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5 Tips to Mobilize Donors and Reach Your Fundraising Goals

Posted Jul 17, 2019 03:17 PM
Your nonprofit knows how important your donors are in helping you reach your goals and advancing your mission. Your success depends on your supporters’ continued engagement, meaning your next fundraising campaign presents an excellent opportunity to strengthen these relationships.

To take your fundraising to the next level, you’ll want to get your donors engaged from the start of your campaign and build excitement through a variety of digital and in-person strategies. Providing your donors with plenty of giving options and always remembering to thank them are sure to make them feel valued, which encourages them to give again in the future.

Let’s take a look at some of the ways you can get your donors more involved and reach your fundraising goals. We’ll show you some effective ways to:

  1. Create and maintain an engaging website for your organization

  2. Make sure your online giving page is easy to use

  3. Spread the word about your organization on social media

  4. Provide your supporters with the opportunity to give more

  5. Thank your supporters for helping you spread your mission

When your donors want updates on your nonprofit’s progress or are looking for ways to support your cause, one of the first places they’ll check is your website. It’s always a good idea to revisit your site and determine how you can improve it to get the attention of potential supporters.

1. Create and maintain an engaging website for your organization

Your supporters know that whenever they want updates on your work or are looking to make a donation, they should head to your website. Your site also serves as a source of valuable information for those who may not yet be familiar with your organization. Keep your website updated with relevant content to encourage both new and current supporters to give.

The best website for your organization is one that is just as easy for your team to update as it is for your visitors to navigate. Whether you’re creating a new site or giving your current one a makeover, make sure your organization’s website features:

  • A clean, modern layout. While you don’t want to overwhelm your visitors, incorporating some photos, videos, or other multimedia elements can be an effective way to engage them with your mission. Ensure that your giving page is never more than a click away from any page on your website so that your donors can always find where they need to go.

  • A CMS that is easy to update. It’s likely that your team of nonprofit professionals isn’t made up of coding experts, so you’ll want to build your website on a CMS (content management system) designed specifically for nonprofits. Features such as a drag-and-drop interface and front-end editing allows your team to keep your site refreshed without needing to have any knowledge in coding. You can check out Morweb’s guide to nonprofit web development to learn more about choosing a nonprofit-friendly CMS.

  • Links to your social media accounts. Give your supporters the opportunity to stay connected by linking to your social media accounts on your homepage. A strong social media strategy is an effective way to drive more donations and keep them "in the know."

After visitors arrive on your website and begin to explore the great work you're doing, they may feel inspired to make a contribution. Facilitate this process for them by including an easy-to-use online giving page on your site.

2. Make sure your online giving page is easy to use.

One of the main reasons that online giving is so popular with donors is its convenience. In just minutes or even seconds, your supporters can donate through your website and receive a confirmation note. You can boost online giving by making your giving page easy to find and use.

An effective online giving page:

  • Features a minimalist design. Your giving page isn’t the place to include all the bells and whistles, as this will only distract visitors and potentially cause them to abandon their gifts. Limit the number of required fields that donors have to fill out to save them time and encourage them to complete the donation process.

  • Is easy to find. Whether they’re new or returning supporters, visitors who land on your website shouldn’t have to search for the link to your giving page. It should be immediately apparent. Additionally, you’ll want to include links to your giving page on all of your social media profiles if possible.

  • Is secure. Visitors to your site are more likely to give—and give again—when they know the information they provide will be kept secure. Incorporate your organization’s logo and other brand elements on your giving page to increase trustworthiness and choose a secure payment gateway such as one of these top PayPal alternatives for nonprofits.

Once your online giving page is up and running, you’ll want to start encouraging more donors to visit your site and make the most of this efficient giving method. You can engage both new and current supporters by strengthening your social media presence.

3. Spread the word about your organization on social media

No matter how you may feel about it, you can’t deny the immense impact of social media on the ways we communicate. Having an engaging presence on some of the most popular social media platforms is an effective way to spread the word about your good work, encourage giving, and reach your fundraising goals.

Whether your organization is already social media-savvy or you’re new to these platforms, you’ll benefit from creating a strategy before you start posting. Your social media strategy will succeed when you:

  • Know your audience. When determining which social media platforms to use, make data your ally and create accounts on the sites you know your supporters are already using. Facebook remains the most widely used social media platform, but you may also want to consider branching out into Twitter or Instagram if you have many younger supporters.

  • Use each platform to its strengths. You’ll be able to promote your cause more effectively over social media when you make the most out of each site’s key features. Writing longer posts works well on Facebook, for instance, while Instagram is the way to go if you have a lot of captivating images to share.

  • Link to your website and your giving page. When your social media posts are creative and engaging, your followers will be more likely to want to donate. Save them time and encourage them to complete their gifts by providing links to your website and giving page in your account bio and in relevant posts.

When your donors feel connected through the content you post on social media and elsewhere online, they’ll be eager to find more ways to support you. Help them increase the impact of their support by encouraging them to take part in their employers’ matching gift programs.

4. Provide your supporters with the opportunity to give more

Your donors care about your mission and want to help you reach your fundraising goals. When they can give more, everyone benefits. Provide your supporters with the opportunity to increase their gifts at no additional cost to themselves by participating in corporate matching gift programs.

Matching gift programs are a form of corporate philanthropy in which companies agree to match their employees’ donations to eligible nonprofits, effectively doubling (or otherwise increasing) the amount you receive. While companies want their employees to make the most of matching gift opportunities, these programs are often underutilized. Employees don’t know their companies’ matching gift policies or they forget to submit matching gift requests to their employers.

You can remedy these issues by revamping your matching gift strategy with the help of technology. Try:

  • Reminding your donors in email communications. Whether you’re sending emails to thank supporters for their gifts or alerting them to giving opportunities, include a sentence or two reminding them to get their gifts matched by their employers if they are eligible. This reminder is especially important for donors who work for top matching gift companies such as those listed here.

  • Including a matching gift database on your website. This way, members can search for their company to determine whether they’re eligible to participate in their employers’ matching gift programs. If so, they’ll then receive information on the necessary steps to complete and submit their matching gift requests.

  • Automating the matching gift process. Large nonprofits with many supporters to reach out to are likely to benefit from automated matching gift software that identifies eligible supporters and guides them through the matching gift process via email campaigns. You can check out 360MatchPro’s guide to matching gifts to determine whether this option may be advantageous.

Matching gift programs provide an excellent option for donors who are eager to give more. And whenever they make a contribution, make sure you properly recognize them!

5. Thank your supporters for helping you spread your mission

Your nonprofit depends on your donors’ continued support to maintain and expand your good work. Remember to thank your supporters each time they give. This will help build lasting relationships with them and encourage continued engagement.

To thank your supporters in a meaningful way, be sure to:

  • Personalize your approach. Whenever you want to thank or recognize your donors, address your message using their preferred first name. Wherever possible, make reference to the specific cause they contributed to and let them know exactly how their gift will be put to use.

  • Know when to reach out. You’ll want to thank your supporters as soon as they give, so make sure those who give through your website receive an automatic confirmation thanking them for their gift and recording important details such as the amount of the donation and the date it was made.

  • Let them know about additional opportunities to get involved. Gearing up for your next campaign or looking for volunteers? Let your donors know how they can stay involved by keeping them informed about upcoming opportunities after you thank them for their most recent gifts.

Forming lasting relationships with your donors is an essential step in the process of building resilient organizations and making your nonprofit capable of withstanding the inevitable changes that come with growth. When your supporters know you value their contributions, they’ll be eager to give again.

About the Guest Blogger

Morweb is a robust website platform and content management system that helps nonprofits and associations achieve the greatest fulfillment of their vision online through software tools, design services, and extensive experience working with social purpose organizations. Learn more about their services.