Every online interaction -- from purchases on Amazon, to pages liked on Facebook -- create a highly personalized individual profile, and this profile is constantly changing and being updated the more individual data is gathered. In fact, the concept of having “online lives” is one that is becoming more tailored, and much more prominent due to this collection of big data.
I know what you are likely thinking, major gifts are about relationships and you don’t need the latest technology to build relationships. Perhaps a few years ago I would have agreed with you, but not in 2018. As a long time, major gift officer, I know first hand that relationships take time and effort to build, but what if you could significantly scale the time and effort it takes to identify, build and grow major gift relationships?
Understanding how people browse the Internet and what appeals to them when they do, can be vital knowledge for Internet marketers and for everyone in the fundraising industry, since online sources of donations are rapidly increasing as part of a growing social trend. When tapping in to those behaviours, fundraising personnel can expect to increase donated revenue significantly, and you can also position your nonprofit organization to take advantage of what will surely be an even bigger boost to fundraising in the future.
Much has been written and spoken about the motivation that charities and philanthropists have in giving to others, which is only natural, because giving is such a big part of our culture that the reason for it would naturally be a subject for analysis. It has of course been suggested that in many cases sharing and giving to others is motivated by selfishness, i.e. a desire to appear noble, altruistic, or somehow superior in the eyes of others. While this is no doubt true in at least some situations, human behavioral studies suggest that in the majority of cases, people really do share because they care.
Fundraising at a major level is all about relationships, because any corporation or any individual who is considering making a major donation wants to have a good understanding of the nonprofit organization he or she is dealing with before making a significant financial commitment. That's quite understandable, seeing how making a major donation is essentially a business partnership. So how exactly do you go about the process of donor acquisition, and nurturing relationships with prime donor prospects? There are key points necessary in the building and fortifying of solid donor relationships.
Most fundraisers are aware the fact that it's simply not enough to arouse sympathy for a cause, and that real motivation from donors is generated far more often from the ability to tell a great story that stays in the minds of potential donors, and actually causes them to identify with your nonprofit mission. To ensure that your storytelling achieves its maximum effectiveness in terms of donor acquisition and donor retention, follow these guidelines to incorporate the most powerful components of storytelling.
If it seems that your marketing content is falling on deaf ears, and that your campaigns simply aren't gaining the kind of traction that's going to result in increased sales or visibility for your business, there's an approach you should try which has gained consistent results for those who know how to use it – storytelling.
The role of organizational leadership in the fund-raising industry is to ensure that the organization itself is ready for, and whole-heartedly buys into, whatever data-driven decision-making is adopted to achieve the desired results. Since these decisions heavily impact everyone in the organization, and indeed rely upon them to accomplish company objectives, the individuals who comprise the company must be on board with the direction taken by company leaders.
Adam Strickland plays and live-streams an annual video game marathon instead of running a more traditional marathon, and last year raised over $3,700 for the IWK. A local game store hosts the event and has been for five years - totalling $11,000 raised. The approach shows a new way to involve the younger segment of potential fundraisers.
When you're starting a new marketing campaign and have a blank slate before you, it can be a bit daunting trying to figure out exactly where to start it all. This holds true whether you're trying to promote a new men's cologne, or you're trying to solicit major donations for the work your non-profit organization carries out.