Individual donors are a big part of your fundraising efforts. Whether they donate, fundraise or network on your behalf, individual supporters comprise the backbone of your organization who help extend the reaches of your mission.
Leverage Social Media
This may sound like a no-brainer, but some organizations don’t have or don’t fully capitalize on the age of the internet. Having a website is the first step. You can share info about your mission, have a page about staff members, a donate button and much more. By embracing social media such as Facebook, Twitter, LinkedIn and Instagram, you can extend your nonprofit’s outreach even further.
Updating these platforms on a weekly to bi-weekly basis gives your mission a voice and accessible way for people to learn more. You’ll keep supporters engaged and have a year-round presence, no matter if you are currently running a campaign or event. A social media presence also makes it easier for your existing supporters to share your social media posts to their own networks.
While many organizations give important periodic announcements, providing consistent updates to your supporters is critical to lasting engagement. Your mission and the fantastic undertakings your organization accomplishes need a place to live and a place to be shared. This also helps to keep your donors engaged with your organization and they will be more inclined to donate again or share with their network.
Create a Junior Board
With today’s current affairs, more and more young people are inspired, speaking up and becoming involved in what is important to them. Capitalize on this momentum by forming a Junior Board filled with people of ages approximately 18-37. Empower them to give feedback and listen to their points of view. Let them bring new ideas to the table, such as a new approach to an old process or a modern spin on a stale event. It’s also a good idea to task them with planning initiatives on their own. With the help of younger generations, your organization can draw from a completely new group of potential supporters and donors.
Leverage Your Current Donors
We always say that you know your donor base the best. You know who donates, when they donate and maybe even what triggers them to donate. Use this information and leverage it to your advantage.
Make sure you’re pulling reports from the GoFundMe Charity Report Center and using that data to grow relationships. People are more likely to give to personal connections like friends and family. That's why it's important to foster your own relationships with these donors to strengthen their connection to the cause.
Meet potential donors where they're at
It never hurts to do a little deep-dive into your supporter personas in order to gain more insight and create a better rapport with them as supporters, fundraisers, volunteers, and beyond. Dig into your various supporter types and really figure out what they’re into. What else do they do with their free time? What blogs do they frequent? Are there any other interests that have synergy to yours that you can pinpoint?
If you can figure out where your supporters spend their time, you can focus on developing content or opportunities to reach this like-minded audience. Partner with a blog and create a sponsored post, create ads directed at potential supporters (this would be a great use of your free Google AdWord money), add direct mail inserts within publications, or even partner with another business or organization to host a webinar or create a whitepaper. So many creative ways to use partnerships to foster new connections.
Talk to your supporters differently
When you send one message to every supporter, you’re missing out on the key reasons why supporter A and supporter B might have found you in the first place. Are they someone who was helped by your cause? Someone with money to give? Someone with time to give? Thinking about your supporter base in a more segmented way helps you create content and messaging that is more apt to connect with each individual supporter.
And segmentation can go so many different ways. You can segment by donor frequency (one-timers vs monthly), frequency of event attendance (supporters who attend a specific event vs. those who go to everything), or even talk to subsets differently (volunteers vs. DIY fundraisers). There are so many ways to think about your list and how you can speak to supporters in more meaningful ways.