Shifting from Dollars to Donors with help from Video Messaging + ThankView!
Whenever the season, there’s always a midway shift in annual giving programs where the focus stops being centered solely around dollars and starts to become more donor-centric.
When this happens, more messages are planned for wider audiences, ask amounts are relaxed and participatory in nature, and the priority is conversion, conversion, conversion before the fiscal year-end deadline strikes.
How to Make the Shift with Ease.
Making the shift doesn’t need to be difficult — especially if you plan for it! Identify places you can go from planning and strategy to action and conversion.
Leadership society outreach could transition to the promotion of a loyalty society. Instead of doing 1:1 portfolio work with personalized proposals, road warriors can focus on upgrading past donors to maintain membership in leadership giving societies. And more costly mailings can be repurposed into snackable reminders to give digitally, which saves money at a crucial point in the budget year.
Change is Inevitable.
But, it’s also super manageable. The change you will experience in your approach during this shift includes bigger audiences, more inclusive language, channels that cost less to manage, and more channels working together in the mix. We talked about this in our ThankView How-To in January — if you missed it, you can check it out below:
Make sure you have a plan for LYBUNTs, loyal donors, leadership donors, those audiences considered more temporary than others (parents, friends, students), and that you’re celebrating any special holidays that grab the attention of your alumni.
And of course, have fun with it! This is the time to try new things and see what sticks. You’ll learn a lot in the process — and that’s a win, too.
How do you manage the shift at your organization? Tell me all your secrets below or catch up with our community on Facebook in our exclusive group for clients. If you’re interested in joining our growing community, sign up for a demo at www.thankview.com/demo.
