Hands-On Fundraising ⋆ Advice and insights for you

Are you nervous about 2023? Here’s what you can do

You’re feeling a little nervous about the economy. And you’ve been planning for this year. So you’ve been reading good advice, like this piece in Philanthropy Daily… or this, more succinct, advice from my friend Denisa Casement:

So now what? How to maximize your fundraising results so you can keep doing your good work?

Here are some things you should and shouldn’t do.

Do continue communicating regularly with your donors.

You can cut back on some extras – like additional pieces in your direct mail packs or continuing to mail to donors who gave small gifts years ago and not since. But do not stop.

It’s simple really – when you stop asking for help, you stop getting it. Do you need help? Keep asking.

Do make every communication as warm and human as possible.

You can do this with a small budget. In fact, you might find your response is better when you allow your mail to be less glossy, less corporate, and more real. Jettison the fancy paper. Leave out the brochure that isn’t really connected to your ask. Focus on a great message. And most of all, make your communications emotional, warm, and human.

Do consider asking for less.

Your loyal donors feel connected to your cause. They really care about what you do. And some of the most committed will feel just awful if they can’t continue to give at the same level now.

Don’t let them feel awful. Give them a graceful way to give less and still feel as connected and important to your mission:

I know some people are finding it hard to give as much this year. But please understand that anything you can send will matter. And if you can’t give right now, please know we continue to think of you as one of our most loved partners.

You may even find that people who are still doing well read that and decide to pick up the slack with a larger gift.

Do be clear about your need

Steven Screen offers fantastic advice here. (You should subscribe… great advice with every email!)

Are you being clear that you need money? That your beneficiaries or mission need the donor’s help? Spend less time trying to prove your worth (we did this, and we did this… please, like us!) And spend more time focused on the need for gifts.

That’s why you’re fundraising, isn’t it?

Do not ask donors to care about your fundraising goals

Your goals are your inside issue. Your mission is what your donors care about. When you’re talking to an outside audience, talk about the mission. And yes, you can still equate that to dollars. If $50 buys a week of food for a family of four, talk to your donors about that… and about how many more families are hungry.

Do not stop communicating in the channel that raises the most money

For most organizations, that’s mail. Yes, email and social media are “free”. But if free raises much less money, is it worth your focus?

Do use all the channels you can. But keep communicating in the channel that works best for your donors. Your budget will thank you.

Do pare your message, not your communication

Can you distill your organization’s mission need into one simple-to-understand proposition? Spend time creating that message. Use it across channels. Find stories to illustrate it and use them throughout the year.

But don’t ignore what your donors give to! If you have several major mission areas, but donors are most aware of one, fundraise for the one they know and love. Just be sure you’re always clear that donations will fund all your good work.

Don’t panic

This new year may bring out the best in the kind people who support our organizations. If you keep them involved, they just may surprise you.

Finally (and this one’s for the boss)…

Do not cut your fundraising staff

Fundraising staff are mission critical. You can’t expect to have the money you need for your mission if you don’t have good people raising that money. And I’d add to that – your individual giving staff is your future. These are the people who find and grow the broad base of support you need to do more good work. You need them if you’re going to get through a bumpy patch and thrive in the future!

Photo courtesy of Gratisography

Why aren’t nonprofits getting the recognition they deserve?

Attention, please!

When you work at a nonprofit, long hours and tons of responsibility go with the territory.

It’s not about making money or getting accolades; it’s about creating an impact.

You’re working hard, you’re making a difference. But your friends, family, and sometimes even colleagues don’t have a clear idea of what you do. They certainly don’t understand how much you’re pouring into your cause.

Does any of that sound familiar?

As the owner of a marketing agency that helps nonprofits eliminate confusion through clear messaging, I have had the opportunity to work with a wide range of organizations. I’m always impressed by the dedication and passion of the people working in the nonprofit sector. But I have also noticed that they often struggle to gain the recognition and support they deserve in their communities.

Challenges facing nonprofits

One of the primary challenges that nonprofits face when it comes to marketing is limited resources.

Tight budgets

Many nonprofits operate on tight budgets, which means they have less money to devote to marketing and advertising efforts. This can make it difficult for them to get their message out and attract the attention of potential donors, funders, and volunteers.

