Crowdfunding is more than just the funding or the money involved. The same way any kind of fundraising, at its very basic level, is about connecting to people who care about the same cause. This makes a donor a very essential component of the fundraising cycle.
Therefore, it pays huge dividends for nonprofit staffers and others involved in raising funds to know more about the donors. Even those raising funds for the first time through crowdfunding can make use of this knowledge. This information includes the motivations for donors, what they don’t like about fundraising appeals, etc. This is what we will discuss in today’s #WednesdayWisdom post.
THE MOTIVATING FACTORS: WHY A DONOR SUPPORTS YOU
There are only a few major reasons why someone donates to a cause. They are:
- Belief in the cause (for example: anti-trafficking, educating underprivileged kids, rescuing injured animals)
- Belief in the people running the fundraiser
- Feeling moved by someone’s plight
- Wish to help bringing positive changes to the world/someone’s life
- As a way of giving back to the society/community/country
- Tradition in the family/religion
- Provides a boost to social image
- Tax exemptions
Sometimes, donors can have multiple reasons to support a particular cause or project. Understanding these motivations can help cultivate more donors, and retain the ones who have donated once.
At Crowdera, we encourage our fundraisers to appeal to most of these motivations on their fundraising page. In fact, its on the basis of this knowledge that you can make efforts to keep your fundraising efforts donor-centric.
HOW TO MAKE A DONOR FEEL SPECIAL:
- Express your gratitude: The simplest way to make a donor feel more connected to your cause is thanking them well. The avenues to express gratitude are many, from handwritten letters, emails to social media and phone calls. You can also do this without spending a big amount.
- Make them feel like heroes: While making appeals, address the readers directly. Tell them how they can make a difference by changing a life. In all outgoing communication, whether it is a newsletter or a press release, make some of the previous donors the center of your successful projects.
- Use the data correctly: This is especially useful while thanking a donor. The numbers, statistics and data sets at your disposal can actually help convince the donors that their contributions matter and have been used correctly. If possible, mention each individual donor’s donation amount and its utilization in the “Thank You” mails/letters.
- Tell them they are part of the family: Keep reminding them again and again of their contribution to and importance in the family. Wish them on festivals and birthdays. Perhaps, let them be a part of some important decisions. However….
- Don’t overdo it: This is true for communication of all kinds, even the ones where you thank them or inform about new projects. This is especially in reference to donation appeals. Also, make sure that you meet the donors once in a while to know their preferred method of communication, and frequency.
- Make it easier for them to give: Its important for the donors to have a multitude of choice when it comes to mode of donation. In fact, you can even give them choice in terms of how the funds will be used. When using online methods, ensure that the process is hassle free and gets completed in a few clicks. This is one thing we abide by at Crowdera so donations can be made without logging in and within a couple of minutes.
- Give their grievances an ear: When a donor makes a complaint, listen and take suggestions. This can help you make the donor experience better in the future.