Consistent and ongoing fundraising is a necessity for many small and medium-sized nonprofits. We recognize that it’s easier to rely on a couple of large-sized grants to kick off programs when starting out. But you may discover that grants (both public and private) can sometimes get cut unexpectedly, or that you find yourself unprepared for the expiration of a funding source.
Organize
When it comes to best practices for growing an individual donor base, it’s better to start sooner than later. Some nonprofit organizations collect contact information from their donors but don’t know what to do next. What is the best way to manage this information? How can we use the information we have to help move individuals up our ladder of engagement. There are several software program options available, and they can be very tailored to the needs of your organization. If you have questions about a software program or are considering multiple options, and want some professional advice on what program might work best for your needs, feel free to reach out to us for a consultation. If you’re not quite ready to invest in a program, a basic spreadsheet template is better than nothing. You can also contact us if you’d like some guidance on how to start tracking donors.
Communicate
Why is a donor database necessary? Because you’ll need to communicate with your donors. Whether you are asking your audience to support a fundraising campaign or if you want to give them an update on one of your bigger projects, creating content in a purposeful manner, and delivering that content in a timely and organized fashion lets your audience know that your organization is professional and can follow through on its goals. These are big selling points when it comes to fundraising. Additionally, you’ll want to communicate messages of gratitude and appreciation to your audience. It takes extra effort, but consider what you can do for your audience when you reach a large fundraising goal. Know that it’s especially important to be communicative with your audience if you want them to donate again in the future.
Segment
The practice of segmentation involves thoughtful groupings of your audience. These divisions of your audience may become necessary as your communication develops. Sometimes it simply doesn’t make sense for everyone to get all the information you’re putting out there. You may not always want to solicit donations directly from your clients and prefer that communication goes directly to a designated donor audience instead. Depending on the needs of your organization, you may need to divide your audience by age, profession, skill set, or something else. Working with a consultant to develop a structured audience segmentation is one of the smartest investments your organization could make. It will save you time down the line and will also let you cater more directly to a receptive audience to achieve your goals, whether it’s fundraising, promoting a program, or highlighting a success story.
Organize, communicate, and segment. We hope that these steps made you think more critically about how to engage with donors. If you have any questions, ideas, or simply want a sounding board, don’t hesitate to send us an email or give us a call. We’re always here to help!
Photo by Aaron Burden on Unsplash
Adam (s/he, him) has a decade of nonprofit program experience working with immigrant and low-income communities. His areas of expertise range from refugee resettlement, legal advocacy, civil rights curriculum, LGBTQ organizing, and HIV education. Adam’s expertise lies in program development, implementation, and assessment. Adam is a foster parent and loves creating art. His small retail shop, The Garden Home, is a medium in which Adam can evolve and share his art.