5 Step Guide to a Donor-Centric Donation Experience

Modern audiences are used to more. They have more options when it comes to deciding on what show to watch, what product to buy and where to research organizations. To respond to diverse markets offering multiple choices, Business 2 Community said many companies reevaluate their marketing and service options to be more consumer-centric.

Nonprofit organizations should follow this example and make their fundraising strategies more donor-centric. Communication channels and modern technology allow potential contributors to learn about a variety of good causes. Following these five steps could help your organization stand out as a convenient and effective partner when audiences want to give back:

1. Identify
First, you have to recognize who your donors are. For nonprofits, this could mean creating fundraising marketing and donation pages for individuals, corporations or foundations. Nonprofit Tech for Good shared results from a variety of industry studies demonstrating individual donations accounted for 72 percent of funds raised in 2015 and should continue to grow. You may want to target this group while recognizing which content and tactics will work for all audiences.

You then need to identify particular demographics. It's important for fundraising to prioritize the groups most likely to contribute to your cause. For example, Forbes described how modern businesses have begun to focus on millennial consumers as they now make up a substantial section of most industry audiences.

2. Study
Once you know who your nonprofit marketing, online resources and events should appeal to, you need examine what makes audiences unique. Recognizing the preferences of particular groups means you can create personalized content through segmentation.

Businesses do this by designing consumer profiles. Marketing Gizmo described profiles for millennial consumers that included what the group values, how they communicate and which platforms foster ongoing relationships.

You need to recognize how particular donors gave in the past and which trends should be popular with audiences in the future. This will require studying your internal data, news and nonprofit best practices that focus on different age groups, occupations and cultures.

3. Communicate
If you recognize the individual communication preferences of consumers, it makes initial contact an effective introduction. For example, when you know what platform your target audience favors, you can design content specifically for that channel and leave out any materials that would be superfluous.

You should kick things off by sending fundraising materials to potential donors and then provide opportunities for them to learn more. The Fundraising Authority said creating a dialogue with donors is the best way to encourage initial contributions and ongoing relationships. When donors feel heard, they know they can impact a good cause. You have to recognize how donors like to communicate and be ready to facilitate conversations on that channel.

4. Ask
Effective fundraising is dependent on making the ask in the right time and place. To be truly donor-centric, you have to ask for funds when and where it's most convenient. You should strive to make the process as easy as possible so the decision to donate follows intuitively from previous interactions with your organization.

Qgive said it's important you perform asks specifically designed for each unique platform and audience. The methods used to encourage donations from foundations should be different than individuals, while email donation can use segmentation data to make the request feel as personal as a sit-down meeting.

5. Facilitate
Should someone choose to make a donation, it's critical he or she doesn't encounter any snags. Technical problems can stop a donor in his or her tracks or discourage future giving. Whether asking for funds in person, through email or on social media, it's important that payment processing procedures facilitate financial transactions and offer information about simplicity and security.

Mobile payment tools allow businesses to collect money in any manner the donor prefers, including cash, check, credit cards or digital transactions. 

Back to News