Make Your Donors’ Contributions Tangible
Today’s donors are savvier and focus on individual impact. When deciding where to give, they want to make sure that their money is going directly toward the cause that they are advocating for. Knowing exactly what their donation is paying for can make them more likely to marginally increase their donation or make a second gift.
Data is critical for nonprofits to tell their impact story to today’s donors. An organization must be able to demonstrate to donors that they are worthy of the gift. People want to know the impact their donor dollars buy — regardless of donation size.
Nonprofits need to have good data analytics capabilities to calculate and communicate their impact. Most track resources out of necessity, but visualizing that information for donors gives organizations an advantage when soliciting donations.
MORE FROM BIZTECH: The role of social responsibility in the nonprofit playbook.
Responsive Fundraising Is More Important Than Ever
Sending prospective donors generic fundraising materials is a bit like giving a significant other an unsigned greeting card for a special occasion: It is tone-deaf, it will alienate the recipient, and it will not result in a donation.
Donors expect a personalized experience from the organizations they support. A reliable monthly patron is fundamentally different from a high-net-worth donor who made a one-time gift five years ago. Organizations should not treat these two the same.
Responsive fundraising analyzes donor information and history to deploy a more targeted ask. Today’s cutting-edge donor management tools alert fundraisers when a contributor might be ready to make a new donation or has achieved a giving milestone. These tools allow nonprofits to target donors where they are on their giving journey, which increases the likelihood of converting them.