Well, it’s approaching another new year and we’ve all resolved to get fitter, read more, learn a foreign language or get PADI-certified and go scuba diving with manta rays off the coast of Ecuador.
So before January slips by completely, we thought we’d share with you Blackbaud’s top 7 New Year’s resolutions that every non-profit should be keeping in order to make 2017 the best year yet for your organisation!
1. Focus on your supporters’ preferences
With a big mood for change in donor preferences, Opt-Out pages will be THE area on your website where donors build trust with an organisation. Charities are under scrutiny to prove they can respect donors’ wishes by synchronising opt-outs with their CRM database.
For loyalty across all kinds of brands, the buzzword is “transparency” – the organisations that handle this well this year will come out with more loyal donors. Read our blog post to find out how to partner with donors rather than simply market at them.
2. Keep your existing donors happy
Each year, organisations watch as up to 80% of new donors fail to support them in Year 2. Why have we become accustomed to losing so many existing donors while spending so much on finding new ones?
Make 2016 the year you commit to retaining the supporters you already have. Make sure your data is accurate, ensure you’re not overloading donors with too many emails, focus on making them feel appreciated, connected to your organisation and informed about how their gift has been used. Read our blog post for some great tips.
3. Improve the health of your data
The start of a new year is the perfect time for a health check on your database. Having clean data can help you to sustain and strengthen relationships with donors, not to mention save on unnecessary costs.
Your donor engagement strategies are only as good as your data, so it’s vital to run updates to determine whether donors have moved, passed away or changed contact information.
Blackbaud can not only clean-up you your data, but also enhance it. Contact us today to get your free data audit!
4. Stop procrastinating – Set up Gift Aid
It is estimated that around £750million in Gift Aid is left unclaimed each year as it can be a complicated process. Make your New Year’s resolution to invest the worthwhile time into setting it up and reap the benefits in the future by claiming 25% more in donations!
And if you can’t find the time in your busy January calendar, let us do the work for you! Watch our pre-recorded webinar to find out about our Gift Aid service or read about it in our Gift Aid blog post.
5. Get your marketing activities in shape with better analytics
‘Analytics’ has become the phrase at the centre of all technology innovation. By analysing your marketing activities, you can set bespoke emails to automatically send based on previous engagement.
So when an individual watches your video, or browses your website for 20 minutes, or fills out a donation form but doesn’t click submit, you know you have an engaged potential donor to target with a well-planned communication. You should also be using Analytics to test email results. Learn about A/B testing in our blog post.
6. Be more social
Research consistently shows that people donate because of the influence of peers, and social media plays a vital role in this.
Building an online brand presence takes time. It’s a two-way tool for communication, finding and building relationships, and ‘overhearing’ what others are saying about themselves and subjects that are important to them. Focus on your relationship goals and over time, if used correctly, social media will be one of your most valued assets.
Read our blog post to find out more about the importance of investing in social media.
7. Learn a new skill – become a blogger!
Blogging is a great way to build expertise, boost SEO and provide useful thought leadership information to your donors and prospects which in time will increase brand loyalty.
Don’t know where to start? Google has the search function to be able to search only ‘blogs’ so take a look at a few that exist in your organisation’s mission space and see what others are discussing. Read our short blog post for some more great tips on starting your non-profit’s first blog.