HOW TO ENGAGE DONORS EFFECTIVELY

72 % of donors say they would stop donating to non-profits  due to poor content. According to respondents in the Abila Study*, (Deep Dive on Donor Behaviors and Attitudes), donors feel that vague or dull content delivered in incovenient formats, or age-inappropriate content could actually affect their decsion on whether to support a cause or withold their support.

Similarly,  71% of donors feel more engaged with a non-profit cause when the content they receive is personalized, specific to their interests and preferences and frequently delivered (About once a month) 

In light of these insights, here are some DOs and DONT's of Donor Communication:

Focus on Specific points of Interest to the Donor:Avoid content that may be viewed as irrelvant information no matter how much it appeals to your board or management.

Be Meticulous in Presentation: No mis-spelled names, improper salutations or poor, hard to read, difficult to understand content.  Always aim for short, self-contained content that specifically lends itself to donor interests.

Be loyal: Keep donors and potential donors constantly updated whether it translates to immediate funding or not. Short term interest in a potential donor is very shortsighted. Its even worse to receive funding and black out the donor. Donors want to be frequently updated on your cause. 

Remember: There is More than One Way to Engage a Donor: While a donor may not specifically give to your cause, inviting them to volunteer or take part in an event are  meaningful ways of drawing in their interest and building opportunity for a relationship. Apart from funding, and volunteerism, enlist a  donor's support in communication,(e.g sharing your cause within their networks, advocating for you, or even following and sharing your content on social media). These are all important strategies in drawing value from donors beyond seeking donations and getting them to really support your cause. 

*Abila-Donor-Loyalty-Study -Authors: Rich Dietz, Director of Fundraising Strategy Brandy Keller, Senior Manager