Online DRM Strategies
Once your constituents feel a connection to the organization, the next step is getting them actively involved. If you’re an advocacy organization, that means helping them do outreach on your behalf to legislators. This serves a dual purpose for the organization. One, it demonstrates to legislators grass roots support for your cause and two, it empowers constituents to feel like they’ve contributed to the advancement of your organization’s mission. Another way to involve constituents is through surveys. This helps your organization understand their interests, involves them and also demonstrates that your organization values their interests. All good things.
“People like to get back to you. They like to tell you about who they are, what they care about, and they feel that it’s important to contribute and be part of the organization by telling [you] what they need,” Patrick says. “It doesn’t directly contribute to the bottom line of the organization’s success, but it does help the nonprofit by enabling them to better understand who their audience is and what they need, and the constituent feels as if they’re giving back.”
Peer-to-peer fundraising is another way to engage constituents, where they serve in a way as volunteer fundraisers. An example of this is fundraising for events or “a-thons.” Constituents participating in your organization’s walk-athon or bike-athon can fundraise both online and offline among their friends, families and associates on your behalf. The organization need only provide basic communication and fundraising tools to participants.
“There’s a whole subsection of your base that would love to go out and meet other people, tell them about your mission, and get involved by promoting who you are,” Patrick says. “It doesn’t matter what your topic is or what your issue or how you’re structuring it. What you really are doing is providing a whole bunch of people with the tools to do outreach to their network and to bring people back from that network to give, to act, to volunteer.”