Competition from the for-profit world

Competing with for-profit businesses for attention and resources is another major challenge for nonprofits. In a world where businesses are constantly vying for consumer attention, nonprofits can get lost in the noise. This is especially true when it comes to fundraising efforts. Donors and sponsors have limited funds, which for-profits will try to capture as much as possible.

Making matters worse, these are just the concerns that affect all organizations, including small businesses. Nonprofits face an uphill battle with their own unique challenges.

Balancing mission and marketing

For example, nonprofits must also strike a balance between mission-driven messaging and the desire to attract support. It can be difficult to effectively communicate the importance of your work and the impact you are having on your community while also making an emotional appeal to potential donors.

Another factor that can hold your nonprofit back from gaining the recognition you deserve is a failure to self-promote. If you work in the nonprofit sector, you are likely deeply committed to your cause and are driven by a desire to make a positive impact in the world. However, you may not be as comfortable with the idea of self-promotion as someone in a for-profit business. You may even feel that it is not in line with your values or mission.

This reluctance to self-promote can be a self-imposed struggle for nonprofits. It can prevent you from effectively communicating the value of your work and the impact you are having. While it is important to be humble and modest, it is also okay to take credit for the good work that your nonprofit does and to share your successes with others. By promoting your work, you can inspire others to get involved and support your efforts.

Share your successes and the credit

Sharing your success stories helps build trust because it allows people to see the impact that your organization is making. When people see that a nonprofit is achieving its goals and making a difference in the world, they are more likely to trust the organization and feel confident in supporting it. This is especially true when you are transparent about your work. Share specific examples of the positive impact you are having.

By sharing your successes, you let people see the good work that you’re doing. In turn, they may be more motivated to volunteer their time, donate money, or advocate for your cause. But share the credit as well. Supporters are part of your work! This can help to build a sense of community and support around your organization, which can be crucial for its long-term health.

Build trust to inspire support

Ultimately, sharing your success is about more than just promoting your work. It’s about building trust and connection with your supporters and the broader community. By being open about your achievements, you can inspire others to join you in your mission and work together to make a positive difference in the world. So, it’s always a good idea for nonprofits to share their successes and build trust with their supporters.

You need to strike a balance between being humble and being proud of your accomplishments. You do that by sharing the credit: your supporters make your work possible!

By being more proactive in promoting your work, your nonprofit can gain the recognition and support it deserves and continue to make a positive impact in your community.

Recognition doesn’t just feed your ego

Why is it so important to gain recognition in your community? The impact of under-recognition on nonprofits can be significant. When your nonprofit struggles to gain visibility and support, you may have difficulty attracting volunteers and donors. That can hinder your ability to fulfill your mission and achieve your goals.

Limited recognition can also make it harder for nonprofits to build partnerships and collaborations, as you may not be as visible to potential partners.

What’s the solution?

So what can be done to improve recognition for your nonprofit?

Owned media for nonprofits

It’s important to leverage low-cost marketing channels to reach a wider audience. By building a strong online presence and engaging with followers on social media, you can attract new supporters and raise awareness of your work.

In marketing, we call channels like your website and social media posts owned media. These channels are important because you control the content and can build them out by investing time, and not just money.

Earned media for nonprofits

It’s also important to leverage earned media, which is the buzz you start to get when community champions start to share your messaging for you.

A key way to kickstart your earned media is by reaching out to your local network. Building relationships with local media outlets and influencers can be a powerful way to increase recognition for your nonprofit. By working with journalists and influencers who have a large following, you can get your message out to a larger audience and attract more support.

Tell stories to attract attention

Another key part of your strategy for improving your nonprofit recognition is to use storytelling and emotional appeals to connect with your audience. By sharing stories about the people and communities that you serve, you can create a sense of connection and inspire people to take action.

Work together with other nonprofits

Finally, collaborating with other nonprofits and community organizations can be an effective way to increase recognition for your own organization. By working together, nonprofits can pool their resources and reach a larger audience, which can help to raise awareness and support for their causes.

