Nonprofits must know their donors

It's crucial for a nonprofit to know its public and especially its donors. This is specifically true when it comes to asking for donations around the holiday season. Not-for-profits must walk a fine line in contacting both veteran and new contributors. Requesting too much during a fundraiser or too often has the ability to put donors off.

While the spirit of holidays is all about giving to those less fortunate, sometimes your donors are strapped for money themselves. They might spend what little they have to purchase gifts for their family and friends. Therefore, nonprofits must be tactful when trying to raise funds at the end of the year. 

Requesting help
Many Americans currently cannot afford to donate money to nonprofits and charities, according to a study from Thrivent Financial. Out of 1,001 people surveyed earlier this year, 42% said they didn't have enough funds to give to nonprofits.

A good nonprofit must be cognizant and respectful of its public and aware of the economy and the many different factors that play a part in whether an individual can give or not. DonorSearch advises that nonprofits get to know possible donors so well that they can "read their minds" and know their interests

With prospect research, this is made easy. Prospect research allows a nonprofit to dive deep into donor data and learn more about:

  • Past giving to nonprofits,
  • Political contributions,
  • Nonprofit involvement,
  • Corporate ties and relationships,
  • Real estate and stock ownership,
  • And much more!

If former or new contributors to your cause cannot give monetarily around the holidays, don't hang up the phone! Inform donors if your website's online donation form allows smaller donations and let these people know that every little bit helps reach your goal.

Give them options
While a large number of respondents to the Thrivent Financial survey said they couldn't afford to give, 59% of those surveyed said volunteering time is more impactful than donating money. Nonprofits should ask the public if they can volunteer some of their time over the holidays if they cannot give toward a fundraising campaign. 

Asking for volunteers lets those who cannot afford to give know they are still valued even if they cannot cut a check to your nonprofit this year. Allowing the public to volunteer will also bring your cause and mission closer to them and make for a happy holiday season for everybody involved.

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