Nonprofits: The Digital Donor
In this week’s nonprofit-blog post, Lúgh addresses the digital donor—who lives and breathes technology.
Prior to the internet, the only way to connect with donors was through the mail, so it made total sense to collect information, such as home address, occupation, education, past philanthropic contributions, etc. Now fast forward to 2018, a fast-paced era of optimization and instant gratification, where our email is the main address we identify with.
Of course, we’re not saying to completely do-away with printed mailers as they appeal to traditional donors, but rather to segment out the digital donors who respond better to online solicitations (text, email or social media). Digital donors are immediate, often more impulsive and emotionally driven, which is a major opportunity for nonprofits. Digital donors should be able to order their coffee and make a mobile donation before their tall skinny latte is ready for pick-up.
Ultimately, there are 3 things that digital donors look for:
- To be recognized for their contribution
- To feel they’re making an impact
- To have a convenient donor experience
If you can accomplish all of the above, your conversion rates will spike. Just ask our partner Fundraise Up, a donor-centric optimization tool built specifically to increase revenue for nonprofits. Fundraise Up’s philosophy is “A great donor experience equals more revenue for your organization.” Essentially, if a user can’t donate in less than 30 seconds using their thumb, you’re leaving donor revenue on the table. The takeaway–know your audience and how to reach them.