Becoming More Donor-Centered: Achieving Annual Giving Success

By Charity Fundraising - June 12th, 2014

Annual giving programs are key when it comes to nonprofit fundraising, creating a consistent stream of donations to your organization. At the center of any nonprofit success is their relationship with their donors. Here are 4 must-have concepts that, if integrated, can help build your nonprofit annual giving program:

1) Create a Case for Support
This is the “So What?” for your company. There is no short supply of great causes to support. The Case for support provides a story to your donors about why your organization exists. The case for support is an important component of your nonprofit that can be used to inform all fundraising communications that serves serves to remind your donors why your nonprofit cares about your specific cause and why they should care too.

2) Donor Recognition
A major mistake nonprofits make is only contacting donors only when it’s time to ask for another gift! Recognizing your donors is key to a successful steady annual giving strategy. Donor segmentation and prompt gift acknowledgement are two vital strategies to help recognize your donors. Creating a database can help you organize and keep track of all of your donors. This tool provides a way to track all donations, helping you become more donor-centered and streamline fundraising efforts. Segmenting donors for annual giving appeals allows you personalize suggested degrees based on previous giving. Segmenting donors creates a strategy that tailors your communications and solicitations to fit each of your key donor groups. Prompt gift acknowledgment is a start to an effective stewardship of your donor base. Without donors, a nonprofit could not exist. A prompt thank you note for their gift shows donors that you understand and value their partnership. Keep up the communication throughout the year to build an ongoing relationship, which ultimately can help you move minor donors to major donors quickly.

3) Communication through Traditional and New Media
Creating a strong Internet presence serves as an easy-access gateway to communicate your mission effectively to prospects and donors. Direct mail, however, should not be disregarded. A vigorous direct mail program allows you to retain loyal donors while attracting prospects. You’ll want to optimize your direct mail campaigns to include:
• Correct spelling: Donors often discard any appeal that misspells their name.
• Who makes the appeal: who signs the letter matters.
• Donor-centered and specific content: never ask for less than your donor’s current giving level.
• Providing a response card and reply envelope: include suggested gift levels and how donations at each level will be used and a Business Reply Envelope help to increase response rate.

4) Multiple Fundraising Events
It is important to make your donors feel active, involved, and important. Charity fundraising auction events that provide priceless and exciting auction items is the perfect way to give back to your donors, while still being cost effective. However, finding auction items and organizing time-consuming events can be taxing. A credible fundraising company provides helpful tips and data for each auction item selected; suggested opening bids for your items; and zero-risk auction item policy. Partnering with a credible fundraising company is critical to ensure success, for your guests and for your cause.

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