Having a plan to communicate with donors is a must for nonprofits. Today, the average household owns 7 internet-connected devices to view content. And with many people still not confident going to gatherings like fundraisers, donors are using their devices to connect with your organization now more than ever. That’s why, even as states begin to reopen, you have to reach donors where they are.
But, rising above the noise and getting your message heard is challenging. In order to help, here are 4 easy steps to maximize donor communications (and few tools that help).
Step #1: Identify how your donors prefer to communicate
In our hyper-connected world, it’s essential to learn how your donors want to communicate. If your goal is to forward traffic to a landing page, you’ll discover some people get there via email while others come through social media. And then there may be a few donors that only respond to personalized direct mail.
If you want to gain a better understanding of how your people like to engage, utilize donor management tools that are built for faith-based organizations. The fundraising software keeps information up-to-date, so you’re not basing efforts on old information that doesn’t get results.
Plus, you keep everything in one place like individual donor profiles and donation data. This prevents you from bouncing through multiple systems as you decide how you’re going to spread the word about upcoming events and child sponsorships.
Step #2: Create a heartfelt communication calendar
When finalizing a generosity campaign, don’t just stick the donor information in a spreadsheet to collect dust. Communicating throughout the year, beyond fundraising, is key to building relationships. A heartfelt communication calendar goes further than raising money, so it never feels like a one-off donation. Remember, each donor communication should be a fluid movement that leads to the next fundraiser.
A heartfelt communication calendar should include individual dates for the donor such as birthdays, or it can involve reaching out to a group like recurring givers. And be sure you add a future date to reach out to donors beyond saying thank you for giving to keep communications flowing.
Save time by automating the emails and letters in your communication calendar. With DonorDirect, you can also segment accounts and tailor your messages to reach specific groups.
Step #3: Consider the brevity and longevity of your content
When reaching out to donors, use brevity to your advantage. People spend an average of 15 seconds looking at an email, text, or social media post before moving on. And let’s face it—who has more time to spend than that with information coming at us from all directions?!
Your job is to capture the attention of donors with just a few words. Keep the message short and to the point regardless if you’re asking for a gift or merely touching base. Not only will the brief, yet meaningful, message be well received, but it will also be appreciated because it adds to their day without taking away precious minutes in it.
In the same vein, some people expect more information. This helps them decide if the specific donation or campaign itself connects with them. In your messaging, always be sure to provide a link leading to your landing page with more substantial content.
Step #4: Freshen up your campaign message
It’s easy to hit auto-pilot when it comes to generosity campaigns, especially when applying a formula that you’ve seen success from. But over time, donors start to notice they’ve heard it before. To improve donor communication, keep your message fresh and relevant. Even a few small tweaks to your campaign can give it a lift and make it stand out.
See for yourself how DonorDirect can help maximize donor communication—schedule a free demo so that we can show you around!