Fundraising Ideas

8 Tips to Get Your Nonprofit Started with Digital and Social Media

September 7, 2020 By Gail S. Bower

Social Media Nonprofit Digital Marketing

Because of the coronavirus pandemic, now is the time to dramatically change the ways you interact with and engage clients, donors, sponsors, and funders and advocate for your mission.

You may be expanding pre-pandemic digital marketing strategies. Or, digital marketing, including social media, may be new terrain.

Awareness vs. Action

First, let’s be clear about what you want to accomplish. Unless you have a budget the size of Coca-Cola’s, building awareness will be a never-ending battle.

Instead, you want to focus first on your goals and the specific action(s) you want your audiences to take. Beginning here sounds obvious, but you’d be surprised at how many organizations just start cranking out content.

Take the case of an organization with two tremendous digital assets, two websites with active blogs, one targeting consumer audiences and the other B2B.

When I asked the communications director about her goals, she did a double-take. No one, it seemed, had ever asked her that question. Dumbfounded, she said, “I don’t know.”

Gulp.

Whether you’re the executive director or the marketing and communications director, this should never be the answer you hear (or say) to this question.

8 Tips to Get the Most from your Digital Marketing and Social Media Investments

Money and time are precious resources for every organization. Here are eight tips to invest yours wisely and achieve results.

What are your goals?
As a business, your core goals should revolve around generating revenue, based on your specific business model.
Who are your audiences?
Clarify as much information about each. Where they live, marital status, family size, occupation, shopping habits, household income, ethnic backgrounds—these are all details you’ll want to know.
What content would be valuable?
Now that you know your goals and who your audiences are, it’s time to decide on content. What format, what level of detail, what types of information are best?
Where should you distribute it?
Related to the types of content are the distribution channels. Let’s say you run an education organization. If you’re speaking to middle school and high school kids, social media that they use may be effective. Those same channels, with rare exception, however, would not work for the superintendent. To reach him or her, you may need to create a brief white paper, short video, webinar, or even a personal conversation.
Be sure to use media whose audiences reflect your audiences.
All Roads Lead…Where?
You will have multiple pieces of content and visual or video assets that speak to multiple audiences. Know how each piece works in your overall portfolio. Always provide a call-to-action (CTA). What do you want your customer to do? At the end of the content, tell them. Don’t assume they know.
Amplify with social media.
When you create the primary content, generate multiple engaging posts about it using important keywords in both. Get a little personal. Or be provocative, even contrarian. Use humor and images and memes. Get people’s attention while sharing bits of content that will intrigue and encourage readers to take action.
Amplify with advertising.
If your campaign is critical to revenue generation and worth the investment, amplify it further with advertising. Focus on the right keywords and audience segments. Consider using a landing page to track responses.
Metrics
By tracking metrics, you can see how your social media campaigns and advertising are doing to drive click throughs to your landing page and persuading current and new audiences. By adding a drip email campaign, you can build relationships and also track how engaged your new subscribers are with your messages. Ultimately, you can see what percentage take action.

While this process may seem extensive and overwhelming to some, remember the rewards.

Your marketing is more effective.
Your organization builds its capacity.
You will expand your audiences and engage more people in your mission.

What’s the next action you’ll take so that as we move beyond the pandemic, you’re in a better place a year from now?

5 Helpful Tips for Raising Funds for School in 2020

September 1, 2020 By Debbie Salat

In a perfect world, every student would have access to quality learning materials, field trips, sports equipment, modern learning technology, musical instruments, and this year, a deep stockpile of hand sanitizer and disinfectant wipes.

But as we all know, programming and supplies like that are expensive. In some districts, school budgets barely cover the essential classroom supplies, and students have to work with out-of-date textbooks and obsolete software.

When budgets are tight, one popular way to bring in extra money is with a school fundraiser. You’ve likely seen countless ideas for running an easy and effective fundraiser, but it can be challenging to pick an option that works well for your school—and for the current pandemic.

At ABC Fundraising, we provide the tools and resources that schools and other organizations need to raise critical funds. Over the years, we’ve helped countless groups raise over 50 million dollars, so we’ve seen firsthand the profit and success that determined organizers can achieve with the right platform.

Along the way, we’ve picked up a few key tips on how to run a successful fundraiser for your school, including:

Choose a timely and relevant fundraising option.
Find a platform that allows you to execute your fundraiser remotely.
Customize your fundraiser to your school.
Pick a high-quality food product.
Consider discount cards and scratch-offs.

To get you prepared for the new school year and start fundraising off on the right foot, we’ll be diving deep into each of these tips. Let’s begin!

Choose a timely and relevant fundraising option.

Seasonal fundraisers are classics for a reason. Your fundraiser will be more successful if it taps into current events or the spirit of the season.

We aren’t just talking about Christmas, though coordinating your campaign with this winter holiday does make it easy to encourage purchasing items to give as gifts. Consider theming your fundraiser around another holiday, like Halloween, for a more unique twist!

Your school can also choose a fundraising idea that matches the weather, like how an outdoor summer fundraiser is built for sunny days.

Right now, the most relevant topic on everyone’s mind is the COVID-19 pandemic. Selecting a fundraiser with coronavirus in mind (like a custom face mask fundraiser) will definitely ensure your campaign fits in with the current times.

With this type of fundraiser, you can sell cotton face masks branded with your school’s logo and colors. Face mask fundraisers help your community show school spirit, stay safe, and gather revenue all at once—a win-win for all!

Because the pandemic isn’t going away anytime soon, a face mask fundraiser will remain a current and appropriate choice for months to come. But if you’d rather explore a different timely option, the holiday season is right around the corner.

Find a platform that allows you to execute your fundraiser remotely.

Traditional fundraising programs usually involve in-person interaction, so you’ll need to make the appropriate changes to your strategy this year. For instance, many schools sell merchandise or other items to help raise money for their programs and buy supplies. Potential contributors may be wary of getting close enough to handle a paper order form, and students and parents might experience challenges safely selling door-to-door.

In our current times, communities will have far more success with fundraisers that are socially distanced. Luckily, there are plenty of ways you can still fundraise safely, whether you’re using an online ordering system or executing a virtual peer-to-peer fundraising campaign.

Modern fundraising vendors can now create a customized web store for an entirely contact-free experience. Additionally, students and parents can easily share forms online to collect orders instead of relying on a paper form. Then when the product is delivered, you can hold contactless pickup (just like restaurants) for locals or ship to far-away supporters.

In many ways, compared to your more traditional in-person efforts, remote fundraisers are easier and more convenient for parents and students to execute, adding a bonus benefit beyond addressing safety concerns.

Choosing a fundraising vendor with an online order system will have advantages that last far beyond the current pandemic. You’ll be able to accept a variety of payment options like PayPal and credit cards, which is key in a world where plastic is more common than cash. Plus, you’ll be able to extend your reach to a wider geographic area than is possible with a purely in-person fundraiser.

Customize your fundraiser to your school.

When you start planning your fundraiser, you’ll want to consider the specific needs of your students and community. Every school is different, so some varieties of fundraisers may work better for you than others. Consider soliciting feedback from parents before you make your final choice.

