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Fundraising Tuesday: 3 Donor Communication Tips for Nonprofits

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Your nonprofit likely spends a significant amount of time attracting new donors, enlightening them about your mission, and sharing how your nonprofit can make a difference. But after a donor gives, does your nonprofit still keep in touch effectively?

Donor communication is a core part of cultivating long-lasting, valuable relationships with supporters. While it is  important to attract new donors, staying in touch with the donors you have can allow your nonprofit to build a vibrant and passionate supporter community. 

To improve your donor communication practices, let’s dive into three tips nonprofits can put into action immediately:

  1. Personalize your messages.
  2. Create new engagement opportunities.
  3. Demonstrate donors’ impact.

1. Personalize your messages.

Donors are individuals, and your nonprofit should strive to create unique relationships with each one of them. This may not seem like a practical goal on the surface, but with the right communication tools, you can tailor each message as closely as possible to a donor’s unique interests.

Personalization involves including personal details about each donor in your messages. This can include referring to them by their name, using the communication channels they prefer, referring to their past engagement, highlighting upcoming activities that fit their interests, and making donation requests that align with their previous gifts.

Your nonprofit’s CRM should allow you to create donor profiles, where you still house all of this information. Of course, if your CRM is lacking, it may be necessary to switch. For example, many nonprofits switch from Raiser’s Edge to the Salesforce CRM due to the latter’s increased functionality, such as its robust donor management applications.

2. Create new engagement opportunities.

Supporters are unlikely to get invested in your nonprofit if you only ever reach out to them with donation requests. Instead, vary your messages by sharing new engagement opportunities.

By giving supporters more ways to get involved, you can learn more about your supporters and even get opportunities to connect with them face-to-face. The more opportunities you offer, the more you’ll be able to improve donor relationships and create a better communication strategy.

 

A few types of activities to get in touch with your supporters about include:

  • Volunteer opportunities. From helping with fundraisers to working on your initiatives, volunteers are a core part of your nonprofit’s team. Your donors can actually be one of your best sources for finding new volunteers as well. Reach out to donors and share how they can get involved in upcoming volunteer opportunities.


  • Membership program. To get supporters even more involved in your nonprofit, consider creating a membership program. Supporters who join your membership program will pay a recurring fee, and in exchange, they’ll have access to a variety of content. This can include exclusive articles, online courses, and VIP treatment at events. Make sure you have the necessary tools to manage your members and communicate all of the benefits and opportunities associated with the program.


  • Peer-to-peer campaign. Peer-to-peer campaigns call on your supporters to reach out to their friends and family to fundraise on your behalf. These campaigns give supporters an accessible way to help out your nonprofit besides donating. Plus, you can make your peer-to-peer campaign more engaging by combining it with other fundraising opportunities like events or giving days.

You know your donors best, so choose the engagement strategy that will most interest them. Take note of which donors engage in other opportunities. Then, the next time you get in touch with them, try sending a message about a similar activity and reference the last opportunity they participated in.

3. Demonstrate donors’ impact.

Donors want to know that their gifts are making a difference. As part of your communication strategy, be sure to share their impact. There are a few strategies nonprofits can use to let donors know their gifts matter, like:

  • Adding examples. When donors are preparing to give, help them understand what their donation means by sharing examples of how their gift might be used. For example, a nonprofit that plants trees might mention how many saplings a $25 donation will help them replant.
  • Using visuals. Help your supporters visualize their impact by using images. In your messages, add photographs of your volunteers hard at work, your beneficiaries receiving aid, and your staff rallying supporters to action. Nonprofits with access to a graphic designer can even create their own infographics to help supporters visualize the impact donations make in even more detail.
  • Providing campaign updates. After a donor gives to a campaign, they may begin to question if their donation was worth it if they never hear back from the nonprofit. Use your CRM to keep track of which donors gave to which campaigns and initiatives. Then, reach out to them to share specific details about the progress you’ve made thanks to their support.

If your nonprofit is unsure how to best demonstrate your donors’ impact—and help them make more of an impact—rest assured that you’re not alone. There are a variety of resources, conferences, and courses available for nonprofits to improve their communication strategy and learn how to make each donation go further.

 

Fundraising Tuesday: How to Host a Hybrid Product Fundraiser–6 Simple Steps

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Chocolate productProduct fundraisers are a tried and true option that works well for all kinds of organizations, especially community-based groups. It’s a fun (and often delicious!) way of engaging supporters with selections like chocolate, pretzels, or even custom tees featuring your organization’s name. It’s a win-win situation; donors get to take home a sweet gift, and you get to meet your goals.

