Technology has made engaging with donors incredibly convenient and effective. We are able to connect and build relationships like never before. In 2017, #GivingTuesday reached over 27.1 billion people on social media and raised over $300 million online. The power of social media alone can increase donor engagement, but there are other ways to spark retention.
To get a deeper look at technology trends for nonprofits, you can download our free report. See how 250+ organizations manage and use information technology to support daily operations—ranging from email distribution to donor management and beyond.
How to Increase Donor Engagement Through Technology:
1. Use Multiple Channels:
Receiving a handheld, beautiful brochure in the mail can spark a different type of retention compared to seeing a social media post on Facebook. They both can be just as effective, but the calls to action may vary in submission rate or timeliness. Knowing the persona of your donor will help you make these decisions.
According to the 2018 Online Giving Statistics, Millennials are 25.9% of US population, and account for 11% of total giving. Millennials are active on their phones and respond best to text messages and social media, but rarely check personal email or respond to voice calls. Millennials are most likely to contribute to work sponsored initiatives, donate via mobile and watch online videos before making a gift.
Also stated in the 2018 Online Giving Statistics, Baby Boomers represent 23.6% of the US populations and 24% say they donated online because of direct mail they received. Boomers answer voice calls, check email regularly, and also use text messaging and social media.
2. Tell a Story:
“Stories are remembered up to 22 times more than facts alone,” as stated by oft-cited statistic. Stories create an emotional response, which leads them to being more inclined to donate to your organization. Connect donors to your cause. Make them feel.
Have you heard of the Martyrdom Effect? Christopher Olivola of Carnegie Mellon University found that the idea of suffering to advance a worthy cause makes people more willing to participate. This “martyrdom effect” suggests that people find the pain and effort more meaningful because it promotes a cause they care about. As a result, their contributions feel more meaningful too. People will make sacrifices for a cause, even when they will gain nothing in return.
Remember the ALS Ice Bucket challenge that spread on social media? According to the NY Times, that challenge raised over $115 million for ALS. Those donors endured a physical pain, which in their mind, was worth it to them.
Think hard about your organization and the people involved. How can you use technology to tell your story? Try going live on Facebook in meaningful moments, create a heartfelt video, spark a social media challenge with a trending hashtags. There are so many opportunities to use technology to tell your story.
3. Adopt Technology Trends:
Technology is moving at a speed none of us can see and the trends are always changing. There are literally self-driving cars on our streets. It is amazing what we can do that we have never been able to do before. Nonprofits need to adjust to this upward trend and reap the benefits of something that can self-drive their internal efforts. There are many ways to accept online donations through platforms such as Donorbox, and ways to engage and retain those donors such as social media, email, and collaboration softwares.
Finding technology that can benefit your nonprofit is important and highly resourceful. Whether you need assistance sending automated emails, managing your contacts, or collecting donations, it’s important to research your options and adopt something useful and specific to your needs. The power technology can have on your organization highly outweighs the stress that can come along with it.
For two additional tips to engaging donors, check out our full blog on Donorbox.