In addition to picking a fundraiser that suits your school’s individualized wishes, you can also customize elements of the fundraiser itself. Let’s explore the example of selling merchandise or other items for your school’s fundraiser.

With the right fundraising platform, you can customize your order forms and web store with your school’s colors and brand. This infuses school spirit into the entire fundraising process and encourages generous support from your community.

Showing off your school pride can also extend to the items sold in the fundraiser. You can sell a variety of products custom-branded with your school’s colors and logo, including:

Face masks
T-shirts
Travel mugs
Car decals and magnets

And this is just a small handful of the options available. If you can think of it, you can probably customize it! For more ideas you can personalize to your school’s specific needs, check out this list of the best school fundraising ideas.

Pick a high-quality food product.

Many school fundraisers depend on selling an edible item as your featured product. But we’ve all encountered the low-quality, overpriced options that give fundraising food a bad reputation.

If you’re going to fundraise with a food item, you need to pick something that your supporters are sure to love—and that will generate a good profit for your school!

Be sure to find a vendor that focuses on high-quality food products at prices that make sense for your community.Here are a few of our favorite delicious options that your supporters will enjoy:

Cookie dough
Gourmet coffee
Chocolate bars
Cotton candy
Gourmet popcorn
Gummy bears

Many food-based fundraisers cost nothing up-front for your school and have low minimum orders, making them affordable and accessible options.

Consider discount cards and scratch-offs.

If your school wants to branch out from the traditional food fundraiser and selling your own items, another top recommendation is to offer discounts for third-party vendors in exchange for donations.

For example, you can sell:

Discount Cards. Generally, a discount card includes up to 20 amazing deals valid at local businesses. In exchange for their contribution, your supporters get a plastic wallet-sized card with discounts and free items, like $5 off a haircut or a free appetizer at a restaurant.
Scratch Cards. With a scratch-off card, donors can scratch off circles to reveal a small donation. As a thank you, they receive a sheet of coupons from national sponsors. Because this option is so low-cost, it’s a good fit for small fundraising goals.

Gathering discounts like these can be a lot of work—someone has to request and gather sponsorships from local stores, franchise locations, and restaurants. But with the right fundraising vendor, this process can be hassle-free for your school. They can handle the entire process from finding and securing merchants to selling and producing cards.

Fundraisers like discount cards and scratch-offs are a highly profitable solution because your supporters still get something valuable without needing to deal with a physical, perishable product.

Although the coming school year will have plenty of challenges, these fundraising tips will help set your school up for success. For more suggestions to help your school raise funds, check out ABC Fundraising’s list of easy and effective fundraising ideas. Good luck!

Social Media: The Key to Success? – Using Social Media to Increase Awareness

August 10, 2020 By Melissa Biggar

There’s a saying that “ignorance is bliss,” but in today’s digital world, data seems to travel at warp speed. We get information in real time, and social media is one of the most popular sources. For better or worse, it has become an integral part of life and changed the way we communicate.

Social media brings the world closer together. Everyone from preteens to presidents uses it to advertise, advocate, and communicate. Especially now, in the midst of the COVID-19 crisis where “remote” is the new normal, the digital space is exploding as corporations and organizations seek ways to stay connected to their markets.

According to a 2020 “digital state of the union” report by the social media management platform Hootsuite, there are currently 3.8 billion active social media users around the globe. That’s 49 percent of the world’s population! It only makes sense that nonprofits look to these online audiences to raise awareness of their work and engage supporters.

“Social media is powerful. It connects brands directly to their customers,” says Moniza Khokhar, principal at Ayser Strategies, a New York area digital strategy firm. “You can create relationships that translate into brand loyalty and grow your whole organization off your social media if it’s done right.”

Increased brand awareness can mean new volunteers and more donations. So how do you best use social media to promote your nonprofit’s work? And how do you capture attention in the cluttered digital landscape?

Mitchell Petit-Frere, creative content manager at Family Promise, a national nonprofit that serves families battling homelessness, says social media is critical for organizations to remain competitive. Over the past two years, Petit-Frere and Khokhar have redefined Family Promise’s social media strategy, more than tripling its online following. The improved brand recognition has contributed in part to increased media coverage, volunteerism, and donations.

When it comes to creating a social media plan, Petit-Frere and Khokhar say first and foremost, nonprofits should identify their main message and determine their target audience.

“What do you want people to know about your organization? How do you want them to see you?” asks Khokhar. “Use that message to shape your content.”

Once you’ve established your messaging, Petit-Frere says, consider your audience.

“Where you post on social media is as important as what you post,” he notes. “For instance, Facebook is popular because its demographic spans all ages. But if your work can tell its story through impactful photos or you want to attract a younger following, Instagram is a powerful platform.” (See the list at the end of this article for user demographics of some of the most popular social media platforms.)

Once you’ve determined the most appropriate platform(s) for your organization, you can begin to strategize. Here are ten insightful tips:

1. Keep it consistent.

Petit-Frere advises using coherent branding – logos, fonts, colors – across all platforms, including your website. Post consistently as well, whether that’s once a day or once a week. As he explains, “There’s a lot of competition for attention on social media. You want to be on people’s screens regularly.”

2. Let pictures tell your story…

Visual content is impactful. Photos of the communities you serve or volunteers in action invite followers to learn more. Video is even more appealing, says Khokhar, engaging people up to 1200 percent more than text and images combined. She suggests grabbing your phone and recording a short video – “no more than a minute” – whether it’s your CEO speaking about an issue, donors enjoying a fundraising event, or an interview with a volunteer or industry VIP. Also, consider “going live” on social media (“Hey, folks, we’re coming to you from our annual 5k race, talking to Jane Doe about why our mission inspires her to run!”).

3. …But use your voice when necessary.

Petit-Frere notes that plain text and infographics definitely have value. Some stories simply need words.

4. Start a conversation.

Invite engagement. For example, post a photo of volunteers with the caption “What’s your favorite way to volunteer with us? Respond in the comments below!”. Comments can attract attention, recruit followers, and help you learn about your audience. Encourage sharing posts (people are more inclined to share photos and videos), and respond to comments in a timely and constructive way. Remember, news travels fast on the internet.

5. Post appropriately.

Familiarize yourself with the unique character of the sites you use and post accordingly. “LinkedIn, for example, has a professional focus, while Facebook and Instagram are casual and can support humor and tug at the heartstrings,” says Petit-Frere.

6. Remember, variety is the spice of life.

Vary posts across platforms. People follow multiple social media accounts for the diversity of content. Also, consider your demographic – information about planned gifts won’t interest the typical Instagram crowd, but LinkedIn followers can likely relate.

7. Keep up.

Stay current with news and trends in your sector. Does your work intersect with new national policies or programs? Is a celebrity promoting a cause related to your mission? Petit-Frere recommends following other organizations and influencers in your space: “Engage with them, comment on their posts, tag them in yours. Listen to what they’re saying. They might post something that inspires or informs you.”

