Fundraising in the Digital Era Part 1: Building Relationships

Getting the necessary funding for an organization to be able to further its mission is not an easy task. You may need to contact dozens of potential donors before finding someone willing to donate to a particular cause.

In the not so distant past, the majority of fundraising was done door-to-door, through the postal mail, and over-the-phone. Today, however, many donors are spending a significant amount of time online. Therefore, Nonprofits must create a digital presence for their organizations to increase awareness, generate interest and acquire more donors.

In this three-part series, we will discuss how Nonprofits can build long term relationships with donors while leveraging integrated marketing to increase funding for their mission.

The Fundamentals: Building Relationships with Donors

While times have certainly changed, the fundamentals of engagement have not. Successful fundraising comes down to one thing: building lasting relationships with donors.

Rather than make the all-too-common mistake of simply asking for funds, Nonprofits should take the time and do the work to build a real connection with donors.

After all, 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.

Building a personal connection means involving donors in a multifaceted communication and engagement cycle. For example, you could follow up with a thank you call and provide a welcome kit that explains how contributions will make an impact.

While this takes dedication, engaging donors in this way will keep them active. Remember, it’s more cost effective to maintain a current donor than it is to find a new one.

Be sure to tune into Part 2 of this series in which we will discuss ways Nonprofits can leverage integrated marketing strategies to engage donors and turn them into long lasting contributors.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.