Anyone who has worked at a Nonprofit understands the anxiety-inducing process of searching for funding. It’s not uncommon to see even a fairly large organization’s development department made up of just a handful of people tasked with bringing in millions of dollars every year to continue their mission.
One of the biggest obstacles to fundraising is donor fatigue—no matter how wonderful your cause and how dedicated your supporters, bringing in new donors is always at a premium. With that in mind, here are a few of the most effective ways Nonprofits can expand their constituencies, establish meaningful connections and make a lasting impact:
1. Marry Demographic Data with Multichannel Marketing Solutions
Chances are a 70-year-old prospect and a 28-year-old potential donor will prefer getting information in different ways. But as a younger generation gives rise—one where laptops and smartphones are the norm—newer channels are inevitably becoming an important part of fundraising and donor management. In fact, according to the 2013 Blackbaud Charitable Giving Report, online charitable giving grew 13.5 percent in 2013, far outpacing overall growth of 4.9 percent. Therefore, organizations need to target demographic groups through many different channels—from traditional outbound telephone calls to social media—in whichever way their data suggests will be most effective. In many cases the most effective way to collect and analyze that data may be by partnering with a strategic multichannel partner.
2. Take a Personal Approach
People want to feel a personal connection to an organization when donating to a cause they feel particularly passionately about. Think about what has prompted you to click the “donate” button. In fact, 50 percent of donors say that a personalized “thank you” is more meaningful to them than a fast one. But if you have 500 notes to send to 500 different people at the end of a major campaign, the idea of customizing each one can seem unbelievably daunting. Nonprofits without this time or manpower can thankfully partner with companies that offer mail and print solutions designed specifically for this scenario, helping give your campaign that necessary personalized touch that inspires change and sets a great precedent.
3. Go Beyond the “Ask”
Whether reaching out to existing donors or new prospects, Nonprofits should mix in fresh forms of content with donation requests. This way, supporters stay engaged in the organization’s work and don’t feel as though they are only being contacted for money. Recent research shows that 63 percent of donors want to know their donations are well spent, so feel-good stories, yearly or monthly recaps and general updates are always welcome. There is absolutely nothing wrong with asking for money—that is how Nonprofits stay afloat and continue to do great work. But nobody likes the feeling of only being pressed for cash, no matter who is asking.
For more information about solutions InfoCision can provide your Nonprofit, click here.