Donor Behavior 101; Building A Fundraising Strategy for Success

As the development director of your nonprofit, you probably spend a lot of time trying to understand your fundraising_strategy organization’s target market.

What are their interests, needs and desires?

What really makes them tick?

What makes them want to donate to your nonprofit?

But don’t lose site of the big picture.

If you’re looking too closely at your own target market and how to push your nonprofit marketing message out, it’s easy to forget the foundation of successful donor cultivation.

A solid understanding of donor behavior.

Helping others takes countless forms. From giving money to charity to helping a stranger dig his car out of the snow.

It springs from a myriad of motivations such as a deep-rooted empathy to a more calculated desire for public recognition.

Consumers everywhere are becoming increasingly adept at tuning out marketing messages they are constantly bombarded with.

What does that mean for your nonprofit organization?

Well, if you’re still turning to raffle tickets, pay-per-click and magazine ads as opposed to content creation, chances are you’re wasting your nonprofits marketing dollars.

Donor behavior has changed.

How much of your communication strategy is interruption marketing versus attraction marketing?

Is your communication model for giving based on using guilt?

All generations are not created equal.

Are you optimizing your fundraising opportunities to connect with each group? 

Today’s donor is actively looking up reviews online or asking their friends for referrals based on personal experience.

Wondering how to get the attention of donor prospects when they are selectively tuning out the clear majority of advertising and avoiding direct interaction?

It’s all about content sharing through digital marketing. 

People relate to and share stories.

The good news is, making memorable stories doesn’t require a gigantic marketing budget.

Creating relevant content that engages donor prospects builds value and trust in your organization through blogging and social media.

This strategy provides your target market with the stories they need to talk about your nonprofit.

Give your donors the best service possible when dealing with them and you’ll be well on your way to creating a story that can easily be conveyed to friends, family and neighbors.

By helping to educate your donors, you establish your nonprofit as a trusted advisor and provide them with a knowledge base that proves you understand their pains and questions and makes them want to hear what you have to say.

When most of your organization’s funds come from private donors, you need strategic processes in place to identify potential donors and communicate with them effectively.

This is where marketing comes in.

To learn more about attracting donors using story telling with inbound marketing, download our eGuide entitled How to Use Inbound Marketing to Attract New Donors.

You can download it here.