The Nonprofit Marketing Blog

Do you have a plan for me?

As fundraisers, we often want to know why and how our supporters plan to donate in any given year. As donors, we usually want to know the same thing from the organizations we support.

If I give to your organization, what can I expect? Do you have a plan for me if I am a new supporter? A lapsed donor? A major donor? A peer-to-peer giver? A recurring donor? If you don’t have a plan for me, how do you expect to develop a relationship with me as a donor?

We often talk about segmenting lists and personalizing communications, but when it comes to your various donor and supporter types, do you have a holistic plan for identifying, nurturing, and retaining each unique tier of support? While you may have the best intentions, without a clearly articulated plan, it’s unlikely you’ll be able to successfully execute tactics that will help you create a well-rounded, long-term fundraising approach for each type of donor (or potential donor).

For best results, your comprehensive fundraising strategy should include:

  • a list of key segments for your organization
  • how your organization defines each segment
  • the historical and projected fundraising results from each group
  • the specific tactics and messages that will help you build relationships with each type of donor

You should also understand how each segment interacts with the rest of your donor pool and which triggers move someone from one tier to the next (in either direction). If you don’t have this data, start by talking with your most loyal donors to find out what has them giving year after year.

Need some help thinking about this?

Download the archived presentation of our free webinar with Sea Change Strategies’ fundraising experts Alia McKee and Mark Rovner. Listen to the recording f to learn from these two fundraising gurus, get an inside look at The Missing Middle report, and get your mid-level donor questions answered.

Build Stronger Relationships With Your Donors

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About This Blog

Carrie Saracini
Content Marketing Manager

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

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Want to raise more money 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. We’re here to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples.

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