose is to identify and engage as many new donors as possible; and raising funds is a secondary goal. This is why some campaigns may appear to be less successful in terms of the funds generated, but are actually very successful and vital to nonprofits, allowing them to build and supplement their donor base. This week, I’d like to talk more about why it’s important to build relationships with donors, and how professional fundraisers help to cultivate those relationships.
Professional fundraisers help build and create long-term donor value; the lifeblood of nonprofit organizations
Donors are the lifeblood for Nonprofit organizations. They provide the necessary funding for the organization to be able to further its mission. But the goal when reaching out to donors should not be just to ask for funds, but also to create a real connection between the donor and the organization. A donor who becomes engaged with the organization will likely give again and again because they not only believe in the organization, but become personally involved in its mission.
Once a new donor is brought on, the real work to build that relationship begins. In fundraising it has been proven that donors who give a second gift within 90 days of their initial gift are more likely to become sustainers to the organization. Involving them initially in a multifaceted communication and engagement cycle is key. Typically, new donor conversion strategies include a thank you call, welcome kit, or email to convey the organization’s appreciation for their generosity and to show how their dollars will be put to work. Even after the receipt of a second gift donation, the Nonprofit should continue fostering the relationship through retention campaigns which keep donors informed and active by providing opportunities for involvement, such as volunteering.
What is truly most important to successful retention campaigns is the value of the customer experience. High quality call centers are uniquely positioned to provide a wide array of services to help better manage donor relationships. Business Intelligence, real-time analytics and reporting, variable script-on-screen, targeted call routing, online fundraising services all work together to increase the level of personalization and thus provide an exceptional donor experience. When a donor walks away, after making a donation, feeling good about their gift and recognizing they are a critical component of the organization’s mission, they are more likely to give again the next time the organization calls, sends a letter or email request.
As with a business customer, it’s more cost effective to maintain a current donor than it is to find a new one. However donor attrition requires constant vigilance toward replenishing your active donor base as an ongoing part of raising funds. But you can positively impact your attrition rate by building solid relationships with donors by making every interaction with the organization a positive experience. This is why it is so vitally important to work with a fundraising partner that is a true extension of your organization and has fundraising experts on the phones who work hard to make each and every phone call count.
The one thing I didn’t mention is how the professional fundraiser also manages the myriad of state and federal fundraising regulations. I’ll discuss this in my next post as well as shed some light on the government reports professional fundraisers are required to submit, and how consumers can make good decisions on spending their fundraising dollars. Be sure check back next week to read more.