Fundraising appeals often fail to convey a sense of belonging to donors. That’s too bad. It means nonprofits are missing out on a major reason why donors give.

Donors want to feel like they belong. They want to feel like they’re part of the team.

In fact, it’s essential for revenue and retention. But how do you square donors’ need for belonging with the fact that giving is often a solitary activity?

Think of it. A donor gets an appeal in her mailbox or email inbox. She opens it, glances through it, and decides whether to write a check or give online. Not a lot of shared experience in that.

For most donors, your fundraising appeals are the only thing they’ll ever see of your nonprofit.

Some donors will attend your events. Some will take the tour. But most won’t. But that doesn’t mean your donors shouldn’t feel like they’re insiders. Because they certainly are.

One way to bring donors inside the tent is the messaging in your appeals. You can say, for example, “You’re one of us. You see someone on the street picking in a trash can, and your heart goes out to that person. You want to help. You believe what we believe — that no one should have to live on the streets.” Messaging like this conveys community and shared values.

Other ways to create a sense of belonging? There are membership cards, bumper stickers, window clings, refrigerator magnets, and more. They’re all ways for donors to feel part of the in-group.

There’s your sustainer program. Belonging is one of the benefits of monthly giving, president’s clubs, and other giving groups.

There are the stories you tell. You can include not only the donor and the beneficiary but also staff, the volunteers, the case manager and others where appropriate. Why not have a group photo with the beneficiary and staff to show the donor they’re not alone but part of the group?

There’s inside information. This could be an impact report, a financial report, an annual report, a memo from the executive director, a message from somebody in the field and so on. Lots of possibilities here. They make your donors feel like they’re in on the action.

There are donor testimonials. Why-I-give statements tell donors there are other supporters like them.

There are surveys. Asking donors for feedback is often effective, since we all love giving our opinions. But don’t stop there. Report the results (maybe in your newsletter), so donors can see what other donors think. 

There’s more in the full article at https://tinyurl.com/28ws2hy5. Fulfilling the need for belonging is a vital way for nonprofits to connect with donors. And a vital way to be donor centric in your fundraising, with the increases in revenue and retention that come with it.