Roughly 29% of the total Australian population declared tax-deductible donations to charitable organisations from 2019-2020. While that certainly helps lower tax obligations for everyday families, it also means a significant pool of funding that can help with everything from getting a van for a disabled veteran driving service to expanding services for afterschool programming.
Many nonprofit organisations thrive on the funds received through NDIS awards. However, a great deal is also needed for items, services, and support teams beyond initial funding. For this, the best practices are to attract new donors while working hard to retain major donors you’ve already secured.
In today’s article, let’s review some of the inclusive strategies for building upon your current donor lists with potential donors that could revolutionise your operations.
#1 – Start with Current Donors
Want to know the best place to find new donors? Look at the people already contributing to your not-for-profit organisation. They have expansive networks of fellow donors, friends, and business owners who can imbue your organisation with massive donation amounts through personalised communication.
Word of mouth in this strategy is a crucial foundation of donor stewardship. It allows you to transform current donors into loyal brand ambassadors happy to talk about what you are doing, how you reach your mission, and how contributing to your NFP helps society.
#2 – Host Special Events and Tours
Fundraising efforts need a little glamour now and then. You don’t have to host the next AACTA Awards, but a simple event like a local cookout, raffle, or community fair can significantly boost your potential donor lists.
Think about some gala, workshops, or guided tours you can host that will involve the community in your system and mission. This gives potential donors an “inside look” into how you operate. In turn, you can create a pitch through a personal touch that reflects them and your shared goals.
#3 – Leverage Social Media
It is flabbergasting how efficient social media is at spreading the word about any topic of interest. Modern history is plastered with real-world examples of scandals, heartwarming moments, and unique information spreading like wildfire across all kinds of platforms.
Now is the perfect time to leverage this tool to capture more potential donors through a wider audience. Share your unique story and use some of the common techniques to “going viral” on social media.
Not sure where to start? Think about your target donors. For example, a grandfather who was a business mogul probably has Facebook to keep track of younger grandchildren. Or an up-and-coming tech guru probably has TikTok or Instagram to stay ahead of trends. Match the social media platform with the audience of donors you want to capture and then deliver the engaging content that resonates most with their needs.
#4 – Prospect Research
Time to get out the mental abacus and do some research. This could be anything from reviewing how the donation forms of similar organisations stack up against yours to reviewing website analytics for demographics of highly engaged visitors.
Focus on the single users, corporations, foundations, and potential partner organisations that already engage with your goals and mission. Then, tailor your approach to speak to their values and increase the likelihood of more significant donations.
#5 – Partner with Supporting Organisations
Collaboration is crucial to success. The whole idea of “pulling yourself up by your bootstraps” is a false narrative. Teamwork and support equals achievement.
Partner with corporations, other nonprofits, or community groups aligned with your goals. This is a rich bed of new donors waiting to be courted.
You could host co-sponsored events, share certain resources, or even blend in-kind donations. The goal is to tap into their network of volunteers, members, clients, and supporters.
#6 – Expand Your Email List
Email is still the best way to directly appeal to a single user. It is low cost, has little barrier to entry, and allows for incredible personalisation.
Having a newsletter, blog, or other email form signup allows potential donors to engage with your NFP brand. You can keep dipping into this email list as long as you are offering value for their reading.
Do your best to share stories about success, detail how you’re overcoming setbacks, and cultivate a community of transparency and trust. You’d be surprised at how quickly those little emails get shared with even more potential donors.
#7 – Optimise Your NFP Website
This is a must-do step on your journey to acquiring new or potential donors through active fundraising efforts. Your not-for-profit organisation needs a responsive, engaging, and easy-to-understand mobile website.
Our team can help you with this process. At Web 105, we work with NFPs, healthcare providers, and government agencies, streamlining their online presence through highly adaptable websites. Contact our team today for a site that features your donation page, highlights success stories, and has clear calls to action that guide visitors toward contributing to your mission.
#8 – Consider Volunteers as Donors
There is a fine line between over-marketing and recognising effort. Your volunteers are a hotbed of potential donor activity that you absolutely need to tap into. However, you don’t want to over-market to this group and “turn them off” to your efforts.
The goal is to acknowledge their efforts, show how their work impacts your organisation, and then subtly point out how additional monetary donations can go a long way to maximising the mission your organisation supports.
#9 – Create a “Friends of” Program
The idea behind a “Friends of” program is to build better relationships with your current donors and give them a kind of bragging right. It is a membership-like model where people donate at a specific level to receive certain awards or recognition.
While this kind of program will encourage greater appreciation and engagement, it can be difficult if you have a set level of rewards to offer. The idea is to create a system so you have a predictable level of income coming from this club every year.
Wrapping Up
Securing new or potential donors while securing the ones already on your list is crucial to maintaining operations for your Australian not-for-profit organisation. These relationships will be at the very core of your operational success.
Use these strategies to improve donor acquisition. Always remember to thank your donors for their gifts and support. A little recognition goes a long way to building long-term relationships that empower your NFP.
FAQ
How do you increase donor acquisition?
Donor acquisition begins and ends with appreciation. It doesn’t matter if you have the best social media account or an easy-to-use donation form on your optimised website. Without appreciation, donors will not get that feeling that their gift and effort matter to your organisational goals.
How do I expand my donor base?
Fundraising efforts have just as much to do with expanding reach as with improving donations. Using targeted marketing based on prospective research goes a long way to boosting potential donors and community engagement.
What is donor diversification strategy?
Not every audience is the same. You never know when one target group is the key to massive donor returns. Every once in a while, let your donation strategy expand into new areas. Don’t be afraid to do a little testing so you have a diverse strategy that is more resilient to less favourable economic times.