After reading a recent nonprofit donor engagement benchmark study, I wanted to share these key engagement fundraising stats:
So what do you do with these stats? Here are my MarketSmart suggestions:
1. Seek to become your donors’ favorite charity by making investments in providing engagement opportunities.
2. Make it easy for donors to promote your mission and recruit friends and family members to participate and give.
3. Look at your donor base and where the 80/20 rule applies. If most of your revenue is coming from a certain demographic, develop engagement offers and opportunities that suit that group in an effort to optimize the time and money you spend on engaging them and solidifying the relationship. Don’t try to create engagement offers for everyone. You’ll water down your efforts and do everything only marginally well. And don’t do Facebook just because someone in your office thinks that’s the way to go. Do what your most valuable donor would want you to do. A smart focus will yield tremendous results.
4. Use digital means as much as possible because those channels are easy, inexpensive and provide scale without much effort. And don’t forget to use tracking technologies to monitor and score your donors’ engagement levels online in order to zero-in on the ones who are most passionate. Then pick up the phone and get out of the office. Go see ’em!
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