The more that your supporters trust you to
keep your promises to put their contributions to good use, the more likely they
are to donate to your cause. Donations from both individuals and businesses are
critical to helping your nonprofit grow sustainably, as this type of funding
typically doesn’t come with pre-conditions on how it is to be spent. When your
NFP receives donations, you usually just need to ensure that they are used for a
charitable purpose that advances your mission. The following three strategies
will help you develop stronger relationships and greater trust with your donors
and encourage greater giving.
Use Consistent Messaging to Eliminate Confusion and Strengthen Your Brand
Do your supporters know what your
organisation stands for? What images come to mind when they hear your name and
tagline or see your logo? Are your messages consistent with your values and
does it bring your mission into sharp focus? Use consistent messages across all
your communication channels to create a strong brand identity for your
nonprofit that will increase your NFP’s reputation.
Increase Transparency
One trend that nonprofits must stay on top
of is donors’ growing desire for detailed information about NFP finances and
activities. One way to increase understanding about your nonprofit’s position
is to publish your financial results frequently.
Release the minutes of your board meetings
and hold your meetings in public so that your supporters have ample opportunity
to review your NFP’s decision-making processes. Show your donors exactly how
their contribution impacts your organisation, and how their donation will
specifically be used to advance your mission forward!
Develop Relationships and Avoid the Hard Sell
Most of us are more likely to give to
causes that resonate with us and because we have some personal connection to
the mission. Focus on open communication
and building strong relationships with your current donors and prospects. Take
the time to connect with them and learn what makes them “tick” as individuals
so that you can show them how contributing to your NFP helps them as well as
others. Reach out to your supporters on a regular basis to keep them updated on
your activities and the progress that you are making.
Segment your donor lists and adjust your
approach based on the frequency and size of individual donations. If someone
declines to give a gift, thank them for supporting your nonprofit and ask them to continue their support in other forms. For example,
just because someone can’t or won’t donate right now doesn’t mean that they are
unwilling to advocate on your behalf or volunteer. Look for ways to streamline
and simplify the donation process so that transactions are fast, secure and
simple.
Finally, don’t forget to show your
gratitude to your donors and other supporters. Automatically thank your online
contributors, and follow up with a more personalised, handwritten thank you
note. Or, if you prefer, you can pick up the phone and call them to show your heartfelt
thanks!
