Thursday, December 11, 2014

Getting Social with Major (Institutional) Donors

Is institutional fundraising that much different from fundraising from individuals?

At first glance, governmental donors require lengthy technical proposals and reports, ask for dashboards and value for money. Therefore, the whole grant cycle seems longer and more transactional.

With a closer look, however, principles of fundraising are the same for both. Ask- thank-report. And in good fundraising we should thanks three times more than ask. While most of charities have mastered the first and the third steps, what is often missing is keeping up donors' excitement and confidence their gift.

One of the solutions is to develop a donor journey and track touchpoints with your donors, as well as  develop content editorial calendar. This will help to align and organize program, resource mobilization and communications colleagues for producing materials that convey impact to donors.

Great way to acknowledge a donor

Social media is another sphere where the differences between individual and institutional fundraising blur. It is like B2B finally is about H2H (Human-to-Human) in marketing. 

Tagging your donors in a facebook post is a great way to bring voices from the field

Following yours donors on Twitter and engaging them in the conversation online

Donor is a hero. This is why storytelling is hugely important for institutional donors too. Is helps to unveil what lies behind ambitious goals, like eradicating poverty, and break down the abstract into more tangible and relatable experience e.g. help a child to find a safe home. An emotional video or image will stay with the donor, while providing numbers just satisfies their work quarterly indicator, not the human need to help. Nobody was ever bored into donating.

Photo Essay: CAR's Humanitarian Frontliners

Do you have any experiences trying to "humanize" the message in order to foster a real connection?

No comments:

Post a Comment