Why Your Existing Donors May Also Be Your Biggest Nonprofit Ambassadors
Learn three lessons to leverage donors to grow your donor base.
I recently had a conversation that lit my fundraising fire. The sparks started flying while I was interviewing a group of major donors on behalf of an organization I’m supporting.
This group of individuals and business owners gives the organization a minimum $10,000 gift each year. And many of them have given at this level for decades. Not only that, but many also donate their time, serve on committees, and lead fundraising efforts within their companies.
This group of major donors is committed with a capital C.
I learned a ton from this one conversation and was reminded that donors aren’t just a source of much-needed funding. In many cases, they’re also an organization’s biggest ambassadors.
There were so many inspiring nuggets from my conversation, but three takeaways stand out as key lessons for nonprofits looking to turn existing donors into their loudest cheerleaders.
3 Lessons to Help Turn Nonprofit Donors into Loyal Ambassadors
Lesson 1: The Personal Ask is Still the Most Effective
Each nonprofit ambassador I spoke with began supporting the organization after a friend or colleague tapped them on the shoulder and invited them to get involved. It was this personal invitation that encouraged them to give the request serious consideration.
While social media, events, and direct mail are vital components of a successful fundraising campaign, a face-to-face ask from a respected friend or mentor is still the most effective way to identify and recruit new donors.
Lesson 2: Impact and Community Keep Donors Engaged Long-Term
When I asked the group why they had stayed engaged in their work with the nonprofit for so many years, the top two responses were:
They saw the impact of their efforts
They belonged to a community of like-minded people
Belonging to a community of dedicated individuals making a real difference is the glue that keeps nonprofit ambassadors involved.
During our conversation, the group brought up two essential mechanisms for donor engagement. First, communication channels, notably social media and email, made a meaningful difference. Through these channels, donors heard the voices of the people they were helping and saw the impact of their philanthropy. They saw real community challenges being solved.
Second, the group came together with other donors and supporters at various in-person events hosted by the organization several times each year. These gatherings built community. One participant said, “These networking events are one of the few things I make sure to block out time for because they’re so well executed.”
Lesson 3: Don’t Assume Nonprofit Ambassadors Understand the Work You Do. Many Don’t.
This was my biggest ‘ah-ha’ moment from the conversation. Even these donors who had given so much time and effort to a cause they cared deeply about were sometimes unclear about the organization's services.
Never assume that your audience, even your most loyal and attentive audience, fully understands the work you do. My recommendation: continuously educate donors about your work, regardless of how long they’ve trusted you with their donor dollars. Doing so will help ensure they fully represent your organization within their circles of influence.
Start Looking Inward to Find the Loyal Ambassadors Your Organization Needs
The encouraging news from each of these lessons is that your most loyal ambassadors are likely hiding in plain sight. And with just a bit of encouragement and direction, you can likely leverage their loyalty to create even more excitement about your organization and expand your donor base.
It all starts with a conversation. Just as I did with my client’s large donor group, find a time to gather your ambassadors and come prepared with questions to fully understand the ‘why’ behind their love for your work. Do this, and I guarantee you’ll light your fundraising fire like I did.
I wish you many inspiring conversations that lead to big results for your organization. And should you need any help driving these important discussions, my team and I are here!
My best,
Dani
About The Author
For the past 25 years, Dani has helped nonprofits at local, regional, and global levels find sustainable solutions to tricky growth and funding issues. She works with leaders and teams to optimize their approach to fundraising, strategic planning, marketing, and more! Dani is passionate about helping motivated people build vibrant and effective nonprofit organizations—so they can make a meaningful impact in the world!