In the world today, there are more than 2,700 billionaires. That’s a lot of people with a lot of money. As a result, there's a lot of chatter about what billionaires should do with their money.
It’s not about the size of the monthly gift amount. It’s about the fact that you’re giving your donors the opportunity to make a difference in an amount they can afford. You might say, aren’t you worried that donors will only give those tiny amounts and you’ll never be able to move the needle?
In this swipe left/swipe right world, those in the dating scene have learned to make very quick decisions about whom they are interested, often with very little information at the outset. In an instant, they decide to swipe left (delete) or swipe right (connect), deciding if a person is worth getting to know based on a profile picture, a tagline and maybe a few key facts.
Don’t get me started on what we’re seeing in donor and donor value attrition. Terrible. Big donors are disappearing faster than you can blink. Why? No fundraising vision.
One of the ways Aldi can keep its prices low is by using a quarter in a very special way. If you’ve shopped at one of its stores, you already know what I mean.
Digital advertising and testing, often thought to be reserved for high-resourced organizations, can be done on an attainable scale for smaller grassroots organizations. They can benefit the most from outreach via programmatic advertising.
“We need more money. That’s why we’re starting a major gifts program.” This is how many leaders think the economy of a major gifts program works. They decide to do it and — bam! — the money starts to flow in immediately. These leaders need a dose of economic reality as it relates to major gifts.
Once again, nonprofits can invest in marketing outreach efforts to raise awareness. But instead of sending out the usual text messages, emails and bulk flyers in the mail, there are outreach methods and engagement techniques that can enhance and improve response rates and hopefully fundraising totals.
Here’s the thing: One snowflake on its own is tiny. It takes more of these tiny flakes to make a major storm. That’s similar to what happens with monthly gifts.
How does your donor like to be communicated with? It’s not about how do you or your organization like to communicate — but how does your donor want to be communicated with, that best suits them? Knowing how your donor wants to engage will unlock a new level of relationship with them.
