Connected Giving orgs intentionally deliver high-touch content, prompts, and responses when relevant. Not just anyone is a viable target donor for your cause. Every nonprofit has a target audience—the donors who are passionate about your cause, align with your mission, and are ready to get involved.
Meet Them Where They Are
How you show up matters. Intercept your donor where they’re already going and consider their daily routine. Consider leveraging one of the following channels:
1. Social
53% of nonprofits engage with their donors via social channels to better understand their interests and motivations.
(Salesforce Nonprofit Trends)
2. Search
Google AdGrants attracts donors, raises awareness for your organization, and recruits volunteers with in-kind advertising on Google Search. (Salesforce Nonprofit Trends)
3. Entertainment
Make it easy for supporters to give with YouTube Giving features (currently available in the U.S.). (Youtube Nonprofits)
4. Navigation
Develop compelling data visualizations to track and share your organization’s impact and programs. (Google Earth & Maps)
5. Voice
Google Assistant helps users donate easily to important causes and nonprofit organizations by saying to your assistant or iOS/Android “Hey Google, donate to ______.” (TechQuila))
6. Mail
Nonprofit emails have an average open rate of 20% and an average clickthrough rate of 2.66%. (Campaign Monitor)
Who is Your Audience?
When identifying your target audience, be as descriptive as possible:
Demographic
- What generation are they from?
- What is their gender?
- What is their estimated household income?
Communication Style
- How do they expect you to communicate with them (tone, channel, cadence)?
Background
- What is their occupation and employer?
- What is their education level?
What Are Their Objections
- What are they passionate about?
- What are their interests and concerns about the world today?
- Do they align with your nonprofit’s causes?
What Are Their Goals
- How do they want to get involved in your nonprofit?
- What level of change do they want to contribute to?
Rebekah Proctor: August 10
iDonate Staff