Donors of Veterans
|Channels||Mailing list, Phone, Email|
|Donor List Segments||Universe|
Donors to Veterans
- With all of the scandal on medical treatment that veterans have to deal with, along with the job crisis they face it is not surprising that organizations are reaching out to solicit money for our vets. Searching for new donors can be a challenge. Reaching out to those that have donated to veteran causes will increase the chance of building new relationships.
- People that contribute to others are constantly getting hit on to give their money or time. Over 70% of charitable giving comes from individuals and these people want to help but not feel forced. Furthermore, according to Cygnus Applied Research, two thirds of charity supporters say they have been asked too often to give.There are ways to be more effective in requesting for donations and not be a nuisance. Asking for contributions too frequently can turn some people off and they will not give at all. Instead appeal to supporters on a monthly basis by sending a direct mail piece with a compelling message. Include a web address that gives an online option if they choose to do so. Offering a couple of ways individuals can donate will increase the response.
- Honesty is imperative when cultivating a relationship with individuals you want to do business with, and especially those that you are asking to give money. By displaying what your organization is doing with the money received is a step towards building trust. The best way to display this is to show what percentage of the money actually supports the mission. For example, Doctors Without Borders allocated more than 85% of its expenditures to its program activities. A non-profit will gain trust from supporters when they see how money is used.
- To be effective when soliciting donors make sure to include a photo to captivate an audience. It only takes a few seconds of an image to draw sympathy from a viewer. A picture of a wounded warrior or soldiers in combat to trigger emotions will inspire people to give. One image can convey a crucial message of our veterans in need.
- Another persuasive approach is writing a compelling story. Share a true story about how your organization has helped someone. Telling how a person’s life has been impacted will resonate with donors. Helping to make the world a better place is what is on the mind of contributors and having stories that demonstrate what their hard earned money will do can inspire people to give. Your goal is to make supporters feel they are emotionally involved and part of an organization that wants to help others.
- Offer donor levels to influence individuals to give more. For example, by showing that $1 will feed a veteran for a day, $5 will feed our homeless vets for a week, or $25 will feed vets for a month can increase contributions. By explaining what each amount can provide will make people think about the value of what they give.
- Fundraising is an ongoing project that requires time and a lot of effort to achieve the necessary goals to be successful. The best channel to appeal to contributors is often asked. Should I do a direct mail or email campaign? Both can work depending on the targeted audience. Millennials respond more to online solicitation while direct mail works better with older audiences. With any new fundraising efforts it is best to engage donors with a powerful direct mail letter with a web address to further engage donors.
- Once you have won the hearts of gift givers, make sure to follow up with a thank you letter. This letter should be heartfelt and personal. Let the supporter know how much their money meant in helping to make someone else’s life better. It is important to describe how the gift was used. A report from Money for Good showed 63% of donors want to know how their money will be used. Saying thank you will enhance the probability of getting more donations.