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CREATE A SMART ANNUAL OUTREACH PLAN TO KEEP DONORS CLOSE — AND BOOST GIVING
DEVELOPMENT TEAMS NEED A ROAD MAP FOR STAYING IN TOUCH WITH SUPPORTERS IF THEY
WANT TO HIT FUNDRAISING GOALS IN A COMPLICATED YEAR.
By Lisa Schohl
January 23, 2024
Dana Smith for The Chronicle
Most fundraisers understand that staying in touch with donors all year long is
crucial to keep supporters connected to the mission, ensure that no one is
overlooked, and lay the groundwork for strong year-end giving. But it can be
hard to know how — and find time — to build a 12-month outreach calendar,
especially in a year that promises to be quite complicated.
The main thing is to have a plan in place, says Lori Woehrle, editorial director
of Leapfrog Group, a firm that helps nonprofits with fundraising and marketing,
but make it flexible so you can adapt if the landscape shifts. “No plan, more or
less, equals no map going forward,” she says. “So, if you want to end up
somewhere, you need a map.”
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Most fundraisers understand that staying in touch with donors all year long is
crucial to keep supporters connected to the mission, ensure that no one is
overlooked, and lay the groundwork for strong year-end giving. But it can be
hard to know how — and find time — to build a 12-month outreach calendar,
especially in a year that promises to be quite complicated.
The main thing is to have a plan in place, says Lori Woehrle, editorial director
of Leapfrog Group, a firm that helps nonprofits with fundraising and marketing,
but make it flexible so you can adapt if the landscape shifts. “No plan, more or
less, equals no map going forward,” she says. “So, if you want to end up
somewhere, you need a map.”
When creating an annual donor-engagement plan, start with the end in mind,
Woehrle suggests, including what you want to achieve and by when, which
audiences you need to reach, and what milestones you should hit along the way.
Plan at least 12 months ahead, she suggests, but you might look as far as 18 to
24 months out if you have the capacity.
The Chronicle spoke with a variety of experts who outlined key steps to take and
things to consider when crafting a donor-engagement strategy for 2024. Here’s
what they suggest to get the best results.
FIRST, DEFINE YOUR GOALS AND TIE THEM TO YOUR NONPROFIT’S STRATEGIC PRIORITIES.
Identify your top three priorities for donor engagement so you can build tactics
and messages that feed into them, says Chrissey Nguyen Klockner, chief of staff
at Carlos Rosario International Public Charter School in Washington, D.C. For
example, these might include increasing awareness and understanding of your
mission, deepening key donor relationships and expanding your pool of support,
or raising a specific sum.
Your donor-engagement goals should be aligned with your nonprofit’s strategic
priorities, she adds, to ensure that donors get consistent messages throughout
the year.
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BUILD THE FOUNDATION.
Identify the campaigns or moments when you already know you’ll be reaching out
to donors this year, Woehlre suggests, such as on GivingTuesday, through a
monthly newsletter, or with a quarterly magazine. You might think of these
touchpoints as the “building blocks” of your plan.
Also consider the cadence of your communications. It’s OK to get in touch with
donors often, such as monthly, as long as you’re not always asking for money,
she says.
Once you have a big-picture view of your calendar, look for gaps between
campaigns or months, where you can plug in creative engagement and stewardship
activities, suggests Jen Newmeyer, director of digital fundraising strategy at
PBS. Involve other departments, she adds, so you can complement each other’s
efforts and avoid competing or oversaturating donors.
PLAN CONSISTENT MESSAGES AND STICK TO YOUR THEME(S).
Unless something extremely dramatic happens, you shouldn’t need to change your
message very much in a year, Woehrle says. You might think of it as having a
platform for your overall message, which should be tied to your work and
objectives. “It’s really about the goals of the organization,” she says. “What
they’re trying to do, how they’re doing it, and why it’s important and urgent —
while being sensitive to the world around us.”
Don’t be afraid of sounding repetitive. People need to hear something seven
times before they remember it, Woehrle says, and your nonprofit isn’t the only
one they’re hearing from. So, it’s critical to develop consistent messages and
build on each one over 12 months to advance your goals.
Plan to share plenty of good news and updates on your impact, Nguyen Klockner
says. Positive messages can be especially powerful at a time when many donors
may be feeling bombarded with bad news, she adds. Reminding them that your
organization continues to deliver results can help keep your nonprofit on
donors’ minds and inspire giving.
ASK YOUR DONORS WHAT THEY WANT.
Check in regularly to see how they want to hear from you, what kind of
information they would value, and how they would like to be involved, says Misty
McLaughlin, founder of Cause Craft Consulting, which helps nonprofits strengthen
fundraising and communications. An easy and inexpensive way to do this is to
send an online survey, perhaps once or twice a year.
To get more detailed feedback, send a longer survey to a small group of donors
who are very likely to respond, McLaughlin says, such as 50 of your longest-term
supporters at all giving levels. Ask for 10 to 20 minutes of their time, she
suggests, so you can try to better understand what’s driving their giving right
now and how best to engage them.
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CREATE USEFUL CONTENT.
Use incentives like giveaways to fill gaps in your calendar or expand campaigns
in a way that donors value, Newmeyer suggests. For example, she encourages PBS
member stations to create an email series leading up to GivingTuesday to prime
their audiences for year-end giving. The emails might be focused on recipes or
meal ideas and include related trivia and online games. Everyone who
participates enters a contest to win a box with cooking essentials or something
similar.
You could replicate this tactic at different times of the year, Newmeyer says,
by, for example, providing travel tips or games for kids, like bingo or
scavenger hunts, in the summer. But make sure the content relates to your
mission. An animal shelter might offer incentives or summer ideas related to
pets, and a health organization might talk about healthy eating in the summer or
exercising in the winter.
