How to use tiny asks to retain donors

How to use tiny asks to retain donors

Fundraising involves a lot of asks.

But not every ask needs to be a big one. The reality is, timed and designed right, tiny asks can reap big rewards for your development efforts. In fact, I think they’re actually one of the best kept secrets of successful donor retention.

There are, essentially, two types of fundraising tiny asks.

The first one is to ask why somebody did something. You can time this for when a person signs up for your newsletter, volunteers, or donates.

These tiny asks are incredibly powerful because they allow you to:

  1. Gain the insights you need to do better
  2. Create a positive association between you and the individual

A simple ask of why addresses both of these two critical components of donor retention.

Your donors will tell you about themselves, why they connect with your mission, what they want out of their relationship with you, and how they hope to help. And you can use these insights to build longer lasting relationships with donors, as well as to refine your fundraising program overall.

The second type of tiny ask is one where you ask someone to do something for you.

This goes a bit against the prevailing thinking in fundraising that says you should build a relationship before asking a person to do something for you. Done right though, it builds deeper donor relationships and attracts more supporters to your work.

Let me show you what I mean.

First off, the relationship building rule is in place for a very good reason. We all know people who ask us to do things too soon or too often, and it certainly doesn’t endear them to us, right?

But great fundraisers know there are ways to use tiny asks as a means of building a relationship, even early in the donor experience. So what kind of an ask is appropriate and how should we make it?

Well, my favorite kind of tiny ask is to encourage a new supporter to refer another person to the organization. This has three key benefits:

  1. Donors strengthen their relationship to your organization by doing something for you (ie. referral)
  2. Donors strengthen their relationship to your organization by having close peers who also support your work
  3. You rapidly expand your supporter base by leveraging your donor network

Of course, it’s a bold move to ask a donor to do something for you early in their experience, so you want to be cognizant of the balance in the exchange.

Whether you’re asking donors why they chose to support you or to bring in their friends, always remember that your real goal is to use the tiny ask as a means to create a relationship between you and your donors that successfully retains them from year to year.

You’ll be amazed by the big rewards you can reap from a couple tiny asks.

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Written by Kyle Crawford

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Kyle Crawford is the Founder of Fundraising Genius, an innovative fundraising course for universities, nonprofits, and foundations. 

Connect with Kyle via:
Email

Guest Post: 4 Ways to Acquire and Retain Millennial Donors

 

4 ways to acquire & retain millennial donors

As many of you know, millennials are quickly becoming one of the most coveted groups in the fundraising community!

But why is this demographic so important to fundraising?

According to the 2015 Millennial Impact Report, a whopping 84% of millennials made a charitable donation in 2014. There is immense value in acquiring donors early (at the millennial age) and building a relationship in order to create lasting value for your organization.

While capturing millennial donors will surely help your nonprofit organization, many NPOs and fundraisers struggle to acquire and retain these donors.

That’s where I can help!

My background? I am a millennial with strong ties to the Boston fundraising community. Most recently, I have spent the past two years organizing a fundraiser geared completely to millennial donors. In our first year, we attracted 850 guests and raised over $65,000 for the prestigious Dana-Farber Cancer Institute.

In our second year, we raised $108,000 from over 1,000 Boston-area millennials and young professionals.

Learning from this experience, I’ve put together a list of my four best tips for acquiring and retaining millennial donors. Enjoy!

#1 — Get Personal

Our first tip is to get personal with your potential donors – tell the story of your cause and how it personally relates to your experience.

While inclined to donate, millennials are seeking stories they can identify with. Affinity in values and social responsibility are extremely important for this group,whether it’s the restaurants where they eat, the stores where they shop or even the organizations they support.  

Conveying your story in a meaningful way will get you in the door with millennials, and the rest will be history!

#2 — Utilize Technology

One thing that we can all agree on is that millennials are very connected.

Whether we are checking our iPhones every 30 seconds, or sneaking a look at our Facebook news feed during a conference call, we millennials have the means to find and share any information instantly.

And fundraisers / nonprofits should be using this to their advantage!

