Donors donate to a non-profit organization not just because they have money to spare, but because they resonate with the cause or want to be part of a lasting impact. Whether through their financial gifts or time and volunteerism, they want to be able to help the organization’s beneficiaries or do their part to foster change.
Often, these are the intentions of your donors. And knowing this is crucial for you to create a great donor experience that will make them feel special and encourage them to keep extending their support. Here’s how you can use these donor intentions and motivations to improve the donor experience.
1. Tell Them Stories About the Impact They Made
Donors are motivated to share their resources and support because they know that these will make an impact, whether in the organization, in the lives of the beneficiaries, or in society as a whole. They believe in the cause enough to want to be a part of it.
It is then your job, as the middleman between the donor and the impact, to communicate with them how they have helped. Share stories about how their money or gifts were used and how these benefited real people — even better if these stories came from the beneficiaries themselves!
2. Find More Ways For Them to Help
Donors don’t like being treated as bank accounts, and you shouldn’t be viewing them that way either. Your most passionate and supportive donors will likely want other opportunities to be a part of your cause.
Aside from financial support, look for ways to integrate donors into your organization. Find avenues for them to take a more active role in achieving your mission, vision, and goals.
3. Remember Your Donors
A non-profit organization has two groups of people it needs to tend to — the beneficiaries of its programs and its donors. Make sure you don’t forget about the latter.
Be aware of important milestones in your donor’s lives and congratulate them, send them greeting cards on their birthdays — in short, make them feel valued and remembered.
4. Be Open To and Respect Their Requests
Every donor will have their own preferences when it comes to things like how they should be recognized, how you should reach out to them, how they would like to give, etc. It’s important that you are open to these preferences and respect them.
Don’t make it hard for your donors to give and help! Always take their needs into consideration and think of ways that you can meet them.
5. Give Your Donors the Recognition They Deserve
Without your donors, it would be extremely difficult, if not impossible, for you to reach your organization’s goals. The very least you can do is to let them know how much you value their support and recognize your donors for it.
Consider setting up a donor wall or plaque that commemorates your donors’ contributions and honors them for their support. Make sure to give the same recognition to both big and small donors.
The donor experience can make or break your relationship with your donors and can enhance or decrease their motivation to keep supporting your cause. Take active efforts to improve your donors’ experiences and opportunities in your organization!
