Show your donors what it’s like to be part of your organization by building donor relationships.
The keys to building donor relationships are to establish 3 simple principles:
Do your donors know who you are? Do they know what your organization represents? Have you established brand awareness? Do your donors know what it’s like to participate in your organization? Do they know what it’s like to take part in your mission and your vision?
Now, the big question comes in: Do they like you? Besides recognizing your organization, do they remember your organization? Do they look forward to your events and participating in your volunteer opportunities? Do they engage with you online?
And, the biggest question Do they trust you? When they give to your organization, do they have confidence that you’re responsible? Do you show transparency about allocating funds efficiently?
Once you’ve established Know, Like and Trust, you can create a fundraising system where you take your donors through a path where you show them what it’s like to be a part of your organization.
Once you get your lead generation and nurturing system in alignment with your website, donor management and marketing, you’ll find that the elements of your fundraising system enable you to understand and interact with your prospects much better.
For instance, you can study your donors movement through your marketing collateral and find ways to introduce members of your community to your programs. Perhaps, you can find a portion of the website where there is interest from people new to your community where you can set up an email opt-in form, leading to an email nurturing sequence upon signing up for your newsletter or requesting more information.
The success of your fundraising system builds on the level of Know, Like and Trust you’ve created. So, if your audience clearly understands and identifies with your organization’s mission and vision, like who you are and interacts with you, and trusts you, you’ll find that it’s much easier to develop ways to strengthen your relationship with your community members and create more interest in your campaigns by building donor relationships.
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