3 Reasons Why Your Nonprofit Donors Aren’t Giving More
Introduction
Many nonprofit organizations are concerned with acquiring more donors as an answer to their financial problems, but that is only part of the equation.
Your best donor is always your current donor.
How you nurture that relationship is reflected in their philanthropy towards your group.
The ideal nonprofit donor knows your mission and can share the long-term goals of the organization, they feel like they are a part of the organization, and they feel like the organization knows and cares about them for more than their financial gifts.
Before going out and looking for that ideal donor, you can make 3 easy adjustments to your nonprofit fundraising program to address the issues that are keeping your current donor from becoming that ideal donor.
These 3 issues and their solutions may seem obvious, but you’d be surprised how many nonprofits neglect these.
3 Reasons Why Your Nonprofit Donors Aren’t Giving More
Lack of ongoing donor acknowledgment
Donors aren’t fully aware of your mission
Limited opportunities to engage with your organization
Problem #1
Lack of Ongoing Donor Acknowledgment
Many nonprofit organizations do not acknowledge major donations with the exception of the end-of-year tax receipt.
Why does this happen?
Acknowledging donors can be time-consuming, especially with donors who require more attention or if your organization has a smaller staff.
How do we fix it?
The act of thanking donors is a great opportunity to engage volunteers.
Hand-written Notes
A short personalized note with a real signature sent via regular mail shows the donor that took the time to make a donation that you are willing to take the time to acknowledge them and that you care.Phone Call
A quick call from a member of the organization, a volunteer, or a member of the executive team is a fantastic way to show your gratitude and an opportunity to learn more about what motivated the donor to make the gift.Personal Email
Not an email coming from info@yourmission.org, but an email from a member of your development team or a volunteer that explains how grateful you are for the gift and the impact it will have.
Did you know?
It takes up to 7 thank-yous for donors to truly feel like they’re engaged with your non-profit.
Outcome
When donors are acknowledged and they don't feel like their donation just went into the abyss, they continue to give, engage with your organization and are more likely to share their experience with other like-minded individuals.
Problem #2
Donors Aren’t Fully Aware of Your Mission
Many times donors are severely under-informed on the full scope of the nonprofit mission. If your donors don’t know what the full scope of your mission is, they’re not going to be engaged.
Why does this happen?
There’s so much that's happening from one day to the next in a nonprofit. It’s hard to take a step back and determine if your donors are really being kept in the loop.
How do we fix it?
Include progress updates in every form of communication, including:
Donation Acknowledgements
When you send a thank you note and thank you emails, include a one-page update on the programs they are helping make possible.Website or Facebook Page Updates
Create a specific space on your website or on your organization’s Facebook page to share weekly updates on the progress of your work.
To avoid adding to their email fatigue, compile the weekly updates and send out a once-a-month newsletter from the president or program director sharing your progress and gratitude.Annual Campaign Plan
Creating and presenting an annual campaign plan to your donors is crucial. Your donors want to know your current plan and how it fits into the bigger picture of the organization's overall mission. Consider also creating a “programs update document.”
When you visit with your donors face-to-face, it’s a great way to share the facts about the impact their gift is making and a natural opportunity to include a testimonial from a member of the community you serve.
Highlight the way they have been impacted by the services made possible by the generosity of your donors.
Did you know?
Donors who give more than once in a year are likely to stay for the next 3-5 years.
Outcome
When donors truly understand and connect with your nonprofit mission, they’re engaged. When donors are engaged, there's a higher likelihood of them giving again and wanting to share your mission with others.
When donors are considering their own legacy, they typically choose to connect with organizations that resonate with them on a personal level. They’ve been impacted and want to see others helped too.
Problem #3
Limited opportunities to engage with your organization
There are never enough hours in the day for the work that needs to be done. Most of your staff may already be wearing multiple hats.
You may think you just don’t have anything else you can offer your donors. It would take too much effort to engage them and take you away from the “more important” work that needs to be done.
Why does this happen?
Most of the time, nonprofit organizations are so busy keeping up with their day-to-day activities, that they fail to recognize key moments for donor engagement and volunteer opportunities.
How do we fix it?
If your donor is giving, that's significant enough for you to invite them to engage because they’ve already shown they’re interested in your mission with their pocketbook.
Here are some ideas that an organization can offer donors with very little effort:
A Personal, Guided Tour
Host a guided tour of your facilities to allow them to see the inner workings of your organization and ask them if they would be interested in hosting tours for other donors, prospective partner organizations and other visitors.Volunteer Opportunities
Encourage your donors to participate in day-to-day activities, such as packing boxes, distribution to the community you serve, thank you calls, thank you notes, etc.Lunch with the Staff
Invite your donor to lunch with the staff, so your donor can pick their brains, hear first-hand about their personal experiences in your organization and the community you serve. Encourage them to share their story with your team and ask them what their favorite program or service you offer is and why.
Did you know?
Engaged donors generally make excellent volunteers and board members.
Outcome
When donors see opportunities to get more involved, the value they receive from choosing your organization as one of their philanthropies increases. Donors become confident spokesmen for your organization in their social circles.
CONCLUSION
Your best donor is always your current donor.
Take time to nurture that relationship by acknowledging their gifts, keep them “in the know,” and present opportunities for them to truly feel like a part of your team.
If you're not treating your $100 donors like six-figure donors, why would they increase their giving?
When donors give consistently, acknowledge them in different ways, whether it's a handwritten note or a personal phone call.
Keep your donors up-to-date with your progress and your future plans.
Invite them to engage directly with your nonprofit mission.
Making these adjustments to your nonprofit donor program are just a few fulfilling ways to strengthen the bond between your mission and the people who care. Your ideal donors:
Know your mission
Share the long term goals of the organization with others
Know they are a part of a team who cares about them (for more than their just money)
When you identify and support these donors, their generosity will flow freely.
Before going out and looking for that new ideal donor, take a look in your database and see who you can thank today.
2 Common Signs Your Organization Needs Help
You see a decrease in donation amount and donations overall.
You see an increase in donors drop off in the last 2-3 years.
Take away the guesswork, and leverage your current resources to uncover unique solutions and strategies that can transform your organization. Complete our 1-minute questionnaire for a free consultation, or contact Adam Hohneker at adam@elophasgroup.com.