USE EMAIL AUTOMATION TO STAY IN TOUCH MORE EASILY.
Create an email series with useful content related to specific dates or topics,
Newmeyer says, such as reading lists with books by local authors or information
about local history. These series could consist of three to four emails that
people can sign up to receive at different times of the year.
You could also set up automatic emails for donors on their birthdays or on the
anniversary of their first gift to your nonprofit.
> Simplify, simplify, simplify, because it’s better for you to have a really
> high-quality channel than to be on many channels.
PRIORITIZE ENGAGED AUDIENCES AND COMMUNICATION CHANNELS WHERE SUPPORTERS ARE
ACTIVE.
Avoid the temptation to be on every communication channel because you think
everyone else is, Woehrle says. Instead, go where the bulk of your donors are
and focus on deepening engagement there. “Simplify, simplify, simplify, because
it’s better for you to have a really high-quality channel than to be on many
channels,” she says.
Once you’ve identified your key audiences, design outreach tactics based on what
you know or think will work with each, says Farra Trompeter, co-director of Big
Duck, a communications agency for nonprofits. To figure that out, look at your
communications data and interview or survey your donors to find out what they
need. For example, you might learn that a quarterly newsletter is enough for
some, while others would like a monthly webinar.
Trompeter also suggests making a donation to peer organizations to see how
they’re communicating with supporters, where they’re spending their time, and
what seems to be working.
OFFER OPPORTUNITIES TO GATHER AND LEARN IN PERSON.
Many donors are craving hands-on ways to get involved after the pandemic, Nguyen
Klockner says, so inviting them to see your work in action or learn more about
it through educational activities can help set your nonprofit apart. For
example, you could plan a “lunch and learn” event or series focused on issues
related to your cause to help donors understand your organization’s strategic
priorities, pressing needs, and the potential impact of giving, she says. This
doesn’t have to be a huge undertaking — even gathering just 10 to 15 key donors
can be worth the effort.
> Make a donation to peer organizations to see how they’re communicating with
> donors, where they’re spending their time, and what seems to be working.
Have leaders or staffers at your nonprofit speak, she suggests, and consider
inviting peer organizations to expand awareness of your cause and foster
community-building. Encourage donors to share their perceptions and questions,
too, as a way to engage them while getting valuable qualitative data that can
inform your outreach.
Some groups are creating “moments of learning” with donors by hosting book clubs
or honest conversations about issues and challenges, not just highlighting
success stories, Trompeter says. “[They are] really being real about what’s
going on and challenging their donors’ preconceived notions or misperceptions in
ways that can be scary but ultimately lead to benefit.”
ALLOW TIME FOR TESTING AND EVALUATION.
Include in your plan a regular pause — perhaps once a month or quarter — to
assess your efforts and consider what you should start, stop, and test,
Trompeter says. This involves looking at what you did versus what you’d planned,
what you learned, and what you might want to change, she says. Give yourself
permission to stop something if it isn’t working, even if you’ve always done it.
And if you’re not sure if you should do something new, try it for a test period
before locking it in, whether three months, six months, or a year.
Also plan to do A/B testing of tactics and appeals, Nguyen Klockner says. If you
want to try a new approach, such as using QR codes to link to a video, it’s
smart to test that early in the year, she says, so at year’s end you can focus
on things you know will work.
> Include in your plan a regular pause — perhaps once a month or quarter — to
> assess your efforts and consider what you should start, stop, and test.
BE CREATIVE AND EXPERIMENT.
With overall giving down, now is a good time to experiment, McLaughlin says.
This can take a lot of work, so she advises picking one new thing to try and
seeing how it goes. For example, you could think about diversifying
contributions — maybe asking for nonmonetary gifts such as in-kind contributions
or very small, very regular gifts, like just $2 a day.
Or see if there are opportunities to engage a new pool of potential donors,
McLaughlin suggests, such as people who receive your services or diaspora donors
abroad who have a connection to your mission.
PREPARE FOR THE UNEXPECTED.
You don’t have to create a full emergency contingency plan if you don’t have the
capacity, Nguyen Klockner says, but you should outline key questions to consider
and steps to take if something significant happens in the world or at your
organization. That might mean simply saying that leaders will meet for a
30-minute huddle to talk about how the organization, donors, and clients are
being affected and how your nonprofit should respond.
It’s also a good idea to discuss what solidarity statements mean for your
organization, she adds, and decide in what situations you’ll craft one and how.
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BUILD UP TO THE YEAR’S END.
Consider your year-end campaign as part of your annual strategy, Nguyen Klockner
says, and think through the messages you’ll use, resources you’ll need, and the
timeline for it well ahead of time.
Gather those resources early, she suggests, so you don’t have to scramble during
that critical crunch time. This might include language for your appeal, stories
from donors or clients, photos or videos, and social-media posts. You could also
develop a social-media tool kit with sample posts that you can share with your
community to amplify your campaign.
And think about creative ways to make your appeal stand out from the rest,
Nguyen Klockner says, and what you’ll need to do so. For example, one
organization she worked with enclosed an ornament in its direct-mail appeal and
asked donors to sign and mail it back to be included in a “donor tree.” The
group then shared photos of clients with the decorated tree to attract
supporters’ attention and make them feel good.
We welcome your thoughts and questions about this article. Please email the
editors or submit a letter for publication.
Communications and MarketingFundraising LeadershipMass Fundraising
Lisa Schohl
Lisa Schohl is senior editor for advice. Before joining the Chronicle, she
worked in nonprofit communications and management, as well as in journalism.
Fluent in Spanish, she also has experience in translation.
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To Help Grantees Win Infrastructure Dollars, Business as Usual Won’t Cut It
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