8. #usehashtags

Used strategically, hashtags increase engagement and allow your organization to appear in more searches. Create ones that are catchy and easy to remember.

9. Pay to play.

Social media is free, but a small investment can boost your impact exponentially. Petit-Frere cites Facebook, whose advertising feature matches nonprofits to the right audiences for as little as $10 a month. It may feel like “Big Brother” is watching, but the fact is, social media ads target very specific audiences (“single 20-somethings who own dogs,” “West Coast stay-at-home moms who enjoy wine and nature”) and put your organization in front of the people who are most likely to be interested.

10. Get analytical.

Social media’s built-in analytics help you understand your audience, which can inform your marketing and communications strategy. For instance, Facebook tools report who visits your page, what they respond to, and more. Polling features let you solicit feedback to learn more about followers, like their locations and interests. “The key is to make sure engagement is happening and your followers are increasing,” says Khokhar.

At the end of the day, social media is just that…social, a way to engage with the world and bring your mission to life. A successful social media strategy increases awareness of your organization, allowing you to share your work with a larger audience and reap the subsequent benefits. As Petit-Frere sums up, “Nonprofits are storytellers, and social media is the perfect place to tell our stories.”

User Demographics
of Some of the Most Popular
Social Media Platforms

Facebook: Used by all age groups (seniors are the fastest-growing demographic), accessed primarily by mobile phone.

Instagram: Platform of choice for younger, college-educated generations (age 24 and under), especially females, with income up to $75k.

LinkedIn: Most popular with women and men ages 46-55, with a growing millennial presence. Highest number of users in U.S., followed by India, China, and Brazil. Half of users have college degrees and income above $75k.

Twitter: Globally, more male users than female, but in the U.S., male-female ratio is 50-50. Most users under age 50, often live in cities, and are typically wealthier and more educated than the average American.

YouTube: Most popular platform (Facebook comes in second), used by 73 percent of American adults. Primarily accessed by mobile phone.

Source: Hootsuite

6 Ways to Effectively Show Fundraising Impact to Donors

July 15, 2020 By Jon Osterburg

The global pandemic has changed the day to day lives of individuals and nonprofit organizations alike. Nonprofits are struggling to get the fundraising revenue they need as everyone is feeling the effects of the economic downturn resulting from the virus.

Many nonprofits are focusing their efforts on their long-term fundraising plans and in the meantime, simply keeping their doors open and their staff members paid.

However, as we adjust to the “new normal” and resources provided by the government such as the CARES Act start running out of funding or expiring, nonprofits need to find fundraising strategies that will sustain them through these troubled times.

One of the most important things that nonprofits can do to improve their fundraising strategies and adjust for the times is to put an emphasis on impact.

Individuals contribute to causes rather than to organizations. Therefore, showing them how their gifts are making a difference for your cause through financial transparency is always a great idea to further your fundraising efforts.

There are three different types of impact that your organization can show to your supporters. You can show them the impact donors make:

On your long-term annual strategy and goals.
Toward reaching your fundraising goal during campaigns.
Toward your short-term goals and mission.

Within these categories are various strategies that your nonprofit can use to communicate the impact that your supporters have on your mission. We’ll walk through six of our favorite strategies within the categories in this article.

Ready to learn more? Let’s get started.

Annual Impact

All of the combined contributions made by your supporters help your nonprofit achieve your long-term annual goals. Expressing your accomplishments that have resulted due to this combined generosity is a great way to explain the large-scale impact of supporters.

1. Form 990

Your nonprofit is required to communicate some elements of impact you’re making toward your mission to the IRS each year as a part of your Form 990.

Jitasa’s article on Form 990 filing explains the purpose of filing saying, “The Form 990 is the tax form that tax-exempt organizations fill out each year to remain compliant with the requirements of the IRS. It’s the IRS’s method of evaluation to make sure your nonprofit is legitimate and that you’re being financially honest.”

In order to ensure your organization is being “financially honest,” your nonprofit is required to report on key financial information about your organization as well as how you’ve used your finances in order to work toward your mission.

It’s important to recognize that your Form 990, due to the honest and transparent nature of the document, is a valuable fundraising tool because of the transparency it encourages.

As you file your tax forms each year, your nonprofit should consider:
Hiring an accountant to ensure all of the information on the forms is correct and well-documented.
Posting your 990 so that you provide the financial data directly to your supporters.

Your nonprofit’s Form 990 is publicly accessible, so your supporters can go look it up if they so choose. However, even better than encouraging supporters to view this official documentation is providing them an extended version that offers additional context. This comes in the form of an annual report.

2. Extended Annual Report

Your nonprofit’s annual report is your organization’s opportunity to express the progress you’ve made toward your long-term goals and recognize the supporters who have helped you achieve this progress.

In your annual report, your nonprofit has the opportunity to express your financial information, including your fundraising campaign successes, your completed projects, and your plans that may not have turned out how you had originally planned. That’s right, you should be sure to include the “failures” that you’ve encountered.

By creating an extended annual report, your nonprofit can communicate the context in which things did not go as planned and outline how things will change in the future. This shows that you’re not only transparent with supporters, but constantly learning from your experiences.

In Bloomerang’s nonprofit annual report guide, they explain that the primary elements of a complete annual report include the following:

Your financial information. A visual representation such as a pie chart of this information helps ensure your supporters can read it effectively. Be sure to express your fundraising expenses, your overhead expenses, and the costs associated with projects and programs in this chart. You can make a similar one with revenue, charting out the revenue from fundraising, grants, and fees for goods and services.
A project report. This is your time to explain to your supporters all of the victories and project successes you’ve had over the past year. Essentially, it’s your time to really show the larger impact of all of the fundraising gifts you’ve received. Give an overview of the new projects that you’ve launched, those that you’ve completed, and others that are in progress. Get supporters excited about all of the philanthropic steps you’ve taken towards your mission. After all, this is what they’re funding by contributing.
Appreciation for your supporters. In your annual report, you can give a shout out to your major donors who have made an incredible impact towards the successes you’ve had over the past year. By acknowledging their generosity in this wide-spread report, you not only show your gratitude, but you also provide an incentive for other supporters to give at the level of the acknowledged major supporters.

Expressing the impact of your combined donations and contributions from supporters allows them to see the big picture goals and achievements that have come about from their and other’s gifts throughout the year.

Campaign Impact

While annual reports and tax forms provide an effective overview of the annual goals and successes at your organization, rarely is this the only way that you should communicate impact to supporters. You should also make sure that supporters have an immediate understanding of how their contribution has made an impact on the specific campaign.

3. Fundraising Thermometer

A fundraising thermometer is a gamification strategy that provides additional incentive for supporters to give and help your nonprofit reach your campaign goal. The thermometer is generally placed directly on your fundraising page and provides a visual representation of your campaign goal.

When you choose your revenue goal for each campaign, you should make sure it’s based on your philanthropic need, is aspirational as to push the limits of your fundraising capabilities, and is achievable as to motivate your supporters to reach it.

