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    By Peter Lannoo • April 27, 2021

    How Communicating Your Organization's Impact Drives Future Giving

    Last month, Bruce DeBosky’s column in the Denver Post provided some tips for donors looking to help nonprofits in their communities. In his words, stakeholders depend upon nonprofits “to make (them) safer, fairer, healthier and more resilient”. DeBosky’s tips include supporting the most impacted communities, giving locally, unrestricted giving, remembering arts & entertainment, giving more, listening and acting, and supporting advocacy.

    How Communicating Your Organization's Impact Drives Future Giving

    Certainly, donors need to continue to contribute for the nonprofit sector to rebound after 2020, but putting the burden on them entirely to determine where to give is misguided.

    The fact that articles like DeBosky’s exist means that there is still demand for philanthropic giving. People see what’s going on around them, hear the news and statistics, and want to help in the most impactful way possible. But if they are underinformed, or even misinformed, about what organizations in their area are doing and are capable of doing, they may miss some of the best giving opportunities and might overlook some entirely.

    Ultimately, where their money goes is the donor’s choice, but nonprofits should be ready and willing to address each one of DeBosky’s tips proactively, instead of waiting for donors to figure it out on their own. For example, DeBosky advises donors to “trust nonprofits to choose how to spend'' their donations. This trust isn’t an on/off switch, it’s built through years of meaningful communication and relationship building. If someone doesn’t know enough about your organization to trust you, the responsibility falls on you to change that.

    Instead of waiting for donors to uncover tips like these and for donations to fall into your lap, fundraisers and organizations can use lists like this to start thinking through a donor’s perspective. Better yet, donate to local causes yourself. Analyze your thought processes and experience when deciding where to give money. Your first thought will most likely go to an organization that speaks to your values or has a proven track record of making a positive impact on the community. Regardless, there’s some connection there that builds an undercurrent of trust.

    People see what’s going on around them, hear the news and statistics, and want to help in the most impactful way possible. But if they are underinformed, or even misinformed, about what organizations in their area are doing and are capable of doing, they may miss some of the best giving opportunities and might overlook some entirely.

    How deep does that connection run between your organization and the stakeholders, and how can it be strengthened? To borrow from the old real estate saying: communication, communication, communication. What if you sent just one more email every day? One more daily means reaching out to over 250 people in a year (assuming you’re taking weekends off). What impact could 250 more personal communications have on some of your existing relationships?

    What deters fundraisers from a “one more email” type of approach is all the work that goes into that email. Think about it: if you had to send one more, how would you figure out to whom it should be sent? You might find yourself digging through prospect records, looking at past giving, maybe even find a donor whose support has lapsed recently but their usual renewal time is coming up. Then, you need to collect data to make sure your email is personalized (definitely not from a template!), actually write that email, and then copy and paste it back into the database. Maybe you even set a follow-up reminder too, since gifts usually don't close after just one email.

    Gravyty’s solution is to jump fundraisers to the end of the line of this process and make that “one more email" as easy as possible to send. Our fundraiser-enablement tools, powered by artificial intelligence, make personalized communication easier for fundraisers by doing the research for you and providing a self-written first draft of that email, making that "one more" email as easy as one click. Gravyty helps organizations stay top-of-mind so that when they are looking to make an impact, your organization stays in that discussion.

    Are you ready to build deeper relationships with more donors, and ultimately drive giving for your organization? See a Gravyty demo today and see how AI can help your team meet the moment:

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