October 9, 2013

Should your nonprofit focus on donor retention or acquisition?

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Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

Guest post by Annie Lynsen
SmallAct

AnnieLynsenIcame across an article on Lifehacker about applying the 80/20 rule to networking.

The general premise is that you should spend 20 percent of your time cultivating new contacts and 80 percent of your time strengthening the relationships you already have.

Which metrics do you value?

Many of our metrics seem to weigh heavily on the side of acquiring new donors, new names for the list, new event attendees. As a result, I feel like there’s often not enough appreciation, and therefore not enough time devoted to, building relationships with those who are already on our lists. (This can vary, depending on the culture of your organization, of course.)

What happens when you add social data to the mix?

This is one of the reasons social data is so valuable. Trying to deepen relationships with people en masse is nearly impossible, but by adding data from people’s public social media accounts to your database, you can better segment and target your communications in a way that makes the person feel closer to your organization.

When it comes to major donors, having a better idea of who the person is before you pick up the phone or meet them for lunch will accelerate the process of strengthening that relationship

For instance, if you run an animal rescue-focused nonprofit, knowing that someone on your list is a “dog person” or a “cat person” is useful when determining which graphic should appear at the top of your e-newsletter for that person. (PETA does this, and it works well.) Little tweaks focused on personalizing your content can deepen a person’s investment in your organization over time.

And when it comes to major donors, having a better idea of who the person is before you pick up the phone or meet them for lunch will accelerate the process of strengthening that relationship. For example, if you knew from someone’s Twitter feed that they have a small child at home, you might tailor your conversation to focus on how your nonprofit will improve the lives of the next generation.

Finally, if you’re planning an event, knowing who on your list is both deeply invested in your cause and a rockstar on social media can help you build a small group of stakeholders, whom you can arm with specific messaging for getting the word out and encouraging others to participate.

How does your organization focus on relationship-building?

Annie Lynsen is the marketing director at SmallAct and works on developing partner relationships and managing SmallAct’s social media presence. Follow SmallAct and Annie on Twitter.
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