A nonprofit relies on financial contributions from other people to further its mission. Therefore, you need to know how to communicate with donors if you hope to secure contributions on a regular basis. Let’s take a look at some ways in which your organization can communicate with donors and give them a reason to give throughout the year.
Tell Them a Story
Humans tend to react strongest when they feel an emotional connection to something. That is why commercials for humane societies play sappy music and show sad pictures of animals that have been neglected. Therefore, you need to tell your donors a story that will get them to relate to your cause on an emotional level. From there, they will be more than happy to donate because they want to be part of something or help find a solution that can benefit all of humanity. When you do get someone to donate, make sure to keep track of why that person contributed to increase the odds of keeping him or her as a long-term donor.
Get to the Point
While you don’t want to start a conversation with a potential donor by asking for money, you do want to be direct when you make your ask. If you are seeking $1,000 to buy shoes for homeless kids, be bold and ask for $1,000 from that donor. If you are seeking $10,000, don’t be afraid to ask for the whole amount from one donor or a small group of individuals. When people know what you need and why you need it, they are more likely to either agree to your request or help you find others who may be willing to do so.
Work to Cultivate Relationships
Communication with donors or others who you would like to work with should occur on a regular basis. This may mean networking at community events, sending letters on monthly basis or asking if other groups need assistance that you may be able to provide. By showing how your organization can be an asset to others, it may make it easier for foundations or larger donors to find a reason to give in the future.
Don’t Hesitate to Accept Small Donations
Even if you are looking to raise $100,000 in the next month, you shouldn’t turn away anyone who is willing to help your cause. Those who are only able to give $5 a month may know someone who is able to give $100 a month or $1,000 a month. While that may not necessarily help you get to your immediate goal, it can be a great way to ensure financial security in the future for your nonprofit.
Use Modern Communication Tools to Talk With the Community
Just because you don’t get Twitter or Facebook doesn’t mean that it can’t be a great way to communicate with others. If you don’t like to use it or don’t know how, find someone who is social media savvy to run the page for you.
In fact, you may be able to find a professional social media manager who will run your page for free or for a discounted rate. “This may help you establish an online presence, and an online presence could help you expand your reach and increase donations,” said SBI Association Management.
Groups that don’t like social media should still use traditional media to increase visibility for their cause. An interview in the paper, a press release or a mention on a local radio show about an upcoming event could increase awareness and the number of donations received.
Nonprofit organizations provide needed services to many throughout the country. However, it is hard for people to help if they don’t know that your group exists. Therefore, make it a point to reach out to those in your community who are in a position to donate or otherwise help your cause reach its goals.