We all know that face-to-face programs when implemented well are effective at attracting and engaging your ideal supporter. So, where is it that these programs often fail? Below, we’ve discussed three important factors that will contribute to the success of your face-to-face program.
In fundraising, it always comes down to hiring the right people
It goes without saying, that the people who are out there face-to-face with your donors will play a huge part in drawing in the right type of supporter. They are essentially the face of your organisation. Your reputation and how the community perceive your organisation will be influenced by how these F2F recruiters are trained. In saying that, note down how your organisation should be perceived which always comes back to your brand…
Branding should be intertwined within all of your business processes, right down to the script that you hand over to your F2F teams. You want the message to be clear and resonate with your mission.
Your F2F teams will be loyal, willing to learn, and put your mission first. The F2F teams that I have worked with and trained over the years were as passionate about the NFP’s work as I was.
Roll out the welcome mat – you need to forge a strong welcome pathway
Have you built a strong welcome pathway? At Redstone Marketing we’ve helped multiple clients introduce these initial steps of their communication plan using an integrated multi-channel approach. Some touchpoints to consider include, direct mail, phone calls, emails, and SMS.
A red-carpet onboarding process versus a lonely letter in the mail that has arrived damaged by the rain can make a world of difference in building your relationships. You want your donors to feel that they are part of something bigger, that they are an important part of the mission, and that you are willing to earn their trust and loyalty.
Here are some ideas to create a warm welcome:
> A welcome page on your website. This is essentially a client portal that is just for your donors where they can read up on your policies, FAQ’s, ways of communication, your mission, the difference that has been made so far, and any news surrounding the cause
> A quality welcome pack
> A welcome email sequence to warm their hearts and their inbox
> A check-in call to see how they are tracking; it’s always nice to show you care about the person, not just about their dollar. It also gives them a chance to share constructive feedback.
A multi-channel approach reinforces to your donors that they chose the right charity and made the right decision, especially during the high-risk-of-attrition phases of their donor journey.
A strong regular giving program continually nurtures
Your onboarding process is looking strong, it’s running smoothly and your donors are flowing in feeling supported with the warmest of welcomes: don’t stop there.
Retention is as important as acquisition. Nurturing your donors with a multi-channel approach will ensue your content is being read. Testing retention is possible if you are across your data and know what metrics to measure.
Knowing when your attrition rate spikes is critical for success and having the right retention communications in place in advance is key. For example, Tax Year End is an attrition spike period because donors receive their annual receipt. We have found that including an Impact Report with the receipt reduces attrition substantially. There are many cost-effective yet high impact communication touchpoints and collateral you can include in your Donor Journey to genuinely connect with donors and optimise their relationship and support.