It is a difficult time for charities, as not only are they under pressure to continuously raise funding to run their organisation and give to their cause, but they are also under increased scrutiny to disclose their finances to the public which leads to further pressures. With a lack of resources, this makes raising money for their mission even more difficult.
So what is the solution if there is one?
In a Charity Commission’s 2016 report, it was found that people are almost twice as likely to trust smaller charities than big charities. Why? Because small charities tend to establish a personal connection with their donors and this is what encourages them to keep on giving.
To utilise this best way of raising more money for your charity, start treating your donors as individuals with these crucial tips.
Communication is Key
Donors like to know what their money is being used for, so make it easy for them to follow what is going on with your project and let them know of the successes that they have contributed to. By giving direct updates to your donors, this regular interaction makes them feel valued and encourages them to keep helping your cause.
Personalise Your Messages
The best way to appeal to people is to customise your message to them and their individual interests, as if they feel that something is not relevant to them, they will just ignore it. Instead of broadcasting your message on deaf ears, you need to personalise what you are saying to even the smallest of your donors, as not only will this result in more donations, it will also result in your true fans helping you spread your message.
Appeal to Individuals Not Demographics
Time and time again, both businesses and not-for-profits assume that the best way to engage with millennials is with online methods. This is not always the case, however, as in many industries, the younger generation are turning to more traditional methods in search of a physical connection while the older generation are embracing technology. Instead of assuming and targeting these demographics, you need to be appealing to individuals and personalising your messages to build a loyal following.
Ensure that Your Goals are Realistic
If donors think that your goal is unrealistic or that your project just isn’t plausible, they are obviously going to invest their help elsewhere. To avoid losing support, you need to make sure that your campaigns have a clear target, a realistic scope, relevant activities and a social media presence that will ensure involvement and therefore success.
Give Your Donors Time to Digest
People don’t respond well to pressure and deadlines, especially when being convinced to donate to a cause, so make sure you give your donors time to digest. Research suggests that donors often do their own research and come back to it multiple times before deciding to donate, so the best approach is to allow them to decide at their own pace.
In such a digital age, people are looking to create connections and be recognised as individuals. Therefore, in order to build trust and loyal donors who will help raise funds, charities need to connect directly with their donors, communicate with them and make them feel valued for their help to their cause.