The Indispensable Art of Donor Engagement
Sue Seiter, CFRE, Senior Consultant
October 2010
This is the time for organizations to be in touch with prospects and donors as personally as possible. Why? If you aren’t, someone else will be…
In a tough economy like this one, donors are trimming their lists of charitable causes they are able to give to. Those nonprofit organizations that continue to cultivate and engage their donors will be in a better fundraising position when the economy recovers.
The art of donor engagement is all about finding ways to ensure that donors and prospects are informed, interested and actively involved in your organization. In essence, we must make donors feel important, treat them well and prepare them to be asked.
Here are a few donor engagement ideas:
- Segment Donor Base and Personalize Approach
A one-size-fits-all approach does not work. The smart organizations are segmenting their donor base into top prospects, habitual annual donors, event attendees, lapsed donors and new prospects – and they are communicating with each group differently.
- Engage Board Members
Ideally, nonprofit organizations want all of their board members out there raising money on their behalf. But in the real world, only an exceptional few are willing to make the “ask.”
Typically, when board training does take place, potential roles are laid out. Board members are asked how they want to be involved. We let them set expectations for themselves. At a minimum, all board members should give.
Some other ideas on roles your board members can and should play are:
- Serve as a connector – provide introductions to other prospects, host small cultivation events or, if you’re sponsoring a table at another networking event or having a small dinner, include the ED of your organization.
- Thank your organization’s donors – everybody loves getting a call or a note from a board member.
- Attend a donor meeting with your organization’s staff.
You can click here to read more about engaging your board in fundraising.
- Take Advantage of your Assets
Every organization has certain assets it can leverage to engage donors. For example, if your organization has access to scholars or authors whom a donor might be interested in meeting – connect them. Involve those assets in the ask. If you’re organizing an event with an influential speaker, have an interested donor meet them or even introduce them at the event.
- Think Within and Outside the Box
Don’t be afraid to use both traditional and innovative methods to stay connected with donors. Here are some ideas:
- Meet with donors to discuss, get feedback and gauge interest in your organization’s new plans and initiatives.
- Instead of or in addition to presenting your organization’s case statement at a donor meeting, create a visually appealing mock-up of naming opportunities with the donor’s name so he/she can take it home and share it with family.
- Talk to donors about planned giving – they may not be able to give now, but many are open to hearing about estate planning and how they can help your organization in the long term.
While donor engagement is not rocket science, it is a process that requires patience and resolve. Your donors may not be able to give – or give as much as they’d like – to your organization right now but, rest assured, if you are good to your donors in hard times, they will be good to you in return.
Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.
