By: Lucy Spratlin
In today’s world of social sharing and viral videos, people like to be part of something bigger than themselves. Donors who support your nonprofit on a regular basis are expressing the desire to invest in your organization – financially, emotionally and socially.
As a consumer you walk into to a store and pay for a product that you want to purchase and leave satisfied with the transaction. As a donor, the benefit is not felt directly or as quickly. You help fund a nonprofit who in turn provides assistance to those who depend on its services. That’s why it’s crucial to break down the impact of a monthly donation and the importance it has on the ongoing work of your nonprofit. Monthly donors need to feel that their level of commitment truly makes a difference.
Your giving community is a branded group of loyal supporters who embrace your cause along with other like-minded donors. It’s about much more than donations made 12 times per year. Instead, think of it as a communications initiative that regularly features stories of impact along with compelling photos and videos. Habitat for Humanity calls their monthly donor program Hopebuilders and they become part of a special group of generous people who provide a strong foundation for Habitat’s important work. A series of We are Hopebuilders stories are featured regularly on Habitat’s website.
Create a special feeling of community by offering something beyond the regular donor experience. Send content and messaging designed exclusively for monthly donors that reflects their strong involvement with your organization.
Is your good work being performed on another continent? Or perhaps there are complex issues involved that a simple tagline doesn’t easily explain. Storytelling is a way to connect people more deeply to your cause by creating personal connections and building relationships. Make communications and engagement two-sided and provide multiple ways for members of the community to share and learn from each other.
According to the Ultimate List Of Charitable Giving Statistics For 2018, Nonprofits Source, 40% of Millennial donors and 49% of Gen X donors are enrolled in a monthly giving program. Take advantage of this trend by identifying key donors who would most likely support and engage in a community program and create engagement activities that are relevant and compelling to them.
World Vison flipped the model on child sponsorship by building a monthly giving community called Chosen. Instead of donors sponsoring a child, the child chooses a donor at the “choosing party”. Sponsors and children are then connected though the Chosen community of monthly givers and community members receive regular updates on the changes they are helping to make together.
English book retailer Waterstones teamed up with Oxfam to help raise vital funds to get life-saving supplies like food, water and shelter to desperate refugees. The campaign immediately captured the imagination of book lovers, Waterstones customers and Oxfam supporters alike. Not only did the campaign successfully hit the target of raising £1million – enough to deliver life-saving clean water to over 150,000 Syrian refugees – but it also resulted in community building and increased customer loyalty.