Donor Engagement Plan Now Made Easy

The allegiance of individual donors are an integral part of a non-profit organization, because they not only help to mobilise requisite resources but also bolster the reach of a program. Oftentimes, the ‘donor strength’ of an organization is one way of determining the sustainability of the non-profit. This then encounters us with the question of; what should my organization be doing to foster the relationships with our ‘ambassadors, supporters and friends.’

Building a donor engagement strategy is the foremost step towards engaging your donors. A donor engagement plan is the way in which a non-profit interacts with its most important stakeholder, the donor. It is an organizational mind-set that pervades and drives every aspect of fundraising and harnesses the relationship with the donor.  

Important points to keep in mind as you set out to chart out your donor engagement plan:

1. Donor First Approach: Much like anything we set out to do, a donor engagement strategy is best created when the needs of the donor are kept at the forefront. It is one of the primary ways to show the donor that they really matter. Segmenting your donors on the basis of their likes, the thematic areas they are inclined to donate to, their geographical locations etc. are just some ways that will help you further enhance your relationship. It also helps in personalising communication. This can generate goodwill among donors, leading to greater engagement and eventually, continued support for your cause. 
2. Involve your Donor: Constantly reaching out to donors just to make a donation can discourage them and turn them away from supporting the organization. However, presenting to them a wide range of opportunities that they can use to contribute beyond the monetary aspects, is a way to show them that they are valued beyond their monetary contributions as well. They can be invited to participate in non-donation activities like volunteering, becoming social media ambassadors, peer to peer fundraising amongst others. These participation opportunities give donors a glimpse into other aspects of your organization and can increase their ties to your cause. 
3. Express Gratitude:  To build a meaningful relationship, expressing gratitude is prime. Thanking a donor for their donation is the first step of acknowledgement, but to keep a donor engaged, gratitude should go beyond acknowledgements. Gratitude can be expressed in different ways; wishing the donor on their special days, inviting them as special invitees to your events, making regular phone calls are all ways to express gratitude. 
4. Regular Updates: By the virtue of a donation, however big or small it is, a donor is always entitled to know how their money is being utilised. One way of keeping the donor informed is to send out monthly updates. This shows them how things are going, and reminds them that they’re part of something great. 

While these pointers may be good starting points for your donor engagement plan it is worth noting that, as donors become more engaged with your organization they will go from just being mere donors to being involved in some of your advocacy and volunteering. Therefore, creating a strategy just for pure financial gain will mean that the essence and value of the donor engagement cycle is lost. These guidelines and tips will help you show your donor that you really want to build a relationship with them.