Smart nonprofit organizations create as many pathways to giving as possible: mail and phone are obvious, but then there are gifts via the web, mobile, and social networks. And the method of giving that your donors use is just as important as the platform they use to make their gift. Donors should be able to give by cash and check of course, but then there are credit cards, EFT, and PayPal and more.
As you add pathways for donors to support your cause, stick a Post-It note to your forehead with the following letters: “K.I.S.S.” Repeat after me: Keep It Simple Stupid. The worst thing we can do is make gift giving difficult. In our quest to provide as many ways to give as possible, we overlook the donor who just wants to make a gift.
If you are expanding your pathways to giving or simply performing an audit of the monster you created, consider the following:
Customer Service is Key
A great way to surprise your supporters and donors is to take their phone call. When a donor is having difficulty making a gift to your organization, you hope they will pick up the phone or compose an email message. You should be listening! What better time to help a donor than when they are in the moment, trying to make a gift to your organization, but have a question or are having trouble with your website.
Make sure that someone on your staff is responsible for answering these questions by phone, email…and yes, on social networking sites. There is no more basic service that you can provide than to be available for your supporters and donors and to do everything you can to help them make a gift to your organization.
Align Path with Preference
Do you throw the kitchen sink in with your appeals? You know what I mean: you’re adding that crucial “P.S.” to finish up your winter appeal and you feel you just have to list the website, include the phone number, remind them of the courtesy reply envelope, and plug your monthly giving program. Wrong. Instead of making things easier, you’ve created a speed bump in your pathway to giving. Your donor is now faced with a decision, not how much to give to your organization, but how.
Show some respect to your donors by encouraging them to give the same way they did last time. Chances are, you have this information in your database already (and if you don’t…tsk! tsk!). When you send a letter to John and Jane Smith, you know they gave by phone last time, so their letter can be personalized to include this giving path and this giving path only. You can also take a closer look at your database and see who typically gives in response to, say, your spring phonathon. Those folks ought to be the first to get a call come April.
Obviously, you want to give your donors as many chances to support your organization as possible, but go farther by clearing the clutter on their pathway to giving.
Match Giving Path to Method
When you’re preparing an appeal, think carefully about matching the giving method to the pathway to giving. For example, it doesn’t make any sense to send someone an e-blast solicitation and then ask them to call a phone number. Don’t send a direct mail letter and neglect to include a courtesy reply envelope/postcard. And for goodness’ sake, don’t call someone who has asked not to be solicited in that fashion before.
If you send an e-blast, the “Make Your Gift Now” link should take them right to your giving form on your website. Do not, under any circumstances, link them to a special landing page, a flowery page listing all of the great reasons to support your cause, or some fancy video you’ve put together. They are ready to make a gift, otherwise they wouldn’t have followed the link! (The other cardinal sin is to make your online giving process unnecessarily long, but that’s another blog post altogether.)
When a donor or potential donor receives your appeal, your goal is to provide so much grease that their gift giving is effortless.
Connect the Dots for Donors
Our donors are often generous with the wallets. What they are more protective of is their time. So when you are reaching out to donors about methods or paths of giving that take some explanation, realize that it will take more than one letter, email or phone call; it may, in fact, take many conversations.
Whether it’s the complexities of a charitable gift annuity, gift of stock, or your monthly giving program, you job is to connect the dots for donors. That means demonstrating the impact of not only their gift, but their method of giving.
For example, you may want to increase the number of donors who use your monthly giving program by EFT (electronic funds transfer from a checking or savings account). A donor may ask, “Why can’t I just send my check like I do every year?” Take the time to connect the dots. Explain how their using EFT as their method of giving not only saves them time (no writing checks) and is convenient (no need to remember when to send their gift) but it also helps the organization save money (you don’t send a renewal by mail) and helps those that you serve (less time asking for support and more time providing services).
So, take a strategic approach to connecting the dots for those methods or pathways that require a little extra effort. Write an article for your newsletter, include an insert in all acknowledgements about stock gifts, planned giving, etc., and rotate those messages every month or quarter; send a direct mail piece to existing donors (they don’t need to be sold on supporting you) that describes the path in clear and concise language. The possibilities are endless, but the point is to invest your time in connecting the dots.
The Big Picture
The hard part is over; you’ve provided your donors with as many ways to support you as might be convenient for them. Now, don’t blow it by confusing your donors about which option to choose. Remember those donors who just want to make a gift.
They’ll thank you for it.
Brendan Kinney is a fundraising and marketing professional. He has worked in higher education and public media and is the moderator of #fundchat. You can follow him on Twitter at @brendankinney.
Chat stats and transcript now available here.
For many nonprofits, planned giving is a check box on a return envelope, a “legacy” society, and if you are lucky, a regular printed newsletter. For many more organizations, having a planned giving program is an idea that is just too complicated to even consider.
If you’re looking to take the next step with your planned giving program, get one off the ground, or share your expertise with others, join the #fundchat community on Wednesday, Nov. 9 from 12 p.m. – 1 p.m. EDT for “Planned Giving: Moving Beyond the Basics.”
On average, about 50 people participate in #fundchat each week. It’s community participation that leads to a successful chat. Here’s how you can help:
- Spread the word: tell your friends and colleagues about #fundchat. Share a link to the blog on your social networks. Ask a friend to sit with you over lunch during #fundchat so they can see what it’s all about.
