You want to create an engaging fundraising campaign. How can you use empathy to connect with donors?

2 Craft your story

The next step to use empathy in your fundraising campaign is to craft your story, or the narrative that explains why your cause matters, what problem you are trying to solve, and how your donors can help. A good story should appeal to both the rational and emotional sides of your donors, and show them the impact of their contribution. To craft your story, consider the following questions: what is the issue you're addressing, who are the people affected by it, how does your organization or project provide a solution, what are the goals you want to achieve, and how can donors make a difference by donating or taking action? Answering these questions will enable you to create a compelling narrative that resonates with your donors and encourages them to take action.

3 Choose your channels

The third step to use empathy in your fundraising campaign is to choose your channels, or the platforms and methods that you will use to deliver your message and reach your donors. Depending on your donor persona, you may choose different channels, such as email, social media, website, blog, video, podcast, or direct mail. The key is to select the channels that your donors use and trust, and that match your story and goals. For example, if your donors are young and tech-savvy, you may opt for social media and video, while if your donors are older and more traditional, you may prefer direct mail and phone calls.

4 Personalize your communication

The fourth step to use empathy in your fundraising campaign is to personalize your communication. Personalization can increase engagement and conversion rates by showing donors that you know them and value them. To make this happen, address donors by their name and use a friendly and conversational tone. Additionally, segment donors based on characteristics such as donation history, interests, location, or behavior. Then, customize content and offers based on donor segments, like donation amount, frequency, or impact. Finally, use images and testimonials that reflect donors and their stories.

5 Ask for feedback

The fifth step to use empathy in your fundraising campaign is to ask for feedback from your donors. This will help you to improve your campaign and your relationship with them, as it shows that you are listening to their input. To do this, you can send a survey or a questionnaire after they donate or take action, inviting them to join a focus group or an interview, and encouraging them to comment, share, or rate your campaign on your channels. This way you can ask them about their experience, satisfaction, motivations, challenges, needs, thoughts, feelings, and questions.

6 Show your gratitude

The sixth and final step to use empathy in your fundraising campaign is to show your gratitude - the appreciation and recognition you express to your donors for their support and involvement. Gratitude can boost your retention and loyalty rates, as it demonstrates that you value them and their contribution. To show your appreciation, you can send a thank you note or card after they donate or take action, share a report or video with them showing the results they helped to achieve, recognize them on your channels or website, or invite them to join an event or celebration. By using empathy in your fundraising campaign, you can create a deeper and more meaningful connection with your donors, inspiring them to support your cause and join your mission. Empathy allows you to understand your donors better, craft an effective story, choose the right channels, personalize communication, ask for feedback, and show gratitude - all of which can help turn donors into advocates and partners for your cause.