Donors have a giving heart. They are asked more often than not to consider giving. Ask a donor, “What can I do for you?” and they will probably sidestep the conversation. It’s not something they’re comfortable discussing. It’s not supposed to be about them in their mind because it’s about others.
Understanding how a donor feels is important. You show a quality mindset when you take time to understand their intent and then provide opportunities for them to benefit. It is a nice way to “give back.” These six powerful words, “what can I do for you,” have the ability to transform a situation. It’s a way to shift the discussion and put the energy back on making someone else happy. In this case, it is your donor.
Consider this – more than half of all people who visit a nonprofit’s website do so from a mobile device according to Mobilecause.com. This is an old statistic so the numbers are much higher now. What does your website look like on a mobile platform? Check it out on your phone and make sure it is user-friendly. Is there a donor button? It’s not just about having a “donate now” button because a “donor” button is more about the emotional component of why they give. A donor button is about telling your story, and also about sharing with donors the benefit of why giving to your organization is important. The button explains what’s in it for them? This is that uncomfortable situation again. But, it’s true. What’s in it for them? They can feel good about giving to a cause and get a spiritual kudo just about anywhere. They can get a tax benefit for specific kinds of donations. Sure, this works. But, they can also GIVE to any organization to get the same rewards. Why would they give to yours?
Setting yourself up for success begins on the backend. It’s your opportunity to set the stage first. Begin by doing this:
- Check your mobile platform for your website’s format and message. This is the the way most people are seeing you. Connect with your website designer as necessary to update for mobile changes
- Be up to date on social media, other online sites, and with phone messaging systems. Call yourself and your answering system through the office. What message do you hear? Do you have recent posts on social media and on your website? It takes time and is often put on the bottom of the list. Dedicating a couple of hours each week to this process, or finding a volunteer to do it, makes the world of difference in the end
- Make a list of the ways you’re giving back to donors and add to the list while remembering, each donor is different and it takes some time to discover the intricacies of what’s most important to them. This is about taking the time for discovery and then taking the time to establish a plan to let your donor know they are your most important asset.
The people you serve are most important to your mission. The people who help you serve are your greatest asset. An asset is the people volunteering, working for you, or those who provide a means for your service. A donor, a sponsor, or a foundation provide the means by giving money for your mission to continue. Taking it easy on donors is key to your success.
For additional information on coaching through the fundraising process – connect with SOAR with Network Fundraising. The programs are cost-effective and focused on your mission. There’s not a cookie-cutter approach to taking it easy on donors, providing the right message or opportunities to be involved, and engaging the public. Each situation is different. SOAR coaching offers the training and then the follow up. The Leader’s Program creates sustainability through a year-long program. Click Here!