You likely have a list of loyal, older donors who have supported you for years - especially through one-time, annual donations. Congrats! 🎉
As you steward these donors toward bequest giving, you're aware of the need to attract NEW & YOUNGER donors to keep your mission moving.
How do you acquire new donors?
There are MANY facets of successful acquisition processes & appeals:
List(s) of Contacts
You'll need to have a list of folks to talk to/ask/start with - these are the most common:
Social media followers
There are also some 3rd party services that allow you to purchase emails and/or mailing addresses.
Lean upon your current donors/volunteers/supporters to "spread the word!" (word-of-mouth is a powerful, effective way to bring new donors into your network)
Segment your contact lists as best you can for targeted messaging.
For example - a donor who historically gives $20,000 to charities annually doesn't need to be receiving the same "give a $10 one-time gift" direct mail appeal as the donor who has only given you one $10 gift 2 years ago.
Some CRM's offer free and/or paid analytics/donor segmenting based on income, previous giving history, location & more.
Your mass emailing tool (ex: ConstantContact or MailChimp) often offers built-in segmenting/list options
Especially when marketing in "cluttered" & distracting spaces like emails and social media, you'll want to create a simple, eye-catching design that is easy to read & cuts through the "noise" of all other competing non-profit & marketers.
A Call to Action
Quality & impact
Asking donors for a low $ gift increases the chances of your donor giving.
Have you ever been to a grocery store and they asked if you wanted to "round-up" your spare change to donate to a cause? You likely said YES because it was such a simple & low barrier amount.
Your Harness Round-Up link is a perfect call-to-action to activate new, younger, inactive/lapsed, small-budget donors.
Multiple Communication Streams
Emails & posting on social media are the best & often most effective donor acquisition tools IF these communications are timely, consistent, and share valuable/relevant information to donors (Ex: who you are, what you do, how donors $ makes a difference, etc.).
Other communication streams include:
Can include timed solicitations (ex: quarterly, end-of-year, etc.)
Fun Fact: DM costs $40–$60 per new donor and has the lowest long-term value since the frequency and average gift are both lower.
Fun Fact: Text messages traditionally have a 98% open rate!
Learn more about texting with Harness
Most common: special events & 3rd party tabling events
Use your Harness text-to-give keyword to make it EASY to give on the spot!
We mentioned that email inboxes & social media feeds can be "cluttered" causing your email/post to be overlooked/lost. It's important to share your appeals not only in multiple areas (see above), but multiple times.
Best practice for cadence:
1x/week for time-sensitive appeals
1x/month for "general" info/updates
1-2x/day for time-sensitive appeals
1-2x/week for "general" info/updates
Especially when donors are giving via your website, donors can get distracted/lost in other content on your site - having an automated "prompt" to catch their attention/remind them to make their donation increases the follow-through on your gift.
Our social proof notification subtly lets your donors know "others are giving to this, you should too - don't miss out!"
Check out these resources 👇