Pulling Out of the Nonprofit Nosedive
To survive 2009, give your donors these five things.
February 2009 By Katya Andresen
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Donors want flexibility
Not everyone can give as they have in more prosperous times. Recognize that fact, and give donors flexibility in how they support you. How can they volunteer their time or talents? How can they assist you in spreading the word? How about monthly giving — modest amounts deducted from their credit cards? Make it easy for people to help, no matter how hard the times.
Donors want personalization
Don’t forget to do everything you can to personalize your messages. Donors are going to be hit up for money left and right by desperate parties this year. If you show you see them as people and not walking wallets, you have a better chance of standing out. Ask them about their interests so you can cater to them.
One last point
I’ll also add a bonus sixth point: If these things aren’t working at all, that tells you something. One explanation is hard times, but that’s not the whole story. If you can’t prove your relevance to donors or supporters, you have more than the recession to blame. You need to call a few folks and find out why you’re failing to connect. Or ask yourself if you’re targeting the wrong audience. Or question if you need to join forces with an organization better positioned for outreach.
Keep looking until you know why you’re failing — and then have the courage to fix the underlying problem. The more you think instead of panic, the greater your chances of pulling out of your nosedive and taking flight. FS
Katya Andresen is vice president of marketing at Network for Good, a nonprofit organization that helps other nonprofits raise money online. Reach her at katya.andresen@networkforgood.org
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