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Maximizing Donor Engagement: Strategies to Become the Charity of Choice

This comprehensive donor engagement study surveyed 1,022 donors who had contributed a minimum of $25 in the past year. It reveals key insights into how many charities donors support annually, how they distribute their contributions, and what motivates their loyalty. The findings highlight the importance of establishing metrics to gauge donor relationships and recommend strategies to empower supporters to become champions for your cause. Embrace these insights to enhance your connection with donors, measure your impact, and ensure your organization is their preferred charity.

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Maximizing Donor Engagement: Strategies to Become the Charity of Choice

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  1. Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice

  2. Donor Engagement Study • 1,022 donors • Gave at least $25 in the last 12 months & accept emails from nonprofits • Asked about current donation & engagement activities, focusing on how they interact with their “favorite” charity • Asked about preferred online methods for engaging

  3. Key Finding: How many charities do they donate to in a year?

  4. Key Finding: How is that $ divided? • Donors gave 67% of their annual amount to their favorite charity.

  5. Do you have metrics in place to measure the relationship with your donors?

  6. Key Finding: What is motivating them?

  7. Do you run campaigns that are designed to drive activities beyond donations?

  8. Key Finding: How are they being your champions? * Doing these things at least a few times a year

  9. Are you empowering your champions?

  10. Do you encourage your donors to share their story?

  11. Putting these findings to work

  12. Strive to be “the favorite” • Take Stock - Benchmark • Set Your Strategy • Execute • Measure Impact

  13. Take Stock / Benchmark • Website • Email • Social Media • Media Mix • Activities • Audiences

  14. Set Strategy • Determine value • Target potential • Activities • Calendar

  15. Measure Impact • Conversion to Donors • Retention • Growth • Segment Value

  16. Utilize the right channel mix • Go to your supporters • Use appropriate channels • Leverage networks

  17. An example of a great approach

  18. Revlon Run / Walk

  19. Social Media Page

  20. Share in Navigation and Multiple Platforms

  21. Thank you! Blake Groves – Vice President , Charity Dynamics bgroves@charitydynamics.com Sign up to survey your supporters and compare to the benchmark at http://www.charitydynamics.com/surveyoffer/ Download the benchmark report http://www.nonprofitdonorengagement.com/

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