According to the National Philanthropic Trust, charitable donations are at an all-time high. For example, American individuals gave almost 360 billion dollars in 2014, which is a seven percent increase from 2013. On the other hand, corporations donated almost 20 billion dollars in 2014, which is a 14 percent increase from the year 2013.
Know Donor Targets
Non-profit organizations must be familiar with donation trends and preferences. For example, research by the National Philanthropic Trust also shows that over 30 percent of donations went to religious organizations while 15 percent went to educational organizations. Moreover, 12 percent went to human service organizations and eight percent went to health organizations. Clearly, donors have clear preferences when it comes to giving away their money. For that reason, donor organizations should associate themselves with the above mentioned groups. If possible, form a collaborate partnership that will allow you to use the organizations’ symbol on your donor literature and website. Gently remind donors that both your organization and the well-known organization are equally committed to your shared cause. For example, joining forces with a well-known organ donation program will help your non-profit health care organization.
Advice for Online Non-Profits
Online non-profit organizations have their own unique challenges, such as lack of brand awareness or market penetration. However, online donation platforms are convenient for potential donors to give money because they simply have to log in online and sign a simple pledge. Still, eliciting online donations will depend on the attractiveness and user-friendliness of the website. First, be sure to follow standard e-commerce security protocols, such as requiring multi-layered sign-in authorizations and displaying well-known security certifications. Be sure to inform online donors of the high level of security protection and use Secure Sockets Layer (SSL) encryption to safeguard your donor’s personal and financial information. Second, ensure that the website is neat in appearance, easy to navigate and visually appealing. Avoid multiple banners, vague headlines and confusing color schemes. Be sure to clearly illustrate the donation process, ideally through an embedded video tutorial.
Be Driven by Results and Relationships
Many non-profit organizations fail because they flounder in marketing and administrative processes. As a result, the non-profit promises much more than they actually deliver. Be sure to have objective goals that are regularly measured and shared with donors. On the other hand, think of a donor as a lifelong customer, instead of just a one-time financial transaction. Focus on cultivating positive and long-lasting relationships with donors. In order to accomplish this, be sure to offer multiple interaction opportunities for donors. Ideally, offer creative multiple ways for donors to engage your organization. Be sure to offer identical online, telephone, in-person and social media opportunities.
In review, donor support can be maximized through partnering with major donor organizations and improving your website’s security and appearance. Be sure to nurture both results and relationships.