Fundraising Training: Developing a Donor Focused Communication Strategy
Channel: Brian Barela
Date: 2013-05-13

Pragmatic tactics within a donor-focused framework to help grassroots fundraisers raise more money, communicate results more effectively, and meaningfully engage donors on the channels they prefer.

Slide deck available at http://www.slideshare.net/brianbarela/developing-a-donor-focused-communication-strategy

Sending more communications, even if it's "social"media, will not significantly impact your ministry partnerdevelopment efforts.

Every communication sent to donors, whetherit's on email, social media, direct mail, phone,or SMS must work together to create ameaningful experience.

Donors receive personalized experiences when they shop, eat, and play. They expect the same when they give. Shifting the focus from you or your organization to them is the place to start personalizing their experience.

Unifying your communications across direct mail,email, and social will increase the amount of timeand attention your partners give you.

49% of mid-level and major donors will always visit anonprofit's website before making a first-time gift ordonation.Google calls this the ZMOT (Zero Moment ofTruth), the moment when a person makes asignificant decision based on informationthey access online.

79% of consumers now say they use a smartphone to help with shopping. 

Your website and social media accounts provide information that current and potential donors may use toevaluate whether or not to start or continue giving. They may also compare you to other charitable giving optionsusing online research.

Realize that the in-person meeting is no longer the "first" moment of truth in the decision making process.

Donor-centric communication can significantly improve donor acquisition, retention, andengagement.