Donor Communications in a Fluid Landscape

The way that we see fundraising has become much more fluid. How can you align your donor communications program with the changes that are afoot? Digital channels are in flux by nature and can muddy this question even more.

Even in a shifting ecosystem, there are key strategies that can guide donor communications.

Pyramid or Pagoda?
The traditional pyramid of gift levels has been much debated. One client said she had more of a pagoda in mind, with most donors at the highest level. Others have said that a beach ball image is more apt but worrisome, reflecting a reliance on the middle tier.

Demographic Trends for Fundraising
These perspectives are aligned with a shift in the distribution of wealth and trends in giving. It’s well known that the share of wealth for the top 1% of Americans has greatly increased. According to the Federal Survey of Consumer Finances, it has nearly doubled since the 1970s.

At the same time, disparities in U.S. income have been steadily increasing (Pew Research Center). Young adults (22 to 35) are now less likely to own a home or marry, two traditional indicators of higher rates of giving.

Among this group, giving declined from 59.8% in 2011 to 55.7% in 2015 (Shifting Milestones: Fewer Donors & Volunteers, Do Good Institute, University of Maryland). However, a bright spot in this data shows that education levels are rising, which is strongly associated with the likelihood of giving.

Donor Audiences by Segment
Now more than ever, a solid donor cultivation and fundraising strategy is essential. No matter the shape of giving history at your organization, an understanding of donor audiences is the place to start communications planning.

For a clear picture of gifts levels, check out this great read by Josh Birkholz, CEO of BWF, Consuming Philanthropy: How Principal, Major, Mid-Level, and Base Donors Give Differently.

Birkholz compares the nature of each gift level to consumer purchase levels. In a salient quote he says, “As purchase levels increase, behaviors start to change.” He likens the base tier of giving to a quick online purchase and the highest tier to a carefully considered investment.

The communications take-away is that donor expectations increase by gift level, both in terms of in-person engagement and the amount of information shared.

Role of Face-to-Face Communications
So, a good rule of thumb is—the higher the gift level, the more you need to communicate face-to-face. Put another way, a donor communications program should range from low-touch to high-touch engagement.

At the base giving band, you can use more digital strategies and direct response, an annual campaign, for example (email, online giving, direct mail). Ongoing support for your cause is the goal without direct staff involvement. One-on-one interaction often takes place at a large annual event.  

At top giving levels (major & principal gifts), the building of personal relationships is key. Touch points include individual conversations, hand written notes, special events, tours, e-newsletters (send with personal email), and follow-up materials. Donors at these asset-based levels help build an enduring legacy.

Digital Go-To Strategy
Many nonprofits use an effective communications mix for fundraising, which includes email, events, print, social media, and a web presence. That said, nonprofits don’t always have the staff to fully develop a digital program.

A go-to digital outreach strategy is a combination of email and Facebook. These two channels are a perfect pairing for ongoing donor communications and building alignment with your cause.

Email, our old friend, is a stalwart channel. 99% of consumers check email at least once daily. Facebook audiences span all generations, including Boomers (55 to 75), Generation X (40 to 54), and Millennials (25 to 39). FB is the largest digital channel with 2.4 billion monthly active users.

Unified Brand Story
Your brand story can inspire donors across gift levels and communications channels. A consistent voice expresses the values of your organization and is true to your mission.

Storytelling connects passion to giving opportunities with a unified brand presence—bringing to life the causes and impacts that donors hold close to their heart. All audiences increasingly stay connected to brands that share their values.