In today’s world, millennials are willing to donate to charitable causes, but want to do so on their terms, which means embracing easy-to-use and accessible donation tools.

These can be anything from donation pages to mobile silent auctions and raffles and peer-to-peer fundraising campaigns.

Regardless of the tools you decide to help you move forward, embracing technology will allow you to offer millennials a much easier channel for them to donate anytime they’d like.

#3 — Embrace FOMO

Our next tip is for your organization to embrace one of the strongest emotions felt among millennials – THE FEAR OF MISSING OUT (aka “FOMO”). When used with online and social fundraising methods, FOMO can become one of your best tools for millennial acquisition.  

The key here is to hold your donors socially accountable. Did your supporters just buy tickets to your next fundraising event? Has one of your donors just made a donation to support your cause? Provide them a means to share this to their social network!

When your donors share updates about your cause, they will be helping you acquire new donors, as these potential supporters will witness all of the passion and excitement around supporting your cause.

#4 — Show Your Appreciation (with a twist!)

Traditional methods of thanking your millennial donors work great, but your thank-yous are even more effective when you can add a twist!

One of our favorite examples of unique acknowledgements for millennials is Creating a Sizzle Reel.

Did you just wrap up a great fundraising event or have your best year ever in terms of donations? Spend some resources to create a great video or “sizzle reel” to share with your audience. An exciting video will stand out against the hundreds of emails your audience receives each day, and it’s also a great piece of content for your donors to share out to their networks!

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Written by Zach Hagopian

Zach is the co-founder and COO of Accelevents, a mobile fundraising platform that enhances silent auctions and raffles through online and text-message bidding.  An active member in the Boston fundraising scene, Zach focuses on improving traditional fundraising methods and increasing fundraiser proceeds.

Connect with Zach via:
Twitter | Facebook

Guest Post: [INFOGRAPHIC] 5 reasons (that aren’t Christmas) to send a donor a handwritten card

5 reasons

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Written by Rory Green

roryRory is a Senior Development Officer by day, and FundraiserGrrl by night. As a major gifts fundraiser, she connects donors with an opportunity to invest in a better future. FundraiserGrrrl is a blog about her cheeky observations about life in fundraising.

Connect with Rory via:
Twitter

Guest Post: 3 Ways to Use Stories to Provide Donors with Better Stewardship

3 Ways to Use Stories to Provide Donors with Better Stewardship

You’ve probably heard that donor stewardship is one of – if not the most – important parts of fundraising. Donor stewardship is the process of thanking and following up with donors after they have made a gift. It is also what helps increase the chances that they will stick around as donors for years to come.

There are many ways that you can steward donors. Thank you letters, special reports, newsletters, phone calls, and events are just a few of the options available. But what is more important than the option you choose is the content you use.

You see, not all donor stewardship content is created equal.

Just sending a thank you letter is not enough to improve donor relations and retention. If that were the case, our sector’s retention average would be significantly higher!

Donor stewardship content needs to inspire, demonstrate accountability, and show impact. Stories are the best way to accomplish these things.

Here are 3 ways that you can use stories to provide donors with better stewardship:

Idea #1 – Go beyond “your gift is making a difference” in thank you letters

I’m sure you’ve read your fair share of uninspiring thank you letters. I know I have. My biggest pet peeve with thank you letters is when there is a broad, general statement like, “your gift is making a difference,” or “you’re making an impact in the community.”

What’s the difference or the impact? Don’t just tell donors this. Tell them a story to give them deeper peek at their impact.

Here are a few tips for finding a story to tell in thank you letters.

Idea #2 – Refresh your thank you call script for volunteers

If volunteers or board members help your organization make thank you calls to donors, be sure to refresh their script at least twice a year. Specifically, you’ll want to make sure that they are telling current, interesting stories of impact.

Alternatively, you can also empower your volunteers to tell their own story during the call.

