How Nonprofits Can Encourage Donors
Nonprofits, like many businesses, need to rely on donations for their operations. However, the question of how to encourage donors is a difficult one that can have significant implications. In this blog post, Jonathan Osler discusses strategies of how nonprofit organizations will encourage donor engagement and improve their bottom line.
According to Osler, there are almost 15 main ways to encourage donors:
1. Communication
Communication is key in any relationship, and this is especially true for nonprofits and their donors. By ensuring that donors are kept up to date on the organization’s progress and how their donations are being used, donors will be more likely to continue giving. Transparency also helps build trust between the nonprofit and its donors.
2. Stewardship
Stewardship is another important way to encourage donors. This means being responsible for the donations that have been given and using them in a way that aligns with the donor’s values. By showing donors that their money is being put to good use, nonprofits can inspire continued giving.
3. Transparency
Transparency is a particularly powerful tool for nonprofits. In today’s world, people are desiring more information about their donations and how they are being used, thus creating a demand for transparency. In addition, allowing donors to see this information makes them feel more involved with the organization, resulting in increased engagement.
4. Finding the right audience
They may have the best nonprofit in the world, but if they aren’t reaching out to their target audience with their message, they won’t be seeing results. This is particularly true when it comes to donor engagement—finding and targeting potential donors can be an effective way of encouraging them to participate in their organization’s activities.
5. Understanding what they give for
One important question that nonprofits should ask themselves when trying to encourage donors is why people are giving money in the first place. There are many different reasons that individuals might choose to donate (e.g., feeling satisfied by making a difference). Hence, nonprofits need to consider which “reasons” their donors most identify with. Jonathan suggests that nonprofits can better appeal to donors and encourage them to give more by doing this.
6. Recognition
One of the simplest but most effective ways to encourage donors is through recognition. This could be anything from a thank-them letter after making a donation to public recognition for large donations. Donors love to feel appreciated, and showing them that they are grateful for their contributions can go a long way in encouraging future giving.
7. Celebrating milestones
Another way to show appreciation for donors, according to Osler, is by celebrating key milestones or accomplishments. This could involve sending out an update on what was accomplished with the help of the donor’s money or hosting an event to commemorate the milestone. Either way, taking the time to celebrate with donors is a great way to show their appreciation and encourage future giving.
8. Providing opportunities to get involved
Donors often want to feel more involved in the work of the nonprofits they support. This could involve anything from being allowed to vote on programs and initiatives to attending special events or meetings. By providing donors with opportunities to get more involved, nonprofits can help them feel more connected to the organization and its mission.
9. Sharing impact stories
Jonathan Osler believes that stories are a powerful way to connect with people, and this is especially true when it comes to telling impact stories about the work of a nonprofit. These stories can help donors see how their money makes a difference in the world and inspire them to continue giving.
Encouraging donors is an essential part of any nonprofit organization’s success. There are many different ways to go about this, but some of the most effective include being transparent, finding the right audience, understanding what people give for, and celebrating milestones. Recognition, opportunities to get involved, and impact stories are great ways to engage donors and encourage continued giving.