6 big recommendations from Abila's donor loyalty study about content

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

“Content is money!” That’s what Abila says.

Here are 6 big recommendations from Abila’s donor loyalty study:

1. Spend time on content and your content strategy:
Donors are turned off by poor content, which may cause them to stop giving to your organization. Make it easy to understand, highly personalized, and relevant.
2. Show impact:
Weave it into all of your communications content.
3. Integrate and collaborate:
Work with your volunteers, program staff, finance team, or other departments to find content that tells interesting stories about your mission and its impact.
4. Ditch the newsletter:
I don’t agree with this one so much. But I will concede that donors do want “short, consumable, personalized content instead of generic, one-size-fits-all newsletters.”  Make them personalized, relevant and real.
5. Get personal:
Donor relationships are much like social and family relationships. It’s ok to engage in a very personal way. It shows that you’re genuine.
6. Survey your donors:
This is my favorite. “Give them the opportunity to tell you where you may be missing the mark and what they would like to see.”
Here’s a link to the entire study.
SEE ALSO: 35 amazing ways to engage and involve your donors and supporters
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