Make “Small” Your Advantage
Not every Agitator reader has a multi-million dollar fundraising and communications budget to work with!
So we keep an eye out for fundraising advice that’s especially relevant for smaller nonprofits. Here’s an example from Doodig Blogs.
This article — 5 Top Fundraising Mistakes Made By Small Nonprofits — stresses five points … all essentially about donor communications:
- Not thanking donors.
- Beyond "thank you," failure to communicate.
- Communicating poorly.
- Static website.
- Lack of exposure.
I’d stress the first three. But you know what? Small nonprofits — especially local, community-based organizations — have a terrific advantage over their behemoth national and international cousins.
That advantage is their potential for greater intimacy and immediacy with their donors. And that’s what makes the communications issue so important. From email and online social media to mail to face-to-face interaction, the small nonprofit has the opportunity to establish authentic personal contact and rapport with donors. And not just with major donors.
If a local nonprofit is in fact getting the job done on the ground, truly making a difference, then it should never — short of death or relocation — lose a donor. How’s that for an audacious goal?
Tom
P.S. And hey, you big guys, small is the new big … even for you! Read Seth Godin on the subject.
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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