Donors are essential to the success of ministries and nonprofit organizations. These organizations depend on that generosity in the form of monetary contributions to sustain its program services, fulfill their charitable missions and ensure they maintain a staff to accomplish it all. For this reason, the end of the year must be the beginning of great expectations for those who are constantly seeking to improve donor engagement, as people usually do not give unless they are asked.
Plan your work now.
The start of a new year is the perfect opportunity to reach out to previous and potential new donors and familiarize them with your organization as well as share new goals with those who already have some knowledge of your ministry or organization. This outreach is the first step in building a relationship with your potential donors, which can be done in person, over the phone, or through targeted email emails.
By prospecting donors early in the year, it allows time for relationship-building, education on your mission and plenty of time for you to demonstrate the success of your mission. Sometimes you’ve got to get the donor to subscribe to your newsletter list to accomplish these tasks and permit your marketing to cultivate the donor’s motivation before you make the solicitation.
Fortunately, every calendar year presents another great incentive to encourage donations when tax season begins. This opportunity is a strategic time for charitable organizations to focusing on their fundraising efforts, stressing the advantage of end of year tax deductions which many average and high contributing donors may need. It is a win-win situation for all—donors provide much needed support for a good cause, charity can be provided to those in need—a tax deduction may be received.
Supporters of nonprofit organizations are said to follow a life cycle, which is usually tracked over the period of a year. Your marketing efforts should be consistent with this trend, capitalize on events, holidays and other milestones.
The earlier your efforts start, the faster a small donation has the chance to get increased throughout the year, possibly towards the end of the year, during a time where people naturally feel more generous. Again, this trend is why on going and regular emails will increase donations.
Faith oriented donors are more already more likely to donate to faith-based charities than any other type of charity. They feel the need to share their blessings with others who share their faith and beliefs. For example, a Christian email list would be a great way to reach many potential Christian donors to ask for Easter fundraising donations.
Jewish email lists could be used to reach donors of Jewish and Israel-based causes, while donors to Catholic charities can be found on Catholic email lists.
In the past, many faith-based organizations may have relied more on direct mail for reaching potential donors, which has become too expensive for most organization. The Direct Marketing Association believes for every $1 you spend on email marketing, you can expect and average return of $32.
Motivating donors to make their first donation is a step in the right direction, but if you start early and maintain a relevant communication method thereafter, you’re likely to receive additional and larger contributions in the future.
Emails are cost-efficient, quick to send and can demonstrate both the problem and results in a manner that permits your organization to cultivate better donations.
Your 2019 fundraising efforts should start today and not wait until the start of the New Year if you’re aiming to grow your ministry or non-profit organization with better techniques. Contact one of our digital marketing specialists today and find out more.