Idea #3 – Rethink your event program

Spring is when many non-profits start planning fall events. Rather than having the same old boring speeches at your donor appreciation event, think about how you can make the event experiential for donors. Maybe you can recreate a common experience your clients have, or you could have a client share their story. This is a great way to make a story literally come to life for donors in a way that deepens their connection to your organization.

What stewardship does your organization typically provide to donors? How can you incorporate storytelling into one of your touch points? Leave a comment below and share your thoughts.

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Do you like what Vanessa has to say? Then register for her upcoming #DonorLove webinar! Vanessa will show you how to seamlessly incorporate stories into your non-profit’s stewardship touch points. You’ll learn how to use stories in impact reports and thank you letters. This webinar will discuss key ideas for telling stories that delight donors and helps them feel more connected to the work.

Learning outcomes:

  • Why stories are essential content for great stewardship
  • 4 keys to telling a great story, plus the most important element every stewardship story must have
  • How to tell a story in a thank you letter
  • How to tell a story in an impact report

Steward Your Donors With Stories
With Vanessa Chase Lockshin
April 12th: 10:00 EST / 1:00 PST (You will also be sent the recording)
Recording Available April 23rd
$24.99

REGISTER TODAY!

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Written by Vanessa Chase

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Vanessa Chase is the President of The Storytelling Non-Profit – a consulting group that specializes in helping non-profits raise more money through communications. You can find out more about her and non-profit storytelling on her blog.

Guest Post: Three Strategies to Improve Donor Retention

3 strategies to improve donor retention

The truth of the matter is, there isn’t one fundraising metric to hold high above the rest. The evaluation is holistic.

The challenge with tracking metrics is that our limited time and resources are being funnelled towards development, marketing, program services, and other important endeavours.

Additionally, no organization’s data is perfect. To ensure accuracy, your nonprofit is going to have to clean the data in your CRM prior to delving into performance analysis.

All that being said, metrics are still extremely important. To make the most of when you do study up, strategically map out which metrics make the most sense for your nonprofit with an eye for metrics that address numerous potential pain points at once.

Donor retention rate is one such metric.

From finding faults in your stewardship process to recognizing that your acquisition efforts carry too much of the workload, a poor donor retention rate says a lot.

Acquiring a first-time gift costs roughly five times more than it does to retain a donor. Couple that with the fact that The Fundraising Effectiveness Project found that increasing donor retention rate from 45% to 55% has the potential to double an organization’s donation revenue, and there’s no fiscal argument against solidifying your nonprofit’s retention strategies.

The strongest indicator of future giving is past giving. Leverage that opportunity!

So how do we do this? You surely have standard retention-related stewardship policies in place (drip email campaigns, acknowledgment techniques, etc.), but you’ll have to think creatively to kickstart your retention. Let’s close out by offering a few retention strategies to add to your pre-existing processes.

#1 — Promote matching gifts.

Almost two-thirds of Fortune 500 companies have matching gift programs. These programs match donations made by employees to a wide range of nonprofits. The matches often double the original donation size which is a huge boon for your nonprofit.

In terms of retention, donors who know that their gift size can grow through very little effort on their part are going to be inclined to give again and again.

Donation impact is critical; stress how impactful one gift can be!

#2 — Research your donors.

You can benefit from turning the prospect research microscope toward your donor pool.

A screening fills in gaps regarding both the financial situation and philanthropic interests of your donors. Take advantage of the opportunity to learn more so you can segment your donor pool for better, personalized stewardship practices.

#3 — Engage with donors without asking for more money.

Hopefully, this item is already on your list. But it warrants emphasizing that donors are cause advocates and not piggy banks.

Give donors opportunities to contribute in non-financial ways. Those are powerful, firsthand experiences that stick with supporters, influencing their decisions to donate more later.

Next time you study your data, ask yourself — what are we doing to make our donor retention dreams a reality?

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Written by Blake Groves

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With more than 20 years in technology solutions and consulting, Blake has knowledge of sales, consulting, product management and marketing. For the last 10 years, he has narrowed his focus to how Internet technologies can help nonprofit organizations, and prior to joining Salsa, he held positions at Convio and Charity Dynamics.

