What Does Early Spring Mean for Nonprofit Communications Strategies?

Photo of a cobwebThis week the groundhog told us it’s going to be an early spring!

Spring is always a good time for re-awakening, rebirth and just plain dusting away the cobwebs.  And what a dreary, grave, cobwebby period it’s been.

We’ve got a lot to clean up, reorganize and rethink. So much, in fact, it’s downright overwhelming. So, as I sat down to write today’s article, I thought about what you actually have within your power to do. Right now. And all throughout the coming months.

I know it’s been pretty hard to focus with everything going on in the world.

So I took a deep breath, closed my eyes, and tried to pull together the various challenges I’ve seen nonprofit leaders, fundraisers, and marketers grapple with in the past year. Actually, the past years. Through elections, pandemic, climate catastrophes, shootings, war, unprecedented demonstrations of cruelty and inhumanity, and more. It’s a LOT.

But, the show — your good work — must go on. 

In  other words, your mission must move forward. People rely on you to do the critical work of the social benefit sector.

I thought: what can people do now to set themselves up for success as we move forward into high fundraising season at the end of this coming year? It may seem early to think about this, but it’s never too soon to put your best foot forward.

I’ve ended up with four tips I hope you’ll find relevant and timely.

  1. Big Picture
  2. Your Role as Helper
  3. Practical Guidance
  4. Strategic Advice

4 Timely Nonprofit Fundraising and Communications Strategies

1. BIG PICTURE: Message Confidently During Uncertain Times

Whether it’s a marketing or fundraising communication, keep these four messaging basics in mind.

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Which Song from Fiddler on the Roof Describes a Nonprofit Fundraiser’s Job?

While you might be tempted to guess “If I were a Rich Man,” that’s not it.

Because that would be making fundraising mostly about money.

And, actually, fundraising is mostly about love.

So the correct answer is “Matchmaker.”

That’s right. Your job is to make the perfect match between the values your organization enacts and the values your donor shares.

Because when people connect, and care about one another, our world tips ever more slightly back into balance.

Right now we live in troubling times, where the world seems wildly out of whack and people seem further and further apart.

Philanthropy provides a perfect opportunity to bring people together.

And who knows the most about making people fit together?  Matchmakers!

And today’s matchmakers have more tools than ever before at their fingertips. Hence the success of online dating services. Though it would’ve been easy to assume matchmaking is such a personal endeavor technology could never touch it, that’s not the case at all.  Because the digital revolution means people today are more connected than ever. Successful matchmakers don’t eschew technology; they embrace it. So should you.

Emulate These 6 Things Matchmakers Do

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10 Strategies to Celebrate Nonprofit Donors on Valentine’s Day

Last year, you posted about sending donors valentines, which I came across a bit too late in the game, so I sent emails. But, this year, I kept that idea and planned for it, and sent handmade valentines to my top level donors. I felt like I was in 2nd grade with my glue stick and doilies, but the response has been amazing! Not only did my colleagues get in on the action, but I have received nothing but great comments via email and phone calls. Definitely a practice I’ll do every year. Thanks for the great idea! 

— Rebekah Cross, Special Gifts Officer, Guiding Eyes for the Blind

I love a good celebration.

And nothing is more worth celebrating than a holiday, and your donors!

You’ve still got time to send a little love your donors’ way! It’s been a tough, and for many a lonely, isolating and “othering” few years. Chances are good we’re still in for a long season of time during which donors could really use a little extra love from you. Many folks — your donors included — are love starved right now.

Why might this be something for you to consider, amidst all the other “to-do’s” on your plate?

If you don’t do a lot more donor loving, you’re going to do a lot more donor losing.

I hope by now you know donor retention is the name of the game. It costs so much more to acquire a new donor than to keep an existing one. Yet too few nonprofits have serious, intentional donor stewardship programs in place. Because of that, on average, nonprofits lose roughly  8 out of 10 first-time donors and close to 6 out of 10 of all donors.

Don’t be one of those “take the money and run” organizations!

If donors only hear from you when you want something from them, they’re not likely to give more. Or even give again.

Be generous! Show donors how much their support means to you.

Really, donor love should be like breathing for you. In and out. Out and in.

  • They love you, and show you (usually by giving a monetary gift).
  • You love them, and show them (usually by offering an intangible “feel good” like prompt, personal and repeat gratitude).

You’ll be amazed at how a little love can go a long way.

This year why not dedicate Valentine’s Day to giving, not asking?

If you can’t send valentines to every donor, select a segment or two.

Think about those donors for whom you’d like to show some special love, because they showed you some. Show them you noticed! They could be:

  • Major donors.
  • Monthly donors.
  • Donors who’ve given faithfully for five years or more.
  • Donors who increased their giving this year.
  • First-time donors of $100+.
  • Donors who also volunteer.
  • Board and committee members.
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