Ever stopped and listened to your fundraising pitch? Would you support you?
All too often fundraisers fall into the trap of “repetition” and simply “going through the motions” – not engaging supporters, simply asking for more support.
If your supporters aren’t being updated about the work of your organisation, how their support has helped and what your next plans are – you’re not engaging with them, and simply are using them as ATMs.
If you’ve been around fundraising for any length of time, you will know that it’s important to treat ever donor as an individual.
With the competition for the “charity dollar” different tactics are used to try and connect with people, and those who know what they are doing are more “personal” in the way the approach their supporters.
Knowing who your donor is, age, sex, marital status, and knowing where they live; gives you the ability to truly “know” them and thus connect with them in ways that will likely have more positive and greater response rate, a better return on investment (ROI) to use business speak.
The knowledge that you have of your donors, their giving pattern, what makes them “tick” means you’re more likely to be able to lower the cost of fundraising by having less “hit and miss” attempts.
Those who are truly good at what they do know how important it is to give feedback to donors, donors want to know that their support is making a difference.
Donors need to know that charity is important, what it’s doing and that if it wasn’t for them (donors) they work wouldn’t get done.
Next time to write, email or contact a donor – remember they have a name, use the right salutation, Mrs Brown may be better replaced with Mary – it’s more personal.
By knowing who your donor is, you’re able to adapt copy to specific donor groups – if you know who your donors are, what makes them tick, use language, phrases and information that hits the mark. What works for one group won’t necessarily work for another group.
As part of the planning for your next appeal, stop, think how you can better engage with donors, it’s worth the little extra effort. And, could improve your ROI. What have you got to lose?