Connect with Blake via:
Twitter

Guest Post: How to Turn Your Words into Money – A Book Review

How to Turn Your Words Into Money - A Book Review (1)

I am not a great writer.  If I am being super honest, even writing this book review caused me a bit of stress. That is why I am so grateful for Jeff Brooks.

Do you know Jeff? He’s the smarty-pants behind Future Fundraising Now, and the author of some pretty awesome books – and his newest book, How to Turn Your Words Into Money: The Master Fundraiser’s Guide to Persuasive Writing, breaks down step by step exactly what you need to do (and NOT do) to write fundraising copy that makes donors want to give..

The book has great practical tips (more on that in a second) – but one of my favourite things Jeff does is little “what not to do” and “what to do” before & after style examples throughout. I found them to be super-duper helpful. Here’s one example….

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So, what did I learn? For me the book boils down to this:

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Audience is everything: Know your audience (donors), think about your audience (donors), love your audience (donors). Make content for your audience (donors) and no one else  – not your CEO, not your board and not yourself!

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Giving is beautiful: Understand what giving does for the GIVER (the donor) not just what the gift does for the beneficiaries. Giving feels really good! And guess what?? That means that fundraising isn’t begging or annoying. When done right donors love well-written fundraising copy.

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The Donor is the Hero: Writing fundraising copy well means putting the donor at the heart of your good work. Talk about them – what they have accomplished. What the donor has done – and can do – to help others in need.

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Overall this book is easy to read (it only took me a day), incredibly informative and I really believe it will help you raise more money. It’s for sale on Amazon, and we may be giving away a copy or two at the #DonorLove Rendezvous. I promise you it is worth reading.

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Written by Rory Green

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Rory is a Senior Development Officer by day, and FundraiserGrrl by night. As a major gifts fundraiser, she connects donors with an opportunity to invest in a better future. FundraiserGrrrl is a blog about her cheeky observations about life in fundraising.

Connect with Rory via:
Twitter

Guest Post: Three Resources All Fundraising Writers NEED to Know About

3 resources all fundraising writers NEED to know about

#1: Vanessa Chase – the Storytelling Non-profit

Vanessa Chase is one of my go-to resources on story telling. Her newsletter and blog are a treasure trove of tips and case studies. The section of her website dedicated to copy writing is amazing. Check it out here.

“Put your audience in the action from the start. Ideally, we want to connect with our audience as quickly as possible. This increases the likelihood that they will stay engaged with the story through to the end.” – Vanessa Chase

#2: SOFII

If you aren’t  a regular SOFII reader you should be! SOFII, the brain child of Ken Burnett, is an online collection of fundraising appeals combined with insider information on how the appeal did. It is a huge source of inspiration for me! Here are a few of my favourites:

#3. Tom Ahern

Almost everything I know about writing fundraising copy, I learned from Tom Ahern. His books are amazing, and worth a read – but he also has a fantastic section on his website of real-life appeals he has written – with his insider’s comments on what makes it great.

BONUS: Webinar: Creating a Case for Support that ignites passionate commitment(with Denny Young, Wednesday November 18th, 12:00 pm Eastern )

Are you inspiring your community to take action or treating donors and prospects like wallets? Supporters want to join the cause. They want evidence that you share their determination to make the world a better place. They want proof that your organization can realize their dreams.

Does your Case for Support make that connection, or is it just another boring plea for money?

You have a choice: make a grab for dollars or create friends for life. Which Case will you write?

In this webinar you will learn to create a Case for Support that builds loyal relationships among donors, prospective donors, volunteers, and staff.

Highlighting the well-tested research and experience of some of the world’s best Case writers, Denny will provide you with a step-by-step approach that results in committed support.

 You will learn how to:

  • Engage immediate interest by using the power of one story
  • Successfully balance logic and emotion to inform and inspire
  • Create urgency using statistics that clarify rather than confuse
  • Achieve maximum response by tailoring the call to action to audience segments

Sign up now!

