6 Donor Engagement Strategies That Break Through the Noise

The world is a noisy place. Donors are bombarded with constant messaging that can drown out a nonprofit’s attempts to reach them. So, how can you connect with your donors despite all the other ads, social messages, texts, and emails that are vying for their attention? Having donor engagement strategies in place is a solid start!

Donor engagement is critical for any nonprofit that wants to inspire generosity in its community and build a sustainable, resilient base of support. By leveling up beyond one-off interactions and building real relationships with your donors, you’ll be well on your way to turning occasional givers into lifelong superfans.

What Is a Donor Engagement Strategy?

Donor engagement is what your organization does to build and strengthen donor relationships by keeping them active and involved with your mission. 

So, what separates an engaged donor from an unengaged donor? While the specific measures will vary from organization to organization, engaged donors are typically the ones most responsive to your messages, most likely to attend events, the first to volunteer, and proud to share your mission within their networks.

Your donor engagement strategy outlines exactly how you’ll reach out to donors and the KPIs you’ll track to measure their engagement with your organization. The best donor engagement strategies help organizations improve people’s connection with their work, establish strong relationships, and retain their donor base.

The Donor Engagement Cycle: Explained

Any solid engagement strategy should incorporate the donor engagement cycle into its basic framework. What’s the donor engagement cycle? It’s a 4-step process that every nonprofit should follow when making an appeal; and those four steps are: Ask, Thank, Report, and Repeat.

• Ask: Send a personalized request for support that acknowledges the donor’s past gifts and shares the impact their donation will make.

• Thank: Always send a “thank you” message to every donor, no matter the size of their gift. Your donor engagement strategy may outline different recognition tiers by gift amount ($50 donations receive a shout-out in your newsletter, and $250 donations receive a plaque, for example).

• Report: Report back to donors and share how your nonprofit is making a difference. Showing impact numbers and, more importantly, telling stories keeps donors informed and engaged.

• Repeat: As you repeat the Ask, Thank, and Report steps, you’re building connections that help move donors from one-time donors to recurring donors.

There are many ways your organization can engage donors in each step—those details are unique to your nonprofit! But these four basic steps of the donor engagement cycle are going to be key parts of your overall donor engagement strategy.

6 Donor Engagement Strategies That Break Through

As a fundraiser, you probably have a good feel for how your donors want to engage with you, whether it’s on social media, through email, over the phone, or face-to-face. 

Knowing which channels to use—like whether you need to email donors versus posting on Facebook—is one thing. But knowing how to do so in a way that helps you stand out from the crowd is another.

Here are six strategies you can use to help you break through the noise and connect with your donors.

1. Use Donor Segments to Personalize Your Outreach

If you use a donor database like Neon CRM, you can use the tools in your system to segment your audience and send them even more relevant messaging. By tailoring your messaging and your appeals to speak directly to these different donor segments, you can create some exceptionally powerful communications.

For example, say your nonprofit is launching a summertime lunch program for students. When you send your next appeal, you could:

• Ask one-time donors to consider setting up a monthly gift to provide lunches to students during the summer months

• Ask recurring donors* to consider upgrading their monthly gift so they can feed more children

• Ask lapsed donors to read more about your summer lunch program and make a gift to support local kids

• Thank donors who have supported your lunch program, and share updates about how many students they helped feed

Using donor data to share information you know your supporters find compelling is an excellent way to raise more money and keep donors engaged long-term.

*To learn more about recurring donors and how to engage them, check out The Recurring Giving Report: Data-Backed Insights for Sustainable Generosity. This report gives you data-backed strategies for building an effective recurring giving program, benchmarks and donor insights you can use at your organization, and much more.

2. Prioritize Interactive Experiences & Conversations

Look at the ads you see on social media or the emails you get from different companies or even other nonprofits. How many of them actually invite you to have a conversation with them? 

Approach your donors as individuals instead of marketing targets. Your messaging will feel friendlier and more authentic, and it will invite people to engage with you.

Sharing conversation starters, polls, or even quizzes on social media can inspire lots of engagement. Ask donors questions about themselves, their passions, and their preferences, and savor the opportunity to get to know them better.

Try hosting an “Ask Me Anything” session where you invite people to ask questions about your work, mission, and organization. This is a great way to have genuine conversations with your audience, get them more excited about working with you to make a difference, and even encourage camaraderie between different donors.

We are all marketed to, but few of us engage in real conversations with the nonprofits and brands we like. If you intentionally talk with people instead of at people, you’ll stand out from the crowd. 

3. Always be Searching for Donor Feedback

One of the great things about having a robust donor management platform at your disposal is that you can use it to analyze donor behavior and generate potential insights into why they support you and how they might be motivated to increase that support in the future.

But you know what’s another great way to learn about your donor’s motivations? Asking them.

