In the first part of our donor fatigue series, we asked our panel of fundraising experts whether or not they believe donor fatigue is an excuse for poor fundraising results or the result of poor fundraising strategies. We also asked why they believe donors are tired of and/or indifferent to the messages organizations are sending.
Additionally, we asked organizations to fill out a short survey with a few important questions about their approach to this phenomenon. Before we reveal the results of the survey, let’s take a look at how our experts answered the main question in regards to donor fatigue:
How can organizations reenergize their supporters?
- Develop a data-driven segmentation strategy with tailored messaging
- Provide engagement opportunities for supporters that go beyond requesting donations
- Tell stories about how a donor’s support positively impacted someone or something
- Create feedback loops that show how donation funds have been used to support the organization’s mission, what is still needed, and various ways they can participate in the process
So how can this information help organizations prevent donor fatigue for increasingly popular crowdfunding events like #GivingTuesday? Because so many organizations participate in single-day crowdfunding events like these, several of our #GivingTuesday webinar attendees wanted to know how to make their message stand out among the communication donors are likely receiving from several other organizations.
“Messaging and calls to action regarding the event should be clear and concise, so donors can digest and move on,” said Rachel Lewis of Social Factor. Kimbia’s Miriam Kagan agreed with this recommendation, adding, “It is important to go beyond the ‘give us money’ message and clearly answer the question of ‘why should you give your money to us specifically—today.’” To make your message even more compelling, Dunham+Company’s Brad Davies suggests organizations “inspire donors to make a gift by having a goal they went to reach that aligns with the mission.”
So how do other organizations approach donor fatigue? Here are the results of our survey: