Enticing Monthly Donors

Ronn Torossian is a frequent commentator on public relations and corporate communications.

Image via donationto.com

When working with any non profit organization, large individual donors are important. But increasingly, small regular donors are becoming the actual lifeblood of many organizations. How do you engage these smaller, but more consistent, donors and keep them giving into the foreseeable future? Ronn Torossian has your answers. Three of them, actually.

#1 – Show them their specific role in your work

People want to know what they are investing in. Show them exactly how their donations are making a difference for your work. Be as specific as you possibly can. Show them the importance of their work by explaining the direct difference those donations, collectively, make in your month to month budget.

#2 – Appreciate them regularly

Do things, and give thing,s to these donors at least as regularly as you are expecting them to give to you. Recognition and visible appreciation are a small price to pay to be able to actually know what you have to invest in your cause, month-to-month.

#3 – Budget those funds for specific needs

Some organizations need the internal motivations to make the ask. It can be more thrilling, and more rewarding in the short term to land those big spenders, but if you want to make a consistent and deep impact, you need that monthly cash coming in. So, this last one is for you, Charity Director. Give several of your budget items specific names and earmark them to be funded by smaller, individual, regular donations. That line item should be sufficiently motivational.

While, these three tips are no guarantee of success, they can point you in the right direction. Remember, when you are dealing with individual folks, their own desires and ego are never far from the surface. Engage them with appreciation, not expectation.