3 Online Donor Retention Tips That Everyone Should Know

Guest blog
by Lomesh Shah, CEO of NonProfitEasy

Your nonprofit’s supporters help with everything from advocacy
to donations, making them essential for maintaining high success
rates for mission-oriented projects.

So how do you maximize donor retention?

Start with prioritizing donor engagement.


Use available technology
to its fullest extent in
order to retain your donors by maintaining high engagement
levels.

Focus your engagement efforts not just on gaining but also
retaining more donors.

More highly engaged donors will result in more reliable future
donations for your organization’s next big project.

We’ve compiled 3 online donor retention tips that your
nonprofit can use to maintain your all-important engagement levels.
These tips include:

1) Save donor information in your CRM.

2) Maintain high levels of communication with donors.

3) Keep your donors involved with various campaigns.

Let’s dive into the first strategy for maintaining your donor
retention.

1. Streamline Donor Information into Your CRM

You already know that the gifts your donors give to your
organization is incredibly important.

But did you know you might be missing out if you’re not saving
the other other vital information that they submit along with this
donation?

When your donors give to your organization, they probably fill
out a handful of questions before hitting the final “submit”
button to give.

This information includes data such as the donor’s name, age,
gender, address, etc.

This donor data can help you with future communications and
appeals to engage these donors again.

Store your donor information in your nonprofit’s CRM
software.

Each donor’s profile is buildable and customizable so that
when you get new information about them, or their old information
changes, you can ensure your data is up-to-date.

Look for a CRM that is paired with fundraising campaigns you
often host. For instance, if your organization relies heavily on
crowdfunding, you may consider a crowdfunding platform which also
has a CRM software.

Check out Fundly’s
CRM guide
to read more about how this works.

Integrating your storage information with your fundraising
software can help your organization to:

  • Streamline your data storage processes. Integrated tech means
    you have less manual work to do in order to save and update donor
    information.
  • Triggers automatic “thank you” emails in return for gifts.
    This can be done directly through your CRM technology to help build
    positive relationships with donors.
  • Open up your fundraising appeals to a wider audience. Easing
    the process of data storage means your organization can focus its
    manpower on creating new marketing techniques to recruit more
    donors.

Once you’ve collected the donor data from your fundraising
software platforms, your organization can use the information to
better communicate with donors.

Use it to create more personal appeals to donors through your
.

For instance, you may choose to reach out to donors eligible for
matching gifts through your emails; or maybe you’ll highlight
major donors on your social media pages.

We’ll talk more about maximizing donor communications in the
next section.

2. Maintain High Levels of Communication with
Donors

Another way to think about retaining donors and increasing
engagement levels is that you are building a relationship with your
donors.

Just like any relationship, you need to engage in active
communication strategies to build rapport.

The communication strategies you need to worry about are those
to recruit donors before they reach the donation page, convince
donors to complete the donation process on the fundraising page,
and continue the conversation post donation.

Communication to Recruit Donors

In order to retain donors, you need strong recruitment
strategies to begin with. Be sure you set the conversation off on
the right foot with effective donor recruitment.

Send descriptive emails or fundraising
letters
 to prospects telling them about your
upcoming campaigns.

You should guide them using effective language strategies
from the initial point of contact until the donation is
complete.

Take crowdfunding as an example.

Send out informative messages about the crowdfunding campaign
through your letters, emails, social media, and other cold outreach
strategies.

Tell them exactly what the campaign will fund, how it will
affect the community, and where supporters can donate.

Communication During the Donation Process

Once prospective donors follow the link from your recruitment
outreach, they will come to your fundraising page.

This fundraising page is where you should convince donors to
complete the donation process.

Use descriptive language to include a short description of your
campaign and mission.

For instance, for your crowdfunding campaign, you’ll want to
write
your organization’s story in your crowdfunding
description
.

This description shouldn’t be too long, but it should include
your mission and campaign goals.

Try to keep it between 300 and 700 words.

To convince donors to complete their donation, you should
frame your description around the future.

You can focus on the future of your organization’s
projects, future donations, or immediate next steps.

