5 Ways to Build a Donor Base
As many of you may know, I like to get straight to the point. In this post you will find 5 Ways to Build a Donor Base & a little on how you can maintain them. What I've mentioned before was that you need to build these relationships. Yes, even with those that donate to your organization. I will mention a few ways on how you can do this. This type of work is where your volunteers come in handy for a few reasons...
1) they will talk about the organization from their point of view and an honest place. Those who may not see the ins and outs of the daily, weekly or monthly activity of how the organization runs and the people who are involved will share their experience 2) they will be able to share key areas where they see the most help is needed which could lead to story-telling. Story-telling from a volunteers POV is precious. They are able to share details that are more relatable and concerning for potential donors. This also leads to why it is important to treat your volunteers right. If you haven't read my blog post on 5 Reasons Why Your Volunteers Are Important to Your Organization check that out HERE.
Direct Mail
This will allow you to not only build a donor base but to send information about your organization across the world. This is a great way to build your list of donors even at a local aspect in which is where community based nonprofits should really focus on in the beginning. This technique could be very pricey and if it's not in your budget don't sweat it. But it would be a great goal to adapt this and mark a goal amount where your organization should send out so many each year. Keep in mind, the amount of funds for printing, postage, and other materials you may want to include in the direct mail envelope. Try building a partnership with local printing shops.
Email List
Sending out monthly newsletters or emails to those that subscribe to your mailing list is a great way to get started. It covers two main areas: those in your community that may stumble across your flyer, and those on the Internet who more than likely lives in a different area or part of the world. With today's technology, many people have the means to go to your website to sign-up, receive your monthly emails to be informed on what's new or future events. Be mindful not to send out too many emails which could result to those to unsubscribe, your email never being opened or going straight to the trash can. So be organized and mindful.
Telemarketing
Have your volunteers and board members make phones calls. Ahhh, yes I did in fact mention your board members. They too can get involved as well. They actually should be at the front of the line when it comes to funding and if they are not, revise what you're looking for in board members. This is not to say cut out that awesome board member that brings a lot to the table (connections, hours of work & ideas). Again, this would be great for your volunteers to get involved to share how the funds from last year's Holiday event helped 50 low income families in the community. These are things they need to hear. Although the word "telemarketing" has a negative relations to it, it is very effective if done right. Train everyone to be on one accord and how it should be done.
Online
Your online presence goes beyond your social media handles and where "they can find me." It looks for professional and legit when you have a website where whoever stumbles across your site will be comfortable enough to donate to you. Any questions they may have should be in one area and that is your website. Your mission, vision, volunteer openings, events, CALENDAR, let me say that again, CALENDAR, staff, location just to name a few key aspects.
Social Media
This may seem like a no brainer for many of us because we all have a presence on Facebook, Instagram, Tumblr or any other social media site. Turn your followers into donors by showing them how their donation can help your cause, campaign or program. Many times when a follower comments they feel some sort of connection it is whoever manages that platform to be sure to reply back in a timely manner. Days later is unacceptable so yes, this is where you cannot do it all and need to seek volunteer(s) to cover these areas and train them! Also, a link to your GoFundMe isn't enough to rely on people to donate. I actually try to tell my clients unfortunately to not use that site as it has left a bad taste in many donors mouth.
Thank You
Recognizing those who donated is important. Smaller organizations tend to forget or overlook this and think "we can find more where that came from" or "they know what we're about and they've donated before, they'll surely support." Remember, your organization isn't the only organization that exist, that's not even considering organization's within your area but global. It's so easy to donate to anyone or towards anything that people are willing to donate elsewhere. So better ready to 1) Inform and update your donors about the organization and how their donations have helped and what it went towards 2) Include them from a different aspect where they know they have the option to volunteer & wanted. Name the volunteer positions that are opened and update them as often as they change! 3) Do not wait a month after they've mailed, text (just to name a few) to thank them. Although donors give from a loving and caring place, a thank you in a timely fashion will strengthen that relationship. Add names (if they've given you permission) and shout out cities and states of where they may have came from in your newsletter.
If you enjoyed this post, please share it with others, send me an email, leave a comment. Feedback is vital when trying to serve you all, and great when you're trying to receive the information that is beneficial to you and your organization!
I currently have services that will assist in these areas. You can check that out HERE and if you have any questions, please do not hesitate to email me at ashley@theenonprofit.com