3 Ways to Create an Effective Donor Communications Plan

Communicating with your donors is an important step for any successful non-profit. The key in keeping donations coming in is to make the donors feel like they are part of your team. Therefore, you need to follow three tips to create a successful communication plan.

Identify Your Donors

The first step in creating a successful plan of communication is to identify who your donors are likely to be for your non-profit. Depending on the size of your program, you may know some of them by name, but you need to constantly be thinking about them as a group. In most cases, they will share some common characteristics including:
• Age
• Geographical location
• Income
• Job
• Gender
• Language
• Size of household
• Political viewpoint
• Beliefs

A great way to identify your donors as a group is to create a donor profile. Take a blank piece of paper and draw your ideal donor. No one has to see it, so get creative in drawing details on your donor to remind you of certain characteristics. Identify Where Your Ideal Donor Hangs Out

Once you understand who is giving money to your organization, then find out where they hang out. If you are working for a local organization, then it may actually be a brick-and-mortar location. In most cases, however, it will be a social media outlet such as Facebook, Twitter or Pinterest. If your donors are coming from younger people, however, do not overlook the importance of WhatsApp, Snapchat and Instagram. If most of your donors are businesses or other charities, then find out what website forums they frequent along with what print media they read regularly.

Communicate Directly

Now, that you know who your ideal donor is and where they hang out, it is time to communicate directly with them through their favorite media. Remember that they want to be included on your team, so use the word “you” frequently because without your donors there would be no team. Create message that will create an emotional appeal with your donors. Then, share those messages with your donors where they hang out at the time that they are likely to be most receptive of your message. Make it easy for your donors to share your message with their friends to increase your donor base by actively asking them to share your organization’s message. Never leave a doubt in the donor’s mind about why you are communicating with them.

Remember that communication is a two-way street, so you need to spend time listening to your donors. Solicit feedback from your donors by hosting online business hours, using frequent donor polls and inviting your donors to contact you about any concerns.

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