To be effective with this approach, it’s important to have a very clear message about what you do and who you serve. In local communities, a lack of clarity of purpose can confuse your audience, especially if there are similar organizations in your network.

Recognition in a nutshell…

We both know that nonprofits play a vital role in addressing social issues and improving the lives of people in their communities. However, they often struggle to gain the recognition and support they deserve.

As a nonprofit, you can start to increase your recognition by:

leveraging affordable marketing channels
building relationships with media outlets and influencers
using storytelling and emotional appeals
collaborating with other organizations

If you can nail these tactics, you can improve your nonprofit’s recognition and position yourself to do even more good. As a marketing specialist, I help organizations with these things all the time. But the best way to start is to get comfortable with self-promoting. Share your success yourself, and develop a clear message for your community.

If you take one thing away from this article, remember, you’re doing good work; it’s okay to brag about it.

Aron Murch

Aron Murch is the Co-Owner and CIO of 2H Media. Aron helps nonprofits improve their visibility by building video-driven websites that reduce confusion and encourage engagement. Leveraging close to 20 years of marketing experience, Aron oversees and implements crucial strategic projects for nonprofits.

Photo by Shane on Unsplash

How details help draw attention

At this time of year, your mailbox and inbox are probably as crowded as mine is. Appeals from organizations you’ve supported. And appeals from new organizations, hoping to grab your attention.

It’s overwhelming to you – a professional. Imagine how it feels to those kind donors?

There are many ways to grab someone’s attention. But not all of them are good. How can you stand out in the crowd?

Good attention and not-so-good attention

Imagine: you’re at a four-way stop when someone blasts through the intersection without even pausing. That car certainly grabbed your attention. Your heart is beating faster. You may have offered a gesture as they blew by.

That’s attention, all right. But not the good kind. Not the kind that makes you want to know the person driving that car.

Now imagine: you’re at a holiday gathering. (Well-ventilated and possibly still wearing your mask, right?) A friend of a friend is sharing a story.

Immediately, your ears perk up, because humans love stories. And this person is good at telling stories. She has your attention. When you find out the story is about someone in your community who just lost their house to a fire, you’re ready to help.

Which kind of attention does your organization need?

You’re ready to help because the need was expressed in a way you wanted to accept it. (A story) You’re ready because you already trust the storyteller. And you’re ready because this is something that happened in your community.

That’s the attention you want from your donors or prospective donors.

What does your organization offer that’s unique?

If you only tell but don’t show why your organization is the one to trust, you’ll have a hard time raising money. Especially at year-end!

So, how can you stand out?

This is why the little things matter. And by “little things” I mean details and specificity. What language are you using to describe your organization’s work?

Next time you have a heavy mail day at home, open them all and skim the appeal. My bet is you’ll find a lot of general language that doesn’t really mean much. “Help us serve our community”, for instance. Without some details, that means nothing, right?

How do you talk about your work?

Remember that your readers do not have the depth of knowledge you do about your organization’s work. If you have a recognized name, they’ll have some idea… but it’s probably not nearly as formed as you might hope.

Zoom in… details can make all the difference

Get specific. Use stories. Use details. For you, “we’re a food bank” unlocks a wealth of associations. You understand everything that happens, from sourcing food, to stocking it, to how you bring it to people or pantries. Your donors likely do not have your understanding.

So take them with you. Bring them to what you do and show them. This is where small details – the taste or scent or feel of something – can be the difference between attention your donor happily gives and donor boredom.

A hungry person walks into your soup kitchen and is greeted by the scent of chicken soup. It reminds her of the soup her mother made.

Or a customer at the pantry leaves, astounded by how heavy the bag in his arms feels. It’s been so long since he didn’t have to worry about his next meal!

What are the small, unique, human details that make your work clear? The ones that take it to a personal level? What can you use to connect your donors to your mission?

Photo by Markus Spiske on Unsplash

Trust, more valuable than money

Man's hand holding a cracker out to a small, blue-gray bird. The scenery is green and covered with moss.

Trust is one of those things that you can’t necessarily put a dollar value on, but you know matters, a lot. But like your database or your donor relationships, it’s critical to a successful fundraising program.

