NET GAIN Make Donors Feel at Home on Your Homepage
But it can't stop there: The key to successful fundraising is to keep donors informed on an ongoing basis of their gifts' impact via a variety of communication vehicles. For example, enabling donors to log on to your Web site at their convenience and view their personal giving records — as well as the impact of those gifts — provides real-time acknowledgement of donation history and feedback on how those gifts are helping to further your cause. The result is donors become more engaged in your organization's cause. As they come to trust that their gifts are being put to good use, they're more likely to become repeat donors.
Keep it personal
Another key to furthering the donor experience is to engage donors and prospects on a personal level. Imagine, for example, that instead of contacting your prospect database via a traditional, direct-mail campaign, you use knowledge of their Web site activity and giving history to send targeted e-mail or direct-mail pieces based on donor interests and preferences.
For example, if a donor immediately clicks through to view a specific cause on your Web site, such as saving the rainforests, and then makes an online donation to benefit that specific cause, you've obtained a valuable piece of information. By sending targeted communication about rainforest-specific campaigns, your organization is acknowledging that you understand his interests, and you're much more likely to receive additional donations and increase donor affinity.
Knowledge of prior interactions also can be used to improve the giving experience for donors visiting your Web site. Use segmentation tools to target Web content for donors based on their interests and preferences to help create a more personalized and targeted experience. This can improve an opportunity to raise additional funds online and increase donor affinity. For example, when the donor interested in saving rainforests visits your Web site and is greeted by content specific to that cause, you'll capture his interest more quickly because you're immediately providing information he wants.