Representing that goal on your fundraising thermometer allows supporters to see exactly how their donation will affect your progress to that overall goal. It provides the incentive to give more in order to help the bar reach the top of the thermometer and help your nonprofit reach its overarching objective. The many benefits of a fundraising thermometer include:

It shows the immediate impact of a donation to help reach a goal, satisfying the desire for instant gratification after contributing to a campaign.
It provides an effective and visual way to track your progress transparently with donors.
It provides additional incentive to give, which encourages supporters to give more.
It motivates your staff and volunteers to maintain momentum as the campaign continues.

Your supporters want your nonprofit to reach its goals. By engaging them and showing them how their donation can make this happen, your nonprofit can maximize the support you have from contributors to your campaign.

4. Supporter Acknowledgement

Another way to show your supporters the impact they’ve had on your specific campaign goals is to tell them! This is an especially effective strategy when it comes to major campaigns and major donors.

Take, for instance, a capital campaign that your nonprofit has been working so hard to carry out. You’re working your way through the quiet phase of the campaign, having synced up with your nonprofit bookkeeping and accounting team to make sure you have the fundraising capacity to reach the aspirational goals in both the quiet and public phases of the campaign.

You have five incredibly generous major donors who support you during the quiet phase of this campaign, contributing a bulk of the revenue that you need to reach your goal.

These are the supporters that you should acknowledge for their generosity in order to communicate the immense impact that they’ve had on your campaign.

You can acknowledge them in a few different ways:

Keep these supporters in the loop as you proceed with the campaign. Give them progress updates and ask for their opinions and feedback on various aspects of the campaign.
Shout out to the supporters on public platforms such as social media, your newsletter, or in your annual report.
Organize an appreciation event with an exclusive invitation list. Be sure this event (or virtual event) is focused on stewardship and acknowledgment rather than fundraising.

Simple acknowledgment can make an enormous difference in your efforts to communicate the amazing impact your donors have on your nonprofit’s campaigns. Do your part to make sure they feel appreciated and understand the difference they’ve made for your mission.

Mission Impact

5. Upfront Explanation of Gift Impact

As stated earlier, nonprofit supporters give to causes, not to organizations. Therefore, one of the best ways to reel in your supporters is to provide them examples of what their generous contributions will accomplish for the cause before they even give.

On your donation page, we recommend providing a simple explanation of the impact that various sizes of gifts can make toward your mission. This is an especially effective strategy when your nonprofit has included suggested giving levels on your donation page because it makes it easy for supporters to choose the impact they want to have before donating.

For example, a city homeless shelter asking for donations may use the following explanations of donation impact on their giving page:

A donation of $25 will feed a homeless individual for a week.
A donation of $100 will feed a family of four for a week.
A donation of $500 will provide all food and shelter for a family of four for a month.

This shows the potential impact of specific gift sizes on the goals of the cause. When a supporter chooses to give $100, they’re really choosing to support that family of four for one week.

6. After-the-Fact Explanation of Gift Impact

Just as you can provide the explanation of impact before a donor gives, you may also choose to share the impact of gifts in response to the donations. This should become a natural part of your organization’s letters of thanks to supporters.

When you write a thank-you letter to your supporters, be sure to make it specific, personal, and include the impact statement regarding their contribution.

There are two ways you can accomplish this. The first is to explain the impact of each donation made to the organization. For instance, this letter may include phrasing like this:

Dear Susan,

Thank you so much for your gift of $100 to the Thoughtful Thanksgiving campaign. Your generosity has provided the Smith family, a family of four, with food for the entire week of Thanksgiving.

Or, you may decide to explain the impact of the entire campaign while still specifically referencing their individual donation. This letter may look something like this:

Dear Susan,

Thank you so much for your gift of $100 to the Thoughtful Thanksgiving campaign. Due to generosity like yours, this campaign successfully provided food for 500 families who would’ve otherwise had very little for the week of Thanksgiving.

Both approaches are effective, although the first is more personal and may better connect with the donor’s emotions. If you’re looking for more examples of full-length letters of thanks, check out the free templates from resources like this one.

As your nonprofit adjusts to the “new normal” that society has been hurdled into, remember the importance of communicating impact to your donors both and now and into the future. It’s a great way to show them that they can still make a difference even in these troubled times.

Retain New Donors With Easy Stewardship Emails

June 16, 2020 By Allison Weber

In times of crisis, many nonprofits gain a large number of new donors—but few retain them. According to The Fundraising Effectiveness Project, less than half of all donors are retained year over year.

While there are countless donor retention strategies, many can be expensive or time-consuming. Thankfully, there’s a quick way to keep your nonprofit top of mind with your new (and old!) high net worth donors: a donor stewardship email program. To start, you simply need to put yourself in your donors’ shoes and do a little planning.

Many people give to a nonprofit once and then move on. In many cases, this is because other organizations inspire them in new ways. As a result, for your nonprofit to retain its existing donors, you need to keep them motivated to continue supporting your mission.

You may not be able to inspire them to feel exactly how they did the first time they learned about your work. It’s tough to compete with the excitement of something new. But you can offer value in another way—by building meaningful relationships with them.

So imagine this: you’re a new donor who recently gave a large gift to your nonprofit. What’s the best way for the nonprofit to build a relationship with you? By showing that you matter. And saying it often.

A donor stewardship email program does just that—it keeps donors engaged in your work through consistent, thoughtful outreach. It creates an authentic connection between your mission and their interests. And prevents your longer term donors from feeling like they don’t hear from you much unless you’re making a fundraising ask.

To get started with a stewardship email program, map out a plan that addresses the basics: what to send, when to send, and how to send it.

What To Send

Just because a stewardship email is thoughtful doesn’t mean that it needs to be complicated. In fact, it shouldn’t be. Your high net worth donors are busy, so be brief to get your message across. Plan to send short emails that do two key things: express gratitude and offer something useful.

Let your donors know that you saw something and thought of them, so you wanted to pass it along. Depending on your donors’ interests, examples of useful items could include:

Evidence of the impact of their support (annual reports, progress updates)
Materials to help them learn more about your cause (white papers, press releases)
News articles relevant to your mission and their interests (new research, current events)
Assets that will help them share their passion for your work (suggested social posts, printables)
Messages of gratitude (thank you videos or quotes from your staff and the people you serve)
Sneak peeks into upcoming happenings (events, campaigns)

It’s crucial to put yourself in your donor’s place as you think about what to share. Think about what truly excites them about your work. After that’s clear in your mind, decide from there what resources to share.

How to Send

There’s no need to invest in the latest marketing technology for stewardship emails. Ask donor relationship managers to send stewardship emails from their normal email inbox. That way, their messages feel personal, not commercial and mass produced. Simplify the process by creating a quick written email template with areas where relationship managers can add in:

The donor’s name
Why they think the resource is relevant to the donor’s interests
Instructions on how to view or use the resource
An invitation for feedback on the resource
A sincere message of thanks for their support

When it’s time to send a message, the relationship manager can simply paste the template into a blank email, edit as needed, and send.

When to Send

Reach out to your donors often, but don’t overdo it. Perspectives vary on how often to communicate with donors, and you should experiment with what works best for your nonprofit.

