- Think Long-Term. If you want to build a long-term fundraising program, consider engaging monthly donors. Monthly giving clubs creates loyalty and consistent giving. Recruit donors to make modest monthly gifts instead of a single annual donation at the end of the year. Donors can choose to have $10, $25, $50, $100 or more withdrawn from their checking or credit card account monthly. This type of program removes the stress for both the donor and the fundraiser.
- Encourage restricted giving. Restricted gifts have the effect of engaging donors more than unrestricted gifts do because donors know where their money is being spent. Many times donors decide that they want to take more active roles in a particular donation after fully understanding the impact of their gifts. It creates an emotional investment.
- Have your elevator pitch ready. Salespersons often refer to their elevator pitch as a short but compelling 30-second description of their product or service. It helps them get their point across quickly and peek the interest of their prospect enough to set up a warm appointment. Whether written or communicated in person, fundraisers need to put their message in a short, succinct, 150 words or less, format that will compel and move potential donors to action.
- A picture is worth a thousand words. Respect your donor’s time and get rid of the jargon. Who understands it anyway? Make your case with pictures and less words. Show them where their money is going instead of telling them in a 30-page document.
- Hire more help. Just because you are a non-profit, doesn’t necessarily mean you need to do more with less. Each fundraiser you hire means more money in your bottom line to run the programs necessary to make an impact.
- Reward your staff. Your successful fundraisers need to be treated well or else they will move on. A business will give their top salespersons raises for their contribution to the company. Why not encourage and congratulate your top fundraisers with a raise?
- Impulse is powerful. Donors are like impulse buyers. A person will donate to a cause when it makes them feel better about themselves or helps them avoid regret about not donating. Consider designing a call to action that primes their feelings. Be clear about what can happen if they do not donate.
- People will do as their friends do. Giving is social. Donors will donate if they know others who are doing the same. Consider personalizing your fundraising campaigns with stories of other donors who are giving. Make sure the profile of the donor matches that of your target. Another idea is to ask current donors to “spread the love”’ and share the information about your organization and their donation with their friends.
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