Creative strategies for fundraising are crucial now more than ever, especially as during the pandemic physical shops were closed, and though large in-person events are now permitted, there is evidence of a reluctance from some groups to return to these kinds of events.  

Though these continue to be uncertain times, raising money from donors remains key to completing the important work of your and other organisations in the voluntary sector.

This blog focuses on how to communicate and keep your donors engaged, even in this period of monumental social, cultural, and economic change. We will look at 5 areas of how you communicate with donors that will hopefully help you ensure you have transparent and honest communication with your donors across your various channels.

Be Transparent

During the past 18 months you may have needed to pivot your goals. By communicating the changes you have needed to make to see your organisation through the Pandemic, and by giving your donors all the information they need to make an informed decision about their support of your organisation, you are instilling confidence in your systems and processes. In addition, you are creating a positive view of your organisations ability to respond to an ever-evolving situation.

Where and how this message is communicated with your audience will depend on the communication channels you use (email, social media, direct mail etc). If you do have a website for your charity your organisation’s response to COVID should be prominently displayed as the first thing your donors see on your homepage. If you don’t have a website and rely on social media, you could look at pinning this message to your Facebook or Twitter feed. You can find out how to do this HERE.    

Having this message displayed prominently emphasizes that you are making an effort to be more transparent and ensuring that the information is readily available and easy to find.

Accessibility

Accessibility should always be at the top of mind when you think of donors. It’s important to show that you are making a conscious effort to ensure everyone has an equal opportunity to receive information, get involved, and support your cause. Here are some tips to ensure you are maximising accessibility across your supporter and donor base:

  Survey your donor base and ask them what method of donating works best for them. You can run a survey via email or your website utilising software such as Survey Monkey. You can sign up for free and there are helpful guides to show you how to set up the survey, how to draft your questions and how to distribute).

  Alternatively, you can set up a short survey via Facebook and you can find out how to do that at use the data you’ve gathered to implement those changes in how people can donate to your organization. You can then use the data you gather to implement any changes needed in how people can donate to your organisation. By doing this, you are not only showing that you care but that you also value their feedback.

 As we move towards a cashless society and ways to pay diversify, make sure that you are offering your donors the quickest and easiest ways to donate to your cause. If you offer on-line donations make sure that you are including payment platforms such as PayPal  If you are taking in person donations look at investing in Sum Up or Square contactless payment methods. 

Always make sure you are bringing your donors on the journey with you, so if you are looking at implementing new ways for supporters to donate to your cause, think about adding video demonstrations or a how to guide for each new donation method you are looking to use. This again shows that you are listening to your donors and being transparent in how you implement any changes

Opting Out

In the past months, people have landed in social and financial situations that they could never have imagined or planned for. Understanding that donor situations may have changed and recognising that some people are unable to donate at this time, is key to keeping your conversations open and honest.

GDPR legislation has dictated that in emails you must allow any recipients to opt-out and stop receiving communications at any time. However, the change in many people circumstances means that it is increasingly important to ensure you are displaying this option prominently. Make sure you give donors the option to opt-out and that you communicate this option across all channels whether that is a donation page, in emails, in newsletters etc. 

If you offer any subscriptions, for example where donors give monthly you can look at giving donors the option to pause their giving at this time. Ultimately, giving donors the option to opt-out will help to maintain your relationship with them, and they will be more likely to give when they are in a more financially stable position.

Creative Interactions

In today’s environment, are more limited in how we speak to our donors, so we need to get more creative in our interactions, but we also need to keep them personal.  For example, would your donors appreciate a phone call or even going ‘old school’ and receiving a written letter? Although video calls are a popular and useful tool to enjoy face time with donors, many of us have ‘Zoom fatigue’.  

Don’t be scared to ask for money

Finally, as I mentioned earlier on, we have been going through monumental changes in the last 18 months, but you cannot let these recent events hinder you from working toward your organisation’s goals. While it is true that many people have been hit fiscally hard as a result of COVID-19, Colonel Tom raised over £3m in small donations at the height of the first lockdown!  People want to give back, they want to donate, and they want to be a part of the change that you and your organisation are trying to achieve. The first step in getting that donation is by making that ask