The Nonprofit Marketing Blog

How to Attract New Donors – Part 1

How to Attract New Donors

How do I find new donors?

It’s the question every nonprofit fundraiser must face. The white whale of fundraising. And you need to have an answer. Don’t let finding donor prospects intimidate you.

In part one of this two-part blog series, we’ll explore some basics about how to identify and attract new donors to your nonprofit. First off, review our planning steps in 4 Essential Steps to Donor Acquisition.

Before you launch your acquisition campaign, you need to decide who you’re going to target. So, how do you identify donor prospects? After all, they look just like everyone else.

Use these three essential criteria to identify your donor prospects:

  • Access: Do you have an existing relationship with this person?
  • Belief: Do they support your cause?
  • Capacity: Have they shown the financial capability of being a donor?

Not sure? Read our eGuide, New Donors: Getting the Ungettable Get, to learn more about how to identify donor prospects. Here’s a preview of what you’ll find:

Relationship mapping.

Your current donors, board members, and volunteers are a great way to discover connections to new donors. Who do they bring to events? Who shares your social media posts? Sincerely cultivate your existing relationships. It’s not just good donor stewardship. It boosts your reputation in the eyes of prospects.

Research, research, research.

Research your donor prospects. They’re definitely going to research you. Read your local newspapers and magazines to see who’s active in your community; stay current on announcements of key new hires and promotions at prominent local companies; and don’t forget donor lists published in other organization’s annual reports, artistic playbills, and fundraising event programs. The right research can provide a wealth of information about whose interests intersect with your mission.

Be where they are.

New donors aren’t going to just walk in your door. Find out what social media your prospects use, where they get their news, and what other organizations they support. Take part in these same activities to build their awareness of your nonprofit.

Once you’ve identified your target groups, you’re ready to begin your outreach for a successful acquisition campaign. Subscribe for more tips, including the next part of this series…How to Attract New Donors – Part 2. Subscribe today and never miss a post.

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About This Blog

Amanda Khoury
Marketing Manager

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

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