Three Questions to Ask About Your Donor Marketing Strategy

Many contact centers today are struggling with their fundraising efforts, despite the fact that they have long lists of potential financial donors who are more than willing to contribute to their campaigns. I have spoken with countless contact center administrators who just can’t seem to light a fire under their donor bases, no matter how hard they try.

Show me a poor donor turnout during a fundraiser, though, and the first thing I will look into is its supporting marketing strategy. Donor ecosystems need to be properly maintained and targeted at key points throughout the year in order to generate strong results. It takes a great deal of hard work, a superb eye for detail and careful planning to be successful.

Understand, too, that donors aren’t like regular consumers, especially for organizations like colleges, hospitals and medical research groups where individuals may have deep ties to the cause or vested interest in its growth. For instance, a college graduate may feel particularly strong about helping his or her former school to succeed. As such, donors need to be treated with a very high level of care.

Is your donor marketing strategy in need of an overhaul? Here are three questions you can ask about your process:

  1. Are you nurturing your donors? Even the most willing donors need to be reminded about your campaign from time to time. You can’t instruct your agents to make cold calls and expect to experience strong results. Instead, you need to get them thinking about your cause in the months and weeks leading up to your pitch. You may want to consider setting up a special part of your blog specifically for donors, in order to generate interest. Or, you could try setting up a newsletter, social account or mailing service. Just remember to always add value in the content you are sending them, and try to make them feel special about your company.
  2. Are you in tune with the needs of your donors? If you are already sending out content to your donors, and it’s not working, the next step is to ask why. It could be that you are out of touch with their needs. Take a good look at your marketing assets, and the data that you are using to create them. You may need to start over with fresh data and a strategy that is more in line with what your contributors care about.
  3. How are your agents performing? At the end of the day, you can have the most up to date marketing materials driven by the latest data — but you still need high quality agents to pick up the phone, chat with the donor, make him or her feel great and then close on a donation. So it’s worth considering whether the agents you are using are helping or hindering your cause.