New, different, unprecedented are just some of the more common adjectives used to describe the past 7 months. This year has been full of lots of change and ‘new normals’. That ‘new normal’ is now quickly and forever becoming just the ‘normal’.
While change challenges norms and traditional thinking, it also comes with tremendous opportunities. Opportunities for a fresh, new approach and fundraising is certainly no different. In fact, you are in a perfect position to quickly pivot and see immediate momentum and success.
Despite what is happening in the world, one thing remains constant, people WANT to help people. They want to help their neighbors, friends, and strangers to build a better community.
And, through these changing times, organizations have discovered new ways of connecting, engaging, and converting donors.
We have compiled those best practices, strategies, and tactics, into 7 key takeaways to make fundraising more efficient and effective, written through the lens of your donor.
I WANT to help you solve your problem. I WANT to help my neighbor, friend, and community to become a better, stronger, and healthier place. I like to fix things.
I don’t want to hear from you ONLY once a year. I want to belong. I want to be part of the team. I want to help. It is nice to hear about the impact I am making. It makes me feels good. I support and am passionate about the mission and want to connect on a deeper level. Let me help. Show me how I can show my recurring support. I may even know of other supporters who want to join the cause and can help with spreading the word.
You know what happens when you assume. Don’t do it. Ask me, I will tell you. I’ll tell you through my words and actions if I don’t like something, pay attention, and adjust accordingly. You are missing opportunities to engage with me because you think you’ll bother me. You can ask me for more monetary support, but be creative and offer other ways I can help as well, such as awareness and outreach.
I don’t want to hear how great you are...if you are doing so great you don’t need my help.
I don’t want to hear about what you have done in the past, if you have solved your problems you don’t need me.
Giving me a compelling reason to immediately support the cause. Show me what you are working to solve and how important I am, as an individual, to the mission.
Explain to me the struggles you have faced this year with COVID and the financial fallout.
The events of 2020 have undoubtedly had a big financial and logistical impact on your organization. Explain what that has meant on your ability to provide critical services. Notwithstanding the previous takeaway, I want to hear and connect with the people who have been impacted.
While I am passionate and supportive about the mission, please reinforce the urgent need when you connect with me to make it easy for me to understand the problem you are trying to solve and how I can help. Make sure the message is clear, concise, digestible, and shareable.
I become more emotional when I can see and clearly understand what my donation really means. Give me the context and perspective of what my donation is providing. I won’t think twice about my recurring donation if I understand my $25 a month is providing 100 hungry kids with lunch every day.
“If you always do what you’ve always done, you will always get what you’ve always got.”
Tell us how we can help you evolve and become stronger and healthier.