How did your last fundraising campaign go? Did you meet your goal, or fall a little short?
When it comes to raising the funding necessary to keep your organization running and achieve your nonprofit’s mission, communicating your goals effectively can make or break a campaign. Donors are much more likely to contribute (or increase their contribution) if you give them a clear idea of what you need from them, and why.
Here are 3 tips to help you communicate effectively with your audience:
1. Lay out the goal
Be clear about your goal from the beginning. When starting a new campaign, tell your audience specifically what the goal is, i.e. “Raise $50,000 for the science foundation.”
But don’t stop there, be specific. Being specific with your goals helps your audience understand how they can have an impact. For example, if you say you are raising $50,000 for your science foundation, potential donors have no concept of how that money will be used. Instead, say, “We’re raising $50,000 to buy five electron microscopes.”
And then take it a step further and include the “why” and the “what.” Using the example above, the “why” is improving scientific studies and helping to find a cure. The “what” is $50,000 for new electron microscopes. Using this formula to structure your messaging helps people clearly understand your goals for the campaign, and how they can help make an impact. “We’re raising $50,000 to buy five electron microscopes which help our researchers with their gene studies. These studies will help us find a cure faster.”
By being clear about your goal, you give your audience a sense of buy-in. And when you report results, either mid-campaign or at the end, they can clearly see the results of your efforts and their support.
2. Tell a story
Statistics can be useful to show the importance of the work you’re doing. But data alone can cause your audience to lose interest, may make the problem appear too overwhelming, or make them feel their small contribution will have no impact.
Instead, try to tell a story that is compelling and exemplary of what your organization does. Explaining the goal through a story makes it more personal, attainable, and memorable, for readers.
3. Send a reminder
Don’t underestimate the power of a reminder email. Human nature often drives donors to think, “That sounds great, I’ll donate later.” Follow up! People are busy, and a little reminder can go a long way to securing donations that didn’t convert the first time around.
By incorporating these three tips, you can better structure your communication to help you meet the goals of your next fundraising campaign.
Do you need help communicating your goals?
Contact us today to learn how we can support you during your next campaign.