Engaging donors in non-profit work is not only about asking for money. It's also about building relationships, sharing your impact, and inspiring them to join your mission. In this article, we'll explore some of the best ways to get your donors involved in your non-profit work, from storytelling to volunteering to feedback.
One of the most powerful ways to engage donors is to tell them your story. Why did you start your non-profit? What are your goals and values? How do you make a difference in the world? Your story should be authentic, compelling, and emotional. It should show your donors who you are, what you do, and why they should care. You can tell your story through different channels, such as your website, newsletter, social media, or video. Make sure to use visuals, testimonials, and data to support your story and make it memorable.
The cause that a non profit serves is often more appealing to a new donor than the specifics of what exactly, the non profit does. Therefore, explaining the cause must precede an explanation about the non profit. A well researched and well -documented brief goes a long way in making the first impression. The non- profit's image comes next. Here it is important to explain the purpose and functions of the non profit, its genesis, reach, strategy and plans. Information about the Founders and the motivation to start the non profit helps. In addition, the work done, success achieved, the impact created and expected, the available and required support need to be highlighted
In my experience, it’s not so much about your story as it is the donors. What attracted them to your cause? Why did they first get involved? What do they like about your relationship? What are their dreams and goals. For me, it’s not so much about storytelling as is about story listening and reflecting back what I heard.
Another way to engage donors is to invite them to volunteer for your non-profit. Volunteering is a great way to show your donors the impact of your work, connect them with your beneficiaries and staff, and foster a sense of community and belonging. Volunteering can also help your donors develop new skills, gain new perspectives, and have fun. You can offer different types of volunteering opportunities, such as online, in-person, one-time, or ongoing. You can also create special events, such as fundraisers, workshops, or tours, to showcase your work and thank your volunteers.
Volunteering or simply visiting locations where we work can be empowering and give donors a deeper understanding of our work. It is important to understand that donors want to understand, participate and get their hands dirty in some way or the other. So including them in things where their time or talent is effectively used is a great way to get them involved. Last year when we were writing our strategy and narratives we had reached out to our donors for feedback and support. It was one of the most insightful thing we did. I strongly recommend folks to involve donors wherever possible.
Make sure the volunteer opportunities you offer engage the volunteer in meaningful work, not task completion. Meaningful work ties into why the work is important and how it changes people’s lives. It is exciting and inspiring. There is nothing inherently exciting about completing tasks.
A third way to engage donors is to ask for their feedback. Feedback is essential for improving your non-profit work, learning from your mistakes, and celebrating your successes. Feedback can also help you understand your donors' needs, preferences, and opinions. You can ask for feedback through different methods, such as surveys, interviews, focus groups, or polls. You can also use online tools, such as Google Forms, SurveyMonkey, or Typeform, to collect and analyze feedback. Make sure to thank your donors for their feedback, share the results with them, and act on their suggestions.
A fourth way to engage donors is to share your impact. Impact is the positive change that your non-profit work creates in the world. Impact can be measured by different indicators, such as outcomes, outputs, or reach. Sharing your impact can help you demonstrate your value, accountability, and transparency. It can also help you motivate your donors, attract new ones, and increase your credibility. You can share your impact through different formats, such as reports, infographics, stories, or case studies. You can also use online platforms, such as GlobalGiving, GivePulse, or ImpactMatters, to showcase and verify your impact.
A fifth way to engage donors is to recognize their support. Recognition is a way of expressing your gratitude, appreciation, and respect for your donors. Recognition can also help you build trust, loyalty, and retention. You can recognize your donors through different means, such as thank-you letters, certificates, awards, or shout-outs. You can also personalize your recognition, such as using their names, preferences, or interests. You can also use online tools, such as Donorbox, DonorPerfect, or Kindful, to manage and automate your recognition.
A sixth way to engage donors is to challenge them to innovate. Innovation is the process of creating new or improved solutions for your non-profit work. Innovation can help you solve problems, meet needs, or seize opportunities. Challenging your donors to innovate can help you tap into their creativity, expertise, and resources. It can also help you foster a culture of collaboration, experimentation, and learning. You can challenge your donors to innovate through different ways, such as brainstorming, co-creation, or crowdsourcing. You can also use online tools, such as IdeaScale, Crowdicity, or Spigit, to facilitate and manage your innovation.
Not all nonprofit programs lend themselves well to volunteer opportunities. So when you do have a program with volunteer opportunities that align well with your donor base, lean into it! For instance, we are currently running our SCI Youth Grant Pitch Contest. There are manageable yet impactful volunteer roles as "coaches" mentoring teams of youth as well as serving as a judge the day of the pitch event. We carefully look at those in our network of supporters who we can invite for these roles.