As you test different rhythms, pay attention to how much time you are investing, changes in your donor retention rates, and what responses, if any, you receive from your donors. It may take several months for your experiments to bear fruit. Relationship-building takes time.

If you’re looking for a number to start at, send one stewardship email per month to each of your high net worth donor for one year. Create a donor communication calendar that outlines possible topics you can highlight each month during the year, depending on when you know that different organizational materials will be published or various holidays and events are happening. But always be ready to adjust your calendar as new topics take priority.

When asking for feedback on the resources you share, don’t hesitate to ask whether your donors would like you to continue sharing similar content with them in the future. That will help you understand whether you should change your strategy or stay the course.

A donor stewardship email program may sound complex, but it’s actually very straightforward. It will help you build relationships with top donors through quick, thoughtful gestures, provided via email. It’s an excellent solution for busy nonprofits looking to stay connected and supported by the generous people helping them realize their vision of a better world.

4 Modern Fundraising Approaches to Grab Donors’ Attention

May 20, 2020 By John Killoran

The vast majority of nonprofits have had to flip their fundraising plans upside down as a result of COVID-19 and social distancing guidelines. Large-scale fundraising events are being cancelled, employees are beginning to work from home, and donor wallets are tightening due to a looming recession. Many nonprofits are worried about securing the funding needed to sustain daily operations and philanthropic projects.

However, this unprecedented time has also been a unique opportunity for nonprofits to refresh their fundraising strategies and integrate modern approaches into their plans. If that’s where you and your organization land, it’s important to make the most out of this time by finding ways for your team to be productive (and innovative!) in the midst of a crisis.1

Let’s walk through four of our favorite modern fundraising approaches, what they can bring to your nonprofit, and how to get started with each:

Use text-to-give fundraising so that donors can give on-the-go.
Employ peer-to-peer fundraising strategies to gain traction.
Host virtual fundraising events to boost donor engagement.
Incorporate individual outreach to personalize relationships.

Finding new ways to engage with your donors and secure fundraising revenue are essential for keeping your organization afloat in a time like this. Ready to get started? Let’s jump in!

1. Use text-to-give fundraising so that donors can give on-the-go.

If you’re looking for new and exciting ways to engage with your donors,2 especially younger donors, text giving might just be the perfect method. Text-to-give is a relatively new fundraising strategy that allows donors to give in seconds from any mobile device.3

In the last year, mobile giving has increased by over 50%,4 meaning if your nonprofit has yet to establish text fundraising practices, now is the time to do so! To get started with text-to-give fundraising, all you have to do is:

Choose a text-to-give provider and receive a unique mobile giving number. Be sure to find the right service provider for your organization based on platform fees, features offered, and user-friendliness. Once you settle on a text-to-give service, they’ll provide you with your very own mobile giving number that you can start sharing with your donors.
Set a particular keyword (or multiple) for donors to text. This is going to be the body of the message that your donors send to your specified mobile giving number. Be sure to pick something unique, relevant, and memorable to make the process easier on your donors, like give, gala, or your organization’s name!
Promote your mobile giving number and keyword far and wide. Use social media, your website, emails, newsletters, and more to make sure every donor has access to your mobile giving campaign. The best part is you’re not limited by any geographic boundaries!

Text fundraising campaigns often grab donors’ attention because their phones are rarely out of reach, making donating very accessible. Plus, the donation process is incredibly simple, making it more likely donors will follow through to submission— while more complicated processes lead to donation form abandonment.

2. Employ peer-to-peer fundraising strategies to gain traction.

Organizing a peer-to-peer fundraiser is a great way to get the word out about your organization and raise money for a particular cause.5 After all, individuals are much more responsive to a request for donation from a friend or family member than that of a national organization.

By using social proof as a fundraising tool, you can appeal to donors because their friends and family are getting involved with the campaign, so they should too. In fact, over 47% of donors giving through a peer-to-peer campaign are first-time donors for that organization.6 That means it’s a great way to expand your donor network and reach new people.

When you’re ready to launch a peer-to-peer fundraiser, you’ll want to:

Recruit supporters to become volunteer fundraisers. This can be a tough job, so it’s a good idea to focus on past donors who are already highly engaged with your organization and care deeply about your cause. Then pitch the idea to these supporters and see if they’re interested in taking the next step to become a fundraiser themselves.
Equip individuals with the right peer-to-peer fundraising tools.7 Even once you’ve gathered your volunteer fundraisers, they won’t be able to accomplish much without the right tools. Be sure to provide fundraisers with your donation page, sample social media posts, and scripts to share with family and friends who may be interested!
Encourage fundraisers to promote your campaign to friends and family. Now that you’ve set your fundraisers up for success, you watch and wait for the fundraising revenue to start coming in. During this time, it’s important to monitor each fundraiser’s progress and encourage those who may be struggling. Plus, you can employ some friendly competition between fundraisers to drive motivation.

Nonprofits everywhere are quickly moving their fundraisers to the virtual sphere, just like you are, which means there’s an increase in clutter you’ll have to break through to bring attention to your own fundraising campaigns. Luckily, unique peer-to-peer fundraising pages will stand out from the crowd!

3. Host virtual fundraising events to boost donor engagement.

In a time of social distancing, many donors will warmly welcome the opportunity to take part in an exciting virtual fundraiser. That’s why now is a great time to plan and host online events. After all, events are one of the most engaging types of fundraisers, making them a great way to boost virtual donor engagement and sustain relationships.8

To create a virtual fundraising event that your donors will really want to partake in, be sure to:

Plan activities your supporters will want to take part in. Whether you decide to host an online auction, talent show, or gala, make sure it’s something that your particular audience will be interested in.
Promote your event online and through social media. Get the word out through your online platforms so that donors everywhere know exactly how to get involved.
Personally invite donors to participate in your online event. A personal invitation can go a long way, especially for donors who have been major contributors in the past. Make sure your top donors are aware of and excited about your virtual event!
Encourage participants to register online.9 This way you’ll be able to plan for your audience more effectively, while also collecting participants’ contact information for future reference.

The possibilities for virtual events are essentially endless. You’re no longer limited by a choice of venue nor are attendees restricted by travel distance. You can even save money while hosting your event online and bringing in fundraising revenue at the same time.

4. Incorporate individual outreach to personalize relationships.

While social media and other digital marketing tools are great for nonprofits to raise awareness for their cause and even promote their own fundraisers, it’s important that you don’t forget the power of personal outreach. After all, a general request for donations is easier to ignore than an individual ask in your donor’s inbox.

There are many ways you can personally reach out to donors, including through a phone call, handwritten letter, or text message, but email is one of the easiest and most effective.

