Think about the wide variety of donors who support your cause. While you may know some of them personally and others only as entries in your donor database, they’re all individuals with unique motivations for giving back and contributing to your nonprofit.
When you understand that there are different types of givers, you can better cater to their preferences and encourage different donor segments to continue supporting your organization. As a result, you’ll build a strong donor base that will fuel your mission for years to come.
In this guide, we’ll explore five common reasons for donating and how you can engage these different donor personas in your fundraising, marketing, and stewardship efforts.
1. Personal Connection to Your Cause
Some donors may have a personal connection to your cause due to a personal experience or that of a friend or family member. For example, a donor may become an avid supporter of the Cystic Fibrosis Foundation after their sibling is diagnosed with cystic fibrosis or contribute to the National Alliance on Mental Illness after personally struggling with mental health issues.
These individuals are likely grateful that your organization is advancing a cause that means so much to them and probably don’t need much encouragement from your nonprofit to retain their support.
How to Engage These Donors
Empower them to share their stories. As previously mentioned, it won’t be difficult to win the loyalty of donors who feel a personal connection to your cause. Instead, reach out to these dedicated donors to gather stories about your mission and work. For instance, a donor may explain how they adopted their dog Linus from your animal shelter and continued supporting your cause because they’re thankful to your team for their dedication to animals in need. Not only can this process be cathartic for donors, but you can also feature these donors’ stories on your website and social media as testimonials (with their permission). Bloomerang’s donation page guide recommends including a compelling reason to give on your donation page, and a heartfelt donor story is a perfect way to encourage others to contribute to your cause.
Provide opportunities for them to meet like-minded donors. When donors feel a personal connection to your cause, they may look to your organization for a community of people who have had similar experiences. Provide opportunities for these donors to meet and lift each other up. For example, the Children’s Hospital of Philadelphia (CHOP) hosts their annual Walk for Hope to raise money for inflammatory bowel disease (IBD) research. As CHOP explains, during this event, donors and supporters “come together to celebrate all individuals with IBD and spark hope for a cure.”
Incorporate their insights into your work. People directly affected by your cause may have unique insights that can improve how you approach your work or describe your mission in your marketing materials. Consider creating a focus group of these donors to regularly gather their perspectives and use them to improve your operations.
2. Passion for Your Mission
Other donors will feel strongly toward your specific mission because it resonates with their values or interests. Individuals passionate about areas like environmental rehabilitation, education, health care, or social justice may seek out organizations with missions relevant to their interests.
How to Engage These Donors
Involve them in advocacy work. Since these donors are passionate about your mission, they’d likely be willing to advocate for your cause. They may help you canvas your community, write letters to local representatives, or share educational materials on social media.
Create a specialized newsletter. Those who feel strongly about your mission may want to learn more about the subject area of your cause. For example, an environmental conservation organization may develop a monthly direct mail newsletter informing supporters about environmental policy, endangered animals, and current natural disasters.
Host educational events. Educational events like workshops and seminars on topics relevant to your mission can help donors learn more about your cause and become even more committed to your mission. Using your event management software, you can invite supporters who have demonstrated interest in the information you’ll be covering and encourage them to register.
3. Desire to Make a Difference
While some donors may be passionate about your specific mission, others may want to make a difference in the world and the lives of others more generally.
How to Engage These Donors
Invite them to become volunteers. One of the best ways for donors to make a difference and support your cause (besides donating) is by volunteering. Send volunteer recruitment outreach to your current donor base via email and direct mail, using language like “Sign up to make a difference!” or “Change the lives of those in need!” to appeal to this segment.
Discuss opportunities for planned giving. Planned giving refers to contributions that are part of a donor’s financial or estate plans. Nonprofits receive these donations once the donor passes away, allowing them to leave a lasting legacy on the organization. Conduct prospect research to identify donors with the capacity and interest in this type of giving. You can also create a planned giving page on your website or send informational pamphlets through the mail to inform a wider audience.
Update them on their impact. These donors want to know that their contributions are driving real impact. Give them regular updates on how you’re using their donations and what they’ve made possible for your beneficiaries. For example, you may send them data reports or videos and photos of beneficiaries that illustrate the difference donors have made.
4. Opportunity for Recognition
Many nonprofits recognize their donors’ generosity in various ways, which can encourage them to keep contributing. Major donors in particular may look to receive naming rights or public shoutouts that acknowledge their immense commitment to your cause.
Some donors may also be motivated by the social proof aspect of donating. Seeing others contribute to a worthy cause may inspire them to also give back.
How to Engage These Donors
Thank all donors promptly. The sooner you thank your donors, the sooner they’ll receive your appreciation, which will encourage them to contribute again in the future. A general rule of thumb is to thank your donors within 24-48 hours of their donation. Send a prompt appreciation email, then follow up with a longer mailed letter thanking them for their support.
Match your recognition tactics to donors’ gift sizes. When thanking your donors, larger donation sizes should merit more intensive recognition strategies. For example, you may thank small or mid-level donors with a mailed thank-you card or email and reserve phone calls, gifts, and donor appreciation events for major donors.
Create peer-to-peer giving opportunities. To incorporate the social impact aspect of giving, offer peer-to-peer giving opportunities that allow donors to unlock their networks and encourage each other to donate. Qgiv’s peer-to-peer fundraising guide recommends scheduling participant check-ins throughout the campaign so they can “get together and share their successes and challenges.” Depending on where your donors are located, you may schedule these meetings in person or via video conferencing.
5. Corporate Social Responsibility Initiatives
Businesses and their employees often contribute to nonprofits as part of corporate social responsibility (CSR) initiatives. These programs allow companies to build a positive reputation, engage their employees, and give back to the community.
How to Engage These Donors
Highlight matching gifts. Make it easy for donors to participate in their employees’ matching gift programs by highlighting these opportunities. Explain what matching gifts are, how donors can submit matching gift requests, and the fact that these contributions can double the impact of donors’ initial donations without any extra funds on their part.
Promote your corporate sponsors. To make their support for your nonprofit worthwhile, promote your corporate sponsors in your marketing materials. You may create a sponsor section of your website, post shoutouts on social media, include them on event flyers, or introduce them in your monthly newsletter.
Develop corporate volunteer opportunities. A common CSR initiative is corporate volunteerism. Help businesses organize corporate volunteer groups by developing a corporate volunteer program that allows companies to easily sign up and lend their support. You may look through your volunteer management platform to see if any of your volunteers work for the same company and reach out to that employer to form a partnership.
As you learn more about your supporters and their giving motivations, create appropriate segments within your donor database. Make sure to choose a user-friendly and secure platform to protect all constituent information.
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