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Written by Rory Green

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Rory is a Senior Development Officer by day, and FundraiserGrrl by night. As a major gifts fundraiser, she connects donors with an opportunity to invest in a better future. FundraiserGrrrl is a blog about her cheeky observations about life in fundraising.

Connect with Rory via:
Twitter

 

Guest Post: 5 reasons we LOVE Cathy Barrick… and you should, too!

5 reasons we LOVE Cathy Barrick (a.k.a. @savinggrace)...and you should too!

Have you heard the news? Cathy Barrick, CEO of Alzheimer Society of Toronto, is coming to the #DonorLove Rendezvous. Here are five reasons why Cathy is an amazing fundraiser, and an even more amazing human being.

She puts donors front and centre.

We all know it, we all feel it. Donors are at the core of our business. But, from time to time, we let budgets and goals creep into our thoughts and determine our actions. We get wrapped up in how great our charities are, without consideration for the incredible people who make it all possible. We don’t have time to make that phone call, or write that letter. We sometimes let it go just a little too long before we thank our donors.

For Cathy, donors really are at the heart of it all. Cathy is in the business of people, first and foremost. A long-time social worker, fundraising is a natural fit for her. She seeks to understand what motivates each individual person she meets, and it’s her mission to make donors feel amazing.

Cathy’s own philosophy of #DonorLove is to express gratitude for donors thoughtfully and genuinely. Cathy lives by this mantra by finding authentic touch points, with a sprinkle of surprise and delight. She appreciates the value of each gift, from each donor, and she makes sure they know it.

She’s an amazing leader.

To achieve her vision of an organization that embraces #DonorLove, Cathy is building a thoughtful, donor-centred team from all corners of the office – so much so she has signed her entire team up for the #DonorLove Rendezvous!

Growing #DonorLove from the inside out takes time, that is true, but it is time that Cathy is willing to invest. In a sector so often plagued by bad leadership – it’s refreshing and inspiring to see Cathy’s commitment to her team.

She’s a Pisces.

Pisces are compassionate, adaptable, accepting, devoted and imaginative.

She has a super cute cat.

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Look at that face!!

She truly cares.

When Cathy isn’t working hard at her day job, she volunteers with seniors. She’s one of those kind, caring people who seem to have endless love to give. She says her role at the Alzheimer’s society is her “dream job”.

Cathy is exactly what is right about this industry. She sees ways to be better, and makes it happen by being an attentive and curious donor-lover. To her, fundraising is not about money. It’s about connecting incredible people to causes they are passionate about. It’s about solving real problems and meeting real needs. Money is just the tool.

Amen, Cathy!

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Are you someone who truly cares about donors?

Do you want to spend a day with like-minded fundraisers, having great conversations, learning and sharing?

Do you want the chance to add amazing people like Cathy to your tribe?

Well then check out the #DonorLove Rendezvous.

It’s not a conference, it’s a meeting of the minds. On Wednesday, May 11, 2016, we want you to join us in Toronto for a day of dynamic discussion, energizing conversations, inspiration, passion, and fun!

Registration is open! For a very limited time, you can register for $99. I highly encourage you to register ASAP because this is going to sell out!

Visit www.donorlove.ca now to learn more and register today!

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Written by Tayler Halonen

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Tayler is new on the fundraising scene. She discovered a love for making people feel good at a young age, and she is thrilled to grow that passion in her work as a donor-loving fundraiser. In addition to philanthropy, Tayler is enthusiastic about animals, books, food, and health.

Connect with Tayler via:
Twitter

Guest Post: 8 tips to fire up your job search

8 tips to FIRE UP your job search!

