What Makes Donors Respond to Marketing?
What makes donors respond to your marketing? And how can you make your marketing campaign more effective? Let’s review what makes donors respond to your marketing and how you can improve the effectiveness of your campaign.
Your story is essential, and people want to hear it. It's critical to get people belonging to your organization and make them feel invested in the success of your cause. So, share your mission regularly with your audience so they know what you do and how their donations help.
Another technique to use if you want to raise the awareness of prospective donors, especially with today’s technology tools, is to use segmentation and targeting to show that their donation is needed by highlighting specific needs from a particular group.
Create an Effective Strategy
If your marketing campaign doesn't have a clear focus, it will be ineffective. Ultimately, you want to talk to each donor about the purpose of their donation and what they can expect from your organization. But you always need to balance asks with information. If you only ask for contributions, people may not feel like there's any real value in their donation. Moreover, it's vital to personalize digital marketing efforts for each individual and not just segments or groups because of technology.
A better approach is targeted marketing and messaging. If you want to increase the effectiveness of your marketing campaign, being clear about what you want to do to accomplish your mission is vital. But, you can’t look at it through the lens of one size fits all. So, if you want to raise awareness of the need for donations, use targeted marketing to show prospective donors that their gifts are needed by highlighting specific needs. In other words, there's no need to always reach out to your entire database.
Offer a Challenge to Donors
There are many ways you can get people to donate to your organization. One way is with an online fundraising campaign that includes a well-designed landing page, a clear goal and call-to-action buttons. Another way is by offering a challenge for donors to take on, like running a marathon or volunteering at the organization every day for a week.
These approaches allow donors to get involved and feel more motivated to give money. They will also feel like they're part of the mission because they're actively doing something to help the organization. If you don't capture their emotions, you won't get them to think about why they should support your cause. In reality, nonprofit fundraising begins with the heart.
Improve your Campaigns With Segmentation and Targeting
Improve your marketing and fundraising campaigns with segmentation and targeting. Segmentation is the process of dividing an audience into those who are most likely to donate and those you can ignore for the time being. Targeting is the process of pinpointing certain groups for a specific type of message or call-to-action. With these strategies, you can improve donor response rates by focusing on that area of your campaign that gets donors to respond.
Segmentation allows nonprofits to get very granular. In other words, using data enrichment and analysis, you can find potential donors based on their interests or demographics and make asks when and how they're most likely to give financial support. Further, with technology, you could customize the messaging to the individual level, which is the best approach.
When you have a specific focus in mind, it's easier for donors to see how their donation makes a difference in your work. People are more likely to give if they feel like their contributions matter precisely and make a difference, which is why segmentation is so vital in fundraising campaigns!
Offer Incentives in Return for Donations
If you want to increase digital marketing engagement and conversions, offer incentives in return for donating, such as bonus content or promotional codes for future events. It helps ensure that donors are more likely to give to your cause than they would otherwise.
An incentive is one of the best ways to encourage more engagement. It could be anything from a thank-you card to a coupon code for future donor events. Asking someone to share your campaign on social media is also an excellent way to get more engagement. For example, you could incentivize them by asking them to join your social media ambassador program, for instance.
Track Your Success
It should go without saying that one of the most important things you can do is track your success. Whether you're running a nonprofit or any other business, it's vital to document what's working and what isn't. Unless you measure, you don't know if you're spending money on marketing that doesn't work.
The key is to determine how successful your campaign is for your nonprofit organization. Fortunately, plenty of ways exist to track performance, and one of the best free tools is Google Analytics. By monitoring your success, you'll know which marketing strategies work best, so you don't waste time and money trying to figure out what works for your business in the long-term.
Kristy Fontelera is a creative professional in corporate and nonprofit social media advertising and brand strategy. As the chief marketing officer at Funds2Orgs and Elsey Enterprises, she works with a suite of global fundraising brands and manages national campaigns for her clients. She hosts a monthly webinar with Funds2Orgs, teaching nonprofits how to make an impact with their social media strategy. Kristy is a passionate individual that loves nothing more than to help others make an impact in their market and the world.
Kristy also contributes monthly to her NonProfit PRO blog, “Marketing IRL.”