The Nonprofit Marketing Blog

Money for Good Interview 2: How to show impact and keep donors

Today, I’m sharing the second part of an interview I did with the folks behind the Money for Good study and nonprofit guidebook. You can find the full interview cross-posted at GuideStar.

Here’s the Q&A.

Q: In our research we find that donors have an unmet need for information on the impact a nonprofit is having. We also know that few donors spend more than a few minutes researching the causes they support. How can nonprofits talk about their impact in a simple and effective way so that more donors will pay attention and act?

A: I think there are three basic ways all nonprofits should illustrate impact: with a good story, with very basic impact data and with ratings, endorsements or testimonials. That provides most of what they need. A story provides a vivid example of their impact, a bit of data fuels the sense the money went to good use and an endorsement conveys the belief your organization is respected by others.

Q: That’s great advice, Katya. (And happily, consistent with our guidebook!) So, the pitch is strong, the donor motivated, and a gift comes in. After donors give to a nonprofit, those organizations need to practice good stewardship. We know this means giving thanks, but many organizations also want to continue to ask for more money. In your opinion, what are the “must do” and “don’t do” tips when it comes to following up?

A: You have to thank every donor several times. A receipt is not enough – you need to explain the difference the donor has made. You should certainly ask for money again, but not without first making people feel their gifts are having a real effect.

If you aren’t sure of how to write a great thank-you note, check out my tips here.

Have Your Best Giving Season Ever with Easy-to-Use Fundraising Software that Gets Results

Learn More
About This Blog
Caryn Stein hi res

Caryn Stein
Vice President, Communications and Content, Network for Good

We’re here to help you win hearts and minds—and donations.

Read More

Want to become a better fundraiser and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. Our goal is to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples to help, encourage, and inspire the do-gooders of the world!

Have a question or topic you’d like to see us cover? I’d love to hear your suggestions.

Want to be a better nonprofit marketer and fundraiser? Get alerts for free tips, key content, and other training opportunities.