These days, it’s nearly impossible to find an organization that hasn’t conducted some form of online fundraising. Does your team actively engage and support donors with digital communication? It can be difficult with limited in-person interactions.
Plus, the digital environment is a loud and busy space. The competition for donor attention is at an all-time high. Without a coherent, unified digital communication strategy, you risk losing focus and visibility—especially true if you’re targeting an older population.
A comprehensive digital communication strategy is the single best way to ensure a personal interaction without the in-person interface—helping you to put your overarching fundraising or donor acquisition goals into action.
When creating a digital strategy for your organization, focus on these constituent parts to simplify the process.
- Determine your goals.
- Examine your audience.
- Define your constraints.
- Equip your team with the right tools.
- Craft a communication plan.
A digital communication strategy is only effective if its well-received by donors. Here are four best practices to ensure donors engage with your digital communications.
Personalize Conversations
A nonprofit’s success is related to the relationship they have with donors. Whether you’re sending out an appeal or a thank you letter, you must personalize your donor communications—80 percent of people say they engage with personalized messaging[1].
In a world with primarily digital communication, it feels less ambiguous. Digital communication requires you to be more purposeful with how (and when) you communicate.
Personalize your donor communications by:
- addressing them by name;
- communicating with them as an individual, not the organization they’re affiliated with; and
- referencing their previous involvement and its impact.
Use Donor-Centric Language
Having a donor-centric tone when communicating with your constituents goes a long way. Switch your general messaging to donor-centric messaging—it can be as simple as speaking to “you” vs. “we.”
Incorporating a donor-centric tone also requires an awareness of your donor’s goals. By understanding their unique needs, you can connect and engage with them better.
Empathize with your donors by asking questions that engage with purpose.
- What is most valuable to you?
- How do you envision supporting our organization?
- What are ways we can help you achieve your goals?
Leverage Multichannel Communication
A multichannel approach is essential for donor communications. It allows you to reach a larger audience and reinforce your messaging. Donors vary with how they prefer to communicate.
Email marketing is a common way to communicate, but its important to utilize other channels such as:
- social media;
- website landing pages;
- text messaging; and
- telephone
Make Technology Simple
There’s no doubt that technology will impact your digital communication strategy in 2021 and beyond. Donations are happening online more frequently, requiring the use of eSignatures or transfer of documents.
Often, donors are sending documents with sensitive or confidential data through email that isn’t always encrypted.
Some donors may be hesitant or discouraged from supporting your organization due to security concerns or complicated technology processes. If you’re dealing with an older population, how do you communicate effectively and leverage technology? You’ll need to simplify technology and clearly explain the requirements.
You may consider implementing programs to support your digital communication strategy. SignNow[2] offer organizations the ability to streamline document workflows, automate and collaborate donation form processing, request eSignatures, and protect sensitive data with advanced encryption to keep contracts and other sensitive information safe.
[1] https://us.epsilon.com/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
[2] https://www.signnow.com/solutions/nonprofit