As a social impact leader, you know how important it is to secure funding for your cause. But how can you communicate with donors in a way that inspires them to give? In this article, you will learn some tips and strategies to craft compelling messages that appeal to your donors' emotions, values, and interests.
Before you write or speak to your donors, you need to understand who they are, what they care about, and why they support you. Do some research on their demographics, preferences, motivations, and giving history. Segment your donors into different groups based on their characteristics and behavior. This will help you tailor your communication to each group and make it more relevant and personal.
One of the most effective ways to communicate with donors is to tell a story. Stories are powerful tools to capture attention, evoke emotions, and convey impact. A good story has three elements: a protagonist, a challenge, and a resolution. The protagonist is someone your donors can relate to, such as a beneficiary, a volunteer, or a staff member. The challenge is the problem or obstacle that the protagonist faces, which reflects your cause and mission. The resolution is the outcome or solution that the protagonist achieves, thanks to your donors' support. Use vivid details, sensory language, and dialogue to make your story come alive.
A great resource to learn some universal frameworks/plot structures for constructing stories is the book "The Seven Basic Plots: Why We Tell Stories". It outlines some story structures such as 'Overcoming the Monster,' 'Rags to Riches or Riches to Rags,' 'The Quest,' and 'Voyage and Return.'
Another key element of communication with donors is gratitude. Donors want to feel appreciated and valued for their contributions. Expressing gratitude is not only polite, but also strategic. It can strengthen your relationship with your donors, increase their loyalty and satisfaction, and encourage them to give again. There are many ways to show gratitude, such as sending thank-you notes, acknowledging donors in your publications, inviting them to events, or giving them feedback and updates. Make sure your gratitude is sincere, timely, and specific.
Finally, you need to make an ask. An ask is a clear and direct request for a specific action or amount from your donors. An ask should be based on your goals, your donors' capacity and interest, and your relationship with them. An ask should also be compelling and urgent, showing why your cause matters and why your donors should act now. Use positive and assertive language, such as "please join us", "you can make a difference", or "we need your help". Provide options and incentives for giving, such as different levels of donation, matching gifts, or recognition. And don't forget to include a call to action, such as a link, a button, or a reply form.
By following these tips and strategies, you can communicate with donors in a way that inspires them to give. Remember, communication is not a one-time event, but an ongoing process. Keep in touch with your donors, listen to their feedback, and nurture your relationship with them. By doing so, you will build trust, loyalty, and impact for your social cause.
When including a call to action, it is important to be consider some general guidelines for them to be impactful. 1) Make it concrete and super-specific. 2) Donors will need to see how their action will help solve the problem. 3) People need to know how to actually do the thing that is being asked of them. These guidelines appear simple and obvious but can often contribute to donor disengagement if left unaddressed.
At the end of the day, only resultats matter. Never forget to report to donors and do the follow up with figures, feedbacks, news from the beneficiaries. Because more than the money given by the donors, you want their trust and a long term relationship with them.