In a previous blog we discussed why your nonprofit organization needs a donor database; now let’s look at some key ways to use your database to keep your donors engaged. Today we will be discussing communication. Once you have the ability to segment donors, it becomes easier to send emails to the exact recipients you are targeting at the time.
You’ve run a successful crowdfunding campaign and now you’ve got hundreds of small donors. Amazing - your ambassadors did a great job in fielding their networks. But now what?
No one expects a nonprofit to erect a plaque in someone’s honor after a $5 donation. However, those organizations with high retention rates understand the potential in gifts of all sizes and from all leads and segment their follow-up accordingly.
Small donations shouldn’t be ignored
A small donation can send one of several different signals, each with its own appropriate response:
The donor is likely new to your organization, and was obviously interested enough to make a contribution, even if only because someone they know asked them.
There’s a few ways to keep them engaged - but don’t wait long - how you follow-up will be the major factor in how they regard your organization. First impressions are everything!
Regular emails, showing the good use being made of every donation, with their help.
Surveys – Many people love surveys - it makes them feel a part of something larger than themselves. It doesn’t work for every nonprofit, but don’t dismiss it. An annual survey is great for donor retention.
Invitation to volunteer – They may not have the financial means, but they may have free time and energy - and may have wealthy networks of their own. This could be your next ambassador.
Upgrade to a recurring gift – This is a big one - but it works. After engaging the donors for a few months, ask them to consider the idea of a monthly gift at the same amount.
Here’s an interesting thought - Some donors (generally, wealthy ones), make a “test donation” during a general campaign to “test the waters” and see how you, the nonprofit organization reacts. Do you thank your donors? Do you send regular updates? You might be surprised by how often this happens. All the more reason not to shirk small donations.
It doesn’t take much to treat small donors well
Research across the nonprofit world shows that donors want to feel appreciated. In fact, nearly 50% of donors lapse due to lack of recognition. You can make a small, first-time donor feel as appreciated as a major donor or high-level sponsor without throwing a gala.
If you know the donor personally (or someone else on your team does), you could try one of the following:
A handwritten note
A quick phone call (voicemails are just as good)
A text message
A personal email (not auto-generated from your payment processor, but from a real staff/board member)
A tweet or LinkedIn message
None of these activities requires much time or effort, but are more powerful than any form letter or donation auto-response email.
In fundraising there is no such thing as one-size fits all. Each organization has its own dynamic needs and my goal is to help your organization move to the next level and turn your vision into donations. You can contact me at suzanne@suzannelieberman.com; let’s start a conversation.
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