Every Nonprofit’s goal is increasing the conversion rate of their donors, while helping to strengthen their community. I’ve found that by utilizing the below tips and tricks, I’ve been able to increase repeat donations and retain valuable volunteers for our partner organizations.
Personalize
Personalize your outreach. This could be at a community event, or even in the emails that you send. Simple ways to do this are to address people by their first names, and reference past events that they’ve attended and at which you’ve interacted. This goes a long way to show that you care. It’s a good idea to keep an Excel sheet of people you’ve met at company events – especially for donors and key volunteers.
If you have a giving page on your website, make the page customizable. Have it display their name and auto send an email. If they have started a donation but not finished going through it, make sure that your site can send a reminder email.
Follow Up
In the world of Nonprofits, follow up is key. Send out a thank you email after a donation is made. Usually, an actual handwritten card in the mail can be even more effective. Taking the time to write out a letter to the donor makes it extra special and makes them feel extra valued.
For those who have volunteered, throwing a thank you event for them can make a huge difference in morale. You could invite donors to this as well. People get to meet each other and can share stories over a nice lunch or a fun event.
Create Meaningful Engagement Opportunities
Every Nonprofit should create or participate in a few meaningful engagement opportunities throughout the year. This could range from from 5K races to elaborate galas. An occasional email is not going to drive people to donate all the resources you’ll need, and these events help solidify your standing in the community. People get to know each other while preparing to race or while dining during gala speeches. Participating or hosting events also gives you the opportunity to showcase the difference that your Nonprofit is making in the community.
Volunteering also falls under this category. Sometimes Nonprofits keep volunteering and their donors as “separate” groups. But there are many times where volunteers can become your best donors, as they tend to have an intimate knowledge of the impact that these donations can make within the community.
Another great way to rally people within the community is to reach out to businesses in your surrounding areas. Many businesses are willing to host a drive for needed items, and they usually welcome a chance for someone from your organization to speak. This is beneficial for both parties involved and can be cross posted on each side’s social media and community pages.
Showcasing your Impact
Don’t be afraid to show off the impact that your Nonprofit has made. Studies have shown that videos can make a great impact on your audience, and with easy access to video streaming apps, this is a surefire way to catch people’s attention. Sharing stories, testimonials, pictures and videos can make a difference and increase your audience. This allows people to see the good that you do and illustrate how their donations are being used.
To wrap things up – the best ways to increase conversion and strengthen your community are to keep things on a personal level, and keep your donors and volunteers feeling special and valued.