While high dollar donors comprise less than 2% of total online donors, their gifts make up 18%+ of funds raised ever year. Chances are, your organization doesn’t have a 4-digit donor strategy as part of your online fundraising program, but organizations may want to start experimenting with one.
A new white paper released by M+R Strategic Services, that studied the Human Rights Campaign fundraising program, suggests that nonprofits need to look at past donation data to identify audiences for high dollar appeals. A good place to start is to pinpoint:
- Donors who gave more than $50 monthly through a sustainer program.
- Monthly sustainers who have become inactive but were giving more than $75 before they canceled or became inactive.
- Donors who gave $200 or more cumulatively in the past 12 months.
- Donors who gave at least 2 gifts of more than $100 within the last three years.
- Supporters who bought a ticket for a fundraising event in the past 3 to 9 months, or who have ever made a gift at a fundraising event other than buying a ticket.
Once your organization has identified prospective major donors, M&R suggests crafting online fundraising appeals that:
- Is specific and make the case why your nonprofit needs the money.
- Use hooks from the news and recent events.
- Utilize deadlines and have a sense of urgency.
- Offer appropriate premiums.
- Offer paid membership to this exclusive club and provide benefits such as free magazine subscriptions, invitations to exclusive events, etc.
One of the biggest lessons of all? Don’t get discouraged and keep experimenting.