Guest post by eCardWidget

For new nonprofit professionals, fundraising can be uncomfortable. Asking someone to give up their hard-earned money for your cause can feel like asking someone for a big favor. However, it’s essential for you to reach out to donors to retain their support. Learning how to do so effectively will fuel your nonprofit’s mission.

Our favorite fundraising advice is this: Don’t ask your donor to give you their money. Instead, offer them an opportunity to be a part of something important.

To revamp your donor approach, we’ve compiled a list of tried-and-true tips to help you reach donors more effectively and encourage them to lean into their giving spirit. Let’s get started!

1. Empower outreach officers with knowledge about the donor.

Make sure your outreach officers have the knowledge they need to connect with donors on a personal level. Even if they have had personal relationships with certain donors for years, there may still be pertinent information that they are not aware of, such as the donor’s history of charitable giving. 

To provide your stakeholders with the most accurate information, update your donor database regularly. Double the Donation’s guide to donor data recommends collecting and storing a variety of donor information, such as:

• Full and preferred names

• Contact information

• Employer information

• Preferred communication channels

• Donation history and average gift amount

• Wealth indicators

• Other involvement with your nonprofit, such as volunteering

Armed with this information, your outreach officers will feel more prepared to navigate a conversation about soliciting a financial contribution to your nonprofit. They’ll be able to leverage this information to make informed decisions on donors to target and what to discuss in those conversations.

2. Equip outreach officers with the appropriate language.

Being philanthropic makes people feel good—it elicits a chemical response that makes donors feel more at ease and connected to others. As a result, supporters may feel more connected to your cause after making a gift. 

Initiate potential supporters’ connection to your cause by giving your outreach officers talking points and language to fall back on. Remind them that instead of making a request for a financial transaction, they are offering someone the chance to be a part of the great work of your organization.

Phrases like “join us,” for instance, can help put the donor in this mindset. Instead of asking the donor to “give” something, you could ask them to “be” something: be a member of the patron program, be a co-chair of an event, be a leader in a campaign, or be an advocate for important work.

Remind your staff members that the strategies that apply to general nonprofit marketing can be used in donor outreach as well. Include calls to action (CTA) that make it clear what action you would like donors to take. In this case, staff members will likely be encouraging supporters to contribute monetarily, but you can specify this action further by including what their donations will enable you to accomplish.

For example, your CTA may be “Join us in our effort to support children’s literacy.” This CTA uses language that offers donors a chance to help support your mission, rather than focusing on the financial transaction itself. 

3. Keep outreach focused with specific tasks.

Depending on where you are in the donor cultivation process, provide instructions to help guide your staff members in setting up and engaging in a conversation with the donor. Think about the type and level of ask you’d like them to make.

Ask yourself: Will they be soliciting recurring gifts? Event participation? Or campaign gifts? Is there a range that they should be asking for, or do you want them to leave it entirely open? Having set guidelines will help steady them if they get nervous about initiating a conversation about money.

To set your outreach officers up for future success, consider developing scripts or templates for different types of asks. That way, they can personalize their donor outreach to different initiatives without having to do so on the spot. Additionally, you can save your team time so they don’t have to start from scratch each time they make a new ask. 

For example, you may develop ask guidelines and scripts for one-time donations, in-kind donations, recurring donations, major gifts, event registrations, capital campaigns, and crowdfunding campaigns.

4. Thank your donors for their contributions.

If you don’t already practice proper donor appreciation, you’re missing out on an opportunity to build stronger relationships with your donors. Plus, there are many different ways you can show donors how important they are to your organization, so you’re sure to find one that works for your nonprofit.

For example, a traditional donor appreciation method is the handwritten thank you letter. Sending one of these to a donor demonstrates that you value their support. Start with a personalized greeting that addresses the donor by their preferred name. Then, reference their donation amount, and explain what that donation will enable your organization to accomplish. For example, a $100 donation to an animal shelter may allow the shelter to replenish its pet food supply.

To ensure your thank-you letter is engaging, include a story or testimonial that brings the donor’s impact to life. Reach out to your beneficiaries to see if any of them are open to being featured, and request quotations that illustrate how your nonprofit’s support has changed their lives.

You may also include other ways for your donors to get involved with your organization. Avoid asking for additional donations, but mention upcoming events or volunteer opportunities your donors may be interested in.

For major donors, go above and beyond with your donor appreciation by sending gifts. Branded merchandise, such as t-shirts, hats, and mugs, is a great way to show your gratitude. Plus, major donors who wear their merchandise act as ambassadors for your cause and may bring in additional support.

5. Show stakeholder appreciation.

Just as your outreach officers thank your donors for their contributions, make sure you thank your outreach officers for their hard work. Doing so will empower them to continue their donor outreach and all their other efforts that support your cause.

For board members, volunteers, and other outreach staff, eCardWidget recommends using gifts to show your appreciation. Examples include gift certificates, office accessories, and awards. These physical reminders of your appreciation will show your outreach officers that you recognize their commitment to your nonprofit.

Another way to thank these individuals is by hosting an appreciation event. Bring all your outreach officers together to celebrate their achievements. Invite their families to join, and provide food, music, and activities to liven up the event.

Lastly, you can create a thank-you video to show your outreach officers how much you care about them. Demonstrate how certain teams or roles impact your organization, and make it clear that you wouldn’t be able to further your mission without them. As opposed to a simple email, videos are an engaging way to review how stakeholders have contributed to your nonprofit in the past year and properly thank them for their hard work.

When stakeholders feel appreciated, they’ll be more motivated to continue working with your organization to help your beneficiaries.

When organizations struggle with soliciting gifts, it’s likely due to the fact that they don’t have a donor outreach plan, or they need to transform their current plan in order to be effective. While it can be difficult to ask donors for their support, there are ways to build genuine relationships with donors while also making it easier for stakeholders to request donations. Plus, having a more robust strategy for donor relationships can lead to increased retention, securing your nonprofit’s future and ultimately earning more for your cause.