Your brand isn’t about colors, type, or taglines.

Do you remember the outrage that United Airlines created years ago when it had a paid customer dragged from a plane? The customer’s crime was not volunteering to be removed when UA wanted seats for staff members. He was selected by a random drawing. In spite of purchasing a ticket, boarding, and taking his seat, he was expected to leave quietly and deal with waiting a day for a new flight.

The video was scary. His cries and his busted lip immediately went viral.

The airline’s non-apology apologies didn’t help a bit. The next day, their stock was down and their brand was in tatters. As the internet blew up about the incident, no logo, no tagline, or clever ad campaign was going to help.

United forgot what its brand really is: how people perceive the company.

When you offer terrible customer service, your brand suffers. When you treat people well, your brand improves.

Do unto others, people.

So what does this mean to us?

(Besides looking for a different airline if we fly, that is.)

It’s a good reminder for every organization. Focus on the important things first.

A great website, logo, and tagline are important. But their importance is in being part of something broader: the organization’s brand. That brand is informed by those assets. But the brand is so much bigger and the important parts take constant attention.

Communicating your values well, and acting in accord with them, builds the trust every organization needs. And if you’re asking people to give you their trust – and their money – you need to nourish that brand. With actions, not just colors or fonts, or logos.

Your brand is how people feel about you.

I can happily get as lost as anyone in colors, fonts, taglines, and all of that. It’s like handing a kid a new box of crayons.

But while all of how you look is important, how you behave is more important.

A more positive, personal story: my family drives the same brand of car. We’ve purchased that brand through several iterations now.

The cars are good. But so are other brands. What keeps us coming back? Great service. When we first bought our cars, the salesman was a friend. And the service department is the best. I have never approached a visit with fear and anxiety – with my “fight” reaction ready to go.

I’ve never been “little-ladied” there, either. If they tell me something needs to be fixed, I know it needs to be fixed.

That’s trust. And that’s what your organization needs.

The good news is that trust isn’t a matter of spending money. The smallest organization can do as good a job as the largest. (Maybe better, because they’re closer to their donors.)

The bad news is that once lost, trust is very hard to regain.

How to establish and build trust

There are things you can do to build the trust your donors and others have in you. None of them are big secrets – they’re common sense, really.

But give them the time and energy you might spend arguing over a typeface and you’ll have happier, more loyal donors.

Do what you say you do: example one

The Red Cross got in a world of trouble over their work after the earthquake in Haiti and Hurricane Sandy.

Sure, there were difficulties and distinctions that only an insider would appreciate. But what the public saw was simple: “You said my money would pay for this. It didn’t.”

Example two

Recently, I read a few tweets about CVS pharmacies and a campaign to give at the cash register. I love those – it’s an easy hit of “feel good” and pretty painless. But today, I read that CVS is being sued for asking customers to donate to the American Diabetes Association at checkout. The problem apparently is that CVS had already committed to giving those dollars (so a CVS donation?) and customers’ gifts were perhaps reimbursing the company for their commitment.

I don’t know the legal requirements at play here. (Here’s an article if you’re really interested.) But it almost doesn’t matter. Because if customers see this, the lack of transparency will make them question the organization. That’s a loss of trust that a huge corporation can probably absorb.

But what if it was your organization?

So don’t fudge. Be honest. It’s a challenge: honesty is often nuanced and complicated. And simple and clear makes for better fundraising. You need to figure it out all the same.

You want a simple, clear offer. But it must be built on a trustworthy reputation.

“This is a big problem. We need your help. Our plan is to rebuild Haiti – but when we get there, we may learn more. What’s best for the people of Haiti may change how we use your donation. We know you care, so we’ll keep you informed every step of the way.”

“We committed up front to ADA and they will get every cent of that commitment, whether our customers contribute or not. But we should have been more open with our customers about this arrangement.”

Be consistent

This is where branding tools such as logos and colors can matter. If your donors come to expect one look and are suddenly presented with a complete change, that will cause questions.

“Is this my organization? Why did this change? What else don’t I know?”

Communication is the cure here, too. I know it’s fun to have a big unveiling. But I think you should consider your donors as insiders, too.

