If you were a traditional, profit-oriented business, the first marketing rule you should apply is defining and understanding your ideal customer. Each organization allocates resources in order to promote its products or services, and nobody wants to spare money and efforts on people who are not likely to become customers or to convert.
Things are very similar with nonprofit organizations: you need to send the right message to the right people and you will manage to attract donations and achieve a high return on investment.
By addressing your fundraising campaigns to qualified prospects and crafting the kind of messages that appeal to your audiences, your organization will maximize customer retention and even keep donors for life.
What determines your organization’s donors to give? An interesting approach suggests that people are already motivated and the only things that nonprofits need to do are finding out exactly what inspires donors and creating the kind of environment that fosters their motivation and their willingness to give.
It takes patience, good listening skills, web analytics expertise, and networking with donors at charity events to detect the people who believe in your organization’s mission and find out information about them, but it will eventually pay off.
Additionally, you can adapt another marketing technique, the buyer persona, and apply it to your supporters. What are their values and interests? What are their hobbies? How do they spend their free time? What disadvantaged categories are they likely to support?
Understanding the motivation behind the impulse to give is just the first step. Next, you need to use donor retention strategies that create that environment where motivation flourishes.
These loyalty enhancement methods are known by everybody in the industry, you just need to apply them (donor welcome packs, newsletters, regular appeals, legacy programs, hand-signed thank you notes, etc.) Be loyal to your donors and they will be loyal too!