Yesterday on Frogloop, we discussed fundraising consultant Mal Warwick’s three new guiding principal for fundraising:
1. Give donors a choice to contribute money via multiple channels
2. Provide information that donors think is useful
3. Provide positive experiences and engagements
Today, we are going to dive into Warwick’s final principle that nonprofits should adapt as part of their fundraising practices - deepening supporters’ commitment.
For fundraisers to truly deepen supporter commitment to their respective nonprofits, Warwick suggests placing donors into three categories and to use the first three principals outlined above and in part one of this series to move them up the donor ladder.
The Tourist
These are people who stumble across your website from a search engine or banner ad. They may even sign up for a free e-newsletter or sign a petition. You can also identify “the tourists” as “trysumers” - meaning that they will try something if it’s free.
The Visitor
The “visitor” takes your nonprofit issue more seriously then “the tourist.” They sign up to a couple of your events, and make small donations periodically. It’s important that you get these “visitors” more involved in the organization to increase their level of commitment so that more of them will become sustained donors or what Warwick calls “residents.”
The Residents
These folks have come to stay. They are your nonprofit’s volunteers, monthly donors, etc. It’s critical that your organization gathers as much personal and pertinent info about your “residents” as it can and use it in your communications with them. Their future value is potentially enormous to your organization. Why? They are great candidates for legacy gifts.
The Lifer
These are the people who have stuck by your nonprofit through thick and thin. They are long time volunteers, donors, or board members. They are also terrific candidates for legacy gifts and should get the red carpet treatment.
At the end of the day though, to be truly successful in raising money using these fundraising principles, nonprofits must operate a multi-channel program to reach supporters.
- Direct Mail Isn’t Dying – But Sometimes I Wish It Would - Frogloop
- Procrastinator’s Guide to Year-End Fundraising - Sea Change Strategies and Care2
- First Person: Fundraising in Tough Times - Mal Warwick
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