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Creating a Holistic Fundraising Approach
We all care about our donors – that’s a given. But, are we caring well for our donors? We may have our mass marketing and fundraising appeals in order, but perhaps more focus should be placed on the seemingly small interactions that can have a major impact. In this episode, Katie talks to Meghan Speer of Marketing Support Network about how a holistic approach to donor care and fundraising can strengthen a nonprofit’s bottom line and biggest asset – its relationships.
Marketing is Also About Support
Marketing Support Network provides the capacity to nonprofits by acting as an incoming and outgoing call and digital support center. A space many nonprofits may overlook or attempt to gloss over by using chatbots and voicemail.
It’s easy to get caught up in the one-to-many art of marketing and mass fundraising, but Meghan reminds us that donor support is where many dollars are won or lost. Simple acts like updating an email address or phone number are not only opportunities to connect with donors; they are ways that we can lose connection without even knowing it.
Meghan’s two-part strategy for creating a holistic fundraising approach helps nonprofits get a bigger picture and a deeper relationship with donors:
Make sure your marketing strategy includes elements for ALL your stakeholders.
Snapchat might be a great place to develop a new following, but are your existing donors there? Make sure you’re producing communications and appeals for donors wherever they are at.
All messaging should be cohesive, and all internal stakeholders should see it.
Are your outreach pieces all telling the same story? They should – at least at the foundational level. Create pieces that connect cohesively, using different formats or anecdotes. Also, ensure that your team sees and understands your marketing so they can discuss it with donors.
Human First, Donor second
Most positive relationships have some degree of reciprocity. Donor relationships are no different! Meghan reminds us that how we serve and care for our donors is one way we can give back to them. After all, our donors want to be seen and valued as humans first and donors second. Valuing their time and demonstrating they’re worthy of ours is a great place to start.
If your organization is too lean to be able to have someone answer the phone or handle donor correspondence live, Meghan suggests managing expectations as a minimum. If you need to use a chatbot or email form, ensure you’re letting donors know what to expect in that process. For example, if you’re using email, have an autoresponse that tells donors when they can expect to hear back. Most importantly, stick to what you promise! If you say, you’ll return a message in 24 hours, prioritize making it happen.
Listen to the full episode for all of Meghan’s great insights and tips on creating a holistic fundraising system.
Meet Meghan Speer
Meghan Speer serves as the Vice President or Marketing Support Network in Pittsburgh where she oversees business development, strategic partnerships, and the Inbound Contact Center team. Meghan has spent the last 12 years of her career helping companies and organizations tell their stories more effectively, connect with their audiences more effectually, and communicate more efficiently and she is driven by a passion to help ensure all three things happen at once. Outside of work, Meghan is an active volunteer with two urban ministry programs in her city neighborhood and published her first book, “Letting Go of Should” in 2021.
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