Nonprofit Nation: Cracking the Code to Long-Term Donors
Our founder, James Thorne, was recently interviewed by Julia Campbell on her podcast, Nonprofit Nation. We invite you to listen to the episode “Helping Nonprofits Crack the Code to Find Long-Term Donors”.
Want a sneak peek into their conversation?
The Proven Framework for Finding Nonprofit Donors
If you’re in the business of nonprofits, you know that fundraising is always an issue, no matter how big or small you are. Establishing your footing and a base of donors is one of the biggest obstacles many nonprofits face.
Here at Quirk, we’ve worked hard to develop a proven framework for finding donors and the right donors to engage with your nonprofit. We’ve discovered that success happens inside of frameworks, and repeatable systems that are easy to execute bring consistent, predictable results. It’s battle-tested and has provided success over and over again.
Narrow the Segment
One of the ways you can find donors is by narrowing in on the segment of people who are really going to stick with you in the long term. Be a student of those people by spending time with them and asking them questions. This is how you’ll learn about what kind of people have a heart for your nonprofit. You want to fully understand who they are so that when you extend an invite, you bring in the right type of person to fully invest in your nonprofit.
Develop Relationships
You want to ask questions of your donors like “What about this do you love?”, “Why do you continue to be a part of this nonprofit?" and “Why would you care about what we’re doing here?”. Develop a relationship with them, then start to morph your messaging to new donors by using the answers to their questions. Does it take time and effort? Absolutely yes. You’re going to spend a lot of energy talking to people, asking them questions, and getting advice and feedback. But it’s the only way to really know them.
Maybe you start with ten people, maybe 100. The more, the better. Even though the questions may seem simple and maybe even basic, you’d be missing something crucial by not asking them. We all love data and pulling in research, but at the end of the day, the best data is simply just asking the questions. So get on the phone, have a conversation, and write down the answers. If you have 100 conversations with your donors, we guarantee it will change the entire model for your organization.
Perhaps you’re shaking your head, convinced you just don’t have the time when you’re so focused on your mission. You’re right. There’s not enough time. But you can start small. Speak to one donor and write one thank you note. Then do it again next week. And the next. Something is better than nothing.
Whatever it looks like for you, realize you are creating more time in the future by doing something today. We start out right so we can end right. Otherwise we just eventually spend our time trying to fix it. We want to help nonprofits of Nonprofit Nation lead with intention and forward-thinking instead of being reactionary.
Diversify Efforts
Fundraising in the nonprofit world can mostly be traced to a few major events each year or from a few key donors. We want to help you by developing non-traditional, more diversified ways of raising money so that you don’t have to lean so heavily on a few big events or people. There are many creative ways to do this, often leading to more monthly donors. But you have to go out there and be active, not just expect people to find you and join in. Maybe it’s a podcast, video, or PDF download, but it has to be something that answers the question that people are seeking— something that adds value to their lives.
It’s like the first handshake. You’re not blindly reaching out to the masses, hoping to catch a few people. You’re creating a qualified lead that brings in someone who is genuinely interested in your cause.
Build a Social Media Plan
Building a social media plan is one of the most effective ways to find your people. Most people spend the majority of their time on social media talking about their mission. But what if you reduced that to just a third of your time? Use the extra time you gain by talking to the donors you’re trying to reach. Share their stories on social media as a way to show potential donors how your nonprofit has impacted their lives. Spend another third of your time asking for advice and connection, which is where your engagement comes in.
People love to be heard, not just acknowledged. And honestly, people don’t want to be asked for money all the time. So when you interact with them and connect with them it’s a great, non-threatening way to get feedback. Remember, we’re in the people business. So, focusing on your donors and what motivates and drives them will take you far.
You can listen to the full podcast to find more details on the proven methods James has developed over the years. And for an even more detailed look, our book Lasting Donor Locator: Proven Frameworks for Finding the Right Donors to Engage with Your Nonprofit, will help you develop a formula to give you the footing you need to move your organization forward.
