You’re the One That I Want! How to Be Your Donors’ Favorite Cause
So if you think you'd better shape up, here are five things you can do to increase engagement:
1. Personalize your supporter e-mails
This is a quick win. It’s much more engaging to start with "Dear John" than "Dear Friend." And with most e-mail campaign products you can embed conditional paragraphs or “stories” into your e-mail that relate specifically to each recipient's history.
2. Personalize your website
Amazon promotes stuff I’m interested in on the homepage. It upsells and cross-sells according to my history. How? Because Amazon knows my buying history, and also what I’ve clicked on but not bought. You can’t become the charity equivalent of Amazon if your website isn’t in touch with your donor database with its history of donations to various programs.
3. Let your donors share on Facebook, Twitter and LinkedIn
Easily achieved with sharing Web gadgets, but why not add deeper engagement by allowing social login on your website (log in with Facebook, Twitter, etc.)? That gives you access to those donors’ social profiles, giving you the chance to build an even closer relationship with them.
4. Become indispensable
Is your website the place that people gravitate to for information on your subject? A private social community can provide a trusted environment for them to engage peer to peer and share resources, all of which subtly builds loyalty to your brand. This allows you to establish your credentials as thought leaders by blogging to the community.
5. Quickly ask new donors to do more
Donors do more for their favorite cause than simply giving money — in fact it’s often how they express their favoritism: 36 percent of donors engage in volunteering activities for their favored cause, 32 percent participate in fundraising events and 29 percent actually fundraise for their top charity. By encouraging participation across the various touchpoints your charity offers, you are rapidly building your status as their favorite cause, let alone the value they represent.