5 ways to connect with those new digital donors

If you’ve been active and relevant during the pandemic, there’s a good chance you have quite a few new donors who gave online for the first time.

These new donors present a real opportunity — if you can encourage them to keep giving. And that presents a few challenges. Here’s a helpful post for handling them right, from the Good Works Blog, at What to do with new digital donors during a pandemic:

  1. Focus on email. Email is the best way to cultivate your online donors. Hands down.
  2. Find out where new donors came from. Many of these new donors are coming out of the woodwork. Track where they came from, because that knowledge will allow you to get the most from channels that are working best. You may also find you have different messaging in different channels, and you should zero in on what’s working in all the channels.
  3. Build a plan to convert new donors. Emergency-motivated donors are less likely to keep on giving than typical donors. You can improve their retention rates by showing them lots of love and connecting your subsequent fundraising offers with the crisis messaging that brought them in.
  4. Make sure your back-end copy is up-to-date. You might have long-forgotten auto-responders that have becoming embarrassingly irrelevant for the moment we’re in. Check out those things right away!

Let me add one more that can make a big difference:

Work to get their postal address and phone numbers (if you don’t have those) and cultivate them through those offline channels. Connecting with the both online and offline really improves the relationship.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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