Giving your donors the right tools to spread your message
Thursday, June 28, 2018
In the midst of spreading your nonprofit’s mission and message, it can be easy to forget to utilize the most useful advocates for your cause: current donors. So much time is spent on new donor acquisition and new gifting, that many forget the ways in which current donors can do much of the legwork for them. That’s right, your current, recurring donors are one of the best groups to utilize to help recruit new donors and new donations. In order for this to work, however, you must first set them up for success.
Your current donors are the living, breathing personal testimonials that potential donors may need to seal the deal on their desire to donate. Read on to learn how to spur your donors to help your organization’s donations rise.
Step one: Educate them
One of the first steps in the fundraising funnel is to convince donors that their gift to your organization is worthwhile and meaningful. If your current donors don’t know or understand the impact their gift is making, they may not feel the need to encourage their friends and peers to donate. With the proper preparation, your donors can and should be your biggest thought leaders.
Communicate the impact of your work with a powerful call to action in every e-newsletter; vivid imagery on your organization’s social platforms; testimonials and quality storytelling on your blog and website. Make it blatantly obvious to your donors that they are effectively contributing and furthering your cause so that they can authentically and naturally relay that message to their networks.
One way to do this is to use a welcome email series to gradually educate. Additionally, make sure to distribute consistent and cohesive content that stays on message. Special web pages exclusive to current donors, and sharable packets are excellent ideas as well.
Step two: Make it easy for them to share your story
In the social media age, it has never been easier to spread your message and give your shareholders a voice. Allow them to add their personal voice to your online fundraising with areas for testimony and comments of support on your website and blog. Add social media sharing tools on your website and donation page to allow donors to share what they’ve done after giving online.
List and highlight donor names on fundraising pages as they make their donations. Ensure that they feel they have a stake in what happens with your organization. In fact, you may consider asking them to create a Peer-2-Peer fundraising page and inviting their friends to donate. This middleman technique helps you by giving potential new donors a familiar face to support.
Step three: Give your biggest supporters a job
Another way to use social media to your advantage is by nominating social media ambassadors. These individuals then serve as additional mouthpieces for your nonprofit and may reach different markets and demographics than ever before. Help them understand your organization and its mission inside and out.
Provide them with toolkits and content to talk about your organization online, with an awareness of the different platforms and the consumers who use them. If you have a blog (which you should, as this is probably the easiest vehicle for content marketing), feature a guest blogger from time to time. These guest posts could range in topic from why the author donated to why they continually support your cause.
For more help with your social media strategy, take a look at our blog on the subject.
Step four: Make your donors feel special
People may not do good for the attention, but attention for doing good is never unwanted. Establish different gifting “levels” that donors can grow into and feel good about, such as “platinum donor” or “bronze donor.”
Hold informational and donor retention events to celebrate these contributors and encourage them to bring their friends to educate. Chances are, these potential new donors have already heard about your organization and aims from their friend. It could be as easy as a personal introduction to close the deal and establish a new, lifetime donor.
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