- Suggest a question (or two): #fundchat is moderated by @brendankinney and he could really use your help dreaming up good questions for the chat. The moderator offers up questions every 10 minutes or so during #fundchat. Great questions lead to a great conversation. Dull questions, well…you get the idea. Please suggest a question or idea in the comments section of the blog.
Here are the questions for today’s chat:
- How did you start your PG program and if you had to do it again, what would you do differently?
- Who took a leadership role in championing PG in your organization?
- If you’re the only fundraiser, how do you manage PG with so many things on your plate?
- How do you identify PG prospects?
- How do you track PG intentions?
- Do you ever use Planned Giving to inspire current giving?
We had so many suggestions for questions, we created a Planned Giving survey. Take it now – http://twtpoll.com/c68haw.
View the webinar slide deck: click here.
#fundchat Transcript Now Available: Young Professionals: Cultivating the Next Generation of Donors
We are extremely pleased to announce the inaugural #fundchat webinar, titled “Young Professionals: Cultivating the Next Generation of Donors.”
Join the #fundchat community and Layne Gray, founder of Vivanista, on Tuesday, Nov. 1 at 4 p.m. EDT for a presentation and a tweetchat (of course!) about this incredibly pertinent topic.
Gen Y (millenials, twentysomethings, etc.) are just starting out in their careers, rarely own their own home and surely don’t have a charitable remainder trust. So why should nonprofits spend valuable time cultivating them? If you cultivate a community of passionate young professionals today, the next generation of donors will already embrace your mission and cause. But how to do it successfully is both art and science.
This webinar will address the following issues:
- Why Gen Y join Young Professional organizations
- How to create and sustain a YP organization for a nonprofit
- How to structure the organization and events
- Philanthropic drivers and strategies that speak to Gen Y
Here’s how to participate in the very first #fundchat webinar:
- Register for the webinar on GoToWebinar – click here to register.
- Tune in to the webinar at the appointed time using the instructions (check your registration confirmation email). You can listen to the presentation through your computer or via a special conference call number.
- Finally, fire up Twebevent (or your favorite Twitter client) so you can discuss the presentation as-it-happens with the #fundchat community. Brendan Kinney will moderate the chat and seek input on the Q&A session via #fundchat. If you are a #fundchat newbie, you can find out how to participate in a tweetchat here.
Layne Gray is a professional fundraiser who has raised millions of dollars for various charities. She has consulted with organizations to develop different types of volunteer groups, including young professionals, philanthro-teens, and women’s auxiliaries. She also designs fundraising campaigns that integrate in-person events with on-line tools. Learn more about Layne and her firm, Vivanista.
Read the Transcript! (Posted 10/27/11)
This week’s #fundchat topic is “Weathering the Storm: How Nonprofits Can Navigate the Recession.” Join the #fundchat community on Wednesday, Oct. 26 at 12 p.m. EDT (that’s high noon for you folks on the East coast!) for a conversation that will be of interest to you no matter what your role in your organization.
Most nonprofits survive on a shoestring budget and all are cost-per-dollar-raised conscious, looking to spend their donor’s money wisely. Call it a recession, a downturn, a dip or a trough, the economic environment is putting even greater pressure on organizations like ours.
What would you like to know from other nonprofit professionals about how their organization has navigated the economy? What tips could you offer your colleagues? Please offer your ideas for questions for this week’s #fundchat in the comments section below. Here are a few that we might consider for this week’s #fundchat:
- How has the recession affected your bottom line or the services you are able to deliver?
- What creative lengths has your organization gone to to stretch budget dollars even farther?
- Has your organization had to layoff staff? How were these decisions handled?
- Has your nonprofit found a way to use the economic climate in your case for support?
- If support has diminished in one area, has your organization found other areas of revenue to help offset the loss on the other side?
- As you looked to trim budgets, what expenses were the first to go?
Please help spread the word by introducing your colleagues and networks to #fundchat. If you are new to tweetchats, it’s easy. At the appointed time, you follow the hashtag (#fundchat) in your favorite Twitter client and participate in the conversation by adding the hashtag at the end of your tweets. You can also use services like Tweetchat or Twebevent to make participation easy. Check out the #fundchat Twebevent here. Before you begin, you might want to look at our “#fundchat 101” post to familiarize yourself with the format and overall guidelines.
Last month, Tony Martignetti of #nonprofitradio fame, was featured on The Chronicle of Philanthropy website. His podcast, “Getting Ready to Ask for a Big Gift,” raised important issues and insights into this critical topic:
“For any nonprofit, success means preparing volunteers, board members, and fund raisers alike to ask for big gifts. How much should solicitors talk, and when should they listen? What steps can an organization do to prepare the prospect beforehand?”
Join the #fundchat community on Wednesday, October 19 at 12 p.m. EDT for a lively conversation on the topic of preparing for the big ask. If you are a #fundchat newbie, no worries…we’ve got you covered right here.
What can you do to help?
- Share your ideas for questions for this #fundchat topic by sharing them in the comments section below.
- Take a listen to Tony Martignetti’s podcast that inspired this edition of #fundchat!
- Spread the word about the 10/19 #fundchat by sharing on Twitter, LinkedIn, Google+ and Facebook.
- RSVP for this event via the #fundchat Facebook page.
You can keep the conversation rolling between #fundchat sessions by connecting with tweeps on the #fundchat Facebook page!
– Brendan Kinney, moderator of #fundchat