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Five Campaign Tips to Connect with Donors & Increase Donations
Nonprofits are always on the lookout for new donors – seriously, when was the last time you heard a nonprofit say, “All good. We don’t need any more donations.” Never, right?
With so many modes of communication constantly vying for attention, plus managing daily personal responsibilities and tasks, how does a nonprofit grab new donors’ attention and keep current donors engaged?
It’s all about building a connection and making your donor the hero.
Here are five tried and true tips to create connection.
1. Photos – Include images describing how your nonprofit will generate a positive impact within the community. Choose engaging pictures to create an emotional response.
Is your mission to rescue stray cats and dogs and find them homes? If so, show how your work, and the donors’ gifts, are making a difference for pets and families.
2. Video – A quick 1-minute video presenting the people behind the campaign helps your organization to build donor trust and connection, especially important for new nonprofits and first-time donors. Also be sure to let folks know their gifts are making an impact along the lines of “We can only do this with your support.”
For our animal rescue example, post a video showing a family meeting their new pet for the first time, or a pet joyfully playing and being loved in its new home.
3. Storytelling – Let individuals know why they should support your nonprofit’s work and how they will be the hero for donating.
a. What is the problem your organization is trying to solve?
Problem – Unwanted cats and dogs need loving homes to avoid euthanasia.
b. What actions does your nonprofit take to solve the problem?
Solution – Your organization’s mission is to secure individuals who will adopt the animals, and to provide veterinary care, food and shelter in the interim.
c. What is the gap between the problem and your solution, and where can the donor be the hero? Be specific.
Gap – While the dogs and cats are in your care, there are unavoidable veterinary, food and kennel expenses that make fulfilling your mission a challenge. When a donation is received, that gift enables your nonprofit to find stable homes, purchase items and pay for services. The donor has improved the lives of orphaned pets, and thus become the hero.
d. Request a donation and ask individuals to share your campaign with friends, family and colleagues via social media and email. Even if they can’t make a gift, ask that they spread the word and write a one or two sentence testimonial supporting your nonprofit.
4. Updates – Once your campaign has launched, let donors know their gifts enable your organization to take action and solve problems. Use photos, videos and testimonials whenever possible to increase donors’ engagement and willingness to share your campaign.
Build connections by sharing how many pets found homes or received veterinary care. Pose an interactive and connection building question asking folks to guess how many pounds of food are consumed in a week. Updates can be casual, informative and newsworthy.
5. Share – Keep your organizations’ campaigns and updates top-of-mind for individuals and share via social channels with an authentic and genuine tone that speaks to them as you would in a conversation. Also remember to include the campaign in email blasts and newsletters.
In summary, implementing these five tips can help build connections with new and current donors, keeping them active and engaged while endorsing your mission through campaign shares and donations.
Interested in learning how to apply these tips to your nonprofit or fiscally sponsored project? JJ Crowdfunding Advisors partners with organizations of all sizes, so let’s connect and chat about your goals and how crowdfunding can help you achieve them while fulfilling your nonprofit’s mission.
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