Not all donors are the same. They give at different times and for different reasons. High dollar donors might want to be messaged to differently than an event participant. What messaging will engage a new donor and how does your organization keep that individual? Understanding motivations, values and propensity to give is important in cultivating donor loyalty and developing a relationship with your constituents.
The number one reason people do not give to nonprofit organizations is because they are not asked. Fundraising is even more important in today’s heavily regulated environment. Privacy concerns, shrinking exchanges and increasing government regulations have put more pressure on nonprofits to raise money. In fact, our friends in the U.K. recently experienced tighter regulations through changes in the Institute of Fundraising’s Code of Fundraising Practice. Regulatory efforts in the U.K. now mean that charities are unable to rent other charities donor data. Charities must also implement a clear opt-out option on all communications to donors. With one click, a donor can cut all ties with a nonprofit.
This post is contributed by Heather Schichtel a nonprofit director at Epsilon.