As 2021 gets underway, many charities are happy to say goodbye to the year that changed fundraising best practice as we know it.
As charities rose to the constant challenges caused by the global pandemic, many overcame adversity and implemented new systems and procedures that will be taken into the future.
Now more than ever, it’s time for charities to get back to being strategic rather than reactive. Regardless of the highs and lows experienced in 2020, 2021 has the potential to be the best year yet for your charity! Here are some New Year’s Resolutions charities should make whatever the year ahead holds.
In today’s uncertain economic climate, new donors should be welcomed with open arms whatever the value of their gift. It’s currently a bigger statement than ever if someone chooses to support a charity for the first time so any opportunity to welcome someone into the family cannot be missed. An onboarding sequence can include a welcome email, welcome gift and information about the charity. A phone call can even be appropriate depending on the donation amount and volume. Building relationships at this early stage is absolutely critical in these uncertain times and donors must know from the outset how important they are to helping you achieve your mission.
Analyse data from after every campaign
Likely, you’re already analysing data to some degree but make 2021 the year that you really harness the power of data analysis. Looking back over the last appeal is just as relevant to fundraising outcomes as looking forward to the next one. In-depth data analysis will help you get to know your donors’ giving habits on a deeper level so you can make predictions and prepare realistic budgets for the future.
The SupporterHub platform features extensive data analysis capabilities allowing you to assess the success of campaigns, track income and identify areas for improvement.
Personalise all correspondence
Just as important as data analysis is data segmentation. In 2021, make the promise to communicate with all donors as if they’re personal friends. This means no longer addressing people in a generic ‘dear sir/madam’ manner but instead identifying whether they’re existing, past or prospect donors and really getting personal with communication.
JThe personal data held for donors must be updated and relevant. Names should be spelt correctly and correspondence tailored to refer to previous donations. In 2021, your donors must feel like your friend so when they’re considering who to donate to, your charity is front and centre in their minds.
Commit to innovating systems and processes
TWith face-to-face events largely cancelled last year, charities had to think on their feet with 2020 forcing many to change the way they do things. We’re proud to say that rather than crumbling in a heap, many charities ended the year stronger and with more efficient processes and programs in place that will serve them long into the future.
SA commitment to innovation involves moving more programs online and looking for better, more efficient systems and technology before there is a need to react to a changing climate.
Identify where you can integrate systems
Integrating systems in 2021 will be one of the most effective ways to gain a holistic overview of donors. This integrated approach will allow you to create campaigns and implement systems that will improve fundraising outcomes into the future.
Not only does integration offer a more seamless supporter experience, but it also helps increase output and provide more accurate data and reporting to create more successful campaigns in the future.
6) Create a strong online presence with branded fundraising pages
Branded fundraising pages make it easier than ever to showcase your appeal to encourage online donations. While a website is essential to create brand awareness and help people find out about your mission in the community. Fundraising pages created through SupporterHub can be specific to each appeal or campaign and really target the donor’s needs encouraging them to choose you.
SupporterHub is an integrated SaaS platform that combines donor management software with email marketing capabilities, extensive data and recording, online auctions and raffles and website integration.
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