 

So, you’re looking for a job? You are not alone, my friend. Whether you are thinking about making the transition into the world of fundraising or moving to a new city to be with the one you love, here are some tried and tested tips – by yours truly:

  1. Start with some soul-searching. Where do you see yourself in five years? What kind of fundraising job are you looking for? What are you passionate about? Know your strengths and let them guide you through the job hunting process.
  2. Check out your local job search sites. Here are a couple of my favourites: Charity Village, Indeed, and Association of Fundraising Professionals (AFP). For AFP, stay connected with your local chapter. I’m in the KW area, so I keep my eye on the Golden Horseshoe chapter. Also, make a list of your top employers and keep checking their websites – you never know when that PERFECT job will be posted.
  3. Inspire yourself with motivational quotes. Each morning I would wake up and post them on my Facebook, as well as print them out and sprinkle them around the house. Don’t underestimate the power of positive thinking.

    Inspiration Board

  4. Network, network, NETWORK! My first week in Kitchener I attended an AFP networking mixer. Best. Decision. Ever! Everyone was super-friendly and very approachable, as you will soon see for yourself in the biz. “Your mission, should you choose to accept it” (too much cheese?) is to push yourself out of your comfort zone and make at least one new meaningful connection at each event. The fundraising world is a very small community, and you never know who can open a door for you in the future.
  5. Learn something new everyday. Read blogs, participate in webinars, attend meet-ups and conferences. I have been participating with the #DonorLove series since its inception, and that’s actually how I met Maeve! There are so many great resources out there to help grow your skills. They are also a great networking opportunity. Here are some other ones you may be interested in that I have/will be attending: The #DonorLove Rendezvous, AFP Fundamentals of Fundraising, and the Canadian Higher Education Annual Giving Congress.
  6. Interview preparation is key! You’ve landed an interview – YAY! Now it’s time to become an expert on the organization you’re interviewing with. If this is one of your dream employers from the list you’ve made (see #2), you’ve probably already spent countless hours reviewing their website and learning everything there is to know about them. One great piece of advice that I received from a friend was to make an online donation to the charity, and then talk about the experience and process in the interview. Thanks, Josh Bowman for this idea!).
  7. Asking for help is not a sign of weakness nor suggests that you are incompetent. It shows that you are taking the process seriously and that you are committed to putting your best foot forward. Ask a friend to help role play some potential interview questions. Ask your mentor(s) to review and provide feedback on your cover letter and resume. Speak to an employment service agent. I found all of these very helpful.
  8. Follow up! After your interview, send a thank you card to everyone involved to make a lasting impression. The ‘gold standard’ applies here, too, so be sure these are sent out within 24 hours. Also, a great question to ask at the end of the interview is their approximate timelines, and don’t be shy to touch base with them around that date.

While it may seem overwhelming at first, I promise you, with a little hard work and determination, it will all work out in the end.

Oh, and one more thing – remember to be yourself and enjoy the process.

Cheers!

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Written by Andrew Geekie

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Andrew is a Development Coordinator with the Alzheimer Society Waterloo Wellington.

Connect with Andrew via:
Twitter | Email

Guest Post: 10 Things Fundraisers Should Know About Upgrading Donors

10 Things Fundraisers Should Know About

Upgrading donors is an essential part of your nonprofit’s fundraising program. Or at least it should be.

But the upgrade process isn’t just about asking all your donors for more money. Check out these tips to more strategically upgrade your donors:

