When aligning your fundraising strategy, you focus on two major paths: donor retention and donor acquisition. These are the everyday struggles for any nonprofit. While projects emerge from passion and commitment towards a cause or purpose, finding the proper support to get you there and even further is a true quest based on determination and perseverance.
While acquisition of new donors is always welcomed, and we all know that the more the merrier, dealing with donor retention is an utmost necessity. You know that regular donors are more than a material assurance for development and progress, they can be true believers of your cause and give you the moral support you require to move on.
But the question is how do you get to have regular donors and evangelists?
There are three elements that can aid you to create this powerful triangle for donors. Unlike the actual Bermuda triangle from the Atlantic, where things get lost, this one would attract donors in a safe haven. A place where they actually feel reassured for their giving action and sense the fulfillment of being involved in a real cause.
In the quest of forging this mystical triangle, the first and most important pillar is your blog. The ultimate communication channel which can be a straight line towards your donors. Think of it not only as a chance to persuade potential donors to understand the real importance of your cause, but also as a great opportunity to show your story to your donors, to make them see the finality of their charity actions. As previously highlighted, your blog should be your gift for them.
The second upholder of your triangle is your social media presence. It’s vitally important to develop a strategy for your social media presence. People expect to find information about you at least on Facebook, Twitter and maybe even Google + or LinkedIn. So don’t give them reasons to question your commitment for transparency and openness.
The third element in this equation are your online donation forms.They represent the final step of each important interaction you have with your donors. That is why they have to encounter your identity there. Branding all your materials is important for your nonprofit. Moreover, every donation form has to be short and simple to follow. Don’t lose focus because you might lose valuable donations. Try to find a tool for creating donation forms securely and easily while having full control over customization options and use all it’s capabilities to steward your donors.
Connecting the dots:
Now that you have all the elements for creating that engaging and powerful communication with your donors, it is time to unite their power and learn to use them creatively. Here is a clear scenario to use them accordingly:
- Make sure that all of your social media accounts contain a link back to your website. It is a great way to create a loop between all your online accounts and facilitate navigation for your visitors. Don’t forget to make the link towards your blog visible and easy to access directly on the home page. All these tricks are just some elements for a more effective website.
- Have a clear call to action and insert the donation form naturally in your website. Your donors have to know what you expect them to do to support your cause without feeling assaulted.
- When it comes to your donation page, to enable your triangle of communication, don’t forget to include social sharing buttons on your form. You might be surprised how many donors want to share that they’ve donated on their social accounts. Also make sure you enable recurring donations, it’s a treasure trove when thinking about retention. Gather all the tips and tricks you might find about donation form building, and don’t forget to test it and see if it passes the usability test and it actually suits your purpose.
These are the keys to enable a powerful communication channel and benefit from this triangle you created. Connecting all your dots to ensure a viable network to engage your donors is a must. No matter how you think of it, you have to know that, as Peter Drucker concurred, “the most important thing in communication is hearing what isn’t said.” And your donors should hear you in order to actually feel engaged in communicating with your nonprofit.