A recent article on InsightNews.com discusses why mutuality is necessary when it comes to donor retention among nonprofit organizations. Naturally, nonprofits rely on the contributions of donors in order to accomplish charity work, yet it can be difficult for organizations to truly connect with their benefactors. The article conveniently outlines what nonprofits should avoid talking about when engaging their donors or sponsors:
“Here’s what you don’t want: a one-sided meeting where you share all the wonderful things your nonprofit has accomplished followed by asking for a gift or involvement. You definitely don’t want a meeting where you talk about all the challenges that are threatening your nonprofit. Even if you were to walk away with a big check, we believe you would have neglected to secure the most valuable resource: the birth or growth of a mutually beneficial relationship.”
It is important for nonprofits to be genuine and involved with their donors in order to secure trust. Not a lot of people readily donate to charity, yet an engaging link between potential funders and the nonprofit can make all the difference. Organizations looking to build their trust base and funding should consider hosting an online nonprofit fundraising event with the help of partners such as eBay Giving Works.
Online fundraisers can encourage even more communication on social media between nonprofits and donors. Nonprofits shouldn’t ignore the potential of social media as a tool for expanding their influence, as well as a way to approach donors. By leveraging social media, nonprofit fundraising auctions and other similar activities can be easily shared amongst networks.
(Source: FUNdraising Good Times: Mutuality: A must in fundraising, InsightNews.com, February 6, 2014)