Surprises that make them question your identity are not fun surprises.

Be transparent with success and setbacks

Yes, I know that’s a word verging on jargon. But that’s because so often, transparency is said but not done.

So please do it.

Share your successes, but also any setbacks. Charity Water does a great job with this. That project you funded? You know how it’s going every step of the way. And when the project doesn’t perform as expected, you know that, too.

Check out “Capturing Water Flow” here.

Build trust by being open with your finances

Also: your finances. When how you use money, and how you spend money, feels like a secret, you lose trust.

And I know this is tricky because the past dependence on a simple, deceptive ratio (fundraising expenses as a percent of the budget) helped no one. Report honestly – and explain.

Maybe you’re forecasting a greater need for your services in the next five years. Responsibly, you’re ramping up fundraising efforts now so you’ll be ready. Report those expenses – and why they’re smart.

Donors are not strangers, so don’t treat them that way. You don’t want them to be outsiders. And as fundraisers, part of your job is to be sure everyone in the organization understands that.

Be in it together

I often talk about treating donors like partners. It’s not just talk and donors aren’t stupid. Believe me, we can all sense when we’re simply ATMs.

So begin by placing yourself on the same team as your donors and other supporters.

Did you know that showing similarity can build trust?

You and your donors have something powerful in common: your mission. Remind them of that, and treat them like the colleagues they are.

Be trusting and reliable

Assume the best in the people you deal with. That includes your donors. That angry person who calls about her name listing might have good reasons to be upset.

The donor who wants one solicitation a year is probably very organized – and will donate loyally if you ask once. If he can depend on you to do as requested, you can depend on him to continue giving.

And yes, you need to thank every donor for every gift – regardless of size.

And you need to report to them about what their gift makes possible. That’s part of the bargain, too.

A pain? “Extra” work? Maybe. But that’s the relationship you’ve solicited.

Don’t assume any of your donors are trying to make life difficult for you. Assume they’re wonderful people who care about a good cause.

Treat them with respect and they will trust you.

Trust is precious today

We all live in a world where our fight-or-flight reactions are constantly tweaked. It’s horribly stressful.

Your organization can be a refuge from that stress for your donors and potential donors.

Giving creates the opposite reaction in our brains. It makes us happy. So be the place that makes your donors happy.

Just as I can relax when heading to my car dealership, make your organization a sure thing – a safe port in the storm of their lives.

Be human. Be thoughtful. Be responsible and honest and kind.

That’s the branding that matters most and builds trust.

Photo by Marek Piwnicki on Unsplash

3 Tips for Preparing Your Website for End-of-Year Giving

Are you ready for year-end fundraising? To succeed, your nonprofit needs to develop its digital presence. Your nonprofit’s website must build connections with existing supporters, draw in support from new donors, and make the donation process as simple as possible.

Make the most of your website

If you don’t have web development or coding experience, optimizing your website may seem scary. However, with the right strategies and tools, your nonprofit can easily revamp its existing website. Whether you’re hosting a peer-to-peer fundraiser or an online Giving Tuesday campaign, it’s important that your website makes a great first impression and encourages supporters to give.

Use the following tips to ensure your website is ready to amp up your year-end fundraising strategy:

Optimize your donation page
Create a strong year-end landing page
Prioritize simple navigation

With the end of the year quickly approaching, it’s vital that you start improving your organization’s website as soon as possible. Let’s begin!

Optimize your donation page

One of the core goals of your year-end giving campaign is to raise money. However, without a well-designed donation page that streamlines the giving process and motivates people to donate, you’ll miss out on key support. It’s important that you focus on your donation page and identify changes you can make to improve user experience and encourage people to complete the donation process.

Let’s take a close look at the features you should add to your nonprofit’s giving page.

Branding

A nonprofit web design’s best practice is to brand your entire website, including your donation page, so it’s unique to your organization. Branding can help your organization build strong connections with supporters, increase brand visibility, and give your nonprofit’s donation page a more professional look, helping to boost credibility.

Incorporate your nonprofit’s color scheme, brand font(s), and images related to your mission into your donation page so that it’s consistent with the rest of your website and marketing materials. Make sure to display your nonprofit’s logo at the top of your donation page. This way, when people navigate to your donation page, they can be sure that they’re giving to your organization.