  1. Upgrading begins at the point of acquisition. But not all donors can be persuaded to upgrade. The lower their initial gift (i.e. $15-$18 range), the more difficult it can be to upgrade a donor. For this reason, make sure you test your acquisition ask string (the gift amounts you’re asking people to give) at least once a year. You want to bring donors on at the highest average gift without negatively impacting your response rates. If you can acquire a high volume of donors at a better than $20 average gift, you’ll have a very good chance at upgrading them in the future.
  2. Build a rock solid thank you process. Want donors to give more generously?  Show them they matter by: a) promptly and genuinely thanking them for their past gift(s), b) sharing compelling stories about what their gifts have accomplished, and c) proving you’ve done what you said you’d do with their gifts. Getting this right will inspire donor loyalty and increase the likelihood that donors will upgrade when you present them with the next compelling opportunity.
  3. Have a big vision. Getting donors to increase their giving isn’t easy. You can’t expect a donor who gives $25 to provide hot meals at a shelter to give $2,500 just to provide more meals. Donors substantially increase giving because you inspire them to think and act big. That’s why middle and major donor programs often take advantage of offer bundles (where you combine a number of tangible program needs into one larger fundraising offer), special project campaigns and capital campaigns. These initiatives are tied to a larger vision than simply solving today’s problem. And they make upgrading donors so much easier.
  4. Remember that upgrading can come in small packages. It sounds counterintuitive, but hear me out on this. It’s great to get a $50 donor to upgrade to making $150 gifts. But don’t overlook that donor who gave $25 last year but gave you five $25 gifts this year. That’s an upgrade too. However, chances are your current segmentation and reporting systems aren’t set up to identify that type of upgrade. Check your reports and segmentation to make sure you’re identifying these people as well. If cultivated correctly, they can add a lot of income to your organization, both now and in the future (hint: they make GREAT planned gift prospects).
  5. Increase the relationship and they’ll upgrade. Donors are human beings. They give for many reasons, but they continue giving and increase their giving because you make them feel validated and appreciated for their contributions. This is a given for major donors. But you’d be amazed at how big of an impact this can have on your middle donors and even the upper end of your regular donor file. Write them special handwritten notes, call them, invite them to your shop for a tour or out for coffee. These steps will deepen their relationship with your organization, and provide them with more positive experiences.  And the next time you make an ask – even a stretch – they’ll be more likely to respond with a yes.
  6. Invest in a quality high dollar direct mail program. You might be tempted to just mail your standard package to every donor and vary only the ask amounts. That’s a mistake. Effective high dollar direct mail is much different; it’s less tactical, more relational. This is where you’ll see longer letters, live stamps, true handwriting, and even FedEx and UPS overnight packages, which work very well to upgrade donors.
  7. Say thank you more frequently. Engage your board to make thank you calls and write handwritten thank you notes to donors on a regular basis.  You can even make it a standard part of each board meeting. Do this several times throughout the year, prior to when you’ll be making your most important asks.
  8. Embrace telemarketing. You might personally hate telemarketing, but it is a great tool for upgrading donors. Telemarketing allows you to build personal relationships through conversation, allows donors to feel like you’ve heard them (both the positive and negative), and gives you time to tell more of your story in a highly personalized way than direct mail or e-mail.  You’ll also be able to reach more people on your file who aren’t necessarily responsive to other channels like mail.
  9. Host strategic cultivation events. If you’re trying to upgrade $20 donors to the $50 level, you probably don’t need to host cultivation events. But if you have a good group of $500 donors that you’re trying to upgrade to the $1,500 – $5,000 level, events are a great tool. The best events tend to have the feeling of exclusivity and access, of these donors being “insiders”, and having the opportunity to be the first to know/invest in something special. These cultivation events will deepen engagement around your donors’ passions and show them how very important they are to your cause.
  10. Upgrade through integration. Some of the most successful middle donor upgrade campaigns I’ve ever worked on have utilized an integrated direct mail, telemarketing, e-mail, video and face-to-face strategy. Integration helps you increase the frequency of your touch points, communicate the same message in different and increasingly compelling ways, and to leverage each channel to increase overall response.

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Want to learn more? I’m hosting a webinar that Andrew’s presenting called – Maximizing the Middle: Strategies and Tactics for Increasing Middle Donor Income.

In this session Andrew Olsen, CFRE, will share the demographic and psychographic differences that make middle donors unique. You’ll learn the best (and worst) ways to engage these donors to deepen their commitment (and giving!) to your organization, AND we’ll look at three case studies to see the specific tactics other nonprofits have used to increase middle donor giving by as much as 400%.

This webinar is now sold out! Click here to buy a copy of the recording! You’re not going to want to miss out on this knowledge!

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This blog was originally posted on Andrew Olsen’s Blog Fundraising Fundamentals.

Andrew Olsen
Andrew Olsen, CFRE, is Vice President, Client Services at Russ Reid – an Omnicom ad agency serving the nonprofit sector. Click here to read Andrew’s full bio.

Connect with Andrew via:
Twitter