5 Go-To Moves to get that Donor Appeal

In lieu of Valentine’s Day, it only seemed appropriate to review a few simple pick-up moves to attract new donors and make them feel loved.

Whether you are new to the field or are a fundraising veteran, you know that there is so much more to donor appeal than just asking for money; sometimes it’s about taking it slow and really getting to know that special someone… er… donor. Here are five go-to moves to use when trying to set the mood for prospective donors.

1. If you got it flaunt it

Time to start puttin’ the vibe out. What’s the thang that makes your organization different from all the rest? Whatever it is, flaunt it baby! It’s all about “the feels” when it comes to your donors. Is there a certain area your organization flourishes in? How about any awards or recognition? Show it off! The better news you can share with your donors the more they will know that you are a strong investment for their gifts.

2. Appeal to their desires

This may seem obvious, but often it’s easy for fundraisers to fall back on practices that are convenient for them while losing focus on what is most desirable for the donor. It’s not about what you like or what your organization needs; it’s about your donor’s interest. Always remember you will get more from a donor when they are giving to an area they are passionate about, than an area you want them to be passionate about. The easiest mistake a fundraising shop can make is to focus on donations and not on donors.

There is nothing more important than being donor-centered. You need to make your donors feel like you only have eyes for them. Your communication should always be based on their interests and not your own. And your stewardship should be specific to their gifts and designations. Just like good lovers do, the more you appeal to their desires, the more generous they will be.

3. Never stop putting effort into the relationship

Relationships End Too Soon Because People Stop Putting the Same Effort to Keep Them as They Did to Win Them. — Anonymous

Steward. Steward. Steward. Ask. Thank and Steward. Steward. Breathe and Repeat. And Repeat. And Repeat Again. And Never Stop Repeating.

Roleplay! So, you’ve caught the eye of a desirable prospective donor, and you have spent the last few months courting them. Your hard work and smooth moves finally paid off, because today was the day that you took your relationship to the next level. You asked, and your donor committed to a five-year major gift pledge.

You did what every great fundraiser did, and instantly sent out the appropriate thank you materials that outlined their commitment. Exhausted from your efforts, you wiped your brow, plop down in your chair for a quick breather before you close-the-books on this donor and move on to the next fish-in-the-sea. Players-gotta-play, amirite? Ummmm… wrong. Players gotta juggle.

Being a fundraiser doesn’t mean you have to be a one-donor guy or gal. It means playing the field while making your donors feel like they are the only ones who have your heart. You must learn to balance multiple relationships at once. There needs to be enough of your love to go around.

The worst thing you can do is cut your donor off after they have made a commitment to you. Now more than ever you need to make sure you continue to vie for your donor’s love. Don’t ignore them after all the hard work you put in to win their hearts. If you do, you will send their money to the next non-profit that comes batting their eyes and shaking their hips your donor’s way.

Your best prospects will always be your current donors. It’s your job to never let them lapse. A five-year pledge doesn’t mean you have five years until you need to put effort back into your donor. It means you need to work harder than ever to continuously remind them what it felt like the day they gave to your cause. They need to see how you are using their gifts and the impact they continue to make, so that the next time you ask, there is no question they will give again. Loyal donors come from loyal stewards of their gifts. Which brings us to our next tip.

4. Watch for silent treatment

Forgetting about your donors is bad enough; letting your donors forget about you is “your loss” (spoken in that tone your best friend would use when referring to the boy who just broke your heart). If you turn-a-blind-eye to your donors, you can bet they will turn a cold shoulder. Seek them out before they go completely silent on you and show them why they matter.

So how do you handle the silent treatment when you are a little too late? You let your lapsed donors know how much you miss them. Gravel, apologize and show them how terrible life is without them. Get on your knees and tell them you are scum and that you will change — okay, I’ve been watching too many rom-com’s, maybe don’t go that extreme. But the concept is still the same.

One example message to include in your correspondence with a lapsed donor would be, “We missed you last year! When you gave your gift to <organization name> you helped <impact>. We would be remiss to not receive your support again. We are sorry we lost our connection with you and want to be sure that you know the import difference you made. We hope we can count on you again this year.”

5. Keep tabs on them

Like a jealous and crazy girlfriend, it’s time to have your donors followed so that you know what they are up to. Data is the private eye that your fundraising shop must have to be successful. A few items that should be tracked on a regular basis are:

• Donor Retention (Return) Rates
• Donor participation number
• Cost to Raise a Dollar (CTRD)
• Return on Investment (ROI)
• Marketing and solicitation response rates

If you don’t feel like you’ve completely mastered the art of picking-up donors, don’t worry. Donor appeal is something that is learned, practiced, mastered and then learned again. Donor interests and needs change and so do the various platforms in which we communicate with them; just like Tinder, crowdfunding didn’t exist 10 years ago either.

You may feel like you are in a rut now, but just like a good 80’s teenage chick flick, the misunderstood young heart-throb always finds a way to pull it together in the end to get the girl. The best thing about fundraising is you won’t have to run through a crowded airport to catch her — unless you are a major gift officer of course.