The donor fundraising landscape is changing. A few years ago it was enough to have decent fundraising/admin ratios and an adequate “thank you” strategy. Today’s donors want more*. And when donors want more, ministries and nonprofits had better figure out how they can offer what they can.
I spotted these changes as I began to examine the growth of “causes” in North America and Europe. The shift is driven by a mix of sociological, generational and technological factors. (I’m still thinking my way through the technological influences.)
Without worrying about the “whys,” here are 5 ways you can WOW today’s donors today.
1. Today’s donors want to know they make a difference. This one is easy. Your receipting and acknowledgment process is the baseline. As we’ve discussed before, donors are not wowed or impressed by basics. There are too many sharp organizations out there who are doing far more than the basics. Sticking with the basics will begin your decline. To draw donors closer to the heart of your work (remember, it’s about them) you have to show videos, quotes, photos, endorsements, etc. from the very people a donor has impacted. Dial down the “thank you” language and dial up the “here’s-the-difference-you-made” language. Of course, I’m not saying to stop saying “thank you” but you can only say “thank you” so many different ways. You have to shift to “here’s the difference you’re making.”
*Be careful that when you read “today’s donors” you don’t think about age or generations. These factors are about donors today, without regard for age. Older donors want these 5 things, too. You really cannot afford to ignore them.
(photo credit: zharif)