FOCUS ON NEW DONORS

Finding new donors—and keeping them—continues to be an area of critical concern. While there were some encouraging signs in new donor growth early in the pandemic, this has largely flattened or declined at this point. They key metric to note is that overall donor participation in America continues to decrease while the number of nonprofit organizations seeking funding continues to increase.

So where do you find your new donors?

It all begins with connection and engagement. Strong brand, marketing, and outreach efforts are the first step in bringing more prospects into contact with your organization, making them aware of what you do, then taking them on an interesting journey so they begin to care about the work you do. Only then will you be able to successfully begin to ask for money, and do it boldly.

It's also important to remember that there are many distractions in the world today, not to mention an upcoming election. While it’s important to employ smart timing in your appeals, don’t let the outside world stop you from seeking funds from donors. For example, during the pandemic, many organizations paused their appeals, and ultimately lost out on the temporary donation surge that occurred.

Finally, in this time where securing new donors is challenging and costly, it’s important to double-down on stewardship of your current donors, on reinstating your former donors, and on maximizing participation and giving levels in your monthly donor program.