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Resources for reaching out to mid- and major-donors online.
Updated on Dec 22, 11
Created on Dec 14, 11
Category: Business & Finance
URL:
eethann 's List: Major Donor Online Outreach
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Dec 14, 11
Great overall resource, with a great idea sheet for major donors on page 25:
Here are some ideas for cultivating major donors online.• Speak directly to major donors on your site.For example, on it’s “How you can help” page,WildAid.org tells major donors that 100% oftheir gift will go directly to programs in thefield.• Create a Web page on your site about a major gift. This will not only directly recognizethat particular donor, it will show other potential major donors that you value andneed their support.• If you have high-dollar giving clubs or circles,create online giving pages outlining the special benefits.
• Provide information about making plannedgifts and gifts of stock on your site. At a minimum, include contact information for yourmajor gifts officer so a potential donor cancontact him or her directly. The Trust for Public Land (www.tpl.org), the American RedCross (www.redcross.org), and National University (www.nu.edu/donation/index.html)detail the many different planned gift opt i o n s o n t h e i r s i t e . A S P s l i k ewww.stelter.com, www.newtithing.org, andwww.giftlegacy.com can help you integrateplanned gift tools (including a giving calculator) into your site.• Develop an email messaging program foryour major donors. Provide them with personalized “inner circle” communications,updates, and urgent alerts from your executive director. -
Dec 14, 11
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This is one of the most amazing dynamics I find in many non-profits today. There is a source of revenue (major gifts), that gives a return of anywhere from 3:1 in the early years to 10:1 or more as a mature program, that is under financed and neglected while management scurries around trying to find more money.
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Getting a mid dollar donor prospect to begin a very special relationship with your organization seems to be the easy part. Once in the fold, your organization’s ongoing cultivation strategy to engage the donor is where the real challenge – and opportunity – lies. It’s not a ‘set it and forget it’ approach but rather a careful investment strategy to upgrade and retain the mid dollar donor through ‘special touches’ – while recognizing the point when these touches’ stop paying off.
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What was the finding that surprised you the most ?
That there was a clear “psychographic” segmentation among donors ranging from “relationship seekers who want a highly communicative, engaged relationship with their nonprofits to “all-business” donors who prefer far less communications. This was a particularly important insight as it told us that organizations cannot take a one size fits all approach.
Our key hypothesis that major donors are active online, and influenced by their online interactions with nonprofits was affirmed very strongly.
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Treat the Internet as a strategic channel and assess investments not just in terms of online revenue potential, but the potential of the Web to influence offline giving, and source new donors and prospects.
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