Adapt WITH your Donors

Are you adapting to the needs of new donors? When is the last time you asked your donors how they’d like to hear from you – and how often? The decline in the number of donors at many nonprofits has accelerated in the last decade, mostly due to demographics. This can be a challenge, but it’s also an opportunity to engage your donors and find out more about them. 

Nearly every method of communication has changed radically in the last twenty years. From direct mail to email, and new technologies such as text messaging and QR codes, donors are living in a different world. A lot can be gained by asking them how relevant and interesting your communications are, and what you can do better. Spend some time reviewing your first-time donors and pay special attention to how they want to be engaged. Just asking them can help build your relationship! And it can result in repeat gifts over the years. 

Donor demographics are changing in every category. From first time donors to major donors, the older ways of communication might not be cutting it. Reach out and ask how they want to hear from you. Find out what stories they like, how often they like to receive information, and what made them connect with your organization to begin with. Finally, pay attention to potential major donors hiding in plain sight – single women, small business owners, apartment complex owners, or those who have inherited wealth. Don’t just focus on the ‘same names’ of doctors, lawyers, and others you see at the charity events. 

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