Congratulations! Your Year-End Campaign Netted Lots of New Donors. Now what?
The 4th quarter was a wild – but successful – ride. You are now the proud steward of a host of new donors! But as every experienced fundraiser knows, the real work of engaging long-term champions of your mission is just beginning.
I am referring to donor onboarding. A lot of effort went into attracting those new contributors, and you successfully harnessed their holiday season goodwill. They expressed a warm and fuzzy feeling for your cause, and you showed appreciation for their gesture. Now, it’s time to get to know each other in a more meaningful way, and to begin a path toward a long-term relationship.
I recommend focusing on value, consistency, and responsiveness.
Value, as it relates to donor relationships, can be thought of in two ways. Your first job is to show how grateful you are for your donors’ support. People want to feel appreciated. How, and how often, are you saying thank you? I recommend thanking donors seven times. Check out my blog, “The Rule of 7: You’ll Thank Me For It,” for a host of ideas on how to make seven-times-over thanking a regular part of your stewardship program.
And second, what value are you bringing to your donors? People want to feel that they are doing something real – that their contributions make them part of a movement. What will you do to help your new donors feel like “insiders” in achieving a vision for a brighter future? When people feel like they are part of positive change, they are motivated to do more. Here are a few suggestions for engaging new donors:
Share a brief video of your program in action via email before it is released to your social media channels. Better yet, consider asking your new donors to help spread the word by sharing it with their family, friends and colleagues.
Host an on-site or live video “reception” to provide an insider’s glimpse of your work. People love going “backstage” to see how programs and services are put together.
Engage them in a volunteer day where they can be part of your nonprofit’s community. Ask them to bring a friend! A positive hands-on experience will resonate for years to come.
Consistency is so important. When donors are on an intentional communications path – hearing from you regularly through a progression of messages designed to bring them deeper into the fold – they are more likely to stay tuned and stay involved. Of course, you want to be sure not to “over communicate” to the point where they want to unsubscribe from your mailings. Remember that your ultimate goal is more than repeat giving. Your nonprofit’s future depends on moving donors up the giving ladder, from annual giver to passionate legacy philanthropist.
Here is one example of a new donor journey that should result in heightened engagement:
Initiate contact with new donors well before their first gift “anniversary” to thank them (again!) for their support. Let them know that you haven’t forgotten about them and appreciate their joining your donor ranks.
For those who seem ready to engage, begin a conversation about monthly giving and multi-year commitments. Help them understand the difference that consistent funding can make in an organization’s ability to make a real impact.
See the above suggestions about giving donors opportunities to be part of your work, asking them to help spread the word, to learn more about the organization and to participate in behind-the-scenes opportunities and hands-on volunteer events. Encourage them to invite their friends.
Get to know which aspects of your program really spark their interest and begin discussing special giving opportunities that speak to their particular passion.
Introduce legacy giving strategies such as bequests, trusts, and more. Be prepared with information that they can bring to their financial advisor.
Of course, not every new donor will follow the path all the way to legacy giving. The process is better thought of as a funnel to identify and cultivate those donors who are really connecting with your mission and vision.
By responsiveness, I do not mean jumping to every donor’s whim (even though I admit that yes, there are those days). Instead, I mean keeping your ear to the ground to get a better sense of what is important to your donors. Have conversations. Have lunch! Post brief polls and surveys. Review the data – what messages earn clicks and likes?
Conversely, make sure you and your team respond quickly and appropriately to donor inquiries and requests. Nothing is more frustrating to someone who is looking to engage than fighting to get a response. Triage that inbox and make sure donor communications take priority.
It is a lot, I know. I also know that a new year means a new push for new donors as well. Running concurrent donor onboarding, stewardship, and new donor campaigns requires planning, expertise, and – as always – more hands on deck. That’s where More Than Giving can be a lifesaver. Our fractional professionals and Nonprofit Virtual Assistants (NPVAs®) are ready to help you at every level, from strategy creation and work plan development to specially trained nonprofit administrative support that can execute. A More Than Giving fractional team is affordable and flexible, providing exactly the type and amount of assistance you need, exactly when you need it.
Best of all, our fractional teams require little onboarding, so you can focus on what’s most important: onboarding your new donors!
The More Than Giving Co. can help you help you onboard your new donors.
Schedule a call today to learn how we can help.