Six months into 2017, and we’re able to identify a few trends in donor development that are working and producing results.

As with all types of marketing, nonprofit donor development programs compete with dozens (if not hundreds) of voices for supporters’ attention and dollars. Our audiences are busy, scattered, and distracted. It’s not surprising, then, that the most effective methods successfully overcome these challenges. 

What’s Working Now in Donor Development

Segment communications

One of the biggest challenges nonprofits face is reaching multiple generations of givers, all of which want different things and respond to different methods of communication. Fortunately, with CRMs and data, segmentation and personalization, nonprofits can now market like Fortune 500 companies, in terms of the level of personalization they offer. This personalization is the ultimate attention-getting tool and effectively can cut through the noise of other, more generic appeals.

Segment your communications by donors’ ages and level of giving, and don’t be afraid to market specifically to any other segments you can identify among your donors. The more specialized the segment, the greater likelihood you’ll reach your donors with appeals that will effectively target them and create results. 

Multi-channel fundraising

Use multiple platforms to fund raise and reach audience segments. You’ll want to make sure all channels — mail, email, social media, PPC ads, etc. — are integrated. When they are, your appeals will be incredibly effective and will reach different audience segments at different touch points with one large story.

Mobile giving

Mobile giving is a critical part of your donors’ experience with your organization. Make sure that you are set up for text giving and that your website, landing pages and online forms are mobile responsive and provide an easy way for users to engage online.

Third party fundraising

Peer-to-peer fundraising, crowdfunding, and cause marketing are creative ways to fund raise while capitalizing on social proof and word-of-mouth from your brand’s ambassadors: your supporters and donors. Get creative in coming up with new ways to encourage donors to celebrate, observe a milestone, or support your cause. We’ve seen “donate your birthday” and “sponsor a marathon”-type events all be incredibly effective, as well as selling product (t-shirts, bracelets, etc.) associated with causes. 

Keep creating content

Compelling storytelling through engaging content still effectively recruits and retains donors. Everyone loves a good story, and it’s vitally important that your messaging always works on your behalf communicating to supporters.

Build monthly giving/subscription-based programs

The more donors you’re able to convert to monthly donors who give through a subscription-based model, the healthier your organization will be.

We’re seeing these trends in fundraising and donor development. Which of these are working for your organization and what should you try that you’ve not yet implemented?