Eight Ways to Engage Donors While Raising Funds

5. Guide your audience through the process. Tell them what you want them to do and ask them to do it. In this world of information overload, it has never been more important to provide an easily understood list of action items to your audience. Help them find the direction you want them to go, i.e., your donation site.

6. Refine your messages. Make sure your message is asking prospects to give a gift, not just show support. Go back and review your communications — are you asking for general “support” or financial donations? Are you asking your audience to “help you air an ad” or are you telling them what their gift will enable? Make the appeal specific to a donation instead of an action. Also make sure you are tailoring your messages to each audience.

7. Use interactive tools. Use technology and online navigation to your advantage. Have your action pages push to donation pages. This helps guide your supporters through the transition from activists to a financial donors.

8. Remember the real goal. Make it clear to your supporters that raising money is not a sole purpose, but rather a means to an end. Stressing what donated funds will help accomplish keeps your supporters tied to the mission and engaged in your success.

Jon Thorsen is vice president of professional services for Kintera. He can be reached via www.kintera.com