It is evident that fundraising is a huge part of charities and organizations. From clothes drives, donations, bake sales and everything in between, fundraising makes up majority of charities and organization income. So how come fundraisers often times fail? Is it because they are not promoted enough, or reach a large enough audience? These could be the reasons, but the truth is that many charities, nonprofits and organizations go about fundraising the wrong way. With clusters of e-mails that look like junk mail, or too few e-mails that people start to forget about the organization, the way you go about fundraising is extremely important to the success.
A lot of times, people are hesitant to sign up for subscriptions within organization in general. If you are lucky enough to get followers, make sure your first e-mail to them is not too overwhelming. This means that you should make it simple and do not ask too much of them all at once. Many times, people send e-mails that ask its users to support them, sign up for monthly newsletters, like their social media pages and become a monthly donor. This can get far too overwhelming for users. In the introduction e-mail, it is important for users to introduce themselves, their cause, and show where donations are possible. If you find this to not be an abundance of information, links to your social media pages can often also be appropriate. Along with this, make sure that your initial e-mail gives enough information on your organization. It is important for your followers to know what they are donating for, and what the organization is going to do with the money. Those who do not give sufficient information lose many peoples interest and therefore fail at their fundraiser.
Just like you follow up with a client or a teacher, follow up e-mails are also a huge part of a successful fundraiser. Studies showed that those who did not follow up with their subscribers right after the first and second email lost their interest much quicker than those who did. The first month after users have subscribed is especially crucial to the organization who is fundraising. People who did not sent a follow up e-mail after their first 30 days lost a lot of interest from their followers, which can lead to less donation and involvement with the organization.
Ask for a donation as soon as you can. Those who do not ask for a donation within the first 90 days of subscription have been shown to lose almost all the interest by those possible donators. Along with this, make sure that your donation tool and page are easy to use and quick to find. If donors have to look past a few pages to donate or struggle with the donation application you have decided to use, they will most likely give up on donating. Along with this, the easier your donation and site are to read on mobile devices, the more likely people are to return to your site and donate right off their phones.
A donator likes to feel as though they are part of an organization when they donate. Organizations who do not include a first or last name in e-mails, or create e-mails that do not seem personalized are going to have less of a success with their followers. The more personal you are, the more likely your followers are to support you and fall in love with your organization.
Source: MDPR Insider
Tell Me Why
If you do not give followers a reason to donate today, they will not donate. What makes today different than any other day? Unless you are able to convince them about why their donation is extremely beneficial to them NOW, then there is no reason for them to donate. This is extremely important in fundraising. Give them a reason to donate or else they will put it off until another time, in which case, they may end up not donating at all.
Sharing is also crucial. If you make it easy for followers and donators to share the donation site, they are more likely to do so. If they do this, you reach a lot of more people. These people then become aware of your organization and fundraiser, and you are more likely to get more donations. Organizations who do not share their information have a much smaller follower base, and their fundraiser is more likely to fail.
Keep your donors and followers engaged. This mean that even once they have donated, follow up with them and tell them what they can do next for you. If this means sharing your site, or signing up to volunteer, e-mail them and push them in that direction. The donors who do things to create a relationship with the organization are more likely to help out in the future and donate multiple times. If an organizations only goal is to get donations, their follow up will be pointless and they will lose the trust and relationships that they have created with their original followers.
These are just some of the reasons as to why fundraisers are failing in nonprofits, charities and organizations. The relationships made with followers and donators are extremely important to the success of the organization as well as the success of the fundraiser. These pieces of advice are very easy to implement and will make a huge difference to your followers and your success.