The Nonprofit Marketing Blog

The Key to More Effective Donor Communication

Donor Communication Tips

To truly connect with donors and inspire them to become a part of the work that you do, you need to speak to them. Really speak to them. This means getting extremely clear on the message you’re trying to send, and making it incredibly relevant to why they care about your mission in the first place.

This is why the key to more effective communication is specificity.

When your emails and other communications are specific, they can be more relevant, interesting, and authentic.
Your job as a marketer or fundraiser is to definitively answer the question, “Why me?” You can’t do that with broad and generic messages. Generic messages are not just typically boring; studies have shown that vague statements can introduce skepticism among readers. Definitely not the feeling you want to evoke!

How do you make your message more specific, and in turn, more relevant? Think about the unique stories your donors have when they relate to your cause. Group donors into meaningful categories based on:

  • their giving history/habits.
  • the programs they support.
  • how they came to your organization.
  • their ongoing relationship with your organization.

When you can segment your supporters into specific groups that speak to these qualities, you can tailor your messages just for them. A personalized, relevant message will make it much easier for you to break through and hold their attention.

For best results, your comprehensive donor communication plan 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

 

Map out how each segment relates to the rest of your audience and which triggers move someone from one group to another. 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. Then, put a plan in place to regularly collect and track this information.

How do you make this happen? The right tools can transform your donor communications approach. A donor management or constituent relationship management (CRM) system can help you organize and track these crucial details about your supporters and enable you to segment and communicate with your donors more effectively, strengthening their relationship with you and improving your fundraising results.

Want to find out how to combine your online fundraising efforts with better donor management? Learn how Network for Good’s donor management can help you boost individual giving for your nonprofit.

Build Stronger Relationships with Your Donors

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About This Blog

Connie Poulos
Senior Associate, Copywriter

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

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