It’s the donor prospect list of your dreams – engaged, affluent people who are taking time to learn about your organization. The problem is that the people on that list haven’t told you who they are or offered a way to contact them. They are, of course, visitors to your website and other Internet users Googling away in search of information about your issue. The challenge is identifying them and turning them into donors. Organizations that are local, national or international face the same challenge so here are two practical tips from the trenches for removing the barriers standing between you and your new donors.
First, overcome the “cost-benefit” challenge. Measure the average giving-per-donor for everyone with an e-mail address, then the average for everyone without one. The difference shows you the actual value of acquiring every possible e-mail address. With a per-name value in hand, scour your website for every place you can court visitors with information, services or “take action” steps that require e-mail registration. Offer to send them something in the mail and you’ll also earn their postal address. (Extra hint: don’t wait! Have a series of 3-5 e-mail and postal contacts that continue serving and soliciting these hot prospects. In 6-12 months you will more than recover your investment.)
Second, commit to experimenting with your website’s registration strategy and your new registrants. Is it more effective to ask people to sign a petition or a pledge – or to offer e-mail schedules of your events and activities? Do you raise more money asking for a quick, small gift – or a later, larger one? Is it better to ask newbies to help meet a fundraising challenge - or tell a friend? Whatever you do, don’t simply leave your e-mail registration strategy on auto-pilot. Keep it fresh.
Why “experiment” instead of “test”? While statistical testing is a valued nonprofit tradition, you may lack the quantities or technology for valid A/B tests of website visitors or new e-mail subscribers. Besides, things happen fast online and this is where the art of fundraising meets the science of it. Get inspired, experiment with new ideas. Give up the ones that fail, even if you love them, and move on. Tomorrow is always a new day on the Internet – and your prospects will be there, waiting to be wooed.
Richard McPherson headed national campaigns in the civil rights and conservation movements before founding Philadelphia-based McPherson Associates in 1984. He advised the late Coretta Scott King and former President Jimmy Carter, and served as Vice-President of Earthwatch. His firm represents clients including leading PBS and NPR stations, conservation organizations, women’s health and advocacy groups, higher education, and international organizations including the United Nations Environment for Europe Program. Long known for innovation with traditional media, Mr. McPherson has emerged as a leader among Internet strategists. Mr. McPherson is a graduate of New York University where he is now a faculty member of the Heyman Center for Philanthropy and Fundraising. He leads workshops on technology and fundraising in the U.S., Europe and Asia, and is the author of the acclaimed book Digital Giving: How Technology is Changing Charity (2007, iUniverse, A Barnes & Noble Company).
