Nonprofits can succeed with the implementation of correct fundraising tactics. One of the most prominent strategies that always has room for improvement is donor communication. This also serves as the foundation of success in non-profit fundraising because they rely so heavily on donor funds to keep the organization running.
In order to create success in fundraising, organizations need to be able to cater to the needs of their donors through effective donor communication. This will, in turn, inspire loyalty to the organization and its cause. So how exactly do you improve your donor communication skills to reach this type of success?
One of the most significant ways to capture your target donor audience is by consistently telling them how important they are to your organization. Phrases to utilize in your communications include verbiage along the lines of, “Without you, we could not make this happen” or “Because of you, we can keep moving forward.” Humans feel the need to help others, so when you thank them for the work and the help they’ve provided, they feel a sense of accomplishment in being able to donate their money in order to help others.
It is essential for organizations to understand that there is a distinct difference between both corporate and donor communications. Many times, nonprofits don’t necessarily see the difference in wording their emails and letters to donors correctly and, in turn, will lose out on potential donations. Changing your communication from corporate to donor is as simple as saying ‘you’ instead of ‘we,’ but it will make a world of difference.
Within donor communication, it’s not always necessary to use your words to tell a compelling story for your potential donors. Instead of writing lengthy emails and letters, try using a photo or multiple photos to tell your story. Many times this will catch the reader’s attention more so than lengthy text. Research has shown that these photos don’t have to be all happy faces as donors will more often be triggered by sad faces.
A great tactic to utilize in your communication is flattery. You can never flatter your donors too much. Flattering your donors is a great way to let them know how much your organization needs their help and are appreciative for what they can do or have done for your nonprofit.
When you are working on fundraising strategy for your efforts, try and incorporate these tactics in your donor communication. These simple adjustments can go a long way in gaining gifts from donors you may have otherwise been left on the table.