Your outreach to major donors who give $10,000 checks should differ from the way you engage with donors who gave their first donation via crowdfunding. Tailor your communications to your respective audiences to optimize the outcome of their response.
As Executive Director of Advancement for York Catholic High School, Maida Connor leans on both standard and custom reports to segment their donors. “We like having the ability to set templates in DonorPerfect, so we can frame, organize, and present various extracted data in useful ways. By generating these reports, we gain insight into our donor database and receive assistance with mailings, and get useful information that we apply to strategic advancement efforts going forward.
Potential donor segments for your year-end fundraising campaign include:
Donor Types Scope your revenue based on organizational vs. individual donors and consider what you can offer them in return. You could advertise organizational donors at your next fundraising event or send a gift to your individual donors.
Campaign Specific Target donors who have given to a specific fund. Show them the impact of their gift in your year-end appeal. Perhaps thank them by inviting them to an appreciation breakfast with your board, onsite!
Monthly Donors Year-end is an appropriate time to request a special one-time gift from donors who give monthly. Make the case based on research for what an extra [X] dollar amount could do for the populations you serve.
Brand New #GivingTuesday Donors Reach out to this group on social media, the ideal channel for attracting new monthly donors, volunteers, and fundraisers for your crowdfunding campaign. Create a hashtag or “challenge” relevant to your mission. Remember the success of the ice bucket challenge? Your year-end campaign could go viral.
Leverage Your Board for Major Donor Outreach
How would you define a major donor? Someone who’s given a one-time gift of $500 or more? Someone who has given $5,000 or more over their lifetime? No matter the number you choose, take care to thank these special donors in a personal way. A phone call or handwritten letter from a board member is sure to impress. Be sure to set up triggers in your CRM to alert your board members to make that call.
8 Best Practices for Major Giving
Learn how to uncover major donors in your network who can make your annual fundraising goal a proud reality. This guide delves into the magic of prospect research and the types of engagement that are most effective in appealing to the most valuable donors in the nonprofit world. Read it now!
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