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As the CEO of an online donation platform, I’ve seen that once that hard work is achieved, you will not only get great results but also help your charity and nonprofit be successful in the long term. Here are a few ways you can personalize your nonprofit fundraising campaign:
In my experience, this is a term used quite often among fundraising experts. Segmentation is simply a means of categorizing your donors based on similar giving habits. You might have a segment of donors you would like to target, depending on whether they give monthly, quarterly or yearly. Another segment could include those who donate above a certain dollar amount. You might consider creating a segment for renewals, volunteers, former board members, lapsed donors, prospective donors and possible upgrades. I have found that assigning your community members to a category, or segment, can help you communicate with the right people and discuss the things they most care about.
The 2018 Fundraising Effectiveness Project report found that the overall donor retention rate in 2017 was only around 45%. This means that less than half of donors repeated their gifts. I believe this statistic should motivate leaders to use a personal touch when communicating with their community and donors. This could be something simple, such as a personalized “thank you” card or a handwritten note to your volunteers or donors. In my experience, small actions can make a big difference.
I believe there are generally two main types of content to consider: variable and versioned content. Variable content includes information that is personal and unique to the recipient, such as a donor’s name, giving history and address. Versioned content, on the other hand, does not include personal information and mainly focuses on target groups, such as volunteers or potential donors. There are a variety of ways to make your content and messaging personal, but it is undoubtedly necessary when trying to gain new donors and retaining your current ones.
Email And Newsletters
Donations take place among individuals, so when you send an email or monthly newsletter to your donors, always have their name in the salutation to make your greeting more personal and special. I have found that actions like this not only help you make a connection with new donors, but they also help you retain them.
Aside from greeting your donors by name, try to also curate the content of your email messages in such a way that your donors want to keep coming back to you. Focus less on the design and look of your email and more on the message and story you are trying to tell. Perhaps you can remind your donors of a fun event they attended or feature an interview with a committed volunteer. Try to tell your donors stories that are relevant to them to make them feel like a part of your community.
When you personalize your campaign, your goal is to convey meaningful stories to your community. I’ve observed that these stories are now often told through social media platforms, email, websites and blogs. Even if you have a more traditional community, do not shy away from connecting with them using technology platforms, such as Facebook, LinkedIn, Twitter and Instagram that allow you to run campaigns. A recent survey by Pew Research Center found that older generations are beginning to adopt more tech. If you ignore using social communication channels, you might be missing out on valuable engagement.
As nonprofit leaders, take time to engage with your donors online by responding to their comments, posting articles in online communities where they’re active and recognizing committed donors and volunteers on your social media pages. Identify your audience, study them and form bonds with them. Strive to generate content that will interest and engage your donors. And remember to include client testimonials in your communications and outreach to illustrate trust and create a sense of connection.
Ultimately, it is important to remember that your donors are human beings with their own likes and dislikes. Send a handwritten note if possible, make a call and even look for opportunities to sit down and share a cup of coffee. Engage and communicate with your community members so that you know who they are and what they care about.
April 2, 2019 at 08:15AM
Forbes – Entrepreneurs