Here are four key steps to optimize your email outreach and personalize your relationships:

Start building an email network. Be sure to collect email addresses at every possible avenue, including donation forms, event sign-ins, and virtual registration forms. Then store this information, along with other detailed information you have about each donor, within your CRM, or constituent relationship manager.
Segment your audience. Using the information you collect about each of your donors, divide individuals into groups based on their similarities. For example, you might have different segments for first-time donors, repeat donors, those on a recurring schedule, and lapsed donors.
Craft intriguing email messages. Lead into your email with a compelling message demonstrating the impact of the work your organization does. Consider telling a true story of a constituent whose life was changed so that donors can feel emotionally involved with the philanthropic success. Be sure to include imagery as well to illustrate your emails.
Employ a clear call-to-action. End your message with a clear, compelling, and specific call-to-action so that donors know what the next step is. For example, you can send donors to your online donation page or include your text-to-give number.

Just because you can’t be physically close to your nonprofit supporters doesn’t mean your relationships should suffer. Instead, try implementing these strategies to strengthen donor engagement during this time.10

COVID-19 has resulted in an unpredictable year. But, as a nonprofit working to continuously support your community, it’s important to make note of the positives associated with the time as well. After all, it’s provided an opportunity for organizations to expand their virtual strategies and improve digital connectivity available to organizations.

Sometimes all you need to get started is the right fundraising software!11 During the move to largely-virtual fundraising practices, it’s important that your team is equipped with the necessary tools to ease the transition.

For more information on strategic fundraising practices within a pandemic and into the foreseeable future, check out the following resources:

After the Storm… Post-Crisis Fundraising

May 20, 2020 By Melissa Biggar

The COVID-19 global health pandemic hit the U.S. harder than originally anticipated. More than eight weeks into self-quarantine and physical distancing mandates, many non-essential businesses across the country still wonder when and if they might reopen. The crisis has bumped unemployment to record levels. Economic forecasts are not optimistic for the near future, and across the nation individuals and businesses are rethinking investment and operational strategies. Even nonprofits that work with those directly affected by the epidemic are operating on Plan B, and many more whose work is considered peripheral to the health emergency are concerned their donors will be more focused on crisis-management philanthropies…if they’re thinking about philanthropy at all. Other than emergency relief fundraising, many think now is not the time to look for donations.

However, some fundraising experts say those nonprofits might want to reconsider; in the midst of a crisis – and immediately after, when the dust has begun to settle – there are tactful yet effective ways to seek support.

“It’s important to remain in touch with donors in times of crisis. Keeping supporters informed of your organization’s response tactics, as well as checking on their well-being, goes a long way toward good stewardship,” says Peter Hathaway, senior vice president of the Andrews Foundation in Boston, a nonprofit that supports the arts. “In traumatic times, unless your charity works with populations directly impacted by a crisis and you’re seeking aid for emergency relief, fundraising isn’t likely to be very successful or welcome. But that doesn’t mean your work isn’t important, and as the storm subsides there are creative ways to re-engage interest in your mission.”

Keeping relevant

An animal rescue and shelter might not be foremost in people’s minds when considering how to support charities during and immediately after a global health crisis. But the website landing page for New Jersey-based St. Hubert’s Animal Welfare Center contains a prominent link to the organization’s COVID-19 updates, as well as practical tips for pet owners to prepare for continued pet care should they become ill. Among the list of ways to help the organization, they’ve included animal safety advice, applications for animal fostering and adoption, a supplies drive, and direct contributions.

Save the Redwoods League, a 102-year-old nonprofit that works to protect and restore California’s redwood forests, offers visitors to its website the opportunity to send a free e-card to a loved one. The organization emphasizes the importance of human connection during this time of isolation, even though their focus concerns environmental issues. Although their mission isn’t directly related to the economic and social crises created by COVID-19, they’ve managed to stay relevant and show their concern for the emergency at hand while keeping on their donors’ radar.

Where there’s a will, there’s a way

Financial advisers and attorneys note the COVID-19 health crisis has spurred people to think about their plans for the future. California estate attorney George Gordon says his firm has seen an uptick in individuals setting up wills and end-of-life directives.

“As this crisis has progressed, interest in estate planning has steadily increased,” he says. “It may sound morbid, but it’s actually very responsible. People of all ages and income levels have been eager to put their finances in order. That includes philanthropic planning.”

Advisers like Gordon are currently working with clients remotely, but reports indicate that since the onset of the epidemic, business on self-guided online estate planning platforms has risen nearly 150 percent. Husband and father David Matthews of New York says the realities of COVID-19 motivated him to stop procrastinating and create a will.

“I was hearing about perfectly healthy people contracting this potentially deadly virus and realized I needed to be prepared to protect my family,” he says.

He turned to a free online will preparation program to put his estate in order, including bequests to the family’s favorite charities. Having donated to several causes for many years, Matthews wanted to ensure their ongoing support well into the future.

Leaving a legacy

By including legacy giving in a list of donation options, a nonprofit can plant the seeds for estate gifts now and revisit the concept at greater length with donors later.

Hathaway says, “No one wants to have a conversation about their mortality, especially at a time like this, but by subtly including planned giving in a collection of giving vehicles you can address the issue from the sidelines. As long as you approach it as one of several options, it’s easier to talk about legacy giving.”

The benefit of planned giving is that it can be done without touching any money today, so legacy gifts are painless, even for donors who feel uncertain about their income and investments. With thoughts of the future topmost in people’s minds, now is the perfect time to gently remind donors of your charity.

“It’s perfectly acceptable to send out informational pieces explaining ways people can lend support,” says Cara Bradshaw, who leads the development and communications division of Family Promise, a national nonprofit that serves families battling homelessness. “Suggesting people volunteer, help raise awareness, or make in-kind gifts are all worthwhile. And of course, it makes sense to encourage donations of cash, stocks, donor-advised funds, and planned gifts like bequests.”

No time like the present

Kenneth Alexo, vice president for development and alumni relations and president of the foundation at the New Jersey Institute of Technology, believes fundraising, including planned giving, shouldn’t be put on hold in times of uncertainty. He cites how nonprofits responded to past crises, such as September 11 and the economic crash of 2007-2008.

“The nonprofits that came out of the crisis more financially intact were the ones that said their mission was too important to stop fundraising,” Alexo explains. “They simply modified their approach. Maybe they halved their major gift solicitations or exercised more discretion about whom they solicited, but they still stayed in touch with donors. Once the crisis was over, these nonprofits hit the ground running without missing a beat.”

By contrast, he notes, many organizations that thought they were “doing the right thing” by halting fundraising efforts altogether discovered later that this tactic didn’t work and were often less successful when they did resume fundraising.

That said, Alexo acknowledges most nonprofits will come up short against the fundraising goals they set at the beginning of this year. With unemployment soaring, an unstable stock market, and an uncertain future, people will be more thoughtful about their money.

Some economic experts are cautious about how donors will respond to the COVID-19 crisis, in large part because the true impact on the economy has yet to be seen. History has shown that most donors who give prior to a recession continue to donate at approximately the same capacity during and after a downturn, though it may be harder to attract new donors unless a nonprofit is working directly with those affected by the crisis. For COVID-19, that’s the health and human services sector. But economists also caution that high net worth donors whose investments are currently in flux might want to sit things out for the time being until they know where the stock market will land.

