The web may be the most powerful broadcast tool of all time, but too many nonprofit organizations miss the even more important power of the web – a way to listen to their donors!
Why is listening so important?
• People like to be listened to…. So few people
really listen these days – most just use the time others are talking to prepare
their own next statement – and donors love to be asked their opinion. They’re
passionate about your cause.
• When they have a problem with your organization, giving them an ear is the
best way to keep them as a donor – and to fix a problem that’s probably
driving other donors away too. Which would you rather they talked to –
you, or their friends on FaceBook (or at the supermarket)?
• Using the words they use is the most powerful way to communicate to them
in the future. Using their vocabulary always generates more response than
using the language of your board or staff. Good copywriters yearn for donor
correspondence.
How you can listen online easily and cheaply:
• Share your email from donors within the organization and with your
fundraising counsel (minus the personal information)
• Actively solicit input in online and email surveys using open-ended questions
like, “Why do you support us?” or “What do you think the biggest problem is
concerning [your top issue]?” and “What do you think we (the donor and the
organization) should do about it?”
• Look at your web site traffic statistics (Google Analytics, WebTrends, etc.)
and see what words and phrases people are putting into search engines that
end up at your site. What pages are they viewing most often? If you have a
site search, look at those results too.
• Build a basic FaceBook fan page and invite people to comment. Thank each
of them and share the significant comments internally.
• Use Twitter #hashtags and Google Alerts to track what people are saying
about your organization and about your issues.
Need help implementing any of these ideas? Contact me.
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Rick Christ has been helping nonprofit organizations use the internet for fundraising, communications and advocacy since 2009, and has been a frequent writer on the subject. He delights in your questions and arguments. Please contact him at: RChrist@Amergent.com or at his LinkedIn Page
Hank Lewis with Development Consultant Associates has over thirty years as a fundraising consultant and is a specialist in Board and Leadership Development, Capital Campaign, Bequest Program and Major Gifts.