Fri, June 21 2013

3 ways to stand out to your donors

Caryn Stein's avatar

Director of Content Strategy, Network for Good

Filed under:   Fundraising essentials •

This week, HubSpot (the popular marketing software company) announced a partnership with charity:water. This team effort will be one to watch for innovative ideas on applying inbound marketing tactics to the world of fundraising.

Of course, charity:water has long been a source of inspiration for fundraisers seeking to transform the way they raise money. This post from HubSpot features just some of the ways that charity:water puts their donors at the center of their success stories.

Here are three important takeaways for you to apply to your work:

Show where the money goes. Going beyond a simple chart, charity:water’s Dollars to Projects feature shows donors exactly how their donation will be used, how the projects work, and then allows donors to follow their donation to the completed project.
To do: Create a map of how you get from point A to point B in your work. Don’t forget to add the proverbial “You Are Here” label so donors can see how they fit into the success of your mission.

Share your progress. charity:water uses a personalized project report to keep donors up to date on what has been accomplished, complete with photos and quantifiable results. 
To do: Let your donors be part of the journey. Interview some of your donors to find out what they’d like to know about the impact of their donation. Use this insight to create a template to regularly report back on your progress.

Illustrate your impact—in human terms. Through video and photo-sharing platforms, like Instagram, charity:water keeps supporters engaged with inspiring stories of the individuals they help through their work.
To do: Go beyond dry facts and mass statistics, follow your impact to one individual and bring that story to life for your supporters.

No matter your issue area or organization size, make it a priority this year to be creative and personalize your cause through story and imaginative outreach. The ability to stand out and truly connect with supporters will continue to be the defining factor of successful nonprofits.

posted by: Caryn Stein

  • Comment: (5)   


Standing out and differntiating yourself from the pack is so important. Your donors need you to engage them with good quality content. Does anyone else agree?

Posted by Rick Miles  on  06/21  at  09:24 AM

I agree, if you define “good quality content” as being determined by the donors, not the organization.

Posted by Glenn  on  06/21  at  01:54 PM

Yeah i agree to Rick Miles. Anyways thanks to Caryn Stein for posting such beautiful articles.

Posted by Shruti  on  06/23  at  04:35 AM

This seems a really useful concept that will definitely be a part of the strategy to improve the image of the business all over the web.

Posted by Marcus  on  06/27  at  06:52 AM

I especially appreciate the point about visually placing the donor on the progress continuum so they can more fully realize the impact of their gift on the overall project.  And yes, showing where the money goes, telling the story through the eyes of those served and gaining donor input are great reminders as well!

Posted by .(JavaScript must be enabled to view this email address)  on  06/27  at  09:13 AM

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