A guest post by Jessica King of Getting Attention
Your nonprofit’s future depends on how much you inspire your donors today. However, with limited time and resources, keeping donors motivated to continue giving can feel like an uphill battle.
This guide is here to help! We’ll explore four inventive strategies to keep your donors inspired and committed to your cause, helping your nonprofit to build and retain a thriving supporter community.
Use Google Ads to Promote Fundraisers
Google has captured 90% of the global search engine market share, so chances are that most of your audience uses it. By tapping into Google’s extensive platform, you can stay connected with your current donors and reach new interested supporters.
One of the best ways to do that is with Google Ads, which places your website’s content at the top of search page results for relevant queries. You just need strong landing pages for your latest fundraisers and compelling ad copy.
You can also use Google Ads’ advanced targeting features to reach different segments of your audience based on their demographics, interests, location, and online behavior. This ensures that your ads are seen by the individuals most likely to be interested in your cause.
Getting Attention’s nonprofit advertising examples article shares several examples of powerful Google Ads, like this one from the Glacier National Park Conservancy (GNPC):
For context, GNPC raises funds for preservation, education, and research initiatives related to the park’s natural and cultural resources. To fund its mission of preserving and protecting the park, the organization sells merchandise like Glacier National Park hats, hydro flasks, and informational guides.
In the Google Ad above, they’re promoting an educational resource about camping in the park. This ad is designed for people who are likely to visit and gives helpful information for their trip. It positions GNPC as a trusted resource and encourages users to explore their site to learn more about their work and the park.
How To Get Started
The best part of Google Ads is that nonprofits can benefit from the Google Ad Grants program, which provides eligible organizations with up to $10,000 per month in free advertising credits. This allows your nonprofit to run search ad campaigns without straining its budget.
Apply for Google Grants by researching your eligibility, creating a Google for Nonprofits account, and filling out the grant application. Once approved, focus on relevant keywords and create ad copy that highlights the impact of donations and includes a clear call to action.
Offer Diverse Giving Opportunities.
While donors want to support your mission, every donor also has their own preferences for how they want to support your nonprofit. Promote different ways to engage with your cause, such as:
- Fundraising events. Host in-person and digital events to bring your community together. Your events can range from gala dinners and charity auctions to fun runs and virtual meetups, offering diverse experiences that appeal to different interests.
- Recurring donations. Offer supporters the option to set up monthly or quarterly donations. A recurring giving program makes it easy for donors to contribute consistently by making giving automatic.
- Workplace giving opportunities. Employee giving programs like matching gifts, volunteer grants, and payroll deductions extend donors’ impact and allow them to give back effortlessly.
Choose in-person or digital fundraising campaigns to engage donors based on your audience’s preferences. Pay attention to how they’ve engaged with your cause in the past to determine future activities.
Create Impact Reports
Share impact reports to show donors you’re putting their gifts to good use. NXUnite’s donor recognition guide suggests either featuring a list of donors in your annual report or creating a separate “gratitude report” to exclusively showcase donors’ impact.
These reports build trust by demonstrating how donor support translates into tangible results. Here are key elements to include in your impact reports:
- Beneficiary and volunteer stories to communicate the impact of contributions and build an emotional connection
- Quantitative data such as the number of people served, programs implemented, or resources provided
- High-quality visuals like photos, infographics, and charts to make information easier to digest
Once your report is ready, share digital versions via email newsletters, your website, and social media platforms to ensure it reaches a broad audience. Consider creating a dedicated page on your website where donors can access current and past reports. For major donors or stakeholders, you might also provide printed copies.
Get Creative With Appreciation
Sincere thank-yous make donors feel valued and appreciated, encouraging them to continue their support. Reaching out with appreciation forges a deeper connection and reinforces the importance of their support.
Here are three effective strategies for thanking your donors and inspiring ongoing generosity:
- Send personalized thank-you eCards. Custom eCards are a unique and heartfelt way to thank your donors. Tailor each eCard to include the donor’s name, a specific example of how their contribution will be used, and a personal message of appreciation. This creative approach not only shows donors that their individual support is valuable but also allows for visually engaging thank-you messages.
- Publicly recognize donors. Highlight your donors in newsletters, social media posts, and on your website. Share stories and photos that celebrate their contributions and the impact they’ve made.
- Host donor appreciation events. Organize appreciation events, such as thank-you dinners, virtual meet-and-greets with your nonprofit’s leadership, and exclusive webinars that provide updates on your projects. These events offer donors an opportunity to interact with your team and ask questions.
By consistently and creatively thanking your donors, you can build a loyal and engaged donor base. Just be sure to connect with them in the ways they find most meaningful, whether that’s email, direct mail, phone calls, or social media.