But there are more ways to host a product fundraiser today than just the door-to-door sales you may remember from school. Hybrid-style product fundraisers bring unique benefits that are worth exploring. With the added virtual aspect, your organization will be able to expand its reach to people from other cities, states, or even countries (and in turn, grow your volunteer base!)

With a strong marketing strategy and an easy way for supporters to place orders, you can maximize revenue for your organization and run a successful campaign with ease! 

Let’s walk through the 6 core steps you’ll need to follow to plan and execute a modern product fundraiser like a longtime pro.

Understanding the Basics

You might be thinking to yourself, “This all sounds great, but how does a hybrid product fundraiser work?”

A hybrid product fundraiser couples selling a product in-person with selling it online to raise money for your mission.

For example, perhaps you’re strategizing your next school fundraising ideas. The in-person component of your hybrid product fundraiser could entail selling popcorn at pick-up time. But what about the kids who aren’t at school that day or their relatives living across the country?

It’s simple! Amplify your reach by setting up a fundraising web store so that anyone can donate and help your group achieve its goals. 

A fundraising web store lets you conveniently conduct e-commerce by selling items ranging from cookie dough tubs to snacks in bulk. With this added digital component, your donors will breeze through the donation process without filling out any of those time-consuming paper forms. And better yet, they can do it all from the comfort of home!

 

Now that you’ve got the basics down, let’s jump into how you’ll make your hybrid product fundraiser come to life!

1. Partner with a product fundraising company.

It’s easy to get your fundraising web store up and running once you partner with the right product fundraising company. Select a company that will set up a personalized e-commerce website for you, and you’ll just have to share the link. Here are a few factors your perfect partner should have to elevate your fundraising efforts: 

  • Wide range of products. Partner with a company that has products relevant to the wants and needs of your audience. For example, let’s say you’re fundraising for a youth sports group. Food fundraisers are very popular among children, so offering a product like popcorn with 10 different flavors is sure to appeal to anyone, even the pickiest of eaters!
  • Convenient financing process. Purchasing the products for your fundraiser should be as accessible and cost-friendly as possible. Select a company that has convenient policies like ‘No Money Up Front’ so you can kickstart your fundraiser as soon as possible.
  • Marketable campaign page. Get supporters excited about your fundraising web store with marketing unique to your organization! Your partner company should offer options like a customized order form so people feel more connected to your group’s mission.

2. Choose your product to sell.

There are many great products out there, but it can be tricky to nail down which one will attract the most amount of people to your campaign. Carefully consider your supporters’ demographics and interests. If they like the product and feel that it would add value to their lives, they’re more likely to make a purchase (or a few)! 

For example, if you’re fundraising for a youth sports team, a fitting option might be custom tees, hats, or socks with the team’s branding. Clothing fundraisers are a great opportunity for dedicated supporters to show pride for your organization and market it to others who may not be familiar with it just yet.

Or maybe your target audience wants a product that is more applicable to their everyday lives. ABC Fundraising finds that a discount card fundraiser is an appealing option because donors save money buying things they need while giving back to the local businesses they love. Brainstorm a list of popular merchants in your area and work with your partner fundraising company to create the cards.

Looking for more ideas on products that will appeal to your group’s audience? Double the Donation’s list of 20+ product fundraising ideas will help you find the best fit for your fundraiser!

3. Plan your campaign.

Once you’ve selected a partner fundraising company and a product to sell, you’re ready to jump into the planning process! A fundraiser works like a well-oiled machine, but it’s nothing without its moving parts. You’ll need to make some key decisions so that your machine can operate to the best of its ability. Consider the following:

  • Where and how you’ll sell in-person. Will you sell your products at a farmer’s market? Perhaps you want to maximize your outreach by going door-to-door? Meet with your volunteers and create a selling plan that makes the most sense for your organization.
  • The timeframe of your fundraiser. Determine when your fundraising web store will go live to the public and how long it should run. If relevant, consider the season you want your fundraiser to take place in. For example, if you’re raising money for a church, December can be a great time to host a product fundraiser around the holidays.
  • Your goals. Set a fundraising goal for your organization. Think about how much you want to raise and how many donors you want to reach. This will help direct your execution of the campaign and allow you to rework strategies as needed based on your progress.

You also should reflect on past fundraisers. Reflecting on your previous fundraising strategy can help you identify trends and understand your audience better. With this information, you can shape your campaign goals so that they’re attainable and relevant to your needs.

4. Promote your campaign and start selling.

Your fundraiser can only be successful if people know about it. Think about how you’ll share your in-person campaign and fundraising web store link with your community (and beyond) by:

  • Using a variety of modes. When it comes to communication, you’ve got plenty of options: email, social media, text messaging, and more! Implement a few approaches to reach the most amount of people, but keep in mind your target audience and where they might be spending most of their time.
  • Keeping it personal. When reaching out to donors, an important communication tip is to give your donors a more personalized experience so they feel engaged and appreciated. For example, in your emails, try using donors’ first names and express your appreciation for their support.
  • Making it engaging. Promote your event using images or graphics to grab people’s attention so they’re more likely to join in on the fun!

Make sure to integrate your communications across channels. Maintaining a consistent voice will benefit your brand and help more people become familiar with your mission.

5. Look for ways to boost excitement.

You’ve already done all the hard work, so now it’s time to get everyone pumped about your fundraiser! Hosting fun events will help market your event to more people and make donors feel excited about your mission.

Consider hosting small in-person events related to your campaign or a virtual get-together to reach people far away. You can even pair your product fundraiser with a peer-to-peer fundraiser. Donors can compete to raise the most amount of money and share links to their funding page on social media! Incentivize supporters with prizes like branded merchandise or a feature on your website to encourage maximum participation.

6. Distribute products and thank everyone for their support.

You’ve reached the finish line! Wrap up your fundraiser by distributing products to donors. You may choose to have your product company directly ship the items, or instead opt for sending all the items to a specific location where you can deliver them to donors.

Whichever method you choose, you’ll want to thank your donors. Let them know the impact of their donation and how much your organization raised because of their efforts.

Consider sharing a story about someone/something that has been positively impacted by your group. This will help donors feel confident that they contributed to a worthy cause and make them more likely to give to your organization again.

A hybrid product fundraiser will help your organization connect with people near and far through the powers of the Internet. As you develop your fundraising campaign ideas, remember to partner with a product fundraiser company that meets your needs and develop strategies that are specific to your audience and fundraising goals.

With these steps, your fundraiser will surely be a success!

 

 

Grow Your Supporter Network: 4 Tips to Attract Volunteers

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A guest post by Russ Oster, Grassroots Unwired

Why volunteers?

Most nonprofit organizations are accustomed to having a lot of work to do and limited staff members available to accomplish it all. This is why volunteers are such a valuable resource, especially for small and mid-sized nonprofits.

With a healthy supporter network, your nonprofit can rely on a steady base of volunteers to help with your events, fundraisers, and advocacy campaigns. Plus, volunteers not only help nonprofits manage their workload, but often active volunteers become regular donors!

Whether you’re running a silent auction or a community 5k fundraiser, you’ll need to attract and recruit volunteers. However, finding those volunteers can sometimes be a challenge, especially for small and less well established nonprofits.

Four tips for attracting volunteers

To help your nonprofit grow your supporter network and create a reliable pool of volunteers for your upcoming events, this article will explore four tips for attracting volunteers:

  1. Create a compelling campaign message.
  2. Write detailed volunteer descriptions.
  3. Offer a variety of volunteer opportunities.
  4. Build a strong volunteer program.

1. Create a compelling campaign message.

Volunteers want to dedicate their time to causes they care about. Your recruitment posts should explain to them why your mission matters through a compelling campaign message. This message should be specific to your organization’s brand identity, while also working to connect with volunteers on a personal level.

When crafting your campaign message, consider using the following strategies:

  • Emphasize your campaign’s impact. Your volunteers should know what your campaign is trying to accomplish. By explaining your goals, you can convey your overall impact and demonstrate how your supporters will be making a difference when they volunteer with your nonprofit.
  • Use storytelling strategies. Most people volunteer to work with causes they have a personal or emotional connection to. Your recruitment posts can help build this connection with storytelling elements. Getting Attention’s guide to nonprofit storytelling specifically emphasizes the importance of invoking an emotional response, then providing next steps readers can act on, such as signing up to volunteer.
  • Add visuals to your posts. Visuals can go a long way towards attracting attention to your cause. For digital campaigns, a striking visual can help your posts stand out from the crowd, raising the chances that they will be seen by potential volunteers. Additionally, photographs help volunteers better visualize exactly what work they’ll be doing and what their efforts will support.

2. Write detailed volunteer descriptions.

It might sound obvious, but your volunteers will want to know what they’ll be doing at your nonprofit before signing up. Plus, by providing more details about your volunteer positions, you can improve your chances of attracting volunteers with the skills and qualifications you need.

When writing your volunteer recruitment posts, be sure to specify the following:

  • Responsibilities. Give your supporters a basic overview of what they can expect when they volunteer. This should include their daily duties and any other information associated with their responsibilities. For instance, if you’re recruiting door-to-door canvassers for your next advocacy campaign, you would want to add details about the necessary physical requirements. This will allow volunteers to choose opportunities based on their own accessibility needs.


  • Required skills. If your nonprofit needs volunteers with specific skill sets, make sure your post explains what those skills are in detail. For example, if your nonprofit needs someone to help manage your virtual event’s live stream, your post should mention all necessary technical proficiencies.


  • Expected time commitment. Each of your volunteers has a unique schedule, so make sure they know upfront if their availability lines up with when your nonprofit needs volunteers. For instance, you will want to specify if a position is recurring or will be a one-time event. For recurring roles—such as helping out with your local initiatives, doing administrative work, or helping with long-term fundraising—consider making permanent posts on your website so new volunteers can view them at any time. These postings should include expected hours during the week and specific days you need volunteers to come in.

Additionally, be sure to let volunteers know what they can stand to gain from working with your organization. While all of your volunteers are invested in advancing your cause, many of them are also interested in learning new skills, meeting like-minded people, and completing work that they enjoy and is fulfilling.

3. Offer a variety of volunteer opportunities.

Each of your volunteers has their own skill set and is interested in doing different kinds of work. You can accommodate more volunteers and grow your network by offering a variety of ways to get involved.

For example, nonprofits running advocacy campaigns can offer at least the following three different volunteer opportunities:

  • Door-to-door or street canvassing. Volunteers who live near your nonprofit or in your campaign’s target community can help out by becoming canvassers. These volunteers need to be friendly and ready to talk to a variety of people about your campaign. You can help these volunteers out by arming them with canvassing software and training sessions on how to discuss your campaign.


  • Virtual canvassing. Virtual canvassing is a more accessible alternative than door-to-door and street canvassing for your supporters who live far away or may be unable to travel to your targeted areas. These volunteers would instead canvas via virtual conferencing tools, allowing them to have the same conversations as your traditional canvassers from the comfort of their homes.


  • Peer-to-peer campaigns. Peer-to-peer campaigns make use of your volunteer’s personal relationships to earn additional revenue and add even more connections to your supporter network. This volunteer opportunity would be a good choice for volunteers that actively use social media and are interested in discussing your campaign with their friends and family.

 

Giving your volunteers options can also benefit your long-term supporters. For instance, a recurring donor may be interested in getting further involved with your organization, deepening their connection with your nonprofit in the process.

4. Build a strong volunteer program.

Volunteers who had a positive experience may discuss your nonprofit with their friends and family, helping build your overall network through word-of-mouth. These personal recommendations can be one of your nonprofit’s most effective marketing strategies for gaining new supporters..

While every organization’s volunteer program will look different, most can improve their overall approach by:

  • Ensuring help is always nearby. Your volunteers work hard, but situations where they need help will come up. Whether your volunteers are working in-person at an event or assisting remotely from home, make sure they have the tools necessary to reach out to a supervisor for assistance at a moment’s notice.


  • Letting volunteers play to their strengths. As your volunteers get to work, you’ll likely start to notice their individual talents and expertise. Some volunteers may even approach their supervisor, and ask if they can work in a role better suited to their strengths. For example, Grassroots Unwired’s canvassing tips guide discusses how canvassers tend to do better when volunteering in their home communities, due to being more familiar with the people there.


  • Following up after your campaign. Once your campaign wraps up, be sure to reach out to all of your volunteers to thank them for their work. This follow-up could be a simple thank you message, a package with a few gifts (such as pins, water bottles, or other merchandise your nonprofit has on hand), or even a volunteer appreciation event.

Once volunteers have worked for your nonprofit for a certain number of hours, they may qualify for a volunteer grant. Volunteer grants are donations made by your volunteers’ employers when their employees donate their time to charitable causes like yours. Help your volunteers research their eligibility and complete any forms to help claim these funds for your nonprofit.

 

Russ Oster head shot

Russ’ first experience in the world of grassroots organizing came when he was an infant and his mother pushed him in a stroller door to door to collect signatures for the Impeach Nixon movement. Eighteen years later he embarked on his college career in Washington, DC and during that time developed a passion for campaigns and elections that started with an internship on the campaign of the first woman ever elected to Congress from the State of Virginia.

For the next 15 years Russ lived and breathed campaigns, running field operations in a wide range of races and for a number of coordinated campaign efforts. When it became obvious to Russ that the technology existed to make field efforts drastically more efficient and accountable but the solutions did not, he launched Grassroots Unwired and has worked every day since to keep GU on the cutting edge, pushing new features and enhancements to meet the needs of every evolving grassroots organizing efforts.

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