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5. Be consistent. Understand the expectations that exist with different donors and the goals and limitations of your organization so that you can meet those expectations. Make sure you are consistent in your messaging, in the events you hold, in the communications vehicles you use and in the timing of campaigns. Communicate with donors any changes in what they’ve grown to expect from you. If the date that a special event is being held needs to change or if your organization has a new logo, communicate that with donors. Inconsistency can lead donors to doubt your organization. But “keeping the donors in the loop will strengthen their relationship with your organization and gives you another chance to touch your supporters,” Burton said.
6. Show donors how they’ve helped, without an ask. Share success stories when you thank donors to show how their contribution is making a difference, regardless of the gift size. Reiterate this in all subsequent donor communications like the newsletter, Web site, and e-mail and direct-mail solicitations. Doing this frequently is key. “Reaching out to your donors often and through a variety of mediums will help keep ‘top of mind’ awareness for your organization,” Burton said.
7. Have a media strategy and implement it. Take advantage of media outlets that serve your donor demographic. Why not? It’s free. And “having positive press coverage in the local newspapers, magazines, TV, or even the radio serves as third-party validation of your organization and yet another way to reach out to your donors,” Burton said. To leverage the media, develop a relationship with media contacts; come up with a consistent format for press releases and send them often to build familiarity; and make sure the contact person listed in the press releases is available to the press for interviews. “Although you may not have total control over the decision to cover your story or the exact message the reporter creates, you do have control over the information you make available, the timing and the selling points that would win coverage over a competing story,” Burton said.
8. Build circles of support to reinforce your message. Encourage your board, volunteers and staff to talk with others about your organization in their everyday interactions. Build relationships with local businesses and leverage networking groups and clubs to market your organization. Word-of-mouth marketing attracts new donors, creates a good image of the organization within the community and promotes donor retention. “The more people who speak highly of your organization, the greater chance your donors will be hearing messages of credibility and worthiness in casual conversation. These messages confirm their choice in supporting your organization and can generate further excitement about being a consistent contributor,” Burton said.
9. Practice continuous improvement. Hone and improve your processes as your knowledge of and experience with donors grows. Burton recommended gathering staff together after major fundraising initiatives to review strengths and weaknesses of the effort and prepare for the next one. Evaluate, document and improve upon each fundraising effort. “Continuous improvements made to all aspects of your organization will not only help your programs be more effective, but will create an organization that your donors will be happy to be affiliated with,” she said.
10. Create a recurring gift program. Recurring gift programs increase donor loyalty and provide your organization with a constant revenue stream. “By asking existing donors to make smaller donations on a recurring basis, you are keeping them active and engaged,” Burton said. Recurring gift programs can easily be integrated into an existing fundraising program, and automatic deductions are a no-hassle way to give. Before implementing a recurring gift program, determine how you will be processing gifts, enact security measures to protect donor information, make sure you have the internal resources to manage the program and the technology to track the necessary information. “By specifically inviting donors to join the program, you are not only securing their continued support, but opening the door for additional special ‘asks’ throughout the year,” Burton added.
Heather Burton can be reached via www.sagenonprofit.com
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