FundRaising Success

You will be automatically redirected to fundraisingsuccessmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to FundRaising Success HERE
Connect
Follow us on
Advertisement
 

You’re the One That I Want! How to Be Your Donors’ Favorite Cause

5 ways to increase engagement and be your donors’ favourite cause.

February 22, 2013 By Robin Fisk
Get the Flash Player to see this rotator.
 

I don't suppose they meant to, but John Travolta and Olivia Newton-John neatly summed up every charity's desire — to be their donors' number one cause. OK, the analogy may quickly wear thin, but it turns out there are rewards for being chosen as the favorite, if not the one and only.

Seventy-eight percent of donors give to more than one charity, according to the Charity Dynamics/NTEN 2012 Nonprofit Donor Engagement Benchmark Study, but it's never even. One of those causes gets most of their attention — their money, time and talents — while the others get what's left.

Similarly, only 2 percent of U.K. donors think that charities engage with them properly, and 17 percent of U.K. consumers say that they would give on average £15 ($23) per month more if charities provided a more personal approach via their websites or e-mail, according to the Eduserv 2013 YouGov research.

"Consumers increasingly expect good online interaction with websites because the likes of Amazon have done it so well," says Eduserv's Haylie Oriot. "Genuinely good Web engagement, which understands a donor's previous interactions and uses this information to provide a more bespoke experience, has yet to take off in the charity sector."

So how do you become your donors' favorite cause? Maybe it's just a case of natural selection because of the type of cause you are. Or is there something you can do about it? Putting it another way, are you the Amazon.com — understanding your customers' wants and needs, and serving them accordingly — or a traditional bookstore waiting for customers to come in and buy something? Of course you can choose to be whatever you want, but ask Borders and my bet is it will tell you it's tough being the latter.

Unsurprisingly, the answer to a 21st century question like this is partly about technology, as Oriot suggests, but it's also about making the effort to engage. The rewards are huge, of course — not only are these donors of a higher monetary value, they are much less likely to leave you.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DATABASE / DONOR RELATIONSHIP >>

FROM THE BOOKSTORE

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

Train Your Board (and Everyone Else) to Raise Money Train Your Board (and Everyone Else) to Raise Money

...

ORDER NOW

 

SPONSORED CONTENT

MORE ON E-PHILANTHROPY/WEB-BASED >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: