Fans continue to give, even if you’re no longer apart of the organization. Fans are what keep the lights on and allow you to expand operations. Intentional communication is what keeps your donors close, what keeps them talking about you, and why they're fans.
So how do you do it? There are so many different methods you could try - but with all of them consistency is key.
There’s no silver bullet or shortcut, you’ve got to put in the work and be consistent at whichever method you employ. It’s hard. But you don’t have to do it alone! There are ways to share the burden or even automate it at times. So, let’s explore five easy ways to engage with donors, and how to do it efficiently.
It’s probably not a surprise that this is the first item on the list. So often, I meet with marketing or outreach coordinators and find this is not done consistently and sometimes not at all. An email 5-6x a year, or posting on socials every once in a while just isn’t enough.
The typical org communicates when an event happens, but events are irregular. Events are held for different reasons, and they aren’t on a set schedule. So even though communication might be happening, it has no rhythm or consistency for the audience.
Regular contact keeps donors in the loop, helping them feel like they are part of your journey. When donors know what’s going on, they’re more likely to talk about you to friends, family, and colleagues. When they regularly see posts and emails, they have more confidence in you and more pride. It's putting your money where your mouth is, so to speak. You don't just ask for money a few times a year, you're actually working. And your fans and followers have proof of that work when you communicate regularly.
Try creating a communication calendar in excel, with a mix of different types of content. Here are some examples:
Using a blend of messages like these can actually keep donors from being overwhelmed and/or bored. If you only share calls for volunteers - that could really overwhelm someone. They might take that as a sign of constant struggle.
On the flip side, if you only share fun facts, a person might get bored of seeing those posts. Especially if they all look the exact same.
If you send out a newsletter, don’t be afraid to be transparent about ongoing challenges. You don’t have to just highlight accomplishments and positive news. People are genuinely invested in your wellbeing. Being honest about the good and the bad leads to a stronger, more authentic, relationships.
For example, if your nonprofit focuses on environmental conservation, share stories of both the success of reforestation efforts and the continued struggle against deforestation.
Donors want to know that their contributions are making a difference. It's the whole point of giving!
A better way to show impact is through visual storytelling. Infographics, motion graphics, photos, videos, all help bring information to life.
Think of the difference between envisioning:
The first is just a large number, the second is a vivid image. And it could be brought to life in all manner of ways. Those are things that stick with people, they'll remember that data point because you made it memorable – it had substance and relevance.
Anytime you've got compelling data, try to tie it back to something that would resonate with the audience. For example, let's say you raised $56,305 at your last event. Instead of just sharing the number - share it's impact, or potential impact, as well. Even if the money technically went elsewhere, it's about inspiring donors to imagine the excellent work you're doing.
Start by gathering data so that you can create clear, visual representations of your achievements. Try:
Considering our example above, an icon of a grocery bag or fork and knife could work. Or, a short video of a staff member handing food to a child. When you're trying to make a decision like this - ask yourself - what would be the most obvious and clear depiction of the data?
Complement statistics with emotional storytelling. Share real-life stories that reveal the human side of your work.
Utilize multiple platforms—social media, blog posts, and video content—to reach a broader audience and allow your stories to resonate with folx on a personal level.
Personalization is about understanding a person's interests, motivations, and preferred communication style. I recommend segmenting your donor base according to their past interactions, and tailoring communications to each segment.
For example, if a donor showed interest in a specific program, keep them informed of its progress and invite them to related events. And, keep in contact in the same manner - email, text, DM's, direct mail, etc.
There's also a ton of donor management software options! A good one will allow you to track interactions and personalize future communications. You can send birthday wishes, anniversary notes, or targeted campaign updates. These little things make people feel appreciated, and it deepens your relationship.
And, it doesn't have to be that difficult! Today, there are so many ways to automate and shortcut tedious processes. If you're not sure where to begin, I recommend trying GiveButter + Mailchimp. These two softwares have a little bit of overlap, but both are priced for nonprofits and work incredibly well.
As a Mailchimp & Co Certified Member, I can help you connect the two platforms and create automations for tagging, contacting, and thanking donors. We can even set up a welcome sequence to bring new subscribers into the community, without you doing a thing. Book a 20 minute Fit Call to learn more.
Saying thank you is more powerful than it might seem. And you'd be shocked how few nonprofits do it. A simple thank you message after every donation will immediately help you retain donors.
When you send a thank you, you could also share a brief update on the specific project their donation supported and include a photo or a short video. This invites and allows them to continue supporting you - just by planting a seed. Otherwise, they might forget about you entirely.
To double down, come up with a donor appreciation program. Write down the steps you would like to take for each type of donation:
For example, if it's a legacy gift, perhaps you start with saying thank you over coffee, lunch, or dinner. Then maybe you have a way to commemorate their gift, like an engraved bench or adding a plaque & photo to the wall. Maybe you also send them a gift basket with a small collection of impact stories as a booklet, some merch, and a hand-written card. It's anything personal and aligned with your mission.
You might consider exclusive content or benefits, like behind-the-scenes tours, special reports, or early access to new initiatives. These gestures turn appreciation into an ongoing conversation, reinforcing the donor's role as a vital part of your nonprofit’s community.
I know, I know. No one wants to do them. But the good news is, things are shifting! Large galas are out, intimate settings are in. Hosting a small dinner among friends, with the expressed intention of solicitation has been proven to be effective. From what I've seen, the more tailored the event is, the more successful it is. And, this is a great way to get your board involved.
Events are how you take a relationship from 'casual acquaintances' to 'friends'. So, however your people would enjoy engaging with you – that's your move! And there are SO many things you could do.
I could keep going! What I would do is, think about your mission, and the people you serve. What overlaps exist between your donors and your impact? What events could bring both to the surface?
Oh and afterwards, don't forget to send a thank you ;)
In your next email or social post, share about the event. It can be a single photo, it doesn't have to be fancy. The important thing is to create fomo (aka build awareness) and recognize your supporters.
If you practice consistency, not perfection, but consistency, your organization will see growth. These five simple things turn donors into fans, advocates, ambassadors, and champions of your mission. It takes discipline, and it isn't always easy. But, it leads to long-term success.