Each of these strategies are explained further in the following
examples:

  • Future projects: Write a description of the exact
    project that the fundraising campaign will help fund. Let’s just
    say you have a crowdfunding campaign set up to help your
    organization buy new textbooks for a school. Use
    storytelling techniques
    to emphasize the need for the project
    and tell donors how they can follow your success.
  • Future donations: Your online donation form should be
    customizable to include a recurring donation button. This button
    makes it easy for your donors to give to your organization on a
    regular basis without traveling to the donation page every time.
    This is a great tool to use while fundraising for your annual fund
    because it is an ongoing effort.
  • Immediate next steps: Directly after the donation has
    been completed by your supporter, give them an immediate next step
    to follow through that will help then continue their engagement.
    For instance, after the donation is accepted, include a link to
    your social media page so that they can follow your
    organization.

Including effective communication during the donation process is
incredibly important. This method opens up the lines for future
communication or engagement.

Post-Donation Communications

After a gift is completed by your generous donor, your job
isn’t done. Keep the conversation going even after the
donation.

Make sure to send a follow up “thank you” message to your
donors to show your appreciation for their gift.

Then, open up the conversation for future contact with the
donor.

Let them know about the projects you are completing in the next
few months or years.

This may be through individual or mass emails, or as a part of
your regular email newsletter.

Finally, remember to send your annual report to donors at the
end of the year.

Tell them about all the incredible things you’ve accomplished
and how their donation helped you achieve it.

3. Keep Donors Involved with Various Campaigns

Different methods of giving are more appropriate for different
types of fundraising efforts and different campaigns.

Knowing what tool to pair with what campaign, or what tool
best appeals to which donors, can drastically improve your donor
retention rates.

Start by considering the online giving processes you can make
available to your donors.

Launch this research with Qgiv’s
list of top online donation tools
, then consider what
offerings might be missing from your organization’s toolbox.

This toolbox will help prepare your organization for any
campaign you may decide to launch.

Some of the donation methods you might run across in your
research include:

  • Crowdfunding.
    Crowdfunding is a great fundraising technique for a specific event
    or cause. Make sure you have a specific goal you’re trying to
    reach in your crowdfunding campaign. This is an incredibly easy
    fundraising technique for both you and your donors, making it an
    accessible for a wide audience.
  • Peer-to-peer fundraising. Peer-to-peer fundraising
    empowers your supporters to create a fundraising page for your
    organization to spread among their online network. This outreach is
    very effective on social media platforms, meaning younger audiences
    thrive when using this fundraising strategy.
  • Text-to-give. Text-to-give technology makes it easy for
    donors to text in their donation amount to a preset number provided
    by your service provider. This is a great service for churches who
    want to expand their tithing options, event hosts to announce a
    method of mobile giving to guests, and as a part of your email
    outreach because so many people check their email from their
    phones.
  • Online auctions. If your organization hosts auctions
    already, you’ll find it even more effective to move those
    auctions online. This makes it easy for everyone to bid, whether
    they attend the auction event or not. Plus, enabling donors to
    watch their desired auction onlines helps them to bid more
    frequently, maximizing donation amounts.

In addition to using the right fundraising tool for each
campaign, be sure you are reaching out to your audience in a
variety of methods to keep them involved.

You might include general information about your donation page
on your everyday emails and website homepage; however, specific
campaigns may be more effectively marketed through your

social media pages
.

No matter how you promote your fundraising, be sure to appeal to
a specific audience of people and keep everyone involved with
multiple efforts from your organization.

If they see that one campaign is to help build a new community
center, but another is to help buy computers for the library within
the center, the donor is more likely to want to help with both
causes.

Recruiting donors is only the first step to your fundraising
strategy.

While it’s important to get your communication strategies off
on the right foot, be sure you’re also taking the extra step to
retain the donors you do reach out to.

Recurring donations from the same donors helps reduce your cold
outreach necessities, and helps to grow your organization’s
donation base.

Armed with these 3 tips, you’re ready to get out there and
retain more of your donors!

About the author: Lomesh has over 25 years of experience in
international corporate leadership with a strong emphasis on
marketing technology and data management systems. Lomesh has worked
with small to mid-size businesses, privately-held companies and
Fortune 500 corporations in various capacities; from sales and
marketing to overseeing automation and re-engineering of processes
and operations.

As CEO of NonProfitEasy,
Lomesh spends much of his time immersed in the nonprofit industry
both as an industry leader, speaker, and in service to several
organizations as a board member and volunteer. Outside of the
industry, Lomesh is a technology junkie and will give anyone
willing to listen an assessment of the latest trends in anything
from espresso makers and mobile gadgets to electric cars and wind
power.

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3 Online Donor Retention Tips That Everyone Should Know

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3 Online Donor Retention Tips That Everyone Should Know