For years, I have been counseling clients to tell their stories of mission and impact by focusing on just one. Just one person, just one rescue, just one child, just one impact! To paint a picture with broad strokes so that someone can imagine as their child, pet, or neighbor as the story. An opportunity for the donor to identify with the story in a more personal way, by transferring someone they know as the protagonist in the story. An opportunity for those listening to understand the impact and that they sense the change…the reward…the emotion.
When donors feel that they are present in the story, they are motivated to act. As we approach #GivingTuesday this year, why not make donors the whole story. If you want people to relate, why not talk about whom your targeted audience is.
Donor retention is more than just a buzzword. It is about understanding your donor population and why they give. Donor retention puts a focus on your relationships, how they started and why they still exist. If you are fortunate enough to have donors that have been giving to your organization for many years, maybe even decades, it is important to recognize their impact and the difference they make. It is important to understand why they support your organization and have continued to support your organization.
Donors often give due to a relationship. I remember sitting down with a Vietnam Vet who had been giving for twenty years to the organization I represented. He shared a story about two ladies from this organization that found him in the “bush” to sympathetically share that his grandmother had passed. It was that experience that created his desire to support this organization. It was an amazing story and one that I was motivated to share. In his 20+ years of giving, he had given close to $7000
Relationships may have formed due to a personal invitation, a need to perform community service, or a benefit they received long ago from the organization. There are many stories in your own donor population, maybe one like the one above. In identifying and sharing more of theses stories, you may inspire new donors or current donors to keep giving. You need to understand what their total giving ads up to and convert those total dollars into impact for your organization. Inspire current and future donors to better understand that their little adds up to a lot.
Tell their stories and inspire others to become a partner for life.
If you need guidance on how to share your impact, tell your story, get to know your donors, PB&J marComm is here to help. We understand that your sustained success is about making the most of your relationships. Contact PB&J marComm to learn more.