Naturally, health and safety are the number one concerns in any emergency, and every charity must decide what approach works best for its mission and donor base. But nonprofits whose operations rely on individual donations should stay attuned to fundraising trends, especially if their organization’s work is tangential to the crisis at hand and not receiving much attention. Once there’s a light at the end of the tunnel and a return to ordinary life post-disaster seems imminent, fundraisers shouldn’t feel uncomfortable connecting with donors to explore ways to support their charity.

Top 4 Ways to Boost Virtual Fundraising Event Participation

April 27, 2020 By Wayne Elsey

In the midst of the COVID-19 crisis, nonprofits everywhere are having to cancel their biggest revenue-generating events and take an entirely new approach to fundraise. As a nonprofit professional, you might be worried about the looming shortfalls in fundraising revenue and what that will mean for your organization.

While a lot is still up in the air when it comes to managing a nonprofit and getting things back on track, one thing is for sure—now is not the time to give up. In fact, there’s a lot that nonprofits can be doing at present to keep operations up and running amid the disruption.

One such idea is the implementation of virtual fundraising events. Nonprofit organizations have long understood the benefits of engaging supporters with fundraising events. Now, it’s just a matter of adjusting to the circumstances.

Whether you’re interested in transitioning an existing event into a virtual one, or starting from scratch planning an engaging online fundraiser, here are four of the best ways to capture your audience’s attention and boost registrations in no time:

Plan unique and intriguing events.
Connect with donors on an emotional level.
Keep the momentum going with strategic communication.
Raise the stakes with matching gifts.

Ready to get started? Let’s jump in.

1. Plan unique and intriguing events.

The best way to ensure a good turnout at your fundraising events, whether virtual or in-person, is to plan activities that your supporters will enjoy. Remember, not everyone likes the same types of events. To appeal to the highest possible number of participants, offer a diverse set of fundraising events.

Especially now, with the majority of the world’s population stuck inside for days on end, an appealing virtual event might be just what your supporters need!

Here are some of our favorite ideas to switch things up with virtual fundraising events:

Virtual 5k: Although you can’t host a traditional 5k fundraiser right now, an adapted version can be a unique way for participants to get out of the house while raising money for a good cause. Simply encourage supporters to walk or run a set distance on their own and record their stats with a smartwatch or tracking app!
Virtual auction: Both live and silent auctions are tried-and-true fundraising events for organizations everywhere. Now, you only have to take that auction to the virtual sphere! Collect items just like you usually would. Then, participants can bid online through a virtual auction catalog instead of at a physical location.
Virtual gala: Hosting a gala can be a great way to engage with supporters who are looking for a reason to get spruced up, even if it’s just for a live-streamed event. But of course, the great part about a virtual gala is that attendees are also able to participate without dressing up at all!

Consider integrating your virtual event with a peer-to-peer fundraising campaign for even better results. This way, you can easily expand your network of support and reach a wider audience with the help of your dedicated volunteer fundraisers.

2. Connect with donors on an emotional level.

Not only should you focus on the appeal of the event itself, but also that of your organization as a whole. A great way to maintain that appeal is through building emotional connections with supporters.

With a looming recession ahead of us, you might be expecting significant drops in fundraising revenue during this time. That’s why it’s so important to emphasize donor retention.

Here are four simple tips to follow to strengthen donor relationships and convey the importance of each and every gift:

Share success stories.
Use pictures to illustrate impact.
Emphasize the importance of donors’ continued support.
Show your appreciation.

Remember, it’s more important to stay emotionally in-touch with donors during a pandemic than ever before. Many of your organization’s key supporters have likely been impacted by the COVID-19 crisis— whether medically or economically.

In other words, donors’ budgets are likely tight during this time. That means you’ll need to effectively demonstrate the purpose behind your mission and the emotional significance of each donation if you want to capture their attention and secure their support fully.

3. Keep the momentum going with strategic communication.

An essential aspect of planning and hosting a virtual fundraising event is the virtual outreach that precedes it. This effort is how supporters all over the world can hear about your upcoming event and decide to attend.

Thanks to effective digital marketing and communications tools, it’s easier than ever to get your message out into the world. However, this technology also introduces new issues having to do with breaking through the digital clutter and creating compelling messages that stand out.

Here are some of the best ways to boost your fundraising momentum and get your audience excited about your event:

Send out targeted email blasts.
Increase your social media presence.
Be sure to remind attendees ahead of time.
Keep your website up-to-date with event information.

Learn more about establishing a successful nonprofit digital strategy here, and then use your newfound knowledge to promote your upcoming virtual fundraising event!

4. Raise the stakes with matching gifts.

Did you know that many of your donors are eligible to have their gifts matched through corporate giving programs by their employers? And yet many eligible donors don’t know about these programs and how to take advantage of the opportunities!

Studies show that when donors know their gift gets matched, 84% report that they’d be much more likely to donate, and 1 in 3 donors suggests they’d make a larger donation. That’s because donors get the joy of knowing their gift is making twice the impact without having to reach back into their wallets.

Consider taking your fundraising event to the next level by leveraging the power of matching gifts. Encourage donors to quickly and easily search their employer in a matching gift database to find out whether they’re eligible!

For more information on how to leverage corporate philanthropy and matching gift programs with your organization’s events, see this comprehensive guide.

A critical characteristic of successful nonprofit organizations is the ability to adapt, and the current social and economic constraints are testing it. By bringing your best fundraising events to the virtual sphere, you can increase your reach and receive support from all over the world.

For more inspiration, check out our extensive guide of unique and exciting fundraising ideas to get started. Good luck!

Staying Socially Distant – but Emotionally Close – to Donors During a Pandemic

March 22, 2020 By Jennifer S. Aniskovich

In times of crisis, our first thoughts in the nonprofit sector are for the men, women and children we serve – our clients, patients, parishioners and friends. Perhaps our next thought is for the welfare of our employees and volunteers. Third in our list of priorities, but in no way less important, is the well being of our donors.

In a global pandemic, how do nonprofits stay socially distant, but emotionally close, to our supporters?

As we cancel galas, restructure capital campaigns and rush to rewrite traditional appeals, many are struggling to know how to engage key supporters in meaningful ways. Here are a few tips for navigating these rough waters.

Be in Touch – Now

Let your key supporters know that they are among your first thoughts during in this crisis. By top donors, I mean the top 10 or 20, those who are key to your annual fundraising efforts. Let them know they are family. Call them and email them – personally, not en masse – to fill them in on how you are serving your clients, what’s happening with your staff, what your board is thinking. Let them know you’re concerned for their welfare.

Your supporters are, after all, people. They appreciate knowing what’s going on and being part of your early outreach. They are your closest friends – so be a good friend and be in touch right away.

Keep Your Values Center-Stage

It’s absolutely right to put your clients first. Their needs are your organization’s raison d’etre, even more so during a crisis. Tell your donors what you are doing to help your clients. Share how you are adapting, being creative and using technology to help your clients and keep them safe.

Your supporters will be proud of your work, inspired by your commitment, energized by your vision. Remember that list of values your team worked on at the last retreat? This is where you dust them off and put them into visible action.

