Best practices that help NGOs grow donors

October 18, 2019 12:00 AM
  • Best practices that help NGOs grow donors

Smart devices have made communications easier. Tasks like sending an email, sharing photos, banking, and booking tickets can be done in a few taps on a smartphone. Such devices have been instrumental in reducing the digitlal divide, and bringing more users online. NGOs can greatly benefit from this movement .

The stats on the right are derived from a survey conducted by 'The 2018 Global NGO Technology'. According to this, most users are willing to donate online. NGOs are seen to be increasing their capabilities to raise funds online to aid in sustainable growth. Technology can aid reaching new donors and in motivating them to return. 

Inorder to increase its donor list, nonprofits can shortlist best practices that could work for them, and take the support of communication tools like websites, apps, email, and social media to leverage it.

Responsive and up-to-date digital properties

Websites and apps form the digital image of any organization. NGOs can talk about their operations and impact through its own website and create apps that could aid stakeholders and donors. Websites can also be used as an interface for collecting funds and donations. It is therefore recommended that NGOs ensure they have a well functioning, responsive website and/or app that leads users to perform conducive activities like volunteer, register for newsletters or donate. 

Few of the other pointers to ensure repeat users are: 

  • Navigation should be easy

  • Search feature needs to be simple

  • Content needs to be clear and straightforward

  • The flow of the page should be meaningful 
     

Leveraging Emails

Emailing another communication mode that could greatly help nonprofits in interacting directly with donors and retaining their interest. Mail communications help in sharper targeting. Emailers can be used to send regular updates, donor appeals, and retention touchpoints to subscribed users. These points can help in gaining a good mailer database -

  • Build an effective landing page with the best strategy to encourage users to sign up

  • Monitor metrics on your email performance

  • Build targeted mailing lists

Strategize social media

Today, social media is considered one of the best modes of creating online engagement with target groups. NPOs can strengthen their digital presence by creating social media pages and running posts or campaings on its activities that interest followers. These pages can then be used to promote work and impact, motivating followers to donate. Here are a few things to bear in mind before setting up social media accounts: 

  • Don't rush to be everywhere, NPOs must target to be present where their donors are.

  • Apply thoughtful strategy in reaching donors on social media

  • Run campaigns aimed at well defined targets

  • Build an online community around your organization's cause

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