Why Every Donor Should Be In A Program

When preparing programs and activities for our constituents we develop elaborate plans and programs to make sure participants feel engaged and included.

There is only one group of participants that we forget to create programs for, our donors! One of the biggest mistakes organizations make is forgetting that carefully planned fundraising programs must be implemented if you want your donors to be engaged.

What Are Donor Programs?

Donor programs vary from organization to organization. In general, fundraising programs are tailored to specific donor demographics and giving capacities. Examples of donor programs include

• Sustained Giving
• Giving Circles/Societies
• Planned Giving Programs
• Experiential Fundraising Events
• Dinners
• Direct Mail Programs
• Crowd Funding Campaigns

Here are five reasons why it is crucial to create programs for your donors.

1. Donors feel like they are a partner and part of the mission

A study by Blackbaud found that donors who feel connected to the organization and its mission are 4 times more likely to continue giving. When donors are included in a program they feel connected to the organization and its mission, which makes them more likely to continue giving.

2. Donors become part of a community of givers

A survey by the Nonprofit Research Collaborative found that 72% of donors who gave to a campaign that emphasized the impact of collective giving felt more connected to the organization. By being part of a donor program, donors are able to connect with other individuals who are also passionate about the organization's mission. This creates a sense of camaraderie and shared purpose, which can be very powerful in motivating donors to continue giving.

3. Segmenting donors

Creating programs enables you to segment your donors more effectively. You can create giving programs for larger donors, smaller donors, young professionals, grandparents etc. This enables you to create programs, messaging and asks that are relevant to the target audience.

4. More donor recognition opportunities

A study by the University of Pennsylvania found that donors who are recognized for their contributions are 2.5 times more likely to give again. When all donors are in a program, it's much easier to recognize their contributions. This can be done through things like donor walls, recognition on the websites, invitations to special events, and other forms of recognition. This helps to create a sense of appreciation and gratitude among donors, which can be very powerful in motivating them to continue giving.

5. Ability to better organize your donors

When every donor is in a program it makes it much easier to ensure that every donor is engaged through program communications and outreach. Instead of crafting plans on how to engage with 1,000 donors, you can focus on creating engagement strategies for 5-6 different programs that will automatically help you engage with your 1,000 donors.

Overall, ensuring that every donor is part of a program is an essential step for any nonprofit organization that wants to up its fundraising game.