Mobile matters – be ready

Your donation page should be accessible to computer, tablet, and smartphone users. A mobile-friendly donation page makes the giving process more convenient. That can expand the number of people who will give to your organization. In fact, according to 360MatchPro, mobile-friendly donation pages yield 34% more donations. To make your page mobile-friendly, ensure that mobile users can click buttons and complete all prompts without issues.

Limited prompts

How potential donors experience your website is critical to whether they complete the donation process. Instead of making your donation page too lengthy, which can lead to donor abandonment, stick to only the most essential prompts. This should include the donor’s contact information, donation amount, and billing information. You can always collect more information from your donors later as you form relationships with them.

A CMS with nonprofit-specific features can help you easily apply these elements to your donation page—no coding required. If your nonprofit doesn’t have web design experience or simply wants to streamline the design process, a CMS with automatic mobile-optimization and drag-and-drop functionality will allow you to optimize your site in just a few moments.

Create a strong year-end landing page

When visitors navigate to your website, they should be able to learn about your year-end giving campaign or event without having to do too much digging. Consolidate all the information about your exciting fundraiser into a single landing page to promote a positive user experience and encourage donors to take action.

To design your year-end landing page, incorporate these elements:

Logistical details. Provide site visitors with basic information about your campaign or event, such as the time span, location if you’re hosting an in-person event, and whether there’s a participation fee.
Your campaign’s purpose. Prospective donors will be curious about the goal of your fundraising efforts and how their donations will be used. Tell them how the money raised will be used and how it will further your nonprofit’s mission.
Your nonprofit’s mission. Some people who click on your landing page may not be familiar with your nonprofit. Include your organization’s mission statement and a brief description of your services. This will boost your nonprofit’s credibility and make donors feel more comfortable giving to your organization.
A link to your donation page. Include a link to your giving page or embed your year-end donation form directly into your campaign landing page. This makes it easier for donors to complete the donation process.
An inspiring story and call to action. To motivate supporters to donate, tell a story that shows the important work your nonprofit does and how donors’ contributions make a difference. For example, tell a compelling story about someone your nonprofit helped. Emphasize that donor support is needed to continue your services in the community in your call to action.
Impactful visuals. Your landing page should be both informative and visually appealing. Include visuals that show your nonprofit in action or demonstrate your nonprofit’s impact, such as volunteers working in the community or individuals that your organization services. This will add emotional appeal to your landing page and drive people to donate.

If you’re hosting a fundraising event, include a built-in registration process on your landing page. Embedding your RSVP form directly into your page will streamline signups and likely attract more event participants.

If your website is difficult to navigate, site visitors will be less likely to stick around and may donate elsewhere. Ensure that people can find the information they’re looking for quickly. By prioritizing simple navigation, visitors will have a positive association with your nonprofit, which will motivate them to explore your content and give to your year-end fundraiser.

According to Morweb, the best nonprofit websites have a navigation menu with links to all of their most important webpages, such as their year-end landing page. This navigation menu should be displayed prominently in the page header or sidebar. If your nonprofit has multiple important web pages, consider creating a mega menu where you can create a dropdown list of sub-categories from the main navigation links.

Suggested Alt Text: Create a mega menu to organize links into categories and facilitate easy navigation.

Another important element of simple navigation is using call-to-action buttons to help bring attention to important pages like your giving page. For example, you can include a prominent “Donate Now” button at the top of every webpage so site visitors can easily navigate to your donation form.

The Gist

The first step to a successful year-end fundraiser is optimizing your website. With a strong website, your nonprofit can maximize support and build strong relationships with supporters that can carry over into the new year. Remember to keep your audience in mind and ensure that your website is giving your supporters the most engaging, informative, and user-friendly experience possible. Good luck!

Photo by Sam Dan Truong on Unsplash

Murad Bushnaq

Murad Bushnaq is the Founder and CEO of Morweb. Since its inception in 2014, Murad has acted as Creative Director and Chief Technologist to help nonprofits spread their vision online through engaging design, intuitive software, and strategic communication.