HOW TO ATTRACT DONORS TO YOUR CHARITY Wesley Oler IV
Despite the number of nonprofits in the US, the struggle to stand out can be real for many organizations. It can be harder to do so when your work addresses a more obscure need or issue that isn’t always a priority to many people. Regardless of your mission, there are steps that every organization can take to stand out and attract the attention and hearts of potential donors.
Be Relatable One of the first steps to attracting donors is developing a compelling story that will connect with potential supporters. A well-written and well-implemented story can help people connect with your work and core values. Before you start writing a story, think about the main reason why you started the organization in the first place. How does it affect the people, places, and communities it serves? For instance, imagine that your organization is focused on helping communities clean up and restore rivers. When asked why, your answer most likely goes beyond providing clean water to the community.
IMAGINE IF THE LACK OF CLEAN WATER PREVENTED FAMILIES AND CHILDREN FROM ACCESSING THE RESOURCES THEY NEED TO GROW AND DEVELOP. IT WOULD ALSO CAUSE LOCAL ACTIVITIES TO BE LOST. HAVING A WELL-WRITTEN AND EFFECTIVE STORY CAN HELP POTENTIAL DONORS IDENTIFY WITH YOUR WORK AND HELP YOU BECOME MORE PERSONALLY MEANINGFUL. ONE OF THE MOST EFFECTIVE EXAMPLES OF THIS IS THE GLOBAL HERITAGE FUND, WHICH WORKS TO PRESERVE CULTURAL SITES IN DEVELOPING REGIONS. THEIR WEBSITE SHOWS HOW THEIR WORK GOES BEYOND MONUMENTS TO CREATE SUSTAINABLE CHANGE AND ECONOMIC OPPORTUNITIES.
Have Personality Aside from your mission and hard work, a great way to stand out from the crowd is to show off your brand’s personality and sense of humor. This can help attract and retain potential donors. Creating a lighthearted social media post or email campaign can help lift your organization’s profile and attract potential donors. Barbells for Boobs is a great example of an organization that uses humor to create a fun and engaging staff page on their website. Their team members’ personal blurbs are featured throughout the page, which helps build a strong connection with their supporters.
Design Matters Creating a beautiful and well-designed website is an absolute must if you want to attract potential donors. It only takes a few seconds for people to glance through your site. A well-designed website is an essential part of any organization’s strategy, and it should be easy to navigate and carry throughout all of your social media platforms and emails.
Be Creative Wild fundraising ideas can generate excitement and attract donors. Take an example of ERH, a senior living community that provides services and programs for older adults. In 2015, they held an event called “Over The Edge 4 Elders,” where their team members rappelled down a 10-story building. Before you start working on your next fundraising campaign, get your team together to come up with unique fundraising ideas. Sometimes these ideas are the ones that will win.
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