As we know, competition for donor dollars has gotten stiffer because of nonprofit fundraising during COVID. As a result, the ideas and techniques for fundraising have evolved. Those groups that have gone with the changes, such as virtual fundraising (check out these top ideas), have fared better. Still, it’s essential to understand the challenges of raising money before getting tips and ideas for attracting more support. Some challenges impacting your fundraising:
- Your fundraising messaging is inconsistent. In short, you have multiple or confusing messages.
- You’re not telling your fundraising story well enough. (Learn about storytelling through digital marketing).
- The people who donate to you don’t see your impact. In other words, metrics and stats matter!
- Your board of directors serves for their own prestige in the community and doesn’t help you when it counts.
- Your nonprofit fundraising team isn’t executing and meeting donors wherever they happen to be (e.g., social).
How to Ensure You Get New Donors for Your Fundraising
Small organizations have to make sure their nonprofit fundraising during COVID is spot on to succeed. As we know, most organizations don’t have a lot of extra money. And raising money during a pandemic is only that much harder. Because many groups are small, it’s vital to ensure the best in nonprofit leadership. Moreover, it’s essential to keep growing the database. Many nonprofits experience attrition rates that could go as high as 45% from one year to the next! The pandemic caused many to reconsider what organizations they support and at what level of giving.
Therefore, ensuring you always prospect and get new donors is essential. How do you do it well? Let’s discuss some of our ideas and tips for retaining and gaining new donors for nonprofit fundraising during COVID and beyond.
1. Give Your Donors a Great Donor Experience
Many nonprofit fundraisers have said for years that it’s essential to focus on the donor. Sure, the most crucial aspect of your organization is your programs. But, without the money supporting your mission, you have no nonprofit. Therefore to amp up your nonprofit fundraising, you have to first think of the donor experience. It matters. Think of the fact that most of your donors, even seniors, operate in the digital world. So that means that everything you do online has to be first-class. People want to support a winning organization. Moreover, when you ask donors to share your fundraiser with others, you must motivate them to do it. That means making things simple and easy by investing in great tools for your fundraising.
2. Use Facts, Stats & Great Fundraising Visuals
As you probably realize, donors and the general public want ease. Everyone’s busy, and that means they want and rely on technology to help ease burdens. You could do a lot for your nonprofit fundraising by bottom lining things for your supporters. You could do this by using facts, statistics, and great visuals, such as infographics. When you share information, use numbers to convey your impact. Also, use videos and compelling images related to your nonprofit. Remember that when you tell someone that includes percentages, it’s something that makes an impact. Try to quantify the work you do as much as possible so that donors get easy to digest information.
3. What’s the Role of Your Board?
These days there’s a lot of discussion about boards. Some organizations want to revamp their boards. Rightly, others want to make sure that their boards are much more representative of the communities they serve. In other words, the days of philanthropy being perceived as that of white and wealthy donors’ expertise have come to its end. In short, you have to consider the role of your board, including in fundraising. For instance, if your board consists of few if any wealthy individuals, how do they fulfill their fiduciary role to ensure you have the resources you need? There are no easy answers, but you should be aware that people are challenging the board’s traditional role in recent years.
4. Understanding How to Tell Your Story
One of the ideas that most people understand but often gets missed is that narratives get communicated through stories. In other words, knowing how to tell your story is essential. Unfortunately, what usually happens with nonprofits is that they take an academic approach to it or use too many academic words. Remember, most people are not experts in the work you do. And most donors aren’t academicians either. Therefore, your nonprofit fundraising team needs to understand how to bring the work you do to them in ways that are easy to understand. Earlier in this article, we mentioned our published piece about storytelling, including a webinar, PDF deck, and audio. But you could check out this piece from GoFundMe.
5. Staying on Point and Mission with Your Fundraiser
Finally, remember that you always want to remain true to your mission, even during COVID. Sometimes, especially major donors, you will get people who want to do the right thing, but they come with a few strings attached. In other words, donors might want to see a particular program run expand to something they would like to see. As much as nonprofits need fundraising revenue, the last thing you want is for your donors to take you away from your mission. If and when you receive major gifts, always make sure to have the program people and experts involved in any situation where donors would like to see outcomes and goals. Remember, objectives and results are excellent and essential, but they have to get developed by program people with experience.
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