1) CURATE AN ACTIVE ONLINE PRESENCECurating an active online presence is a great way to promote your nonprofit to prospects while furthering your organization’s relationships with its current donors. To continue the birthday analogy from earlier, online nonprofit promotion is just like generating buzz around an upcoming party. To better understand internet promotion, let’s breakdown the ways in which an organization can market itself online.
- Social Media — When someone follows you on social media, that person typically did so because he wants to know more about your nonprofit. Use your various social media accounts to educate those who are interested in your organization. Make sure you include the important things: your mission, what your organization does, how one can get involved, and how one can donate. Your goal should be to further engage by, for example, getting email addresses.
- Search Engine Marketing (SEM) — This option has a few costs attached to it, but it can be well worth the money. By advertising through search engines, like Google, you are raising awareness of your cause and drawing potential donors to your website.
- Email — Email campaigns are a great way to keep your organization fresh in the minds of donors by maintaining open lines of communication. Strike a balance between constant contact and aloofness by varying the type of content you send and the frequency with which you send it. Don’t always ask for donations in your emails. Diversify your messages with educational content and updates on the progress your nonprofit has made. When handled correctly, email is a powerful way to acquire donors.
2) OUTLINE HOW FUNDS ARE ALLOCATEDJust like a party guest wants to know the details of the event he’s attending, a donor wants to know the details of how his money is spent. People donate because they want help your cause, then they want to know how they’ve helped. So give the people what they want, results! If you detail how funds are implemented, your supporters will be more comfortable in their decision to donate their hard-earned money. You can make the donation trail transparent using a multitude of methods.
- Email out the specifics of recent organizational achievements thanks to generous donations.
- Actively post pictures and write-ups of your organization’s accomplishments on your social media sites.
- Include a sampling of all your good work on your website.
- Use direct mail to give donors an update on how their funds have helped.
3) TARGET HIGH-QUALITY DONORSHigh-quality donors are the big gets. They are the people everyone wants to sidle up to at your party. There are a few ways someone can be a high-quality donor. Repeat donors are invaluable to your organization. Donors who contribute major gifts are also key players. Major gift donors are typically prior funders. Normally, those who contribute major gifts start out as mid-level donors and increase their giving gradually over time. All your donors won’t be high-quality. Determining which prospects are potentially major gift donors is the first step in acquiring those donations. There are a few ways to approach this screening. When investigating prospects ask the following questions:
- What are the commonalities amongst my regular donors? Does this prospect share those traits?
- Has this prospect historically given to nonprofits?
- Does this prospect possess any wealth markers?
- Has this prospect donated to causes like mine?