Having a supporter or donor-centered communication strategy can play a pivotal role in growing your recurring donor base, among other perks!
We recently went into detail about the importance of turning your donors into the heroes of your nonprofit story. But, what about before they become heroes? It wouldn’t make sense to call someone a hero if they haven’t done anything heroic yet, right?…
Anyone who is involved with your organization should be primed as a hero in some way because they’re providing some level of support – which means they care about your mission – which also means they want you to continue what you’re doing – which also-also means they would probably do whatever they could to help you out if you asked them!
Donor-Centered Communication in 3 Steps:
1. Prime your Donors as Heroes…
What exactly is the issue you’re trying to solve through your nonprofit efforts? Is it providing homes for the homeless, food for the hungry, love and attention for the lonely? — Whatever it is, create a passionate and heartfelt story about it!
“Thousands of people are starving within our community each day…”
Make the story specific by including the name of the community, town or county you serve and even the specific group of people if that applies to your mission. Make it personal, compelling and truthful!
2. Refer to your Supporters as Heroes
When you update your supporters regarding any of the accomplishments or successes achieved at your nonprofit, make sure you’re giving them the credit, not you or your organization!
Even those supporters who haven’t donated money yet should get updates on how the general support coming in has made it possible for the lives of others to improve. In this way, you’re treating them like the heroes they all have the potential to be. After all, if they’re on your mailing list, it’s very likely you already have a place (no matter how small) in their hearts!
“All the incredible support we receive from you and supporters like you will substantially decrease the number of people starving in our community. You’ll literally be saving lives! Thank you!!..”
By putting the problem in the hands of your supporters, you’re empowering them to take action. And by mentioning your other supporters, you’re showing them that they’re a part of a larger community of people who all care about the same thing; solving the problem!
3. Tell the Hero’s Story
After you’ve accomplished a great campaign, fundraising feat, or another achievement, tell the hero’s story!
“Because of your generosity, the number of starving citizens in our community has been cut in half! You’re truly a hero!“
Include with this story a compelling image of the impact your supporter’s generosity made. You could do a before and after photo to make it even more real to your supporters.
“This is what YOUR generosity did. YOU made a positive difference and you’re awesome!”
Of course, always follow your message with a heartfelt thank you. Although, if your messaging is truly donor-centered and makes your reader feel like a hero, they will already feel highly appreciated and the “thank you” will merely be a nice closing to the happily ever after story of which they saved the day! 🙂