Fundraising is the lifeblood of any nonprofit. Without donations, your mission doesn’t go on. Here are three tips for making the most of your efforts.
1. More donations are driven by direct mail + digital.
Direct mail is one of the most effective ways for nonprofits to solicit donations. However, these efforts work best in concert with other channels. For example, one study found that marketing campaigns that used direct mail and one or more digital media experienced a 118% lift in response rates compared to using direct mail only. In contrast, another found that combining direct mail with digital ads yielded 28% higher conversion rates.
2. Success starts with your house list.
As long as they continue to believe in your mission, most people who donate to your organization will do so again. That’s why your house list is so important. Prospecting helps to expand your donor base, but your house list will always be the primary source of your fundraising dollars. Keep this list clean up to date, and treat your donors like the most influential people in the world — because they are.
3. Engage beyond donations.
When it comes to a person’s likelihood to donate, the most important factor is his or her emotional connection to your organization. To increase donations, be proactive about building real, lasting relationships with donors over time.
Make sure your donors understand your mission and where their money will be used.
Write to donors by name and personalize your messaging based on the specific areas or projects to which they have donated.
Provide pictures or stories about the ways their donations are being used. If people are donating to an ongoing project, keep them in the loop on the progress.
People want to help, and they enjoy being part of efforts to do good for the world around them. Use direct mail, email, and other digital channels to make them feel part of your mission and continue to move it forward.