Showing posts from July, 2015

Donor Communication Series: Younger Donors

It is never too late to start building a relationship with those in your donor database who are part of a younger generation. Someday soon, they will become your largest donor segment! But first, you need to understand their communication preferences, what drives them to take action, and what their expectations are for your organization.
Generation X and the Millennial Generation are more likely to engage with causes that aim to help other people, support social issues rather than individual groups, are strongly influenced by their peers, and enjoy being part of an organization without having to be physically on site. Both generations respond well to digital fundraising efforts and are driven by results and information. It is important to communicate with these donors that their specific gift has made a direct impact to your cause and mission.
Millennials are tech savvy, connected, and driven to making smart well-informed decisions about whom they support and where they place their res…

Donor Communication Series: First-Time Donor Retention

We all preach the importance of donor retention. Getting a first-time donor to give again can be the hardest, yet least expensive, way to increase your bottom line.  There are many ways to go about decreasing your donor attrition rates, but how do you actually communication with your first time donors?

People will donate because they feel a need to help and have a level of caring or concern for your cause and mission. In order for them to feel that need, there has to be a connection. Your messaging towards donors should focus on making that connection stronger and longer lasting.
If a donor knows that their gift has made a difference to your organization, they will be more likely to give again. After all, that is the reason they want to help! Use copy that answers the question, "What about me?!"

Look at your current marketing messages. Are there words like "us" and "we" that can easily be change to "you" or simply omitted? Copy that is less orga…