How to Leverage Marketing to Improve Donor Interest in Your Nonprofit

Nonprofits are built on the foundation of societal contribution and donor interest. Without donors, a nonprofit has no hope of getting off the ground, leaving it to sink before it even starts. This means nonprofits should have customer acquisition in mind when creating their organization.

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Developing a recognizable nonprofit organization is a tricky game of who you know, as well as recruiting celebrity figures to promote your cause. If your organization isn’t well-versed in campaigning for donations, these three tactics can generate donor interest in your nonprofit.

How to Improve Donor Interest in Your Nonprofit

1. Cultivating Donor Interest with Your Web Presence

In a world where information is just a few thumb taps away, you have to leverage how and where people will hear about your organization. In recent years, there has been a steep decline in desktop use and a massive uptick in the amount of web surfing done on mobile or tablet web browsers. Your nonprofit website needs to be optimized for all devices. Depending on your donor audience, you might also want to consider creating an app.

A bad website can cost you donor dollars. If interested parties hit an unwieldy mess of a site, you’ve just lost them. Your website should be easy to navigate on any device and display the important information about your organization. Also, be sure that any forms that obtain information from possible donors are also optimized. The aim of your online presence should be to encourage donors to fuel your nonprofit. Any blockage along that path will mean less fuel is getting to your engine.

2. Branding that Captures Donor Interest

Branding for your nonprofit should be succinct and representative of your message. When potential donors research who you are, and what it means for them as benefactors, the image should be clear. All material should be aligned with your website, both visually and messaging. The colors, typography, and style should all be easily recognizable of your brand. This level of organized detail will exude professionalism and make people feel at ease donating to your cause.

3. Appeal to Sensibility to Create and Keep Donor Interest

Make donors see the humanity behind your cause. Showcase the extent of the issue that your nonprofit is tackling. Bring the faces of your cause forward, reveal their struggle, and discuss how donations are going to make a fundamental change to their circumstances.

Ensure donors are aware of the strides made with their donations. Email marketing can make a huge difference in how comfortable donors feel making a one-time or monthly pledge. For example, a monthly newsletter detailing specifically where money has gone can help to increase repeat donations moving forward.

To build and sustain your nonprofit organization, donors must feel comfortable donating their money towards your cause. A strong website with a clear and precise brand message will help to eliminate any obstacles preventing donors from having faith in your ability to reach your goal. Much can be done to increase donor interest in your nonprofit, all that stands is your ability to capture and keep these donors interested creatively.


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About The Author

Amanda McWhorter is a woman on a mission. Harnessing the power of imagination and the world around her, she lives in a land where spaceships cruise from star to star and dragons can manipulate magic. When she's trapped in the real world, she puts away myth and fantasy to craft well-researched and strategically compelling copy perfect for every muggle.

Amanda McWhorter
Content Manager

2019-07-10T19:33:10+00:00July 19th, 2018|

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