Inspiring donor loyalty is not a unique challenge for nonprofits. The problem is, at times, navigating how to maximize peer to peer and tribute donors fundraising efforts and tapping into your supporters’ networks.
However, the beauty with these social-focused efforts is that they combine elements of using personal connections to engage supporters and inspire donations on your behalf, creating a limitless pool of potential new donors. So, how do you build a meaningful relationship with these new donors and keep them coming back?
By creating content that makes your new donors scroll and pay attention, you begin to grow an audience of raving fans who are eager to support your mission. When your communications fuse inspiration with personalization, you are creating a deep connection to your mission.
Here are our top seven ideas on how to keep your new donors engaged without relying on the same fundraising appeals over and over again.
#1. It’s not you. It’s them.
Peer to Peer Fundraising: When you send any communication, always find a way to tie it back to your donors and the impact that they’ve made. You’re trying to build rapport and trust with your donors, and demonstrate accountability, so they are eager to stay involved.
Tribute Fundraising: One of the most important details to communicate to donors is how their tribute gift will honor their loved ones. This communication involves special recognition and personalization. Don’t use this highly sensitive moment to focus the attention on your organization.
Interesting Fact: 33% of donors worldwide give tribute gifts and the top three occasions are memorials (43%), birthdays (25%), and religious holidays (10%). Baby Boomers are most likely to give tribute gifts at 41%. 31% of Gen Xers give tribute gifts as do 26% of Millennials. (Source: 2018 Global Trends in Giving Report)
#2. Roll out the red carpet.
Peer to Peer Fundraising: Acknowledge your new donors’ gift and emphasize gratitude by sending a well-thought-out thank you – and don’t forget to make it timely and personal!
Tribute Fundraising: Given the exceptionally sensitive nature of tribute gifts, it’s essential to acknowledge the donor and honoree in a timely fashion. Show them you care about their decision to donate to your organization – don’t forget to put a personal spin on your communications!
Interesting Fact: 69% of donors prefer to be thanked for their donation via email. (Source: 2018 Global Trends in Giving Report)
#3. Everyone loves a shout out.
Peer to Peer Fundraising: Celebrate your awesome donors and include the name of the fundraiser who initially introduced them to your cause.
Tribute Fundraising: Extend kindness and share how your donor’s gift is being remembered/honored in a meaningful way. Remember, it’s not about the money received, it’s about their relationship with someone special.
#4. Go team, go!
Peer to Peer Fundraising: Provide updates on their team’s progress towards the fundraising goal. Again, personalization is key! Let them know how they are playing a part in achieving this goal.
Tribute Fundraising: Donating in honor or celebration of someone is a wonderful way to create a legacy for a loved one. Provide updates on how their support is helping your mission and honoring their loved one.
Interesting Fact: One-time fundraisers raise, on average, $222 USD. $501 USD is raised by return fundraisers. (Source: The State of Modern Philanthropy Report)
#5. Enhance the connection.
Peer to Peer Fundraising: Make them feel an emotional connection by sharing impact stories of what your mission has been able to accomplish because of donations like theirs.
Tribute Fundraising: It should be clear to the donor how their tribute or ‘in memory of’ donation will be spent. Donors today are concerned about where their money is going and what it’s being used to do. Boost their confidence in supporting your organization by sharing impactful stories and testimonials.
Interesting Fact: In a 2017 study by Give.org, 73% of respondents said that trust is very important to their decision to give to a nonprofit. But as a pair of recent studies show, they are finding it less and less.
#6. Share your secrets.
Peer to Peer Fundraising: Wouldn’t it be great to make your new donors feel like they had the inside scoop? Now’s your chance to provide them with a sneak peek of upcoming events, a look inside your organization, or share some highlights of memorable impact stories.
Tribute Fundraising: Memorial and tribute gifts are a powerful way to recognize or memorialize an individual while doing social good. Make your donor feel extra special by offering insider perks. Share details about your fundraising goals, upcoming events, or let them be the first to hear about some exciting news.
#7. Be their fan!
Peer to Peer Fundraising: Get participants excited and pumped about their efforts, their connector’s efforts, and encourage them to become a fundraiser!
Tribute Fundraising: Include your donors and their tributes in your newsletter. Keep them informed of your work and keep memories alive. Stewarding these donors will help them feel a connection to their loved one, and will help ensure a long-lasting relationship.
Interesting Fact: 47% of peer-to-peer donors are first-time donors to an organization (Source: Cathexis Partners)
Because your nonprofit isn’t some kind of giant, robotic, vaguely nefarious corporation. You likely consider your organization a family, brought together and energized by a cause that will do the world some good. Don’t you also want to bring your supporters into that family? Understand what drives them? Foster relationships with them?
At Omatic, we believe you do. And we’re giving you the tools to do it. We work across any and all technology systems to streamline data processes and create fresh, clean, and complete data that allows you to send the right message to the right listener, at the right moment.
Contact us and learn how we can we help you turn data into relationships.
Stacy Caponetti is a Marketing Manager for Omatic Software where she is responsible for monitoring industry and technology trends to help deliver value-based content for nonprofit organizations.