DonorDigital donated to 16 major US nonprofits to learn about their integrated fundraising practices. For 6 months in 2013, after making an online contribution, they tracked all interactions with these organizations through direct mail, online, and by phone. Their goal was to observe how some of America’s most notable charities are integrating their donor communications across multiple channels.
DonorDigital tracked the following:
Here's a sneak peek into what was discovered during this undercover donor testing:
Thank You Emails
You should always thank your donors across channels. You may think this is a given but you would be surpised as to how many nonprofits still forget to do this very basic step. People are giving their hard earned money to your organization because they believe in your cause, and they should be appropriately acknowledged. If you show your appreciation, they'll be more likelly to give again. And don't just rely on automated emails. Make an effort to thank donors via direct mail, social media, and/or by phone. Make them special and valued. Remember fundraising is about building a relationship with people.
Monthly Giving
One time gifts are nice, but monthy donations are even better. A one time donation of $100 is a great start, and much appreciated, but think what a monthly donation of a mere $20 will do for your organization. In just one year, that $20 monthly donation turns into $240, more than doubling your one time donation of $100. And over 10 years that is $2,400. It never hurts to ask, people want to help however they can.
Second Gifts
If someone has given to your organization once, it's because they genuinely want to support you, and it's likely they'll give again. They won't give again, though, if you don't ask. If you integrate asks across channels, you'll have a better chance at reaching more donors. However, that does not mean that all of your communications with your supporters should be monetary asks. It's important that your donors know what you're doing, not just when you need money.
With all of the noise and competing organization out there, you really have to stand out, and it's important that you do this by appreciating each donor. You need to be thanking your donors across channels, asking them to give monthly, and involving them in your most important work. To read more about the study, and to discern what exactly the good, the bad, and the ugly are, check out DonorDigital's study here.
And I'd love to hear what's been working for you. How are you engaging your donors across multiple channels?