Donor-centric fundraising is not a new phenomenon. Popularized by the fundraising expert, Penelope Burke, donor-centric fundraising responds to donor needs while it increases donor loyalty and gift amount.
In the all-digital world, this approach to fundraising is really the only approach. With ample ways for donors to involve themselves in social good either through the 1.5 million nonprofit organizations in the United States, social enterprises, or other means, it’s critical that nonprofits center their fundraising and donor engagement activities around the donor.
So, what does today’s donor expect?
- Flexibility and choice in giving modes
- Personalized giving experiences (as popularized by the Millennial generation)
- Opportunities for shared experiences with other supporters
What tactics can your organization develop to meet today's donor expectations?
1. Empower donors to own their giving experiences.
By offering your donors multiple giving modes to either donate, volunteer, or register for an event, you encourage them to create their own giving adventures. These opportunities create a tailored, meaningful experience that provide your organization with helpful data points.
Some of these giving modes include:
- Do-It-Yourself Fundraising Campaigns such as a birthday or day of recognition fundraiser
- Peer-to-Peer Giving Opportunities such as “athons”
- Event participation either through a traditional gala or auction or an information session to learn more about your focus areas
2. Offer localized giving opportunities.
Personalized giving opportunities can mean localized opportunities. According to the Chronicle of Philanthropy, millennials in particular are enthused by personalized content.
Here are a few ideas to put this into practice:
- If you’re an organization with a nationwide campaign, tailor the experience based upon the zip code of your donors. Can you host an event in each city in which you have a chapter? Can you highlight how your work specifically tackles a need in your donor’s backyard?
- Through your online giving platform (such as StratusLIVE Ignite), localize your donor networks through zip code identification. This will make it easy on your donors to get involved.
3. Incorporate social sharing on online donation pages.
Donor-centric fundraising feeds into the donor’s positive sense of self. After giving, a donor may want to share with his or personal networks about this impact. This contributes to his or her personal brand as a good corporate citizen.
On each of your online donation pages, offer a social share – that way your organization can spread your messaging to new networks.
Donor-centric fundraising is the way forward. By offering these new ways to engage your donors, you respond to their needs and keep them interested in your organization for future involvement.