Invite Your Supporters In

They may not be able to visit your organization (or even leave their house), but your supporters still want to help. Invite them to do something tangible to help you serve your clients. Something that doesn’t involve making a donation.

If your clients need home supplies, set up an Amazon list and invite donors to make a purchase. If one of your clients is having a birthday party or life event, invite your supporters to flood the client with emails of congratulations. If your clients are feeling lonely and shut in, arrange a phone call effort to brighten their day. Donors want to help and, like you, are feeling helpless at home. Invite them to be an active part of your bucket brigade.

Wow them with Your Ingenuity

There is always a silver lining. For nonprofits, the cancellation of life-as-we-know-it brings the opportunity to define the new normal. We’ve always done more with less. Why not lead the way in serving clients in inventive, original ways?

Unable to operate a soup kitchen? How about boxed supplies to go? Can’t open the diaper bank? What about patrolmen delivering in key neighborhoods? Show your donors that you have the spirit and resourcefulness to reach those in need. It’ll make your donors proud and deepen their commitment to your cause. Arm them with stories of your against-all-odds successes to share with others.

Cultivate with Care

It’s an international crisis….proceed with care. And this goes for direct solicitations. Right now – and for the immediate future – your supporters are getting their bearings. Yes, they want to help, but read the room carefully.

If the gala has just been cancelled, and you have a full website of online auction items to share, by all means have a virtual fundraiser. But keep the long view in mind. For many top donors, now is the time to invite them to strategize before investing. Which leads to the last tip . . .

Do Donor Engagement Differently

Here’s where you imaginative development professionals can shine! This is going to be a multi-month event – reinvent your donor outreach to fit the pandemic. Don’t scrap all contact until the curve flattens out. Develop ways that you can meet your donors’ needs – for information, social engagement, positive news – while promoting your nonprofit.

What does that look like? How about “Tuesday Teas” where donors get real-time, conference call updates regarding client outreach? Or Facebook Live tours of your under-construction new facility? Or Survey Monkey polls asking for thoughtful feedback about strategic questions?

Recognize what’s different that may be in your favor: donors have more attention to give; they may welcome a relief from forced family time; they are eager for upbeat news; they can absorb a greater depth of information; they want to help be part of your solution.

Bonus: A Few Practical Tips

Be brief – a 2-hour in-person meeting translates to a 30-minute facetime meeting.
Brand it – whether it’s an activity for a client or a cultivation communication, give it a catchy name and look so it sticks in your donors’ minds.
Be the first – set yourself apart from your peers by being the first to do it that way.
Bring it back to mission – every conversation, every activity, every interaction should bring your donor back to your clients, your mission, the dent you want to make – with their help – on the world.

Fundraising Tips to Re-Engage Lapsed Donors: Punt the Bunt

March 3, 2020 By Melissa Biggar

If you’ve worked in fundraising and development for more than five minutes you’ve probably come across the terms LYBUNT and SYBUNT. To those outside the field these fundraising acronyms may sound like Klingon, but for development officers they’re part of everyday conversation. Pretty self-explanatory – a LYBUNT (Last Year But Unfortunately Not This) donated last calendar/fiscal year but not this year, a SYBUNT (Some Years But Unfortunately Not This) made a gift in some previous year(s) but – wait for it! – not this year. Many fundraisers target these audiences on automatic pilot, but successfully re-engaging lapsed donors should involve a little more thought.

Here’s some advice to get you thinking outside the BUNT box.

Define “Lapsed”

A supporter who donated last year but hasn’t yet given a gift this year (LYBUNT) doesn’t automatically fall into lapsed donor territory or even the at-risk-of-lapsing zone. Until a full year has passed, and even for a short while longer, consider these folks current donors.

Think about it. Last August you made your first gift to an organization. They added you to their mailing list, maybe even invited you to an event or two. (This is assuming they’ve been properly stewarding you since you made your donation. More on that in another article!) Fast forward 13 or 14 months. You still feel passionate about the organization and its mission but for whatever reason haven’t gotten around to making another gift, or you simply haven’t been in a position to do so. You’d be surprised – and probably disappointed – to discover the organization already considers you a has-been.

Some nonprofits set specific parameters, say 13 months without a gift, after which they consider a donor lapsed. That works, but it’s also very limiting. It’s still early enough in the game to think of them as current donors whom you want to steward toward their second gift. No one wants to alienate supporters with language like “What happened?! We want you back!” when they still consider themselves engaged.

For a lapsed donor campaign I’ve been developing, I’m looking at donor giving history for the past five years. In my experience I’ve found that when it comes to lapsed donors, reaching beyond that point offers little to no reward, but every nonprofit’s donor base is different. I’ve identified a target audience that looks like this:

Donor Criteria for 2020 Lapsed Donor Campaign

Last gift between January 1, 2015 and December 31, 2018
Lifetime giving history includes at least two gifts
Lifetime giving totals at least $500

Onions Have Layers

To paraphrase Shrek, fundraising is like an onion – it has layers. “Some” years of giving (SYBUNT) is a pretty broad definition, and the last gift of a SYBUNT donor can range from two years ago to 10 or more. It takes a little work, but roll up your sleeves, pour yourself a strong cup of coffee, and settle in for some serious donor data review.

Once you’ve defined what “lapsed” means to your organization, you can begin reconnecting with these donors through targeted communications that clearly show the impact of their gift, followed by an appeal that expresses how much you value their support and your hope they will renew it, again emphasizing impact.

BUNDle, don’t BUNT

Implementing a unique campaign like this for every donor is impossible – donor lapse is an ever-moving target. Now that you’ve defined “lapsed,” you’ll see you have lapsed donors every month, maybe even every day!

For simplicity’s sake, you can use the calendar year to schedule an all-encompassing lapsed donor campaign, keeping in mind that you’ll want to exclude donors whose latest gift is less than one year old (remember that thing about alienating donors?).

You can reconnect with these folks through targeted communications during the first two quarters of the calendar year. For example, if their last gift was in December 2018 and it’s now March 2020, use the next few months to send a few donor touches that emphasize the importance and impact of their gifts and keep your organization on their radar.

Later in the year, perhaps even in Q4 as part of your year-end appeal, you can follow up with a customized fundraising campaign. As you prepare your campaign, reexamine your donor list in case your initial touches were so successful that you re-engaged donors earlier in the year. You don’t want to ask those people to “come back” yet again!

As always, once your campaign is complete, study the results to gauge its success and identify strengths and weaknesses. Fundraising campaign results can inform future donor communications and appeals, so a little number crunching now can go a long way.

Prevention is the Best Medicine

As all good fundraisers know, at the end of the day it’s about relationships and letting donors know how much you value their support. Retaining current donors and recovering lapsed ones is more cost-effective than acquiring new donors. And re-engaged donors can become your organization’s most ardent supporters, so taking the time to treat them well is in everyone’s best interest. It’s said an ounce of prevention is worth a pound of cure – in terms of fundraising, that means serving your current donors well to improve your donor retention rate and minimize donor attrition. With good planning and thoughtful communication, you can turn “We miss you!” into “Welcome back!”