As we move closer to 2022, the events that have taken place between 2019 and the present might have a far-reaching effect on these major donors. This may affect your funding and campaigns in the coming year. You will therefore need a concrete strategy to handle these issues. Here are a few things you need to consider going forward.
- Stay in touch with the donors
They say a bird in the hand is worth two in the bush, and that is exactly the case with donors. With the pandemic, you need to call your donors, volunteers and sponsors to check on them and ask how they are doing. Show kindness and stewardship to your donors because it is the right thing to do and to make them feel that you are with them all the way regardless of what they are going through. Staying in touch with your donor base also allows you to understand who will be able to contribute to the cause and the possible amount you might get from them. Spend time this summer making calls to show donors that you care about them and appreciate their efforts and support. Small gesture as it may seem, it will help you retain your base and get more through referrals.
- Ask for feedback
Just like making calls to inquire how donors are doing, feedback is another critical strategy for maintaining your donor base. Solicit donor feedback regarding your past fundraising events and how they were organized. Encourage communication and consider feedback from the donors or potential donors. Implement the views that are reasonable and explain why certain things were done or not. Use methods such as welcome email series, email survey, donor focus groups or ask questions when donors make their visits to your organization’s offices.
- Motivate donors to give
Motivation is crucial in fundraising. It increases the number of donations and encourages donors to participate more. Be transparent and show them how their donations have helped in different areas. Share stories on how their past contributions have impacted society and why more needs to be done to increase the reach. This might touch some people who might increase their donations.
- Build trust
Trust is critical in fundraising. You can build trust by accounting for all the resources donated and giving your donors reports on what you have done with their resources. Trust is the leading factor that retains donors at 40%. It is followed by the impact of the charity (31%), financial ratios (28%) and others such as relationship with the charity. Make time for activities that build and nature trust. In addition to raising money from donors, accompany it with a concrete strategy and seek feedback on what your donors or stakeholders think about the charity.
As you plan your 2022 fundraising strategy, always know that your success or otherwise might be due to the strategy you have. Note that in most cases, donors are not to blame for the success of fundraising. Rather, it is a result of poor strategies by charities. Put the donor at the centre of your strategy and develop a donor-friendly framework that caters for the need of each one of them. Use the feedback from the past fundraisers as a starting point and address all the concerns raised before. This will guarantee you a better year ahead.
