The growth of the digital world has created endless possibilities for the modern fundraiser. We now have the ability to gain infinite amounts of information from the comfort of our desk or on the go using our mobile phones. The age of the internet has taken a lot of the guess work out of fundraising for organisations, yet in my experience, not enough organisations are effectively utilising the tools they need to be a successful modern fundraiser.
1. Know your donors
In this day and age, it is simply not good enough to assume or guess what our donor’s philanthropic interests are.
Track everything! What campaigns, funds and appeals have they given to in the past? Who in your organisation have they dealt with in the past? When are they most likely to donate? Are there any causes that are close to their heart? Are there any areas they will not donate to? If you do not know the answer to any of these questions then your fundraising strategy is not reaching its potential.
On the surface this may seem like a lot of work, but with the technology available to us, it is as simple as taking a few notes and storing it within your relationship management system. This kind of knowledge being available at the ready is no longer a luxury but a necessity for fundraisers.
2. Divide and Conquer
The next step to success for the modern fundraiser is to ensure you are targeting the right people. If you are spending time and resources developing communications for donors or potential donors then you need to make sure you are reaching the relevant people with the right message. Once we have a clear understanding of who our donors are, it is a lot easier to communicate with them effectively and efficiently.
Segmenting your email marketing campaigns is a must for any effective fundraising strategy. Knowing who to reach and when to reach them is extremely valuable to any organisation. You will need an all-encompassing solution that not only clearly presents the relevant constituent information crucial for your marketing campaigns – but also gives you the ability to build and customise mobile responsive email marketing campaigns and donation pages, allowing you to reach the right people with the right message.
3. A simple thank you goes a long way
This particular step should come as no surprise and is an absolute must to any successful fundraising strategy. A personalised thank you email or a call goes a long way to letting your donors know that you appreciate their support. This can lead to a significantly greater chance of repeat donations.
Although this is an obvious step, it is one that is often neglected simply because few charities are taking advantage of the technologies out there to assist with donor relationship management. This is an invaluable tool to any organisation. As any fundraiser knows, it is much easier and cheaper to encourage repeat donations than it is recruit new donors.
So there you have it, there are my 3 steps to success for the modern fundraiser. Taking advantage of the technologies available to your organisation and the implementation of a smart, all inclusive CRM system goes a long way in ensuring success for a modern fundraising strategy.