Don’t be afraid of simply asking your donors for more information about themselves! If they answer your call, that’s a sign right there that they are fairly engaged, and the information they give you will be invaluable to shaping your future fundraising strategies.

Sending donor surveys is one of the best ways to do this. Ask for details you might be able to use later, like demographic information, how they first learned about you, why they decided to give, and how they want to communicate with you in the future.

You can also do a small campaign where you invite supporters to send you stories about why they got involved with your nonprofit. It’s a wonderful way to get to know your community and tie them more closely to your mission. When a donor shares a great story, consider asking them to let you use it in a future fundraising appeal.

4. Make Yourself Valuable to Them

Is there a brand whose emails you always open? What makes you look at their messaging? If you’re like most people, you open those emails because they include something of value. Similarly, your donors will engage with you more regularly if you add value to their day. 

Look for ways to add value to your communications by:

• Making people feel good. Positivity is a rare commodity these days! Share feel-good stories, cute pictures, uplifting impact updates, or funny anecdotes. When your communications are a bright spot in their day, they’ll be more likely to look for and prioritize seeing what you have to say.

• Teaching them something. Sharing useful information is engaging and will make donors more likely to pay attention to your messaging. Try teaching people a fun fact or statistic related to your work. You could also try teaching them a fun new skill. This is especially effective when that skill is related to your cause.

• Entertaining your supporters. Connect with your audience by entertaining them! Your donors constantly receive messaging aimed at getting them to buy a product or take an action. Give them a break by sharing something purely for entertainment purposes. Share a funny or interesting story, or give them a behind-the-scenes look at your work. You can entertain them and get them more engaged with your cause. 

There are lots of ways to add value to your donors’ lives. And, when they associate your communications with content they find important and enjoyable, they’ll be more likely to prioritize engaging with your messaging in the future.

5. To Really Stand Out, Embrace The Analog

So much donor engagement happens online. Emails and social media posts are some of the most common ways nonprofits interact with their supporters. But that doesn’t mean analog channels aren’t valuable! 

In fact, reaching out to your community offline can help you stand out from the hundreds of digital-only marketing campaigns your donors receive. Online spaces are noisy; analog channels can be easier to navigate.

Try combining your digital donor engagement strategies with analog options, too. You can experiment with:

• Sending handwritten cards. Hardly anyone gets handwritten cards or thank-you letters anymore. Taking a few minutes to write a quick note to a donor will surprise and delight your supporters. Even if you don’t have the time to write a full letter by hand, scrawling a quick message in pen in the corner of a printed letter can do wonders.

• Calling to catch up or say thank you. Connect with your donors over the phone! Try calling a handful of donors to thank them for their last gift and learn a little more about them. Or, call the donors you know well: Ask how they’re doing or solicit feedback about your work. When you take the time to connect with donors without asking for a gift, you’ll make them feel valued and more connected to your organization.

• Connecting with donors face-to-face. Arrange an in-person tour, invite someone to lunch or coffee, or connect at a donor appreciation event. If donors prefer virtual options instead of an in-person meeting, feel free to go virtual. Try hosting a Zoom happy hour or coffee chat with a small group of people so supporters can connect with you and each other.

Many of the companies and organizations competing for your donors’ attention don’t use traditional, non-digital communication strategies. If you’re looking for a way to connect with them, try reaching out to them through their mailboxes, over the phone, or face-to-face.

6. Lastly, Don’t Forget to Be a Human

As you think through how you’ll build a connection with your donors, remember the importance of being a human being. 

Your humanity (and your donors’ humanity) can get lost when you feel like you’re an organization addressing a huge crowd. Those factors can make it hard to communicate authentically and effectively.

But remember: You’re a person talking to other people. And not just any people! You’re talking to people who have already indicated that they care about what you do and what you have to say.

So, engage your donors by speaking like a person. Ditch the industry jargon and formal language when writing or speaking with your supporters. 

You don’t have to write perfect 3.5 paragraphs in your emails. When posting on social media, skip the formalities and embrace your unique voice and tone. Relax a little bit when you call your donors or take them to lunch.

You’ll want to stay professional as you interact with your donors, of course. But the more personable you are, the more effective your message will be. Your humanity will make it easier for donors to connect with you, even when they’re being inundated with other marketing messages. 

Engaging Donors Is Easier With the Right Tools

When you’re crafting your donor engagement strategy, you might find that it comes down to two (seemingly contradictory) factors: Treating your donors like they’re real human beings and then using technology to do that at scale.

When it comes to the technology half of that equation, Neon One has a ton of easy-to-use, unified tools that will help you send emails, create donation forms, run fundraising campaigns, manage memberships, build websites, and so much (so much!) more.

If you’d like to see for yourself, we’ve got a whole bunch of simple, self-guided tours that let you see what Neon One can do at your own pace. To pick a tour and start exploring, click the button below!